CAJ | 학술논문

营销学和心理学的已有研究表明，负面情绪会影响信息处理过程。因此，企业在品牌关系再续的实践中，必须结合消费者负面情绪来选择适当的说服策略。基于此，通过区分反驳型说服策略和诊断型说服策略，并将其联结于消费者的情绪特点（情绪类型与情绪强度），经由两个实验探讨了不同情绪特点的消费者对两种说服策略的反应。实验一初步证明了负面情绪类型（后悔和生气）调节说服策略对原谅的影响。实验二证明了负面情绪强度（低和高）调节说服策略对原谅的影响，并进一步检验了实验一的结论。即当负面情绪强度低时，负面情绪类型的调节作用不显著；但是，当负面情绪强度高时，负面情绪类型的调节作用显著。此外，两个实验均验证，根据消费者负面情绪特点，适当的说服策略有利于消费者原谅品牌，进而产生品牌关系再续意愿。
영소학화심이학적이유연구표명，부면정서회영향신식처리과정。인차，기업재품패관계재속적실천중，필수결합소비자부면정서래선택괄당적설복책략。기우차，통과구분반박형설복책략화진단형설복책략，병장기련결우소비자적정서특점（정서류형여정서강도），경유량개실험탐토료불동정서특점적소비자대량충설복책략적반응。실험일초보증명료부면정서류형（후회화생기）조절설복책략대원량적영향。실험이증명료부면정서강도（저화고）조절설복책략대원량적영향，병진일보검험료실험일적결론。즉당부면정서강도저시，부면정서류형적조절작용불현저；단시，당부면정서강도고시，부면정서류형적조절작용현저。차외，량개실험균험증，근거소비자부면정서특점，괄당적설복책략유리우소비자원량품패，진이산생품패관계재속의원。
Prior research in psychology and marketing indicates that consumers＇ negative emotions will impact their information processing, and the results vary according to types of negative emotions. Though plenty of research discussed how negative emotions influence information processing, little research has considered the moderation effect of negative emotions in brand relationship restoration management. This research introduces negative emotions as moderators and proposes that in order to improve brand relationship management, the firm should take consumers＇ negative emotions into account to select the appropriate persuasion strategy. Related literature identifies two types of persuasion strategies： couterargumentation response strategy and diagnosticity response strategy. Considering consumers＇ specific negative emotions, the firm should make the following decision： for consumers in low level of negative emotions, it is better to use couterargumentation response strategy; for consumers in high level of negative emotions, it is better to use couterargumentation response strategy if they feel regret and diagnosticity response strategy if they feel angry. Consumer forgiveness will mediate the relationship between persuasion strategy and brand relationship restoration intention. Two experiments verify our hypotheses. One hundred and two undergraduate students participated in experiment 1. They first read scenarios for negative emotions manipulation and then a scenario about persuasion strategies. Finally, they answered questionnaires about their forgiveness and brand relationship restoration intention. The results showed that compared with consumers who feel angry （regret）, couterargumentation response strategy （diagnosticity response strategy） is more likely to make consumers who feel regret （angry） forgive the target brand and extend their relationship. One hundred and thirty- five undergraduate students participated in experiment 2. This experiment last two weeks to manipulate the levels of negative emotions. In the first week, participants read scenarios for negative emotions manipulation and answered questionnaires. In the second week, these participants recalled their negative emotions and then filled questionnaires. Results showed that for consumers in low level of negative emotions, there is no significant difference between two types of negative emotions （regret and angry） for persuasion strategy; for consumers in high level of negative emotions, the moderation effect of the types of negative emotions is significant. The theoretical contribution of this research is to introduce both type and magnitude of negative emotions into brand relationship restoration management research. Besides, our research implies that a firm should firstly consider consumers＇ magnitude of negative emotions and then their types when selecting persuasion strategy.