{"id":12013,"date":"2009-02-11T20:27:44","date_gmt":"2009-02-11T20:27:44","guid":{"rendered":"https:\/\/www.sisinternational.com\/consumer-analytics-eharmony-hypothetical-case-study\/"},"modified":"2025-09-16T20:01:49","modified_gmt":"2025-09-17T00:01:49","slug":"%e6%b6%88%e8%b4%b9%e8%80%85%e5%88%86%e6%9e%90-eharmony-%e5%81%87%e8%ae%be%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh\/%e6%b6%88%e8%b4%b9%e8%80%85%e5%88%86%e6%9e%90-eharmony-%e5%81%87%e8%ae%be%e6%a1%88%e4%be%8b%e7%a0%94%e7%a9%b6\/","title":{"rendered":"\u6d88\u8d39\u8005\u5206\u6790\uff1aeHarmony \u5047\u8bbe\u6848\u4f8b\u7814\u7a76"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n

<\/span><\/span><\/p>\n\n\n\n

eHarmony.com \u63d0\u4f9b\u5728\u7ebf\u7ea6\u4f1a\u670d\u52a1\uff0c\u5e2e\u52a9\u7537\u6027\u548c\u5973\u6027\u5efa\u7acb\u7231\u60c5\u5173\u7cfb\u3002\u5b83\u62e5\u6709\u4e13\u5229\u516c\u5f0f\u6765\u5339\u914d\u6700\u4f73\u4f34\u4fa3\uff0c\u4e3b\u8981\u9488\u5bf9 21-55 \u5c81\u4ee5\u4e0a\u7684\u5e74\u9f84\u6bb5\u3002\u76ee\u524d\uff0ceHarmony \u7684\u7535\u89c6\u5e7f\u544a\u8868\u8fbe\u4e86\u4eba\u4eec\u4ece\u9047\u5230\u79d1\u5b66\u5339\u914d\u7684\u4f34\u4fa3\u4e2d\u83b7\u5f97\u7684\u5e78\u798f\u611f\u3002\u5728\u8fd9\u65b9\u9762\uff0c\u8fd9\u9879\u670d\u52a1\u672c\u8d28\u4e0a\u88ab\u63cf\u7ed8\u6210\u4e00\u4e9b\u4eba\u5bfb\u627e\u5e78\u798f\u7684\u53ef\u9009\u9009\u62e9\u3002\u8fd9\u662f\u4e00\u4e2a\u5047\u8bbe\u7684\u6848\u4f8b\u7814\u7a76\uff0c\u4f7f\u7528\u7814\u7a76\u5206\u6790\u6765\u8bc4\u4f30\u6d88\u8d39\u8005\u884c\u4e3a\u5e76\u53d1\u73b0\u201c\u5ba2\u6237\u60f3\u8981\u4ec0\u4e48\u201d\u3002<\/strong><\/p>\n\n\n\n

\u4ee5\u4e0b\u6848\u4f8b\u7814\u7a76\u662f\u672c\u535a\u5ba2\u7684\u6df1\u5165\u6848\u4f8b\u7814\u7a76\uff0c\u4ec5\u4f9b\u8bfb\u8005\u53c2\u8003\u3002\u91cd\u8981\u8bf4\u660e\uff1a<\/p>\n\n\n\n

    \n
  1. \u672c\u57f9\u8bad\u62a5\u544a\u5e76\u4e0d\u53cd\u6620 SIS International \u62a5\u544a\u7684\u5178\u578b\u62a5\u544a\u6784\u6210\u3002\u672c\u62a5\u544a\u4ece\u672a\u4e14\u7edd\u4e0d\u4f1a\u63d0\u4ea4\u7ed9\u4efb\u4f55\u5ba2\u6237\uff0c\u4e5f\u4e0d\u4f1a\u7528\u4e8e\u5546\u4e1a\u76ee\u7684\u3002\u672c\u62a5\u544a\u7684\u8d28\u91cf\u3001\u771f\u5b9e\u6027\u6216\u53ca\u65f6\u6027\u4e0d\u4f5c\u4efb\u4f55\u4fdd\u8bc1\u3002<\/span><\/li>\n\n\n\n
  2. SIS never discloses client names<\/a> or contents of reports, and has adhered to strict ethics since its founding 25 years ago.<\/span><\/li>\n\n\n\n
  3. \u672c\u6587\u4e0d\u5305\u542b\u51b3\u7b56\u5efa\u8bae\u3002\u60a8\u540c\u610f\u672c\u7f51\u7ad9\u8be6\u8ff0\u7684 SIS \u9690\u79c1\u653f\u7b56\u548c\u4f7f\u7528\u6761\u6b3e\u7684\u5b8c\u6574\u6761\u6b3e\u3002<\/span><\/li>\n<\/ol>\n\n\n\n


