A Research About The Impact Of Credibility And Manipulate Intent On Guilt Advertising Appeals

With the economic development and social progress, a big changes have taken place in the advertising ideas. Marketers started to consider consumers as the center of the marketing concept, simple advertisement implants and bombing type marketing has gradually become obsolete, replaced by through more perceptual euphemism emotional appeals to achieve the purpose of advertising. In fact, using a variety of emotional appeals to influence the audience behavior and attitude is advertisers commonly used marketing skills. Such as advertisements often use fear appeal method to arouse the awareness of crisis and nervousness to facilitate the audience’s attitude and behavior change. Guilt as the most common negative emotions are often used in advertising to stimulate consumer guilt so as to realize its marketing purpose. However, we found a phenomenon of worthy to be discussed, on the use of emotional appeal advertisement, some advertising to stimulate the audience expectations of emotion and has obtained the very good advertising effect. While some failed miserably. Aiming at this phenomenon, this study through play prior choice of guilt appeal advertising to the investigators, then conduct a questionnaire survey and explore the influencing factors of guilt appeal advertising effectiveness.Firstly, a concept marketing model which comprises advertising credibility, manipulate intent, consumer guilt and guilt appeal advertising effect. This study based on the theory of persuasion knowledge and to consumer perception of advertisers manipulate intention and advertising credibility as the independent variable, consumer guilt as a intervening variable, attitude and purchase intention as dependent variable, then through the questionnaire survey to 300 college students and reoccupy SPSS20.0 statistical analysis software to organize data samples. Finally the empirical analysis of the results confirmed the basic conception of this study.This paper studies mainly include:(1) The guilt appeal of advertisement has significant influence on advertising attitude of consumers and purchase intention, after watching the advertisement consumers often fell guilt, in order to eliminate this kind of undesirable mood will help marketers make up measures, thus more strong purchase intention;(2)A negative relationship exists between perceptions of manipulative intent on and attitude to advertisement, purchase intention. Once consumers think advertiser’s ulterior motives to manipulate advertising, not only will not feel the desired guilt, on the contrary will produce disgust, anger and other negative emotions, in turn, affect the purchase intention;(3) A positive relationship exists between perceived ad credibility and attitude to advertisement, purchase intention.(4)Consumer guilt play an intermediary role between advertising effectiveness and credibility and manipulation intentions.In the end of this article, marketing proposals are presented as well as limitations of this article and directions for future research and development. First, choose a moderate amount of guilt in guilt appeal advertising, too high or too low feelings of guilt are not appropriate, it can’t effectively influence of the advertisement; Second, improve the guilt appeal advertising credibility, reduce the manipulation of the intention of advertising; Then strengthen the product features and the matching degree of emotional appeal point; Finally a variety of marketing strategy combination, improve the marketing effect.This research has certain theoretical significance and practical significance.this study enriches the existing guilt appeal advertising theory, as well as associated with Persuading knowledge and emotional appeal, provides a new perspective to the research of emotional appeal advertisement; Practices, on the one hand, reasonable use of guilt for advertisers appeal to put forward the proposal, on the other hand for marketing enterprise, understand the consumer psychological activity can improve the pertinence of advertising strategy, and implement the marketing cost savings and improve the marketing effect.