消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

微博中品牌拟人化对线上消费者品牌投入的影响:以杜蕾斯为例

营销实践中不少品牌在微博上以拟人化形象与消费者互动,这种品牌拟人化手段已被广大企业和消费者接受。本研究使用回归分析和bootstrap方法对杜蕾斯微博消费者调查数据进行分析,探讨在微博上的品牌拟人化对线上消费者品牌投入的作用机制。研究发现:品牌拟人化对线上消费者品牌投入有促进作用,社会临场感在其中起部分中介作用。     

时间拟人化倾向及其对亲社会行为的影响

消费场景经常触发消费者的拟人化想象,营销实践也越来越多地运用拟人化元素。时间作为一种重要的生活要素,对时间的拟人化加工常常出现在我们的生活中。而从心理学、消费行为学视角来探究时间拟人化倾向的研究较为缺乏,甚至并未有研究进行时间拟人化倾向差异及其产生原因的探讨。因此本研究提出,时间拟人化倾向在成因上具有特殊性且在消费决策与行为中发挥着独特的作用。首先,从区别于其他拟人化对象的时间的本质特征出发,本研究提出结构需求动机影响消费者的时间拟人化倾向。其次,当消费者产生时间拟人化倾向后,会激发基于情感的决策模式,从而强化了亲社会行为。此外基于这一路径本研究探讨了相关边界条件,认为个体情绪状态可以对其产生调节作用。从营销实践来说,本研究增加了对时间拟人化的理解,对更好地运用时间拟人化进行营销具有重要的指导意义。     

权力感对拟人化产品购买意愿的影响

从信息加工流畅性视角切入,探讨消费者权力感对不同类型拟人化产品购买意愿的影响及其作用机理。168名本科生参与分组实验。结果表明,对于高权力感的人来说,与热情型拟人化产品相比,他们对能力型拟人化产品的购买意愿更高;对于低权力感的人来说,与能力型拟人化产品相比,他们对热情型拟人化产品的购买意愿更高。信息加工流畅性在权力感与拟人化类型交互影响拟人化产品购买意愿关系中起完全中介作用。     

权力感对拟人化产品购买意愿的影响

从信息加工流畅性视角切入,探讨消费者权力感对不同类型拟人化产品购买意愿的影响及其作用机理。168名本科生参与分组实验。结果表明,对于高权力感的人来说,与热情型拟人化产品相比,他们对能力型拟人化产品的购买意愿更高;对于低权力感的人来说,与能力型拟人化产品相比,他们对热情型拟人化产品的购买意愿更高。信息加工流畅性在权力感与拟人化类型交互影响拟人化产品购买意愿关系中起完全中介作用。     

基于人性本真性的拟人化广告的负面情绪与态度——愧疚感的中介作用

通常来说,商业活动中的拟人化设计可以起到增加亲切感、提升产品评价和增加购买意愿作用。然而,产品广告中不恰当的拟人化设计所引发的负面情绪和态度却很少受到学术界和实践界的关注。本文以食物广告的拟人化设计为研究背景,发现广告中对食用对象进行不恰当的拟人化设计会让人产生愧疚感,进而对广告态度产生负面态度。更进一步,本文表明这种负面效应只发生在感知该拟人化对象的人性本真性高的情况。当消费者不相信拟人化对象真的会拥有人性(本真性低)时,拟人化广告并不会给人们带来明显的负面情绪和态度。     

孤独让我爱上你:产品陈列对孤独个体产品偏好的影响

研究通过3组实验分析产品陈列方式对孤独个体产品偏好的影响。实验1发现产品合并陈列时,孤独个体偏爱普通产品;产品单独陈列时,孤独个体更喜欢拟人化产品。实验2采用产品的功能关系代替陈列方式,进一步验证主效应。实验3分析广告信息类别对主效应的调节作用。本文为企业合理地使用拟人化策略提供建议。     

认知与动机因素对品牌信息处理的影响

品牌,是一个名称、术语、标志、符号或图形,或这些元素的组合,被用来象征一个或一组销售者提供的产品及服务,以区别于竞争者的产品及服务。它通过消费者的相关信息处理的过程影响消费行为。认知因素对与品牌相关信息处理的影响,一直以来是相关研究的主流。近年,动机因素,由于它对信息处理的控制与引导作用,开始受到越来越多研究者的重视。为此,作者从社会认知的角度,分别以认知、动机因素的影响为着眼点,介绍品牌相关研究十年来的进展与成果,并在此基础上对未来研究的方向进行了探讨     

