Responsiveness to authority appeals among young French and American consumers

Jae Min Jung; James J. Kellaris

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Responsiveness to authority appeals among young French and American consumers

机译：法国和美国年轻消费者对权威呼吁的回应

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摘要

The "authority effect" is a powerful social influence principle frequently used in advertising to increase compliance. Young adult consumers, however, often resent authority figures. Such resentment can result in negative reactions to authority-based persuasion attempts. This study examines the differential responsiveness to authority appeals among young adults in France and the U.S., as well as the boundary conditions within which such differential responses occur. Results show that before 9/11 Americans had more positive attitudes when the spokesperson in an ad is low (vs. high) in authority. This reverse authority effect did not obtain among French subjects, who appear to prefer recommendations from social equals, or among Americans after 9/11. Perceived source credibility and power distance moderate the effect of authority on attitudes and purchase intentions.

机译：“权威效应”是一种强有力的社会影响力原理，经常在广告中使用以提高合规性。但是，年轻的成年消费者经常对权威人士不满。这种不满会导致对基于权威的说服尝试的负面反应。这项研究调查了法国和美国年轻人对权威机构诉求的不同反应，以及这种差异反应发生的边界条件。结果显示，在9/11之前，当广告发言人的权威性较低（相对于较高）时，美国人的态度更加积极。在法国人（似乎更喜欢社会平等人士的推荐）或9/11之后的美国人中，并未获得这种反向权威效应。感知到的来源信誉度和权力距离减轻了权威对态度和购买意愿的影响。

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来源
《Journal of Business Research》 |2006年第6期|p.735-744|共10页
作者
Jae Min Jung; James J. Kellaris;
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作者单位

Department of Marketing, College of Business Administration, North Dakota State University, Fargo, ND 58105-5137, United States;

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原文格式 PDF
正文语种 eng
中图分类贸易经济;
关键词
social influence; cross-cultural differences; authority appeals; advertising; power distance; source credibility;

机译：社会影响力;跨文化差异;权威呼吁;广告;权力距离;来源信誉;

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Responsiveness to authority appeals among young French and American consumers

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