Wang Jun
School of Economics and Management, Northeast Normal University, Changchun, China.
Front Psychol. 2022 May 30;13:880330. doi: 10.3389/fpsyg.2022.880330. eCollection 2022.
Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxiety and finds, through two between-group experiments, that the emotional state of consumers when viewing advertisements affects their attitudes toward assertive advertisements: anxious consumers have a more positive attitudes toward assertive advertisement, and cognitive fluency plays a mediating role in the relationship between consumer anxiety and consumer attitudes toward assertive advertisement. This study incorporates consumer anxiety into the study of assertive advertising, thus both enriching the theoretical research on assertive advertising and consumer anxiety and providing novel ideas for companies to enhance the effectiveness of their assertive advertising strategies.
公司常常试图通过强势广告来说服消费者购买产品或服务，但这种广告往往遭到消费者抵制。为了找出增加消费者对强势广告偏好的方法，本研究首先考虑消费者的焦虑情绪，并通过两项组间实验发现，消费者观看广告时的情绪状态会影响他们对强势广告的态度：焦虑的消费者对强势广告持更积极的态度，并且认知流畅性在消费者焦虑与消费者对强势广告的态度之间的关系中起中介作用。本研究将消费者焦虑纳入强势广告的研究中，既丰富了关于强势广告和消费者焦虑的理论研究，也为公司提高其强势广告策略的有效性提供了新思路。
