【摘要】 在搜集信息的过程中,个体总是有意或无意地选择接受那些与自己立场相同的信息,而回避那些与自己立场相悖的信息。这种选择性信息接触倾向与态度强度有关,强态度的消费者更愿意接触与初始态度相一致的信息。矛盾态度是指消费者对刺激目标同时存在正面和负面的评价,它作为重要的态度强度结构特征对选择性信息接触的影响却存在争议,信息加工理论为此提供了一种可能的解释。通过两个实验用两种方法操纵矛盾态度,研究不同形成机制的矛盾态度对选择性信息接触的影响,结果表明:在选择性信息接触过程中,消费者矛盾态度和信息加工方式具有双重调节作用,当消费者使用启发式信息加工时,矛盾态度减弱了选择性信息接触;当消费者使用系统化信息加工时,矛盾态度增强了选择性信息接触。在口碑信息多元化的现实背景下,企业要有效识别矛盾态度的消费者,引导初始态度正面的高矛盾态度消费者使用系统化的信息加工方式,有效传递产品的优点,引导初始态度负面的低矛盾态度消费者使用启发式信息加工方式,降低矛盾态度消费者购买决策的重要性认知和卷入度,塑造良好的形象以降低负面口碑的影响。更多还原

【Abstract】 Individuals tend to selectively accept information that is consistent with their attitudes rather than inconsistent information. There is relation between selective exposure and attitude intensity:consumers with strong attitude prefer to information that is consistent with their original attitude. Ambivalent attitude means that consumers has both positive and negative evaluation of the same target at the same time;and as an important structural feature of attitude intensity structure,it plays a conflict role in selective exposure. In this study,elaboration is introduced to explain the dual role of contradictory attitude,and it is found that ambivalent attitude and elaboration affect selective exposure. Two experiments show that when individuals use heuristic information processing,ambivalent attitude weakens selective exposure;when individuals use systematic information processing,ambivalent attitude enhances selective exposure. Under the realistic background of word-of-mouth information diversification,revealing the ambivalent attitude to the internal psychological mechanism of information exposure can provide useful inspiration for the marketing practice of the enterprise:to effectively identify ambivalent consumers;guide consumers with high ambivalent attitude to use the systematic information processing methods to effectively convey the advantages of products;guide consumers with low ambivalent attitude to use heuristic information processing methods to reduce the awareness and involvement;Good image to reduce the impact of negative word of mouth.更多还原