At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide sugge...At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.展开更多
文摘At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.
