商品陈列方式、先验品牌知识与品牌选择决策——弱势品牌的视角

在进行初次购买之时,商品陈列方式(基于属性与基于利益的陈列方式)和先验品牌知识(强势与弱势的品牌强度)如何影响消费者的品牌选择决策?研究发现,商品陈列方式显著地影响了消费者的品牌选择决策。这是因为商品陈列方式能够影响消费者处理信息的解释水平。由于解释水平的不同,商品陈列方式引发了消费者对商品多样性感知和产品质量感知的差异,最终影响了消费者的品牌选择决策。研究还发现,由于影响了消费者搜索和获取产品信息的动机,先验品牌知识(品牌强度)调节了这一影响关系。具体表现为,在弱势品牌的条件下,商品陈列方式显著地影响了消费者的品牌选择决策;但在强势品牌的条件下,商品陈列方式对消费者品牌选择决策的影响效应不再显著。     

叠音品牌名称对消费者知觉和态度的影响

品牌名称是重要的品牌资产, 在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现, 品牌名称的语义特征和语音特征(元音、辅音)都会对消费者知觉和态度产生影响, 但少有研究考察叠音这种语音结构特征的作用。从婴儿图式的角度, 考察叠音品牌名称对消费者知觉和态度的影响, 并检验其作用机制和边界。具体内容包括：(1)考察叠音品牌名称对消费者品牌知觉(物理特征知觉、心理特征知觉)及其消费者态度的影响及其作用机制。(2)检验内部语音特征和外部线索特征在叠音品牌名称与消费者知觉之间的调节作用。(3)检验产品类型特征和消费者特征在叠音品牌名称和消费者态度之间的调节作用。     

叠音品牌名称对消费者知觉和偏好的影响

品牌名称是重要的品牌资产,在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现,品牌名称的语义特征和语音特征都会对消费者知觉和偏好产生影响,但少有研究考察品牌名称语音特征中叠音的作用。本研究将从婴儿图式的角度,基于刻板印象内容模型,通过4个实验考察叠音品牌名称对消费者知觉和偏好的影响,并检验元音特征和产品类型的调节作用。研究结果表明:(1)与非叠音品牌名称相比,叠音品牌名称会让消费者觉得该品牌更像婴儿,进而感觉该品牌更加温暖,但是能力更低。(2)叠音对于消费者温暖知觉的影响受到元音特征的调节。当品牌名称中含有前元音时,叠音对于温暖知觉的影响会削弱。(3)叠音对于消费者偏好的影响受到产品类型的调节。对于享乐型产品,消费者更偏好叠音品牌名称;对于实用型产品,消费者更偏好非叠音品牌名称。本文为品牌名称的设计提供了指导,同时也丰富了婴儿图式和刻板印象内容模型的理论内涵。     

浅谈产品设计中的品牌元素

在产品逐渐丰富和技术日渐趋同的今天,产品仅仅依靠价格与技术已经不足以在市场上取胜。在保证物质需求的前提下,消费者正在提出越来越多的非物质需求(情感需求),而这种情感需求人们可以通过品牌来获得。一个品牌不仅是产品的标志,更是产品质量、性能、服务等方面的综合体现,它凝聚着企业的管理模式、市场信誉、企业精神等诸多文化内涵。产品设计通过形态符号向消费者传递品牌基本信息;通过时代符号、时尚元素在产品中的融入,符合消费者的审美取向,使消费者在购买产品的时候有一种对自身的认同与满足;通过文化符号的传达,体现品牌的历史性和厚重感。     

论品牌的心理效应

市场竞争是产品质量、技术服务和价格等诸要素的竞争,诸要素的竞争最终要通过品牌竞争来实现。本文结合心理学和品牌学相关知识,从心理效应角度对品牌进行剖析,并论述了品牌的五种心理效应,即差异效应、光环效应、情感效应、魅力效应、附加效应,以及它们对品牌和消费者的作用模式。     

广告代言人参与度研究:深层代言还是浅层代言?

有关广告代言人效果、消费者卷入的研究都曾引起学界的重视并已取得了丰硕的成果,然而,代言人在品牌代言时实际参与(卷入)的程度是否影响消费者对其代言效果的认识,当代言不同类别的产品时这种代言效果是否依然存在,此外,消费者的个性特点是否也会影响这种代言效果等仍需要理论上的深入探讨。本文通过2(代言人高参与度/代言人低参与度)×2(高认知需求/低认知需求)×2(享乐型产品/功能型产品)的实验设计,全面、系统地探讨了代言人参与的深浅程度对消费者品牌态度和品牌文化感知的影响,以及消费者认知需求对两者之间的调节作用。结果表明,无论是代言享乐型还是功能型产品,代言人参与程度都会对消费者品牌态度和品牌文化感知有显著的影响,而且消费者对于明星代言享乐型产品的品牌态度显著高于功能型产品。特别地,这种作用还受到消费者认知需求水平的影响。即当消费者认知需求水平高时,名人参与代言的程度会对其品牌态度造成积极的正向的影响;而当消费者认知需求水平低时,名人参与代言程度则不会对其品牌态度造成显著影响。     

