信息性和情感性电视广告内容对在线搜索和销售的影响（摘要）

本文记录了四年来144款汽车的2000多条电视广告中的信息诉求和情感诉求如何影响在线搜索和销售。增加广告中的情感内容会导致在线搜索量的增加，但增加信息性内容则不会。信息性内容和情感性内容都会对销量产生积极影响。但是，相较于高价位和高质量汽车，信息内容的增加能够为低价位和低质量汽车带来更多的销售增长。反过来，相较于低价位汽车，情感内容的增加能够为高价位汽车的带来更多的销售增长。对结果的分析表明，高价位和高品质汽车的经理应该优先考虑广告中的情感内容而不是信息内容。然而，对低价车和低质车的经理而言，如果其目标是增加在线搜索，则应强调情感性内容；如果其目标是增加销售，则应强调信息性内容。

This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales for low-price and low-quality cars than for high-price and high-quality cars. In turn, increases in emotional content generate more incremental sales for high-price cars than for low-price cars. Analyses of the results suggest that managers of high-price and high-quality cars should prioritize emotional rather than informational content in ads. However, managers of low-price and low-quality cars should emphasize emotional content if their objective is to increase online search and informational content if their objective is to increase sales.

论文原文：Ivan A. Guitart and Stefan Stremersch. (2021). The Impact of Informational and Emotional Television Ad Content on Online Search and Sales. Journal of Marketing Research, 58(2), 299-320.