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4347消费者是否会接受某个与健康有关的产品如某种健身仪器，往往取决于其对此产品是否会有效（反应效能）和是否易于使用即自己是否能够顺利完成使用过程（自我效能）这两个方面的感知。本文根据心理学的解释水平理论，认为消费者这两方面的感知又与个体高、低解释水平的信息加工方式存在一定的匹配关系。抽象的、去背景化的、与本质和目标相关的高解释水平使个体更关注产品的反应效能，具体的、背景化的、关注表面的低解释水平使个体更关注产品的自我效能。本文通过实验证实低解释水平与强调自我效能的内容呈现方式的匹配以及高解释水平与强调反应效能的内容呈现方式的匹配能够通过感知正确的中介作用提高广告的说服效果。随着生活水平的提高，健康已经成为个人生活的首要关注。本文的研究对于健康品企业的广告策划和内容宣传有较好的实践启示意义。
健康广告的说服力：“有效”还是“会用”更重要？
摘要
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引用本文
董泽瑞, 杜建刚, 孟陆. 健康广告的说服力：“有效”还是“会用”更重要？[J]. 外国经济与管理, 2020, 42(2): 71-83.
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