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解析作者 | 唧唧堂管理学研究小组：
Cassie
1、从客户的角度出发：探索AR广告的挑战和机遇
这篇关于增强现实(AR)广告的文章提供了一个关于AR技术、广告和营销指标之间的交叉研究的概念框架。该框架确定了该领域基于理论的构建块，以及最近的相关示例。提出了一个基于增强现实技术的广告内容语境化的概念案例。最后，提出了AR广告未来研究的议程，包括多种概念视角和实证方向。
This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualization of advertising content through AR technology. Finally, an agenda for future research in AR advertising is specified, incorporating multiple conceptual perspectives and empirical directions.
参考文献：de Ruyter K, Heller J, Hilken T, et al. Seeing with the customer’s eye: Exploring the challenges and opportunities of AR advertising[J]. Journal of Advertising, 2020, 49(2): 109-124. https://doi.org/10.1080/00913367.2020.1740123
2、如何淡化产品绿色化对绩效评估的影响:广告中隐性和显性绿色信号的作用研究
尽管经常有报道说消费者喜欢环保产品，但他们还是经常购买传统产品。其中一个原因是与绿色产品相关的性能责任，消费者往往认为绿色产品的性能表现更差。本研究将绿色产品广告中的“绿色轻描淡写”(即隐性绿色信号的传播)与“绿色强调”(即显性绿色信号的传播)进行比较，以作为提高绩效评价的一种策略。我们测试了隐性广告策略(与显性广告策略相比)是否、为什么以及何时能带来对绿色产品更高的性能评价。研究表明，隐性绿色信号在消费者更关注产品性能或对产品绿色度期望较低的情况下更有效。更具体地说，两个实验研究的结果表明，对于非一般绿色产品（研究1）以及对拥有可选择的绿色模式的产品而言（研究2），相比于显性得的绿色信号，隐性的绿色信号更能导致更高的产品性能评价。研究结果有助于理解绿色产品的广告策略如何影响产品的性能评估，为绿色产品宣传提供了管理启示。
Despite frequent reports that they favor products with environmental benefits, consumers often purchase conventional alternatives. One reason for this is the performance liability associated with green products, in which consumers perceive them as being less effective. This research examines the concept of "green understatement" (i.e., communication of implicit green signals) compared with "green emphasis" (i.e., communication of explicit green signals) in green product advertising as a strategy to enhance performance evaluations. We test whether, why, and when an implicit (versus explicit) advertising strategy leads to higher performance evaluation for green products. We suggest and show that implicit green signals are more effective in conditions under which consumers have more concerns about the product's performance or have lower expectations about its greenness. More specifically, the results of two experimental studies show that implicit (versus explicit) communication about greenness leads to higher performance evaluations for products that are less commonly green (Study 1) and for products that have an optional green mode (Study 2). The findings aid in the understanding of how a green product advertising strategy may influence performance evaluations and provide managerial implications for green product promotion.
参考文献：Usrey B, Palihawadana D, Saridakis C, et al. How Downplaying Product Greenness Affects Performance Evaluations: Examining the Effects of Implicit and Explicit Green Signals in Advertising[J]. Journal of Advertising, 2020, 49(2): 125-140. https://doi.org/10.1080/00913367.2020.1712274
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3、主题广告-媒介组合中的一致性与不一致性：意识、流畅性和说服知识的作用
我们认为，主题广告-媒介的一致性与不一致性通过不同的潜在机制对消费者评价产生不同的影响。具体地说，我们认为一致性在很大程度上对消费者的评价有积极的影响，这是由于一个相对自动的流利过程，而不一致性则会唤起一个更有意识的、消极的说服知识(PK)过程，从而导致负面评价。研究1表明，消费者更关注不一致而不是一致，特别是当广告媒介组合与其他广告或材料一起呈现时。研究2A和2B证实，一致性通过感知流畅性导致积极评价，而不一致性会产生消极的劝说知识，其中包含操控意图和更多的负面评价。研究3A和3B为劝说知识的作用提供了因果证据，表明积极的劝说知识会减弱不一致的策略所产生的负面影响。总的来说，这些发现表明，直接比较一致和不一致媒体策略的常见做法混淆了两个非常不同的过程。文章对广告和媒体营销的管理意义进行了讨论。
We suggest that thematic ad–medium congruency versus incongruency evokes distinct effects on consumer evaluations through different underlying mechanisms. Specifically, we propose congruency largely has positive effects on consumer evaluations due to a relatively automatic fluency process, whereas incongruency evokes a more conscious and negative persuasion knowledge (PK) process that leads to negative evaluations. Study 1 showed that consumers were more attentive to incongruence than congruence, particularly when the ad–medium combination was presented with other ads or materials. Studies 2A and 2B confirmed that congruency led to positive evaluations through perceived fluency, whereas incongruency led to negative-PK thoughts involving manipulative intent and more negative evaluations. Studies 3A and 3B provided causal evidence for the role of PK by showing that positive PK attenuated the negative effects the incongruency tactic had otherwise. Overall, these findings suggest the common practice of directly comparing congruent and incongruent media tactics confounds two very different processes. Managerial implications for advertising and media marketing are discussed.
