Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： For many consumers, product face is an important factor that determines their evaluation and purchase decision. Up till now, many researchers believe that negative product facial expressions (e.g anger) are negatively related to customer attitude and behavior. But in reality, negative faces are also related to coolness and competence. Up till now, researches regarding the paradoxical effect of anthropomorphized product expression remain scarce, and the existing work on social communication cannot be used to explain personified products without adaptation and testing. Based on this research gap, 3 questions remain unsolved: how does product facial expression influence consumer behavior; what is the psychological mechanism behind such effect; will product type and consumer characteristics influence consumer perception of product facial expression? The answers to these questions can be used to expand the theory of personification in marketing, and to guide product managers in choosing the most appropriate design for their products.
Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Cute brand styles are being used by increasing number of luxury brands in their marketing to interact with consumers. Cuteness can be divided into two types, including kindchenschema and whimsical. The majority of current studies are focused on the effects of single kindchenschema cuteness on consumer psychology and behavior. So, how does the adoption of various cute styles by luxury brands influence consumer preference? What is the internal mechanism? We have contributed to the literature on luxury brands by investigating how consumers react to various cute styles of luxury brands in the current study. In order to achieve their various objectives, luxury brands can deliver specific messages to the market by selecting brand images of various cute styles. In this case, the cuteness type of luxury brands (kindchenschema vs. whimsical) can influence consumers’ brand preferences through their perception of the brand’s ideal self-expression. The ideal self of an individual is generally characterized by high autonomy. According to the theory of the ideal self, the cuteness styles of luxury goods can influence consumers’ ideal self-expression through the autonomy of luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is conducive to consumers’ ideal self-expression, thereby improving consumers’ preferences for luxury brands. However, there are boundary conditions for the applicability of main effects, and self-monitoring moderates the relationship between luxury brands’ cuteness styles and consumers’ preferences. In other words, when the level of self-monitoring is low, the cuteness styles of luxury brands will not significantly affect the individual’s brand preferences. To test our hypotheses, we conducted four experiments. Experiment 1 preliminarily shows that different cuteness styles of luxury brands can significantly influence consumers’ brand preferences. The findings validate the causal chain model, which tests the theoretical logic of main effects, from cuteness styles of luxury brands, brand autonomy, ideal self-expression, and consumer preference. Experiment 2 clarifies the main effect’s boundary. The results indicate that the influence of luxury brand cuteness styles on consumer preferences is only effective in the context of luxury brands. Experiment 3 examined the moderating effect of individual self-monitoring level on the main effect and discovered that for individuals with low self-monitoring, the cuteness styles of luxury brands could not effectively influence their brand preferences. Experiment 4 investigated the moderating effect of the individual development stage on the main effect. Adults preferred whimsical cuteness elicited over kindchenschema cuteness. Kindchenschema cuteness triggered a more positive response than whimsical cuteness in children. According to our findings, adopting the whimsical cuteness style in luxury brands can improve consumers’ brand preferences more than kindchenschema cuteness style. When the cuteness style is kindchenschema, luxury brands demonstrate low brand autonomy, which is not conducive to consumers’ ideal self-expression, reducing consumers’ preferences for luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is consistent with the consumers’ ideal self and improves their preferences for luxury brands. When individuals have low self-monitoring, the cuteness styles of luxury brands have no effect on consumers’ preferences. These findings provide novel insights into the cuteness styles and ideal self-expression of luxury brands, implying that brands should carefully consider consumers’ level of self-monitoring before displaying various cuteness types of luxury brand styles.
Subjects: Psychology >> Applied Psychology submitted time 2020-04-06
Abstract： Brand name is significant brand equity. It plays a vital role in delivering brand value, building brand image and highlighting brand characteristics. Previous research found that the semantic and phonetic features of a brand name would influence consumers’ perception and preference. From the perspective of baby schema, we examine the effect of repeated two-syllable brand name on consumers’ brand perception(physical perception and psychological perception) and consumers’ attitude, and also verify the mechanism and boundary of the effect. More specific expositions are as follows: (1) examining the effect and mechanism of repeated two-syllable brand name on consumers’ physical perception, psychological perception and attitude;(2) verifying the moderating effect of the internal phonetic feature and the external cuing feature between the repeated two-syllable brand name and consumers’ perception;(3) verifying the moderating effect of product type and consumers’ feature between the repeated two-syllable brand name and consumers’ attitude.
Subjects: Psychology >> Social Psychology submitted time 2018-09-07 Cooperative journals: 《心理学报》
Abstract： 文化混搭产品因涉及到不同国家的文化符号的同时呈现, 可能导致母国文化的完整性与生命力受到威胁, 引发外国文化入侵母国文化的感知进而降低消费者的产品评价。本研究从文化混搭产品的营销传播视角出发, 基于前人的研究基础之上, 探讨了不同信息表述框架策略的采用会如何影响消费者的文化入侵感知进而影响他们对文化混搭产品的评价, 并重点探究了它可能存在的两个边界条件, 即消费者的比较焦点和企业的不同解释策略。两个实验的结果不仅再一次验证了前人所得出的研究结论, 即文化混搭产品采用“外国文化−母国文化”的框架策略时, 会使消费者产生外国文化改变了母国文化的感知, 导致消费者对产品的评价要显著低于采用“母国文化−外国文化”的框架策略, 其中感知文化入侵起着完全中介的作用。更重要的是, 深入揭示出上述的这种不同文化混搭框架效应只有在启动的是消费者的差异性聚焦以及企业采用的是属性解释策略时才存在, 而当启动的是消费者的相似性聚焦以及企业采用关系解释策略时, 这一效应将会消失。本研究不仅深入剖析出了引发消费者对文化混搭现象产生排斥性反应的内在机理, 拓展了前人研究结论的普适性, 也为企业的文化混搭产品的营销推广提供了有用的实践启示。
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