外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

自我建构对口碑两极分化产品偏好的影响及作用机制

口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。     

形状-性别内隐联结及其对消费者形状偏好的影响

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。     

蒙、汉大学生的自我构念对知觉加工的影响

首先考察蒙古族和汉族大学生的自我构念特点,并在文化启动下探查自我构念启动对知觉加工的影响。研究发现:(1)内蒙古蒙古族大学生和汉族大学的自我构念表现为互依型倾向,更倾向整体优势知觉加工,蒙古国古大学生表现出独立型倾向,更倾向于局部优势知觉加工。(2)文化启动条件下,自我构念的即时变化影响知觉的加工,独立性自我构念启动下显示出局部加工优先,互依自我构念启动下显示出整体加工优先。该结果提示,不同文化语景的内蒙古和蒙古国的蒙古族个体的自我构念有着差别,文化的嵌入性可促使个体获得主流文化的自我构念,并对知觉过程有影响作用。     

自我构念启动对空间参照框架的影响

采用圈代词启动法及空间参照框架判断任务,探究自我构念启动能否改变被试对空间参照框架判断的认知加工过程。结果发现:(1)客体中心参照框架判断的整体正确率大于自我中心参照框架判断;(2)仅在独立型自我构念启动的一致条件下,被试的自我中心参照框架判断正确率高于客体中心参照框架的判断正确率;(3)独立型自我构念使男性更少受到自我中心干扰。结果表明,独立型自我构念启动可能对自我中心参照框架判断具有促进效应,但互倚型自我构念启动不能促进客体中心参照框架判断。     

大学生的自我构念与动机定向关系研究

该研究采用自我构念(SCS)量表和工作(学习)动机定向量表对432名大学生进行调查,探讨了中国大学生自我构念与动机定向的关系。结果表明:1)大学生自我构念与动机定向各维度有密切相关;典型相关发现自我构念各维度通过三个典型因素解释动机定向变异的13.2%;2)不同自我构念类型大学生的动机定向存在显著差异,二元型自我构念大学生的总体动机水平最高,边缘型自我构念大学生的总体动机水平最低;独立型自我构念大学生的关注人际竞争和追求回报动机水平显著高于依赖型自我构念大学生,而选择简单任务及关注他人评价动机水平显著低于依赖型自我构念大学生。     

大学生自我构念与主观幸福感的关系:自尊与关系和谐的中介效应

为了分析文化融合、社会变迁背景下大学生自我观的特点,及自我构念与自尊、关系和谐、主观幸福感之间的关系,采用了自我构念量表、自尊量表、关系和谐量表及主观幸福感量表对446名大学生进行调查.结果显示:(1)文化融合、社会变迁背景下,代表集体主义文化价值观的互依我在大学生自我观中仍占优势.大学生自我观可分为二元型、独立型、互依型和边缘型.本研究中,四种类型所占比例分别为32.5%、18.6%、18.0%、30.9%.(2)自我构念与主观幸福感显著正相关;不同自我观类型大学生在主观幸福感上差异显著,二元型个体主观幸福感水平最高,边缘型最低,独立型、互依型处于中间水平.(3)自尊在独立我与主观幸福感间起到完全中介作用;互依我一方面通过关系和谐间接影响主观幸福感,另一方面,通过关系和谐对自尊的促进作用影响主观幸福感.     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

社会支持缓解高互依自我个体的急性心理应激反应

高互依自我构念个体以社会角色来定义自己, 更看重自己的社会关系; 社会评价威胁是诱发个体社会心理应激反应的重要情境因素, 然而高互依自我构念个体在心理性应激情境中是否会表现出更高的应激反应, 以及社会支持是否会缓解高互依自我构念个体的急性心理应激反应还不可知。本研究以特里尔社会应激测试为范式, 以主观应激报告、心率和唾液皮质醇作为应激指标, 使用自我构念问卷测量个体互依自我构念水平, 将健康大学生被试随机分配到自我支持启动组和社会支持启动组。结果发现, 互依自我构念水平正向预测个体在应激情境中的皮质醇水平增加量; 同时, 相比于自我支持启动, 高互依自我构念的个体在经历社会支持后有更低的唾液皮质醇变化量。研究结果提示, 社会支持对高互依自我构念个体的急性心理应激反应起到了良好的缓解作用。     

The impact of self-construal on aesthetic preference for angular versus rounded shapes

In this article, the authors examine the role of self-construal in aesthetic preference for angular versus rounded shapes. Previous research found an independent self-construal is associated with a confrontation approach to conflict resolution, whereas an interdependent self-construal is associated with compromise. Furthermore, the literature in empirical aesthetics suggests that angular shapes tend to generate confrontational associations, and rounded shapes tend to generate compromise associations. Accordingly, the authors propose individuals with independent self-construals should perceive angular shapes as more attractive, whereas individuals with interdependent self-construals should find rounded shapes more attractive. The authors argue this effect of self-construal should be more pronounced when people expect that their shape preferences will be evaluated by others because culturally consistent responses will be more accessible in this situation. These hypotheses were largely confirmed in a field study that classified logos from a variety of countries and two experiments in which self-construal was experimentally primed.     

