商业争议广告作用机制的扎根研究

Core Viewpoint - Controversial advertisements can lead to a decrease in purchase intention, but the relationship is not always straightforward, as some controversial ads may offend consumers without negatively impacting their willingness to buy [2][3]. Group 1: Mechanism of Controversial Advertisements - Controversial advertisements result in various types of losses for consumers, including product utility loss, psychological utility loss, experiential utility loss, and emotional loss, which together form the degree of offense [2][3][4]. - The tolerance of consumers towards controversial advertisements is influenced by perceived value, product attachment, and switching costs, determining whether their purchase intention declines [13][41]. Group 2: Research Methodology - The study employed grounded theory and qualitative research methods, including in-depth interviews with 15 industry experts to explore the effects of controversial advertisements [5][6]. - A three-level coding process was used to analyze the interview data, resulting in the identification of 10 main categories related to the impact of controversial advertisements [6][41]. Group 3: Findings on Offense and Tolerance - The degree of offense from controversial advertisements is assessed through four dimensions: product utility loss, psychological utility loss, experiential utility loss, and emotional loss [25][40]. - Consumers' tolerance for controversial advertisements is determined by the perceived value of the product, their attachment to it, and the costs associated with switching to alternatives [27][39]. Group 4: Impact on Purchase Intention - The relationship between the degree of offense and the decline in purchase intention is characterized by a trade-off; higher offense levels can trigger a reevaluation of purchase intentions [26][40]. - If the offense level exceeds the consumer's tolerance, they are likely to reconsider or reject the product or service associated with the controversial advertisement [40][41]. Group 5: Long-term Implications - The study suggests that the economic effects of controversial advertisements may be misleading, as short-term tolerance can obscure long-term negative impacts on consumer behavior [41][42]. - The findings emphasize the need for advertisers to recognize the potential long-term consequences of using controversial content in their marketing strategies [42].