A Study On The Impact Of Negative Emotional Advertisement Demands On Consumer Information Compliance

With the upgrading of consumption and the renewal of consumer's concept,consumers pay more attention to the emotional value in the process of consumption and the added value of products.The consumption demand presents the characteristics of travel alienation,diversification and Emotionalization.Then how will enterprises win a seat in the fierce market competition? This requires enterprises to update marketing concept according to the change of consumer concept,grasp consumer psychology,so as to adapt to the change of external environment.In such a market background,emotional appeal advertising is favored by many entrepreneurs and marketers.Using emotional marketing,especially through negative emotional advertising appeals,makes the public produce emotional resonance,so as to achieve better marketing effect.Based on the summary of relevant literature at home and abroad,combined with the theory of cognitive motivation emotion relationship and the theory of regulatory focus,this paper establishes a research model on independent variable negative emotional appeal,regulatory variable regulatory focus,intermediary variable information acceptance and dependent variable consumer information compliance.This paper adopts the experimental research method,and designs four groups of experiments: 2(Guilt Appeal / shame appeal)×2(promotion focus / prevention focus).It focuses on the differences between Guilt Appeal and shame appeal on consumers' information compliance,the matching effect of negative emotional appeal and modulation focus,and the intermediary effect of information acceptance.In this paper,280 college students were investigated and 240 valid questionnaires in four groups were analyzed by spss25.0.The results of data analysis are as follows:(1)Guilt Appeal and shame appeal have a significant impact on consumer information compliance,and guilt is more likely to produce information compliance than shame appeal;(2)when advertising is promotional information,guilt is more likely to produce information compliance than shame appeal When advertising is preventive information,there is no significant difference between shame and guilt on information compliance.(3)Informationacceptance plays a partial mediating role in the influence of negative emotional demands on information compliance.Finally,according to the conclusion of the study,this paper puts forward some marketing suggestions:(1)enterprises should pay attention to the different influence of guilt and shame on consumers when carrying out advertising,and design relevant advertisements to carry out emotional appeal in time to achieve better marketing effect;(2)pay attention to the matching relationship between negative emotional appeal and adjustment focus,and the types of Guilt Appeal In advertising,we should not only stimulate consumers' guilt,but also pay attention to the positive results.In advertising of shame appeal type,we should emphasize that products are the negative results that consumers may avoid.(3)when designing advertising text,enterprises should consider consumers' acceptance of information,guide consumers,and transfer consumers' acceptance of information to credit In order to obtain better information compliance effect,we should pay attention to information compliance.