参考文献：Germelmann C C, Herrmann J L, Kacha M, et al. Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge[J]. Journal of Advertising, 2020, 49(2): 141-164. https://doi.org/10.1080/00913367.2020.1745110
4、看起来很重!产品展示阴影对沉重感知和产品偏好的影响
许多产品在广告展示中会在背景中投下阴影。鉴于阴影具有一定的黑暗特征，并且之前的研究发现黑暗和沉重之间有积极的联系，因此，本研究提出并证明了，当广告中有（相对于没有）阴影时，消费者会认为产品更重。特别是，当重量是一种被需要的产品属性时，由于增强了对产品重量的感知，消费者对带有（相比于没有）阴影的广告产品表现出更大的偏好。相反，当重量是一种不受欢迎的产品属性时，广告中产品阴影的存在（相对于不存在）会降低消费者的产品偏好。此外，研究还表明，当沉重是一种被需要的产品属性时，使用言语线索提供产品沉重的显性关联会削弱阴影对消费者产品偏好的积极影响。研究结果为营销者们提供了可操作的指导方针，帮助他们在广告设计中有效地使用产品阴影，以期对消费者的产品偏好产生预期的影响。
A significant number of ads showcase products with their shadows cast in the background. Given that shadows are characteristically dark and that previous research documents a positive link between darkness and heaviness, the current work proposes and documents that consumers evaluate a product to be heavier when it is advertised with (versus without) its shadow. Particularly, when heaviness is a desired product attribute, consumers exhibit a greater preference for the product advertised with (versus without) its shadow due to enhanced product heaviness perceptions. However, when heaviness is an undesirable product attribute, presence (versus absence) of the product shadow in an ad lowers consumers' product preference. Also, the authors show that when heaviness is a desirable product attribute, the positive effect of shadow on consumer product preference attenuates when explicit associations of product heaviness are provided using verbal cues. Findings from the current research provide actionable guidelines for managers to help them use product shadows effectively in advertising for an intended impact on consumer product preferences.
参考文献：Sharma N, Romero M. Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences[J]. Journal of Advertising, 2020, 49(2): 165-184. https://doi.org/10.1080/00913367.2020.1742819
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5、明星揭秘：弱化名人代言人面孔对消费者品牌记忆的强化效应
这项研究探讨了一个不明晰的名人代言人的脸是如何影响消费者对广告中品牌的参与度的。基于元认知理论，三个实验和一个眼动实验的结果表明，与一张清晰的名人代言人的面孔相比，一张模糊的或部分遮盖的面孔会提高消费者的品牌回忆。本研究还表明，不明晰的名人面孔对品牌记忆回忆的强化效应是由于消费者对广告的参与度不同所导致的，并且该效应受到名人识别的调节作用。
This study examines how a disfluent celebrity endorser's face affects the level of consumer engagement with brand name in the advertisement. Focusing on metacognition theories, results from three experiments and one eye-tracking experiment suggest that as compared with a clear version of celebrity endorser's face, a blurred or partly covered version will enhance consumers' brand recall. This study also shows that the reinforcing effect of a disfluent celebrity's face on brand memory recall is mediated by consumer engagement with the advertisement and moderated by celebrity identification.
