广告
享乐主义
产品(数学)
奢侈品
功利主义
消费(社会学)
感知
产品类型
支付意愿
营销
背景(考古学)
营销传播
心理学
上诉
产品类别
业务
社会心理学
经济
微观经济学
美学
几何学
哲学
政治学
数学
计算机科学
生物
法学
程序设计语言
神经科学
古生物学
作者
Cesare Amatulli,Matteo De Angelis,Carmela Donato
摘要
Abstract This research studies the role of hedonic versus utilitarian message appeals in luxury goods communication, investigating how using one or the other type of message appeal affects product perceived luxuriousness and, in turn, product attitude, and consumers' willingness to buy. This research presents three experiments in which message appeal and brand prominence have been manipulated, while perception of luxuriousness, attitude toward luxury products, willingness to buy them and consumers' conspicuous consumption orientation have been measured. Hedonic, compared with utilitarian, message appeals increase perceived luxuriousness, thereby increasing product attitude and consumers' willingness to buy the product promoted. This effect is particularly likely to occur for consumers with lower levels of conspicuous consumption orientation and for products carrying lowly prominent logos. We extend the literature on luxury communication by studying the effect of hedonic versus utilitarian message appeals on consumers' responses, and the literature on hedonism versus utilitarianism by studying this dichotomy in the context of luxury goods communication. This research suggests that different message appeals used in luxury goods communication produce different effects on consumers' responses and that this differential effectiveness is particularly likely to manifest for certain types of consumers and certain types of luxury products.
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