能力还是热情?广告诉求对消费者品牌认同和购买意向的影响

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用、影响机制及边界条件。通过3个实验, 我们发现对于独立自我建构的消费者来说, 能力广告诉求更能提高品牌认同感, 而对于相依自我建构的消费者来说, 热情广告诉求则更有效; 同时我们也验证了广告诉求到愉悦感到品牌认同最终到购买意向的因果链模型, 并确定了企业类型对该机制的调节作用。     

The logo ‘visual thickness effect’: When and why it boosts brand personality

Although the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation. According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo-thickness-induced perception of brand power is negatively moderated by consumers' level of perceived power of the self. Further, the perception of brand power induced by logo thickness is moderated by consumers' level of visuospatial sketchpad, meaning that people with high (vs. low) visuospatial sketchpad can cancel out the extraneous influence of logo thickness while evaluating the underlying brand, once the stimulus magnitude hits the salience threshold. Theoretical and managerial implications are accordingly provided.     

The Role of the Self in Responses to Health Communications: A Cultural Perspective

To the extent that cultures vary in how they shape individuals' self-construal, it is important to consider a cultural perspective to understand the role of the self in health persuasion. We review recent research that has adopted a cultural perspective on how to frame health communications to be congruent with important, culturally variant, aspects of the self. Matching features of a health message to approach vs. avoidance orientation and independent vs. interdependent self-construal can lead to greater message acceptance and health behavior change. Discussion centers on the theoretical and applied value of the self as an organizing framework for constructing persuasive health communications.     

Who I am and how I think: The impact of self‐construal on the roles of internal and external reference prices in price evaluations

Drawing from self-construal studies on cognitive styles as well as reference price literature, this research investigates the impact of independent versus interdependent self-construal on consumers' use of internal reference prices (IRPs) and external reference prices (ERPs) during price evaluations. Three experiments reveal that IRPs have a larger impact on price evaluations for participants who are primed with an independent (vs. interdependent) self-construal, whereas ERPs have a larger impact for participants who are primed with an interdependent (vs. independent) self-construal. The differential impact of self-construal on the use of IRPs and ERPs seems to be mediated by a generalized, perceived sense of connectedness/separateness. Implications on reference price research, self-construal and cognitive styles are discussed.     

Cultural Values and Performance Appraisal: Assessing the Effects of Rater Self-Construal on Performance Ratings

Much of the prior research investigating the influence of cultural values on performance ratings has focused either on conducting cross-national comparisons among raters or using cultural level individualism/collectivism scales to measure the effects of cultural values on performance ratings. Recent research has shown that there is considerable within country variation in cultural values, i.e. people in one country can be more individualistic or collectivistic in nature. Taking the latter perspective, the present study used Markus and Kitayama's (1991) conceptualization of independent and interdependent self-construals as measures of individual variations in cultural values to investigate within culture variations in performance ratings. Results suggest that rater self-construal has a significant influence on overall performance evaluations; specifically, raters with a highly interdependent self-construal tend to show a preference for interdependent ratees, whereas raters high on independent self-construal do not show a preference for specific type of ratees when making overall performance evaluations. Although rater self-construal significantly influenced overall performance evaluations, no such effects were observed for specific dimension ratings. Implications of these results for performance appraisal research and practice are discussed.     

Conscious, but not unconscious, logo priming of brands and related words

This study assessed whether real-life stimulus material can elicit conscious and unconscious priming. A typical masked priming paradigm was used, with brand logo primes. We used a rigorous method to assess participants' awareness of the subliminal information. Our results show that shortly presented and masked brand logos (e.g., logo of McDonald's) have the power to prime their brand names (e.g., "McDonald's") and, remarkably, words associated to the brand (e.g., "hamburger"). However, this only occurred when the logos could be categorized clearly above the consciousness threshold. Once the primes were presented close to the consciousness threshold, no subliminal influences on behavior were observed.