|
|
情感营销对老年人受骗易感性的影响
|
Abstract:
随着人口老龄化日益严重，老年人的许多问题受到了社会的广泛关注。老年人容易上当受骗，这已经成为社会的普遍共识。受骗不仅会使老年人蒙受巨大的经济损失，还会给老年人的心理、生理带来重大的破坏性影响。针对老年群体的诈骗犯罪中，施骗者往往利用老年人对“健康”和“情感”的强烈需求，通过打感情牌进行情感营销，误导其决策过程，让老年人心甘情愿地购买商品、上当受骗。本文对这些研究进行了较系统的考察，并提出了现有研究中存在的一些不足。
With the aging of the population becoming more and more serious, many problems of older adults have received widespread attention from society. It has become a general consensus in society that older adults are vulnerable to fraud. Being cheated will not only cause older adults to suffer huge economic losses, but will also have a significant destructive impact on their psychology and physiology. Older adults have a strong demand for “health” and “emotion”. Scammers often take advantage of their needs to conduct emotional marketing and mislead their decision-making process. In the end, older adults willingly buy the products and are deceived. This paper provides a systematic review of these studies and suggests some shortcomings in the existing research.
| [1] | Anderson, K.B. (2013) Consumer Fraud in the United States 2011: The Third FTC Survey. https://www.ftc.gov/sites/default/files/documents/reports/consumer-fraudunited-states-2011-third-ftc-survey/130419fraudsurvey_0.pdf |
| [2] | Burnes, D., Henderson, C.R., Sheppard, C., Zhao, R., Pillemer, K. and Lachs, M.S. (2017) Prevalence of Financial Fraud and Scams among Older Adults in the United States: A Systematic Review and Meta-Analysis. American Journal of Public Health, 107, 13-21. https://doi.org/10.2105/AJPH.2017.303821 |
| [3] | 中国青年报. 相关报告显示: 32.6%的老年人曾遭遇过诈骗[Z/OL]. https://gongyi.cnr.cn/list/20180109/t20180109_524091868.shtml, 2018-01-09. |
| [4] | AARP (2003) Off the Hook: Reducing Participation in Telemarketing Fraud. Author, Washington. |
| [5] | 北京市人民政府. 《北京市2023年老年人权益保护形势分析报告》发布: 老年人被侵权, 消费欺诈最频繁[Z/OL]. https://www.beijing.gov.cn/ywdt/gzdt/202304/t20230419_3059045.html, 2023-04-19. |
| [6] | Salthouse, T.A. (1996) The Processing-Speed Theory of Adult Age Differences in Cognition. Psychological Review, 103, 403-428. https://doi.org/10.1037//0033-295X.103.3.403 |
| [7] | Bell, R., Buchner, A. and Mund, I. (2008) Age-Related Differences in Irrelevant Speech Effects. Psychology and Aging, 23, 377-391. https://doi.org/10.1037/0882-7974.23.2.377 |
| [8] | Carstensen, L.L., Isaacowitz, D.M. and Charles, S.T. (1999) Taking Time Seriously: A Theory of Socioemotional Selectivity. American Psychologist, 54, 165-181. https://doi.org/10.1037/0003-066X.54.3.165 |
| [9] | Friedman, M. (1992) Confidence Swindles of Older Consumers. Journal of Consumer Affairs, 26, 20-46. https://doi.org/10.1111/j.1745-6606.1992.tb00014.x |
| [10] | 张林, 牟忠琛, 刘燊, 高飞. 社会支持与老年人受骗倾向的关系: 一个有中介的调节模型[J]. 心理与行为研究, 2017, 15(6): 766-773. |
| [11] | Boyle, P.A., Yu, L., Wilson, R.S., Segawa, E., Buchman, A.S. and Bennett, D.A. (2013) Cognitive Decline Impairs Financial and Health Literacy among Community-Based Older Persons without Dementia. Psychology and Aging, 28, 614-624. https://doi.org/10.1037/a0033103 |
| [12] | Finke, M.S., Howe, J.S. and Huston, S.J. (2016) Old Age and the Decline in Financial Literacy. Management Science, 63, 213-230. https://doi.org/10.1287/mnsc.2015.2293 |
| [13] | Da Dalt, O. (2016) Older Adults and Fraud: Suggestions for Policy and Practice. Journal of Economic & Financial Studies, 4, 38-44. https://doi.org/10.18533/jefs.v4i3.229 |
| [14] | Honea, H. and Dahl, D.W. (2005) The Promotion Affect Sale: Defining the Affective Dimensions of Promotion. Journal of Business Research, 58, 543-551. https://doi.org/10.1016/S0148-2963(03)00145-0 |
| [15] | McHugo, G.J., Lanzetta, J.T., Sullivan, D.G., Masters, R.D. and Englis, B.G. (1985) Emotional Reactions to a Political Leader’s Expressive Displays. Journal of Personality and Social Psychology, 49, 1513-1529. https://doi.org/10.1037/0022-3514.49.6.1513 |
| [16] | Dens, N. and De Pelsmacker, P. (2010) Consumer Response to Different Advertising Appeals for New Products: The Moderating Influence of Branding Strategy and Product Category Involvement. The Journal of Brand Management, 18, 50-65. https://doi.org/10.1057/bm.2010.22 |
| [17] | Edell, J.A. and Burke, M.C. (1987) Power of Feelings in Understanding Advertising Effects. The Journal of Consumer Research, 14, 421-433. https://doi.org/10.1086/209124 |
| [18] | Williams, P. and Drolet, A. (2005) Age‐Related Differences in Responses to Emotional Advertisements. The Journal of Consumer Research, 32, 343-354. https://doi.org/10.1086/497545 |
