心理学报Issue(3)：406-416,11.DOI:10.3724/SP.J.1041.2015.00406
广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制
Effects of Congruency between Advertising Appeal and Country-of-Origin Stereotype on Brand Attitude
摘要
Abstract
Country-of-origin (COO) is an informational and affective cue that influences consumers’ brand evaluation. Consumers rely on the “made in” label to infer product quality and attach emotional meanings to brands. While extensive studies have examined the magnitudes and mechanisms of COO effects, little has been understood about how this information influences the impact of other marketing variables on consumer behavior. The present research aimed to close this gap by proposing an advertising appeal-COO stereotype congruency effect on brand attitude and identifying the underlying mechanism from a processing fluency perspective. Based on the Stereotype Content Model, we introduced a new typology of advertising appeals—warmth appeal and competence appeal, and hypothesized that the congruency between advertising appeals and COO stereotype would increase processing fluency, which in turn leads to favorable brand attitudes. <br> We conducted two studies to test these hypotheses. Study 1 examined the interaction between advertising appeal and COO stereotype in influencingbrand attitude and the mediating role of processing fluency. A total of 100 students participated in the 2 (advertising appeal: warmth vs. competence) × 2 (COO: Brazil vs. UK) between-subjects experiment. Participants read a print advertisment of a fictitious gum brand and then rated processing fluency and brand attitude. Study 2 examined the underlying process by varying consumers’ attribution of the positive affect induced by processing fluency. A total of 106 students participated in the 2 (advertising appeal) × 2 (COO: Spain vs. Germany) × 2 (attribution) between-subjects experiment. Before reporting their brand attitudes, participants were instructed to attribute either their positive feelings or fluent experiences to the background music and eliminate the influence of music on their judgments. <br> The results of study 1 revealed a two-way interaction between advertising appeal and COO,F(1,96) = 12.54, p = .001. After controlling for the main effect of advertising appeal throughZ transformation, we found that in Brazil condition warmth appeal led to more positive brand attitudes than competence appeal (0.28 vs. -0.40,p = 0.014), whereas in UK condition competence appeal led to more positive brand attitudes than warmth appeal (0.39 vs. -0.27,p = 0.016). Additionally, bootstrapping analyses suggested that the mediating effect of processing fluency was significantly different from zero (95% CI = .05 ~ .92). The results of study 2 revealed a significant three-way interaction between advertising appeal, COO, and attribution,F(1,98) = 6.32,p = 0.014. Specifically, the interactive effect between advertising appeal and COO was replicated in the fluency-attribution condition (p = .05) but not in the affect-attribution condition (p > .10). <br> Our research adds to the marketing literatures in several ways. First, we propose a new typology model of advertising appeals and demonstrate the effect of congruency between advertising appeal and COO stereotype on brand attitude. Second, by showing that COO can moderate the persuasiveness of warmth versus competence appeal and that processing fluency plays a mediating role in this effect, our research offers a new perspective to understand the underlying mechanisms of COO effects. In addition to the theoretical contributions, our findings also provide important implications for firms’ advertising strategies in global markets.关键词
刻板印象内容模型/广告诉求/品牌来源国/信息处理流畅性/品牌态度Key words
stereotype content model/advertising appeal/country-of-origin/processing fluency/brand attitude分类
社会科学引用本文复制引用
庞隽,毕圣..广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制[J].心理学报,2015,(3):406-416,11.基金项目
中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目成果(项目批准号10XNF074)。 （中央高校基本科研业务费专项资金资助）
