超越怀疑：说服知识在消费者态度形成及决策中的作用机制研究

Nowadays consumers are more vigilant against companies’ marketing attempts. However, consumers could make smarter and more effective decision to achieve their purchase goals by employing the useful information from companies marketing communications. The purpose of this research project is to understand the mechanism of persuasion knowledge activation on consumer reactions to marketing attempts, which would be relevant and important to both marketing academy and practitioners. Unlike the current literature which almost links persuasion knowledge activation with suspicion of ulterior motive, thus leading to defensive stereotypes to marketing tactics and negative consequences, this research project proposes that beyond skepticism, persuasion knowledge activation would also lead to positive attitude and sentry strategies towards marketing tactics. Suspicion and attitude ambulance play a mediator role as the underlying mechanism, which.encourages consumers process marketing information with a more elaborated or systematic way, thus could overcoming the negative effects and leading to credibility. In addition, this project further explores the boundary condition of the effects of persuasion knowledge activation on consumer decision making by incorporating moderators such as relationship norm and regulatory focus. Cross-cultural difference of persuasion knowledge and suspicion theories are also investigate to better understand consumer behavior under Chinese culture.

现今的消费者对企业营销活动变得越来越警惕，另一方面消费者也需要借助各种营销传播信息做出更明智、更有效的决策。理解消费者在面对企业营销说服时，既充满怀疑又可能依赖的矛盾心理状态及其对消费者决策和行为的影响，既是一个学术界关心的重要研究问题，同时对于企业合理地制定营销策略、构建稳固的消费者品牌关系也十分重要。本课题试图全面地理解消费者说服知识在消费者态度形成和决策过程中的作用机制。特别地，本课题着重关注说服知识的作用机制以及对消费者决策产生的积极影响，以弥补现有文献过于强调说服知识引发对营销者动机的怀疑和防御策略，从而产生负面影响的研究局限。具体而言，首先，本课题在消费者说服知识模型框架下，深入研究消费者怀疑和矛盾态度在说服知识作用的影响机制中所扮演的中介变量角色。其次，本课题还进一步探讨说服知识作用机制的边界条件，特别从自我构念的角度理解文化差异对说服知识和怀疑作用的影响。

与现有说服知识模型研究偏向于探讨说服知识及消费者对营销者潜在动机的怀疑所产生的负面作用不同，本项目旨在重新审视说服知识的启动和应对在消费者态度和决策中的作用机制、边界条件和营销应用。本项目全面探讨了说服知识应用对消费者决策的影响机制，强调消费者主动应对营销说服以实现其目标的认知和行为，消费者对说服动机和说服策略的认识，以及说服知识与其他消费者知识的交互影响作用和调节机制。通过针对服务营销、绿色广告、抽奖促销等现实情境的一系列实验室实验和实地试验，本项目进一步研究关系规范、自我构念和群体资格等因素对说服知识和消费者怀疑作用的调节影响。本课题的部分研究成果在SSCI、CSSCI期刊及会议发表，得到了研究同行和业界的认可。研究结论丰富了说服知识模型和怀疑理论，也有助于深化对中国消费者理解，指导企业营销实践。总体而言，本课题较好地实现了预定研究目标。