The Advertisement Puts Me Down, But I Like It
研究了一种针对目标受众的负面广告，通过访谈和实验发现其具有负面性、独特性、幽默感和真实性，能引发共情，并给出了广告商使用时的负面程度和产品类型建议。
Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.