The Influence of Regional Stereotype on Information Communication of Regional Featured Products and the Moderating Effect of Two-sided Message
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Abstract Regional stereotype will influence consumer's attitude toward brand in the region. The article aims to explore the influence of regional stereotypes on information dissemination of regional featured products. Based on factor experiment 2 (infamous brand and famous brand) x 2 (one-sided message, two-sided message) x 2 (negative regional stereotype, positive regional stereotype), the study explored the influence of regional stereotype on marketing communication and the effect of two-sided message used in negative regional stereotype. Main conclusion: negative regional stereotype had a significant influence on consumers' judgement in information credibility, brand attitude, purchase intention, and the trust in negative rumor and the intention to spread it; and the negative effect of regional stereotype on Ad information credibility is more significant when brand is infamous(vs. famous brand); two-sided message (vs. one-sided message) can enhance Ad information credibility, brand attitude, and reduce rumor confidence and spreading intention in negative regional stereotype; and regional stereotype is a moderator on two-sided message's effect in enhancing Ad information credibility and in reducing confidence in rumor. These conclusions have certain enlightenment significance to the marketing communication of regional featured products facing negative regional stereotypes.
LIU Zhonggang,LI Yao. The Influence of Regional Stereotype on Information Communication of Regional Featured Products and the Moderating Effect of Two-sided Message. Economic Survey, 2020, 37(4): 0124.
2020, Vol. 37 
