消费者在营销中的想象力：一个理论框架,European Journal of Marketing

当前位置： X-MOL 学术 › European Journal of Marketing › 论文详情

Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)

消费者在营销中的想象力：一个理论框架
European Journal of Marketing ( IF 3.7 ) Pub Date : 2017-11-14 , DOI: 10.1108/ejm-06-2016-0354
Barbara J. Philips ₁

Affiliation

想象力是一个复杂的心理过程，意识从现实中脱离出来，创造出目前不存在的新内容。想象力是营销说服力的关键，但是根据消费者对营销信息的反应来检验消费者想象力的研究表明，人们对消费者的心理处理方式会产生混乱甚至相互矛盾的观点。本文旨在对与市场营销学相关的关于消费者想象力的现有文献进行综述，并建立一个新的理论框架来组织和解释这些论文。对市场营销文献进行了系统的综述，以鉴定所有与消费者想象力有关的论文。及其在市场营销说服中的作用。重点是经验论文，评论论文和荟萃分析。创建了一个新的概念框架，以根据想象的特征和内容对消费者的想象文学进行分类。然后将现有的营销文献组织到框架中。该框架有助于解释不同研究之间似乎存在的矛盾，并有助于将相似的研究收集在一起以总结思想流派。想象框架为营销中的想象研究提供了一种全新的概念化方式。这种新的分类结构不仅阐明了消费者对营销信息的想象力使用，而且还为营销理论领域的未来研究确定了问题。该框架有助于解释不同研究之间似乎存在的矛盾，并有助于将相似的研究收集在一起以总结思想流派。想象框架为营销中的想象研究提供了一种全新的概念化方式。这种新的分类结构不仅阐明了消费者对营销信息的想象力使用，而且还为营销理论领域的未来研究确定了问题。该框架有助于解释不同研究之间似乎存在的矛盾，并有助于将相似的研究收集在一起以总结思想流派。想象框架为营销中的想象研究提供了一种全新的概念化方式。这种新的分类结构不仅阐明了消费者对营销信息的想象力使用，而且还为营销理论领域的未来研究确定了问题。

"点击查看英文标题和摘要"

Consumer imagination in marketing: a theoretical framework

Imagination is a complex mental process where consciousness departs from reality to create new content not currently found in existence. Imagination is key to marketing persuasion, but studies that examine consumer imagination in response to marketing messages illustrate confusing and sometimes contradictory perspectives about consumers’ mental processing. This paper aims to provide a review of the existing literature on consumer imagination relevant to marketing scholarship, and builds a new theoretical framework to organize and explain these papers.,A systematic review of the marketing literature was undertaken to identify all papers related to consumer imagination and its role in marketing persuasion. A focus was placed on empirical papers, review papers and meta-analyses.,A new conceptual framework was created to classify the consumer imagination literature based on both the characteristics and the content of imagination. The existing marketing literature was then organized into the framework. The framework helps to explain seeming contradictions between different studies as well as helps to collect similar studies together to summarize schools of thought.,The imagination framework presents an entirely new way of conceptualizing imagination research in marketing. This new categorization structure not only clarifies consumers’ use of imagination in response to marketing messages but also identifies questions for future research in this area of marketing theory.

更新日期：2017-11-14

点击分享查看原文

点击收藏

阅读更多本刊新发论文