Abstract

This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market’s SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Meanwhile, Studies 2 and 3 revealed that participants in the weak SBCs condition responded to high-level construals (or abstractly-framed ads) more favorably than to low-level construals (or concretely-framed ads). However, no difference by the ad construals was found for the strong SBCs condition, indicating that a brand with relatively weak SBCs is more conducive to the matching principle than one with strong SBCs is.

摘要

这项研究调查了消费者的自我品牌关系（SBC）和与品牌的心理距离之间的关系（研究1），并通过实证测试了匹配的原则，在该原则中，广告信息的解释水平（高与低）应与目标一致市场的SBC，以最大程度地提高广告效果（研究2和3）。研究1发现，当消费者拥有更强的SBC时，他们会感到与品牌之间的心理距离更近。同时，研究2和3显示，在SBC较弱的情况下，参与者对高层讲义（或抽象框架的广告）的反应比对底层讲义（或具体框架的广告）的回答要好。但是，对于SBC较强的广告条件，广告承包商并未发现任何差异，