| [19] | Pugh, S.D. (2001) Service with a Smile: Emotional Contagion in the Service Encounter. Academy of Management Journal, 44, 1018-1027. https://doi.org/10.2307/3069445 |
| [20] | Barger, P.B. and Grandey, A.A. (2006) Service with a Smile and Encounter Satisfaction: Emotional Contagion and Appraisal Mechanisms. Academy of Management Journal, 49, 1229-1238. https://doi.org/10.5465/amj.2006.23478695 |
| [21] | Hennig-Thurau, T., Groth, M., Paul, M. and Gremler, D.D. (2006) Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships. Journal of Marketing, 70, 58-73. https://doi.org/10.1509/jmkg.70.3.058 |
| [22] | Kim, H., Park, K. and Schwarz, N. (2009) Will This Trip Really Be Exciting? The Role of Incidental Emotions in Product Evaluation. The Journal of Consumer Research, 36, 983-991. https://doi.org/10.1086/644763 |
| [23] | Wang, Z., Mao, H., Li, Y.J., et al. (2017) Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence. Journal of Consumer Research, 43, 787-805. |
| [24] | Zhou, Y., Zheng, D., Chen, X. and Yu, Y. (2021) A Study on the Influence of the Facial Expressions of Models on Consumer Purchase Intention in Advertisements for Poverty Alleviation Products. Personality and Individual Differences, 172, Article ID: 110578. https://doi.org/10.1016/j.paid.2020.110578 |
| [25] | Sudhir, K., Roy, S. and Cherian, M. (2016) Do Sympathy Biases Induce Charitable Giving? The Effects of Advertising Content. Marketing Science (Providence, R.I.), 35, 849-869. https://doi.org/10.1287/mksc.2016.0989 |
| [26] | Cowan, K. and Kinley, T. (2014) Green Spirit: Consumer Empathies for Green Apparel. International Journal of Consumer Studies, 38, 493-499. https://doi.org/10.1111/ijcs.12125 |
| [27] | Xu, J. and Schwarz, N. (2009) Do We Really Need a Reason to Indulge? Journal of Marketing Research, 46, 25-36. https://doi.org/10.1509/jmkr.46.1.25 |
| [28] | Annie, L., Kuljinder, D. and Dong, Q. (1995) The Effects of Emotional Arousal and Valence on Television Viewers’ Cognitive Capacity and Memory. Journal of Broadcasting and Electronic Media, 39, 313-325. https://doi.org/10.1080/08838159509364309 |
| [29] | Kircanski, K., Notthoff, N., De Liema, M., Samanez-Larkin, G.R., Shadel, D., Mottola, G., Carstensen, L.L. and Gotlib, I.H. (2018) Emotional Arousal May Increase Susceptibility to Fraud in Older and Younger Adults. Psychology and Aging, 33, 325-337. https://doi.org/10.1037/pag0000228 |
| [30] | Langenderfer, J. and Shimp, T.A. (2001) Consumer Vulnerability to Scams, Swindles and Fraud: A New Theory of Visceral Influences on Persuasion. Psychology & Marketing, 18, 763-783. https://doi.org/10.1002/mar.1029 |
| [31] | Charles, S.T., Mather, M. and Carstensen, L.L. (2003) Aging and Emotional Memory: The Forgettable Nature of Negative Images for Older Adults. Journal of Experimental Psychology: General, 132, 310-324. https://doi.org/10.1037/0096-3445.132.2.310 |
| [32] | Fung, H.H. and Carstensen, L.L. (2003) Sending Memorable Messages to the Old: Age Differences in Preferences and Memory for Advertisements. Journal of Personality and Social Psychology, 85, 163-178. https://doi.org/10.1037/0022-3514.85.1.163 |
| [33] | Kim, G. and Jin, B.E. (2019) Older Female Consumers’ Environmentally Sustainable Apparel Consumption the Impact of Time Perspective and Advertising Appeals. Journal of Fashion Marketing and Management, 23, 487-503. https://doi.org/10.1108/JFMM-04-2019-0068 |
| [34] | Mather, M., Canli, T., English, T., Whitfield, S., Wais, P., Ochsner, K. and Carstensen, L.L. (2004) Amygdala Responses to Emotionally Valenced Stimuli in Older and Younger Adults. Psychological Science, 15, 259-263. https://doi.org/10.1111/j.0956-7976.2004.00662.x |
| [35] | Shamaskin, A.M., Mikels, J.A. and Reed, A.E. (2010) Getting the Message across: Age Differences in the Positive and Negative Framing of Health Care Messages. Psychology and Aging, 25, 746-751. https://doi.org/10.1037/a0018431 |
| [36] | L？ckenhoff, C.E. and Carstensen, L.L. (2008) Decision Strategies in Healthcare Choices for Self and Others: Older Adults Make Adjustments for the Age of the Decision Target, Younger Adults Do Not. The Journals of Gerontology Series B, Psychological Sciences and Social Sciences, 63, 106-109. https://doi.org/10.1093/geronb/63.2.P106 |
| [37] | 杨航, 邵景进, 张乾寒, 蒋悦, 李加美, 白学俊. 老化恐惧与老年人受骗易感性: 安全感和掌控感的中介作用[J]. 中国临床心理学杂志, 2019, 27(5): 1036-1040. |
| [38] | Petty, R.E., Heesacker, M. and Hughes, J.N. (1997) The Elaboration Likelihood Model: Implications for the Practice of School Psychology. Journal of School Psychology, 35, 107-136. https://doi.org/10.1016/S0022-4405(97)00003-4 |