参考文献：Liu Y, Liu M T. Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory[J]. Journal of Advertising, 2020, 49(2): 185-194. https://doi.org/10.1080/00913367.2020.1740122
6、使用规范标准来操纵论证质量的重要性
论证质量在说服研究中起着重要的理论上和方法上的作用。研究人员经常避免使用独立的规范标准来操纵论证质量。相反，他们通过预测试来识别不同的论证质量，认为能够引起有利想法的论点是有利的论证，而引发不利想法的论点视为不牢靠的。在这篇文章中，我们分析了在实际研究中使用的弱论证。这些弱论证包括与强论证相比的不太有利的结果，与参与者无关的结果，甚至是不希望的结果，因此它们本质上起着反论点的作用。我们讨论了这一实践对我们理解说服过程的影响，以及为内容信息设计者提供基于证据的指导方针的能力。同时，我们也为关于如何使用规范标准来提升论证质量提供了指导。
Argument quality plays an important theoretical and methodological role in persuasion research. Researchers frequently refrain from employing independent normative criteria to manipulate argument quality. Instead, they use pretests to qualify arguments that evoke predominantly favorable thoughts as strong and arguments that predominantly evoke unfavorable thoughts as weak. In this article, we analyze weak arguments as they have been used in actual studies. These weak arguments ranged from arguments referring to less favorable consequences compared to their strong counterparts, to consequences that are irrelevant to the participants, or even to undesirable consequences, thereby essentially functioning as counterarguments. We discuss the implications of this practice for our understanding of the persuasion process and our ability to provide evidence-based guidelines for message designers. We also provide guidelines on how to manipulate argument quality using normative criteria.
参考文献：Hoeken H, Hornikx J, Linders Y. The Importance and Use of Normative Criteria to Manipulate Argument Quality[J]. Journal of Advertising, 2020, 49(2): 195-201. https://doi.org/10.1080/00913367.2019.1663317
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7、最亲爱的爸爸:父本投资对消费者广告态度的影响
本文的三项研究以非学生为样本，对父亲参与和父亲情感(PS)对顾客评价广告内容的影响进行了实证检验。父本投资理论(PIT)是依恋理论的延伸，认为女儿接受的父亲品质提供了有关他人和社会的重要信息。对父亲的情感，一个人对父亲的整体感知，被定义并引入到广告研究中。这两种构念首次在市场营销背景下对男性和女性进行了检验。在研究1的实验结果表明，低父亲投资(PI)和负面父亲情感会导致消费者对于以母亲为参考的广告有更高的评价。研究2的结果表明，父亲投资较少的顾客对有母亲参考的广告有更高的反应度，特别是在与自我关注信息相结合的情况下。在研究3中，受试者参与了一项实地研究。研究结果表明，当消极的父亲情感和低父亲投入被启动时，女性比男性更倾向于情绪调节。这些研究结果启示广告设计者，家庭结构中父亲与孩子的关系可以作为品牌定位的依据。
Three studies were conducted using nonstudent samples to empirically test the impact of paternal engagement and paternal sentiment (PS) on customer evaluations of advertising content. Paternal investment theory (PIT), an extension of attachment theory, states that the quality of fathering that a daughter receives provides important information about others and society. Paternal sentiment, the global perception of one's father, is defined and introduced to the advertising literature in this project. Both constructs are examined for males and females within a marketing context for the first time. An experiment is conducted in Study 1 to establish that low paternal investment (PI) and negative paternal sentiment lead to high customer evaluations for ads with maternal referents. Results from a second experiment suggest that customers with low paternal investment are more responsive to ads with maternal referents, particularly when combined with self-focus messaging. In Study 3, subjects participate in a field study. The findings suggest that when negative paternal sentiment and low paternal investment are primed, females are more prone to emotionally regulate than males. These research outcomes should inspire advertisers to consider the father–child relationship within the family structure as a possible basis for brand positioning.
