The Influence Of Social Exclusion And Different Types Of Advertising Information On Purchase Intention

Objective: With the increasingly fierce market competition,the phenomenon of product homogeneity is more and more serious.As a bridge of information transmission between merchants and consumers,print advertising plays a role in promoting consumers' purchase intention.The design of an advertisement cannot be separated from the advertisement language and the product picture.Social exclusion at the same time as an inevitable social phenomenon,which has a far-reaching influence on consumer behavior,this article according to be convey to the explicit exclusion divided into rejected and neglected,based on the theory of demand differences explain and regulating orientation theory to analyze the different social exclusion cause psychological change,combined with the different types of advertising information,discusses in the face of the different level of social exclusion,individuals of different advertising information product purchase intention.Methods: This study consumers purchase intention as dependent variable,the experiment one with 2(social exclusion:ignored vs rejected)x2(product attributes: practical vsconspicuous)of double factors between experimental design,experiment 2 also with 2(social exclusion: ignored vs rejected)x2(visual features: look up vs looking down)the double factors between experimental design,first with imagination and memories method respectively control subjects sense of social exclusion,then show the subjects different advertising information,the final purchase intention of measuring subjects.Results: In experiment 1,the interaction between social exclusion and different product attributes on purchase intention was significant.F(1,94)=6.852,P<0.05,the ignored consumers were more inclined to the products with conspicuous advertising information,while there was no significant difference in the purchase intention of the products with different product attributes.In experiment 2,the interaction between social rejection and different visual features on purchase intention was significant.F(1,112)=13.96,P<.0001,the consumers who were ignored were more inclined to the goods whose visual features were overlooking,while the consumers who were rejected were more inclined to the goods whose visual features were looking up.Conclusion: Consumers in different social exclusion situations will have different purchase intentions when confronted with different types of advertising information:consumers who are ignored tend to be conspicuous and look down at the commodities photographed,while consumers who are rejected tend to look up at the commodities photographed.When enterprises and companies make propaganda and plans,they can make consumers feel rejected or ignored by setting marketing means that contain factors of rejection or neglect.They can also use the research conclusion to solve the service failure problems related to social exclusion and make service remedy.