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相对于无奖励的广告,消费者对于有奖励的广告普遍持有积极态度。但是奖励广告的一个最大劣势就是成本过高。关于奖励的发放,在之前的管理实践和相关文献中,管理人员和学者的焦点主要在于促销领域中的奖励提供,或是将促销信息加入广告中,而对以奖励形式出现的广告则鲜有提及。因而探索奖励广告是如何影响消费者的品牌态度、以及什么时候这种积极影响会显著提升具有重要的实践意义。本文从心理账户理论出发,试图解决上述问题。
Consumers generally hold positive attitudes toward rewarding ads over non-rewarding ads. But one of the biggest disadvantages of rewarded advertising is the high cost. With regard to the distribution of awards, in previous management practices and related literature, managers and academics focused mainly on providing incentives in the field of promotion or adding promotional information to advertisements, while advertisements in the form of rewards were scarce Mentioned. It is therefore important to explore how rewarded advertising affects consumer brand attitudes and when this positive impact can significantly improve. This article from the psychological account theory, trying to solve the above problems.