管理工程学报2026，Vol.40Issue(3)：84-97,14.DOI:10.13587/j.cnki.jieem.2026.03.007
过程还是结果?感知健康目标进展与广告诉求对消费者反应的影响
Process or outcome?The influence of perceived health goal progress and advertising appeals on consumer responses
摘要
Abstract
Under the strategic background of"Healthy China",how to help consumers achieve health goals through health products has become a topic with wide concerns.The existing research mainly focuses on the influence of rational appeals,emotional appeals,self-benefit appeals and other-benefit appeals on consumer behavior.The research on process-oriented and outcome-oriented advertising appeals is insufficient.In particular,there are still conflicting views on whether process orientation or outcome orientation is more conducive to consumer responses.And consumers' choices in health products largely depend on the consistency of advertising appeals and consumers' psychological perceptions.This paper introduces the perceived health goal progress of individuals,in an attempt to explore the interactive effects of perceived health goal progress(low vs high)and advertising appeals(process-oriented vs.outcome-oriented)on consumer responses in the context of consumption of health products.Additionally,the paper discusses the mediating role of health goal pursuit motivation from the perspective of motivation. One laboratory experiment and two online experiments are conducted in this research.Study 1 is conducted in a laboratory to preliminarily investigate the real choice behavior of college students toward health products with various advertising claim orientations under various conditions of perceived health goal progress.The researchers recruit college students to participate in the experiment and print slogans of process/outcome-oriented advertising on the packaging of two real oatmeal products.A weight-loss scale(wide vs.narrow)is used to initiate perceived health goal progress.The results show that consumers with low(vs.high)perceived health goal progress prefer oatmeal products with process(vs.outcome)oriented claims.The purpose of Study 2 is to explore how perceived health goal progress(low vs.high)and advertising appeals(process-oriented vs.outcome-oriented)affect consumers' responses.Specifically,we recruit college students to participate in the experiment and choose the calorie-controlled meal as the experimental stimulus material.Meanwhile,the perceived health goal progress is initiated by directing subjects to navigate goal progress bars at different levels.Results show that for consumers with low(vs.high)perceived health goal progress,process(vs.outcome)oriented advertising appeals are more favorable to promote consumer responses(i.e.,health products attitudes and purchase intentions).Study 3 employs a 2(perceived health goal progress:low vs.high)×2(advertising appeals:process-oriented vs.outcome-oriented)between-subjects design to investigate the mediating effect of health goal pursuit motivation.General adult subjects are recruited to participate in the experiment and a fat loss course is selected as the experimental stimulus material.The results show that health goal pursuit motivation plays a significant mediating role in the interactive influence between perceived health goal progress and advertising appeals on consumer responses. This paper makes important theoretical contributions.First,the findings reconcile the conflicting views of existing studies and provide empirical evidence to resolve the dichotomy of whether process(vs.outcome)oriented mental simulation facilitates or hinders consumer response.This paper innovatively explores the impact of different perceived health goal progress and process-and outcome-oriented advertising appeals on consumer response from the perspective of individual internal psychological perception.Second,this paper combines consumers' perceived health goal progress with advertising appeals,and constructs a model of matching effects on consumer responses from the perspectives of internal psychological perception and appeals messages.Finally,on the basis of the regulatory fit theory,this paper reveals the mediating role of health goal-seeking motivation in the influence of perceived health goal progress and advertising appeals on consumer responses.Meanwhile,the findings provide important practical guidance for companies on how to improve consumers' health product choices,develop differentiated advertising strategies,and stimulate consumers' health-seeking motivation.关键词
感知健康目标进展/广告诉求/健康目标追求动机/消费者反应Key words
Perceived health goal progress/Advertising appeals/Health goal pursuit motivation/Consumer responses分类
管理科学引用本文复制引用
江红艳,王亚萍,秦银燕,孙配贞..过程还是结果?感知健康目标进展与广告诉求对消费者反应的影响[J].管理工程学报,2026,40(3):84-97,14.基金项目
国家自然科学基金项目(72072172) （72072172）
中央高校基本科研业务费专项资金(2021ZDPYYQ006) （2021ZDPYYQ006）
国家社会科学基金重大项目(22ZD&137) The National Natural Science Foundation of China(72072172) （22ZD&137）
The Fundamental Research Funds for the Central Universities(2021ZDPYYQ006) （2021ZDPYYQ006）
The Major Research Plan of the National Social Science Fundation of China(22ZD&137) （22ZD&137）
