Kuang Ruiying, Hu Changping, Huo Shiyu, Shi Yitian, Tang Xinai, Mao Lulu
Department of Visual Communication Design, Changsha Insitute of Technology, Changsha 410000, China.
Art Insitute, Xiangtan University, Xiangtan 411100, China.
Behav Sci (Basel). 2024 Jul 22;14(7):623. doi: 10.3390/bs14070623.
This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.
本综述探讨了非物质文化遗产（ICH）产品消费者参与度低和市场发展困难的问题。选取饮食类非物质文化遗产产品作为研究材料，通过广告的心理效应来探寻非物质文化遗产在当代的商业生存路径。首先，本研究考察了理性和感性非物质文化遗产广告在情感反应、认知反应、态度、回忆和识别方面各自的优势。然后，探讨了不同类型的非物质文化遗产广告（理性广告、情感广告）以及不同程度的情境卷入（为自己购买、为他人购买礼物）对广告效果的影响，旨在找出影响非物质文化遗产广告心理效应的因素。通过统计分析，主要结论如下：（1）理性非物质文化遗产广告促使消费者考虑非物质文化遗产产品的实际属性，从而产生更积极的购买态度。（2）感性非物质文化遗产广告在引发消费者积极情绪和增强品牌记忆方面更有效。（3）在为他人购买礼物的情境下，感性非物质文化遗产广告对消费者对广告的态度有更积极的影响。（4）在不同程度的情境卷入下，理性非物质文化遗产广告对消费者的购买态度有更积极的影响。本研究不仅为优化非物质文化遗产广告策略提供了指导，也为市场拓展提供了新方向，为文化遗产保护以及非物质文化遗产的发展与保护提供了有价值的见解。