品牌印象研究述评

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。品牌印象形成涉及到类别信息加工和个别化信息加工两方面,其认知加工模式还存在争议。品牌印象实证研究主要存在以品牌主观形象为核心的品牌印象研究和以品牌拟人化特征为焦点的品牌印象研究两条线路。在分析比较的基础上,我们认为无论是品牌形象研究线路还是品牌人格研究线路,探讨的都是品牌的客观特性在消费者头脑中留下的主观印象,其本质都是对消费者品牌印象的研究。品牌印象是品牌与消费者的关系基础。品牌建设的任务就是在深刻把握消费者品牌印象形成机制的基础上,通过调节和控制消费者对品牌的认知、联想、态度、信任和忠诚来积累品牌资产。     

品牌拟人化和形象代言人浅析

品牌需要消费者的认同,这种认同要求将品牌可以看成一个人,有自己的价值观、情绪、个性乃至习惯性的活动。品牌形象代言人是品牌拟人化策略的产物,它能有效的沟通品牌和消费者,塑造品牌在大众心中的良好形象。     

On seeing human: a three-factor theory of anthropomorphism

Anthropomorphism describes the tendency to imbue the real or imagined behavior of nonhuman agents with humanlike characteristics, motivations, intentions, or emotions. Although surprisingly common, anthropomorphism is not invariant. This article describes a theory to explain when people are likely to anthropomorphize and when they are not, focused on three psychological determinants--the accessibility and applicability of anthropocentric knowledge (elicited agent knowledge), the motivation to explain and understand the behavior of other agents (effectance motivation), and the desire for social contact and affiliation (sociality motivation). This theory predicts that people are more likely to anthropomorphize when anthropocentric knowledge is accessible and applicable, when motivated to be effective social agents, and when lacking a sense of social connection to other humans. These factors help to explain why anthropomorphism is so variable; organize diverse research; and offer testable predictions about dispositional, situational, developmental, and cultural influences on anthropomorphism. Discussion addresses extensions of this theory into the specific psychological processes underlying anthropomorphism, applications of this theory into robotics and human-computer interaction, and the insights offered by this theory into the inverse process of dehumanization.     

情绪设计对多媒体学习的影响

通过两个实验探讨多媒体学习中情绪设计对学习者情绪、认知过程和学习结果的影响。实验1将内部情绪设计与外部情绪诱发两种方式结合起来,探讨多媒体学习环境中不同方式诱发的积极情绪对学习的影响。实验2进一步聚焦于内部情绪设计,考察颜色和拟人化这两个特定的情绪设计元素对学习者情绪和学习的影响。结果发现:(1)积极的外部情绪诱发和内部情绪设计可以诱发积极情绪,并促进学习迁移。(2)对学习材料进行内部积极情绪设计可以诱发学习者积极情绪,增强学习者的学习动机,降低学习者感知到的学习材料的难度,并促进学习迁移。其中,彩色设计可以诱发学习者积极情绪,但拟人化只有与彩色结合才能诱发学习者积极情绪;在拟人化条件下,彩色设计可以增强学习者学习动机;彩色设计可降低学习者对学习材料感知到的难度;彩色和拟人化都可以促进学习迁移。     

Political Conservatism and Anthropomorphism: An Investigation

In the current research, we explore the possibility that politically conservative consumers may anthropomorphize consumer products more than their liberal counterparts. This is possibly because conservatives need to manage uncertainty in the marketplace. One way to do so might be by assigning more human‐like attributes to inanimate products. We test this hypothesis in three studies by measuring (Studies 1 and 2) and manipulating political ideology (Study 3). We find that avoidance of uncertainty (Study 1) and need for order (Study 2) can explain conservatives’ greater anthropomorphism. The effect is stronger for unpredictable than predictable products as the former are associated with greater uncertainty, which conservatives need to manage (Study 3). Also, we report that greater anthropomorphism of products can increase the perceived functionality of the products (Studies 2 and 3), offering implications for marketers. In all, the results offer support for our key hypothesis that conservatives anthropomorphize more; they also provide preliminary support for the role of uncertainty management in conservatives’ greater anthropomorphism of products. In our General Discussion, we discuss alternate explanations for the key effect and present some directions for further research in this area.     

