How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator
研究通过两个实验发现，以消费者为中心的行动号召比以企业为中心的更能促使消费者遵从，而心形表情符号能缓解企业中心CTA的负面效果，心理抗拒起中介作用。
Embedding interactive cues—calls-to-action (CTAs)—to spark consumer response to digital marketing brand-promotion messages is a widely used method today. This study employs psychological reactance as a foundation for assessing how CTAs may influence compliance intention and examines whether using emojis may moderate individuals’ reactions. Two experiments show that consumers more readily comply with the CTAs phrased in consumer-focused rather than firm-focused terms, whereas heart emojis can counter less favorable, firm-focused CTA effects. Psychological reactance mediates the results. The influence advantage of a consumer-focused CTA is limited to pairing with a right-pointing, but not down-pointing, emoji.