The Effectiveness Of Advertising Appeal Strategy In The Advance-selling Situation On Consumers' Purchase Intention

With the continuous development of society,competition among enterprises is becoming more intense,and various marketing methods have emerged one by one.Studies have shown that pre-sale can effectively help merchants predict sales volume and thus control inventory,and can also effectively promote consumers' willingness to purchase.However,previous studies have mainly studied advance-selling from the perspective of when to advance-selling and which kind of advance-selling form is better.Few scholars have studied which advertising method should be used for advance-selling.Research in this field has yet to be supplemented and improved.Based on the analysis of advance-selling literature,this paper integrates the advertising appeal method into the advance-selling situation,and based on the stereotype content model,divides the advertising appeal into warm and competent appeal,designs the questionnaire through the experimental design method and collects the data,uses SPSS and other data software to analyze the data,and studies the advertising appeal method in the advance-selling situation.The impact on consumers' purchase intentions is expected to enrich the research on advance-selling strategies and advertising appeals,and provide management significance for corporate marketing practices.This paper introduces the concept of counterfactual thinking(counterfactual thinking direction and counterfactual thinking structure),to study the influence of different thinking direction and counterfactual thinking structure and different types of advertising appeals on consumers' willingness to purchase in the case of advance-selling.It is found that in the case of advance-selling,warm appeals can increase more consumers purchase intention than competent appeals;and when considering the counterfactual thinking direction and structure,for consumers with upward-counterfactual thinking,warm ad appeals can increase consumers' purchasing intentions more than competent appeals;for consumers with downward-counterfactual thinking,competent appeals are better than warm appeals.In addition,in the case of advance-selling,for consumers under the additive counterfactual thinking structure,warm appeals can improve more consumers' purchasing intentions than competent appeals;for consumers under the subtractive counterfactual thinking structure,competent appeals can increase more consumers' purchasing intention than warm appeals.Through SCM,this paper expands the research breadth of advance-selling strategy,riches the studies of counterfactual thinking,promotes the research progress between advance-selling strategy and advertising appeal and counterfactual thinking,and designs different advance-selling ad strategies for enterprises for different characteristics.The advertising appeal method provides corresponding marketing inspiration.