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首页> 外文期刊>Social influence >'I Want to Persuade You!' - Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign
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'I Want to Persuade You!' - Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

机译：“我想说服你！” -调查关于传播者和营销活动属性的明确说服的有效性

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摘要

In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator's prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.
机译：在明确的说服中，沟通者明确表达了说服消费者的愿望。通过提及归因方法，社会参与被同时探讨为有益的传播者属性，而因果相关的营销（CRM）则被视为边界条件。在一个实验中，我们改变了说服策略（显式与隐式），传播者在社交活动方面的先前经验（是与否）以及具体的营销策略（CRM与非慈善营销）。不出所料，在非慈善营销条件下，当传播者具有社交参与的先验经验时，显式（相对于隐式）说服更为有效。在CRM条件下，当沟通者具有社交参与的先前经验时，明确的（相对于隐性）说服效果较差；当没有以前的经验报道时，说服力会增加。

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