    \u5e7f\u544a\u5a92\u4f53 \u2013 \u7535\u89c6<\/span><\/strong><\/p>\n\n\n\n

    To attract more of the younger segment of singles aged 21 \u2013 35, eHarmony.com could consider employing an attitude-changing campaign in which television ads stress scarcity and difficulty in finding one\u2019s fairy tale mate. This campaign may change attitudes among 21 \u2013 35 year-olds that online social dating<\/a> is not for those who \u201cgive up\u201d on traditional dating, but those who want to stop wasting their time looking in the wrong places.<\/p>\n\n\n\n

    \u5e7f\u544a\u5fc5\u987b\u4f20\u8fbe\u51fa\u79ef\u6781\u4e50\u89c2\u7684\u611f\u89c9\uff0c\u5373\u6f14\u5458\u4f7f\u7528 eHarmony \u8ba4\u771f\u5bf9\u5f85\u81ea\u5df1\u7684\u7ea6\u4f1a\uff0c\u4f46\u4e5f\u8981\u4f20\u8fbe\u51fa\u7a00\u7f3a\u6027\u548c\u53f7\u53ec\u6027\u7528\u8bed\u3002\u8fd9\u79cd\u201c\u52b1\u5fd7\u201d\u5f62\u5f0f\u7684\u5e7f\u544a\u53ef\u80fd\u4f1a\u8ba9\u201c\u63a5\u6536\u8005\u201d\u8bc4\u4f30\u81ea\u5df1\u7684\u7ea6\u4f1a\u7ecf\u5386\uff0c\u5e76\u5f15\u8d77\u90a3\u4e9b\u5468\u672b\u5728\u5bb6\u6ca1\u6709\u7ea6\u4f1a\u5bf9\u8c61\u7684\u4eba\u7684\u5171\u9e23\u3002<\/p>\n\n\n\n

    These advertisements would target both males and females to achieve a balanced number of sign-ups. Specifically, eHarmony\u2019s campaign could target MTV, Lifetime, VH1, ESPN, and also after key network shows like ABC\u2019s Lost, which is geared towards this age segment. Because several of these channels are gender-specific, there could be two versions of the commercial, with either a female source or male source.<\/p>\n\n\n\n

    \u7535\u89c6\u662f\u6539\u53d8\u8fd9\u4e00\u5e74\u8f7b\u7fa4\u4f53\u6001\u5ea6\u7684\u6709\u529b\u5a92\u4ecb\uff0c\u56e0\u4e3a\u5b83\u9488\u5bf9\u7684\u662f\u90a3\u4e9b\u5750\u5728\u5bb6\u91cc\u6c99\u53d1\u4e0a\u7684\u4eba\u3002\u4ed6\u4eec\u53ef\u80fd\u56e0\u4e3a\u5728\u5bb6\u770b\u7535\u89c6\u800c\u611f\u5230\u5b64\u72ec\u3002\u5f53\u88ab\u8fd9\u5219\u5e7f\u544a\u548c\u53f7\u53ec\u6027\u7528\u8bed\u201c\u5f15\u5bfc\u201d\u65f6\uff0c\u4ed6\u4eec\u53ef\u80fd\u4f1a\u88ab\u8bf4\u670d\u52a0\u5165\u8fd9\u9879\u670d\u52a1\uff0c\u4ee5\u7f13\u89e3\u4ed6\u4eec\u7684\u7126\u8651\u3001\u5b64\u72ec\u6216\u6d6a\u8d39\u65f6\u95f4\u7684\u611f\u89c9\u3002\u5176\u6b21\uff0c\u5e74\u8f7b\u4eba\u662f\u7535\u89c6\u7684\u4e3b\u8981\u89c2\u4f17\uff1b\u5927\u91cf\u9488\u5bf9\u8fd9\u4e00\u5e74\u9f84\u6bb5\u7684\u5e7f\u544a\u666e\u904d\u8bc1\u5b9e\u4e86\u8fd9\u4e00\u70b9\u3002<\/p>\n\n\n\n

    Third, television would allow eHarmony to achieve its particular marketing objectives. eHarmony brands itself to consumers as the premier and most scientific online dating service. Its sleek and upbeat television ads convey a professional message unlike other seedy online advertising for online dating. This helps to differentiate<\/a> it from other brands and adds value to its brand, which helps to attract the right candidates for its service. Other unconventional forms of advertising like M-commerce could even be detrimental towards this strategically \u201cexclusive\u201d brand given the newness of the medium and consumers\u2019 perceptions about this service category.<\/p>\n\n\n\n

