Marketing Strategy Of Consumers' Deferral Preference Reversal:the Manipulation Of Emotional Intensity And Mental Simulation

With the continuous improvement of informatization level,people have more favored products.On the one hand,consumers always have the intention to purchase,but they still choose to defer consumption in an uncertain time in the future to hinder the current development of the company;On the other hand,companies have launched various marketing strategies to increase sales conversion rates,but many advertisements still have little effect after consuming a lot of human and financial resources.Therefore,how to reverse the consumer's deferral preference has important practical significance for the sustainable development of the enterprise.Based on the literature review,our study summarizes two important variables that may lead to the deferral preference reversal: mental simulation and emotional intensity.And then from the perspective of mental simulation-emotional intensity matching strategy,this paper analyzes the psychological mechanism of consumer deferral preference reversal,and discusses the marketing strategy of deferral preference reversal.First,mental simulation can influence consumers' decision-making preferences through different construal levels.Second,emotional intensity can influence consumers' decision-making through different psychological distances.Third,information processing theory explain that the consistency of construal levels and psychological distances will improve processing fluency and product evaluation.Therefore,based on the theory of mental simulation and emotional intensity,this paper constructs a research model that reverses the consumer's deferral preference.The research ideas are: by controlling emotional intensity(high emotional intensity vs.low emotional intensity)and mental simulation(process simulation vs.outcome simulation),arouse the consistency of psychological distance-construal level,improves information processing fluency,and promotes deferral preference reversal.Specifically,on the one hand,through high emotional intensity-process simulation strategy,it arouses the nearpsychological distance-low construal level of consumers,improves the information processing fluency,enhances product evaluation,accelerates consumption decisionmaking,and leads to consumer's deferral preference reversal.On the other hand,through the low emotional intensity-outcome simulation strategy,it arouses the consumer's far psychological distance-high construal level,improves the information processing fluency,enhances product evaluation,accelerates consumption decisionmaking,and leads to consumer's deferral preference reversal.The experiment collected experimental data by experimental method and online questionnaire method,and used SPSS software to carry out correlation test,analysis of variance and mediation analysis to process the experimental data,and verified the research model and related hypothesis.The study shows that:(1)in outcome simulation,high emotional intensity(vs.low emotional intensity)is more helpful to improve information processing fluency,and promote consumers' deferral preference reversal;(2)in process simulation,low emotional intensity(vs.high emotional intensity)is more helpful to improve information processing fluency,and promote consumers' deferral preference reversal.Thus,our research finds two marketing strategies through theoretical derivation and empirical research,and encourages enterprises to formulate corresponding marketing advertisements according to their own brand positioning and product advantages: the first one is that enterprise manipulates consumers to generate process simulation,and is supplemented by high emotional intensity manipulation,which is,high emotion intensity-process simulation strategy to improve consumer's deferral preference reversal;the second is enterprise manipulates the consumer to generate outcome simulation,and supplemented by the low emotional intensity manipulation,which is low emotional intensity-outcome simulation strategy to improve consumer's deferral preference reversal.Based on the emotional intensity and psychological simulation,this paper constructs a marketing strategy research model of consumer deferral preference reversal.The research conclusion has important theoretical and practical significance.In terms of theoretical value,it enriches the research on the influence of emotional intensity on psychological simulation,supplements the relevant theory about deferral preference reversal;in practical sense,proposes two strategies of emotional intensity-mental simulation matching for enterprises to choose according to their own positioning and product advantages.