湖南工业大学学报（社会科学版）2026，Vol.31Issue(2)：44-51,8.DOI:10.20270/j.cnki.1674-117X.2026.2006
"增长密码"还是"伦理陷阱"?
"Growth Code"or"Ethical Trap"?The Duality and Governance of Anxiety Marketing in Paid Knowledge
摘要
Abstract
Amidst the rapid expansion of the digital economy,the paid knowledge industry leverages anxiety marketing as its"growth code"but finds itself ensnared in an"ethical trap".On one hand,by generating psychological cues such as a"fear of falling behind"(FOMO)and a"sense of urgency",anxiety marketing induces immediate consumer purchases,thereby spurring explosive growth in platform traffic and enhancing monetization efficiency.On the other hand,it results in systemic value depletion,a consequence rooted in the unchecked dominance of instrumental rationality.To address this duality,a multi-dimensional,collaborative governance framework aimed at fostering"business for good"must be constructed.This entails government strengthening data ethics legislation and personal information protection;platforms internalizing self-regulation mechanisms and shifting towards value-oriented design;industry associations coordinating standards and codes of conduct;and society enhancing public digital literacy and strengthening public oversight.The ultimate goal is to facilitate the industry's transition from an"anxiety-driven"model to a"growth-empowering"one,fostering a synergy between economic prosperity and humanistic values.关键词
知识付费/焦虑营销/商业伦理/数字文明Key words
paid knowledge/anxiety marketing/business ethics/digital civilization分类
管理科学引用本文复制引用
刘传红,李可欣.."增长密码"还是"伦理陷阱"?[J].湖南工业大学学报（社会科学版）,2026,31(2):44-51,8.基金项目
国家社科基金资助项目"广告导向的理论阐释与典型案例库建设"(19BXW085) （19BXW085）
