Research On The Matching Effect Of Product Types And Advertising Methods

Enterprises rely on advertisement,and it seems that they adopt different marketing strategies when it comes to different products and consumer groups.Is it reasonable and rational?This study combined product types with advertising appeals to explore the matching effect between them.Three researches were conducted in this paper.In researchl,undergraduates and graduates were randomly chosen as the participants.Based on a thorough literature review,the attitude scale for utilitarian and hedonic goods created by Kevin E.Voss et al.(2003)was adopted and participants were required give marks on 20 hedonic goods and 20 utilitarian goods respectively within the 7-grade scoring system.It showed that there were no significant differences in their familiarities with and fancies for these two types of products.In research2,undergraduates and graduates were randomly chosen as the participants.Advertising Slogan Questionnaire was used to ask participants to give marks within a 7-grade scoring system taking emotions,rations and four projects into consideration on advertising slogans created for the 40 target products in Preliminary Experiment One shown on slides so as to select 80 advertising slogans as the experiment material,each product having one emotional advertisement and one rational advertisement.In the official experiment,undergraduates and graduates were randomly selected as the participants.The combined experiment of 2(product types:hedonic and utilitarian goods)*2(advertising appeals:rational and emotional.appeals)was conducted.In the study,product types were the moderating variable,advertising appeals were the internal variable,and consumers' purchasing intentions,product attitudes and advertising attitudes were the dependent variables.In the official experiment,firstly,advertising slogans were shown on the screen through E-Prime 2.0 and participants were asked to read the slogans aloud.For utilitarian goods,20 rational advertisements and 20 emotional advertisements(40 advertisements in total)were shown on the screen randomly.For hedonic goods,20 rational advertisements and 20 emotional advertisements(40advertisements in total)were shown on the screen randomly.Secondly,participants were asked to assess their purchasing willingness to pay for each product in two different styles of advertisements,and their attitudes to products and advertisements.Thirdly,participants needed to take part in the PFA test on emotional preference scale and the demographic survey.Results demonstrated that advertising appeals have a significant impact on consumers' purchasing attitudes,consumers' product attitudes and consumers'advertising attitudes.(1)For consumers' purchasing and consumers' product attitudes,compared with rational advertising,emotional advertising was more effective for hedonic goods and less effective for utilitarian goods.With regard to consumers'purchasing and consumers' product attitudes,there did exist a matching effect between product types and advertising appeals.(2)For consumers' advertising attitudes,compared with rational advertising,emotional advertising was more effective for hedonic goods and utilitarian goods.With regard to consumers'advertising attitudes,there did not exist a matching effect between product types and advertising appeals.