权力感知对怀旧偏好的影响机制

作者考察了权力感知对消费者怀旧偏好的影响及其心理机制。通过3个实验, 作者发现低权力者比高权力者更加偏好怀旧产品或怀旧品牌, 而寻找生活意义的动机在该影响过程中起中介作用。具体而言, 权力的缺失导致个体认为自己的生活缺乏意义, 进而激发出寻找生活意义的动机。由于怀旧可以通过回忆有意义的事件和提供社会支持两条途径来帮助个体重拾生活意义, 因此低权力的消费者倾向于进行怀旧消费。这一研究发现进一步丰富了现有的权力和怀旧文献, 并对怀旧营销的设计具有重要的实践指导意义。     

ARE ANIMALS MORAL? A THEOLOGICAL APPRAISAL OF THE EVOLUTION OF VICE AND VIRTUE

I discuss controversial claims about the status of non‐human animals as moral beings in relation to philosophical claims to the contrary. I address questions about the ontology of animals rather than ethical approaches as to how humans need to treat other animals through notions of, for example, animal rights. I explore the evolutionary origins of behavior that can be considered vices or virtues and suggest that Thomas Aquinas is closer to Darwin's view on nonhuman animals than we might suppose. An appreciation of the complexity of the emotional lives of social animals and their cooperative behaviors in light of the work of animal ethologists such as Frans de Waal and Marc Bekoff suggests that social animals can be considered moral in their own terms. I discuss the charge of anthropomorphism, drawing on the work of archaeologist Steven Mithen, and consider arguments for the evolution of conscience in the work of anthropologist Christopher Boehm. Only the biological basis for the development of conscience and religion has evolved in nonhuman animals, and this should not be confused with sophisticated moral systems of analysis or particular religious beliefs found in the human community.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

产品也会皱眉头? 产品的“侵略性表情”对消费者的影响

消费者经常在产品外观设计中看到"表情",这些由企业有意或无意塑造的面孔元素会影响到消费者对产品的态度。当前,关于产品外观表情对消费者态度影响方面的研究仍存在结论不一致、机制不明确和边界不清楚等问题。本研究通过3次分离的实验,验证了对于奢侈程度较高的产品(品牌),侵略性的表情相较友好的表情,更能够获得消费者的青睐;而对于奢侈程度较低的产品(品牌),则恰好相反。同时,不同的产品外观(品牌标识)表情是通过消费者对产品的感知自治程度这一中介变量对消费者态度产生影响。本研究结论为产品外观设计和品牌管理实践提供了有益的建议。     

Expectations and beyond: The nexus of AI instrumentality and brand credibility in voice assistant retention using extended expectation-confirmation model

AI-based voice assistants (AIVA) are capable of interpreting human speech and responding with useful information, aiding with tasks, and controlling other devices. The usage of these AIVAs has grown significantly worldwide. Despite this growth, studies on user behavior related to continued usage intention of AIVAs and effects on the long-term commercial sustainability of brands, remain low. What is less understood is the potential of AI instrumentality attributes and brand credibility components in provoking shifts in post-use behavior of AIVAs. This study proposes a model which expands on the Expectation-Confirmation Model for user continuance behavior of AIVAs, by integrating user's technology related traits, AI instrumentality attributes and brand credibility. To verify the research hypotheses, the study employed partial least square—structural equation modelling, based on 281 validated responses of a survey. This study highlights the significance of Optimism, Innovativeness, and Discomfort for post-adoption confirmation. Higher post-adoption confirmation is strongly associated with perceived intelligence, anthropomorphism, information quality, and system quality. Anthropomorphism and information quality are key factors for brand expertise, while anthropomorphism and system quality are significant for brand trustworthiness. The study confirms that brand expertise and trustworthiness lead to post-use satisfaction and use continuance intention. Understanding the antecedents of satisfaction and continuance intention extends the existing literature on AIVAs and provides valuable insights for academics and practitioners alike. Some implications for researchers and managers are discussed.