    \u7b2c\u56db\uff0c\u76ee\u6807\u9891\u9053\u7684\u7535\u89c6\u5e7f\u544a\u53ef\u4ee5\u8ba9\u6f14\u5458\u901a\u8fc7\u80a2\u4f53\u8bed\u8a00\u6765\u8868\u8fbe\u51c6\u786e\u7684\u4fe1\u606f\uff0c\u800c\u4e0d\u662f\u4ec5\u4ec5\u901a\u8fc7\u6742\u5fd7\u6216\u5728\u7ebf\u5e7f\u544a\u4e2d\u7684\u6587\u5b57\u6216\u56fe\u7247\u6765\u4f20\u8fbe\u3002\u5728\u8fd9\u65b9\u9762\uff0c\u5e7f\u544a\u4e2d\u201c\u4f34\u4fa3\u7a00\u7f3a\u201d\u7684\u4fe1\u606f\u3001\u6f14\u5458\u4e4b\u95f4\u7684\u5171\u8bc6\u4ee5\u53ca\u5bf9 eHarmony \u4e0a\u7231\u60c5\u7684\u79ef\u6781\u60c5\u611f\u548c\u884c\u4e3a\u53cd\u5e94\u90fd\u53ef\u4ee5\u76f4\u89c2\u800c\u95f4\u63a5\u5730\u4f20\u8fbe\u7ed9\u89c2\u4f17\u3002<\/p>\n\n\n\n

    \u6f5c\u5728\u5e7f\u544a\u6765\u6e90<\/span><\/strong><\/p>\n\n\n\n

    \u5728\u9009\u62e9\u5e7f\u544a\u6765\u6e90\u65f6\uff0c\u53ef\u4ee5\u8003\u8651\u4e24\u4e2a\u7279\u70b9\u3002\u9996\u5148\uff0c\u4f20\u64ad\u8005\u5fc5\u987b\u53ef\u4fe1\u3002\u8fd9\u6837\uff0ceHarmony \u5c31\u4f1a\u62e5\u6709\u540c\u5e74\u9f84\u6bb5\u7684\u5e74\u8f7b\u4f1a\u5458\uff0c\u8fd9\u5c06\u51ed\u501f\u5176\u5e74\u9f84\u5efa\u7acb\u53ef\u4fe1\u5ea6\u3002\u6f14\u5458\u5c06\u5f62\u8c61\u5730\u8bb2\u63a5\u6536\u8005\u7684\u8bed\u8a00\u3002<\/p>\n\n\n\n

    Also, the commercials would maintain at the end of them the comments of the founder, who himself has a Phd degree. This would also contain authoritative persuasive effects and positive associations, which might help to limit knowledge bias. To prevent reporting bias, eHarmony could contract out with two actors so that they do not endorse other products, which could compromise the message.<\/p>\n\n\n\n

    Secondly, in the two versions of the ad with either a male or female source, the communicator may also be physically attractive. This is because, according to the Halo effect, the receiver will relate the service with feelings towards the attractive source<\/a>. Importantly, this attractiveness is highly relevant to the service given that online dating is largely about physical and emotional attraction. Hence, this attractive source would help quickly build trust in the service given the relevance of attraction to the service offering. This source would also help receivers to envisage the quality of subscribers and what kind of mate people can find on eHarmony. Ultimately, this attractive source in each ad could help in ensuring receivers process the message and change their potentially reluctant attitudes on online dating.

    \u7cbe\u7ec6\u5316\u53ef\u80fd\u6027\u6a21\u578b<\/strong><\/span><\/p>\n\n\n\n

    One message that could work with the central route is a source giving a message to receivers about the scarcity of one\u2019s mate and how receivers are wasting their time with traditional dating practices. Essentially, the message warns about wasting time with traditional dating and watching television alone, missing out on life. The receiver would then proceed with high involvement processes eliciting cognitive responses that either agree or disagree with the message. Thus, a receiver might think about a recent bad dating experience and agree. The receiver who agrees with the message will likely comply with the ad\u2019s message, resulting in belief and attitude change followed by a behavior change. They might try the free personality prerequisite test<\/a> and begin their subscriptions to the service. On the other hand, a receiver might strongly disagree with the message given their own positive experiences in the past, and they may provide cogent reasoning as to why the message is wrong.<\/p>\n\n\n\n

    In contrast, a message following the peripheral route concerns the attractiveness of the source or the visual depiction of finding an attractive mate quickly. In this respect, the message would require low-involvement processing, and receivers would grasp that they could find an attractive mate on this site through a professional matchmaking method. This would cause belief change about online dating services<\/a> and, in particular, eHarmony.com. This could cause a change in behavior by getting the receiver to sign up and cause others to sign up through word-of-mouth buzz. Once this happens the receiver may change his or her opinion on this type of service and specifically build positive perceptions about eHarmony.com.<\/p>\n\n\n\n

     <\/p>\n\n\n\n

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    eHarmony.com \u63d0\u4f9b\u5728\u7ebf\u7ea6\u4f1a\u670d\u52a1\uff0c\u5e2e\u52a9\u7537\u6027\u548c\u5973\u6027\u5efa\u7acb\u604b\u7231\u5173\u7cfb\u3002<\/p>","protected":false},"author":1,"featured_media":64778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[290],"tags":[],"class_list":["post-12013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/comments?post=12013"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12013\/revisions"}],"predecessor-version":[{"id":81326,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12013\/revisions\/81326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media\/64778"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media?parent=12013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/categories?post=12013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/tags?post=12013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}