Abstract

This study explores whether the negative effects of consumer skepticism toward cause-related marketing communications can be lessened through emotional messaging and heuristic cues such as the number of likes and followers on a Facebook brand page. Results of an eye-tracking experiment (N = 197) indicated that although skepticism prohibited consumers’ message elaboration, (i.e., the extent to which a person carefully considers a message), highly skeptical consumers still considered the message credible through close attention to the heuristic cues. This study is among the first to validate consumers’ defense mechanisms by demonstrating how consumer skepticism prohibits their attention and cognitive elaboration.

摘要

这项研究探讨了是否可以通过情感信息和启发式提示（例如，Facebook品牌页面上的喜欢和关注者的数量）来减轻消费者对与原因相关的营销传播的怀疑的负面影响。一项眼动实验的结果（N  = 197）表明，尽管怀疑论者阻止了消费者对信息的阐述（即，一个人认真考虑一条信息的程度），但高度怀疑的消费者仍然通过密切关注消费者的信息来认为该信息是可信的。启发式提示。这项研究是第一个通过证明消费者的怀疑态度如何阻止他们的注意力和认知手段来验证消费者防御机制的方法。