框架对年轻人和老年人对广告的注意力和购买意图的影响
Xianmin Gong1,2, Nicole Long Ki Fung2, Li Chu2,3
1Stanley Ho Big Data Decision Analytics Research Centre, The Chinese University of Hong Kong, Hong Kong SAR, People's Republic of China.
Cognition & emotion
|January 2, 2025
概括
失去框架的消息吸引了更多的注意力,但降低了购买意图的强度. 与年轻人相比,老年人对损失框架的信息显示出更大的一致性.
科学领域:
- 消费者心理学 消费者心理学
- 认知科学 认知科学
- 营销研究 营销研究 研究
背景情况:
- 信息框架 (损失与收益) 对消费者行为的影响是营销的一个关键领域.
- 了解与年龄相关的广告反应差异对于有针对性的策略至关重要.
- 之前的研究对各个年龄组的注意力和购买意图提出了不同的发现.
研究的目的:
- 调查损失框架广告与收益框架广告对注意力和购买意向的差异影响.
- 检查这些影响如何在年轻人和老年人群之间有所不同.
- 测试注意力分配模型在广告环境中的适用性.
主要方法:
- 眼睛追踪技术被用来监控人们对广告的关注.
- 购买意图记录了广告产品的购买意图.
- 参与者包括年轻人 (18-39岁) 和老年人 (60-82岁).
- 92名年轻人和83名老年人看了32个广告.
主要成果:
- 与收益框架的消息相比,损失框架的消息吸引了更多的注意力,但减少了购买意向强度.
- 这些对注意力和意图强度的影响在年龄组之间没有显著差异.
- 失去框架的信息和增加的注意力增加了购买意图的一致性,特别是在老年人中.
- 年长的成年人显示,与年轻的成年人相比,丧失信息对意图的一致性的影响更大.
结论:
- 结果支持注意力分配模型,表明损失提高了注意力和决策的一致性.
- 虽然这两个年龄组对注意力和意图强度的损失框架信息的反应类似,但老年人表现出更大的一致性.
- 老年人可能更容易受到在广告环境中损失框架消息的一致性增强效应的影响.
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