价格促销何以拨动你的"情弦":促销语言塑型情绪冲击力的认知评价机制OACHSSCD

Building upon the research paradigm of promotional decision-making conditional sentence,this study focuses on promotional language involving self-relevance,time limits,and discount depth,by integrating the Appraisal Theory of Emotion,construct a cognitive appraisal framework to explain the for-mation of emotional impact in promotional language by integrating the Appraisal Theory of Emotion,and tests the framework empirically through one qualitative study and three psychological experiments.The findings reveal that:(1)Self-relevant language as a primary prerequisite significantly enhances the for-mation of future-oriented emotions.(2)Cognitive appraisal of conditional promotional language signifi-cantly influences the emergence of anticipatory emotions(hope and anxiety),whereas cognitive appraisal of incentive promotional language significantly influences the formation of anticipated emotions(anticipa-ted rejoice and anticipated regret).These findings indicate that cognitive appraisal concerning time limits and discount depth acts as a secondary prerequisite and constitutes the cognitive foundation for the forma-tion of future-oriented emotions,and provide valuable insights into the relationship between language e-valuation,cognition,and emotions in revealing the impact of price promotions,satisfying the promotional demands of enterprises to create corresponding emotions as needed.