An Empirical Study On The Influencing Factors And Mechanism Of Ad-induced Feelings For Hedonic Products

Pleasure is one of humans' basic emotions.The pursuit of pleasure is a kind of instinct of humans.With the rapid development of economy and society,the consumers' material needs were met,and at the same time,they began to pursue emotional needs and pleasure.The researches on hedonic products just originated under such realistic background.After 30 years,the academic researches on hedonic products have been very rich,such as the research on definition of hedonic consumption,the sources and determinants of pleasure,and the behavior of pursuing pleasure.However,the researches on marketing decisions of hedonic products are rare,which are based upon the focus of enterprises.For example,there are few researches on the design of hedonic product advertisement,the communication of advertising information,and the individual feeling,cognition,attitude and behavior relating to watching ads.Advertising is a key marketing strategy,which plays an important role in the information communication and branding.In order to improve the efficiency of advertising investment and enhance the ads effect,it's particularly important to study the formation of the audiences'attitudes toward advertising and its influencing factors.The results of this paper showed that,attitude toward advertising has a significant impact on the effect of ads.In the formation of the attitude toward advertising,feelings,which the individuals experienced when they were exposed to advertising,plays an important role.Ad-induced feeling could impact the individuals'advertising information processing,and the evaluation and recall of the product and brand.Presently,the studies on ad-induced feeling focused on the dependent variables of ad-induced feeling,its control variables and negative emotional appeal advertising.But scholars often focused too much on a certain level of ad-induced feeling,and ignored the system analysis of its mechanism.To fill the research gap of ad-induced feeling for hedonic products,this paper studied the influencing factors and the mechanism of ad-induced feeling comprehensively and systematically,drawing lessons from researches of psychology and consumer behavior.Specifically,the conclusions of this paper are as follows:(1)Defining the influencing factors of ad-induced feeling for hedonic productsThis paper clarifies that ad content is the influencing factor of hedonic products.At the same time,we analyzed the relation between the three factors of ad content and the ad-induced feeling for hedonic products,which are product information,consumption experience and uniqueness.The result shows that product information and uniqueness have significant positive effects on ad-induced feeling;however,the effect of consumption experience on ad-induced feeling is not significant.Moreover,the impact of uniqueness on ad-induced feeling is far greater than that of product information on ad-induced feeling.(2)Analyzing the mechanism of ad-induced feeling for hedonic products systematicallyThis paper discussed the mechanism of ad-induced feeling for hedonic products systematically and comprehensively.As a result,it refines and develops the existing theories.The study found that ad-induced feeling has a significant direct impact on attitude toward ads,judgments of the ads characteristics,attitude toward brand and brand attribute evaluations.In addition,judgments of the ads characteristics,brand attribute evaluations and attitude toward ads are also mediator variables of the mechanism of ad-induced feeling for hedonic products.Specifically,ad-induced feeling influences the audience's attitude toward ads indirectly through his judgments of the ads characteristics.On the other hand,ad-induced feeling also influences the audience's attitude toward brand indirectly through his attitude toward ads and brand attribute evaluations.Moreover,we also analyzed the important role of adjusting variables in the mechanism of ad-induced feeling for hedonic products.This paper mainly studies the impact of two adjusting variables,which are brand familiarity and involvement.The result shows that the direct impact of ad-induced feeling on attitude toward brand exceeds the indirect impact of ad-induced feeling on attitude toward brand through brand attribute evaluations in the context of low brand familiarity.However,the indirect impact of ad-induced feeling on attitude toward brand through brand attribute evaluations exceeds the direct impact of ad-induced feeling on attitude toward brand in the context of high brand familiarity.The regulation impact of involvement on ad-induced feeling for hedonic products is as follow:in the context of high involvement,the direct impacts of ad-induced feeling on the individual's attitude toward brand,attitude toward ads,brand attribute evaluations,and judgments of the ads characteristics are greater than which in the context of low involvement.This paper makes a systematic analysis on the mechanism of ad-induced feeling for hedonic products from the overall level,and that is the development and complement for the theories of hedonic products and advertising.The ultimate goal of theory development is to guide practice.The results of this paper will play an important role in guiding the designing,publishing,and effect testing of ads and other communication strategies for hedonic enterprises.