Abstract

This article proposes and tests a dual-route and dual-effect model to explain the ways in which branded videos can inspire consumers and thereby produce further effects. Inspiration entails both being-inspired-by and being-inspired-to routes. Through a persuasion effect, derived from the be-inspired-by route, inspiring branded videos motivate consumers to find meaning in life. In turn, they feel gratitude for such inspiring content and its source, which leads to more favorable video and brand attitudes and a more positive persuasion effect. Through a personal growth effect, derived from the be-inspired-to route, inspiring branded videos motivate consumers to appreciate the meaning of life. In turn, they seek out important personal goals and enter into a high hope state, which benefits their subjective well-being. The findings of three studies support this proposed model, in which inspiring, self-transformative branded videos evoke positive outcomes for both consumers and brands.

摘要

本文提出并测试了双重路径和双重效果模型，以解释品牌视频可以如何激励消费者并进而产生进一步的效果。灵感既要受到路线的启发，又要受到路线的启发。通过灵感源于说服力路线的说服效果，鼓舞人心的品牌视频可以激励消费者寻找生活中的意义。反过来，他们也对这种鼓舞人心的内容及其来源表示感谢，从而带来了更佳的视频和品牌态度以及更积极的说服效果。通过激发灵感的品牌视频产生的个人成长效应，鼓舞人心的品牌视频可以激发消费者欣赏生活的意义。反过来，他们寻求重要的个人目标并进入高度希望状态，这有利于他们的主观幸福感。