注视线索对消费者的影响机制

心理学研究发现眼睛注视线索不仅能够引导社会性注意, 还会影响个体对物品的感觉和知觉。注视线索对消费者的影响体现在认知和态度两方面：一方面, 模特注视线索能够引导消费者注意, 增强消费者对广告或产品的记忆; 另一方面, 模特注视线索会影响消费者对产品的喜欢程度和购买意愿, 以及对服务人员的评价。未来可以从产品、消费者、消费情景及注视线索发起人等方面进一步探索注视线索对消费者心理和行为的影响。     

中国消费者价格容忍度的特点

运用多维线性模型,对我国消费者对不同产品价格涨落的容忍态度进行了研究。研究对象为26384名购买过各类产品的消费者。结果表明：（1）消费者对不同产品的价格容忍度不同,对日用消费品的价格容忍度较高,对耐用消费品的价格容忍度相对较低;（2）消费者的年龄和受教育程度对价格容忍度有负向的影响,消费者的年龄和受教育程度越高,对产品的价格容忍度越低;（3）男性消费者的价格容忍度高于女性消费者,女性消费者对价格较为敏感。     

品牌来源国刻板印象的双重表现及其改变

研究探讨了品牌来源国刻板印象的双重表现及其改变,结果表明：从外显的层面上看,相对国外品牌,消费者普遍认为国产品牌在质量印象、传播印象上不如国外品牌,在价格印象上比国外品牌好,在服务印象和整体印象上二者无差异;相对国外品牌,消费者对国产品牌具有更为积极的内隐品牌刻板印象;以直接劝说方式激发的民族情感不能改变外显品牌来源国刻板印象,但是以间接劝说方式激发的民族情感可以使消费者对国产综合型产品的外显整体印象更为积极;无论以直接还是间接劝说方式激发的民族情感均不能使消费者对国产品牌产生更强的正向内隐品牌来源国刻板印象;品牌来源国刻板印象的激活并非完全的自动化过程。     

质量还是价格?折衷产品缺货情境下的消费者选择

基于情境效应和决策冲突理论, 通过三个实验探讨折衷产品选项的不可得如何影响消费者对余下可得产品的偏好。研究结果表明, 折衷商品不可得对余下商品的吸引力呈现非对称性的影响。以质量和价格产品属性的购买情境为例, 中等价格中等质量商品的不可得将显著提升低价格商品的吸引力(实验1), 其原因在于折衷方案不可得显著提高了消费者的决策冲突, 高水平的决策冲突导致决策者偏好具有确定性优势的选项, 规避优势存在模糊性的选项。随着质量属性模糊性的降低(提供专家评价, 实验2; 消费者专业知识较强, 实验3)或提高(质量存在波动范围, 实验2), 折衷商品不可得效应相应减弱或加强。     

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.     

The Moderating Effect of the Service Context on the Relationship Between Price and Post-Consumption Perceptions of Service Quality

A stream of marketing research indicates that price often affects consumers' pre-purchase perceptions of quality. Interestingly, however, most studies that have assessed the effect of price on quality have utilized physical products rather than services. Moreover, the effect of price on assessments of quality has typically measured before respondents have an opportunity to consume the target product. This paper reports the results of a study that found that the effect of price on post-purchase perceptions of service quality is contingent on consumers' perceptions of contextual cues. Specifically, only when consumers evaluate contextual cues to be worse than their expectations does a higher price increase their perceptions of service quality. Implications of these findings and avenues for future research in services are discussed.     

地位感知变化对消费者地位消费行为的影响

本文通过3个实验探究了地位感知变化对消费者地位消费行为的影响。研究发现,无论在感知到地位提升还是地位威胁的情况下,消费者对地位商品的购买意愿均会提升,然而两者却有着不同的作用机制。对于感知地位提升的消费者,自我提升动机在地位感知对地位商品购买意愿的影响中起中介作用;而对于感知地位威胁的消费者,自我补偿动机同时在地位感知对地位商品和非地位商品购买意愿的影响中起中介作用。在感知地位威胁的情境下,自我实现的新兴价值观具有强化消费者地位消费行为的作用,而谦卑的传统价值观具有弱化消费者地位消费行为的作用。     

Psychophysical methods in study of consumers' perceived price change for food products

When adjusting product prices, marketers wish information concerning consumers' price perceptions. The present study aimed to develop an optimal pricing framework for food products by applying Weber's Law and Stevens' Power Law in psychophysics. The first phase attempted to measure the differential thresholds when magnitudes of prices were raised and lowered. The second phase was conducted to establish the psychophysical function representing perceived changes. Analysis showed consumers' differential thresholds were positively correlated with the initial price, consistent with Weber's Law. Further, participants' perceived change differed for increased and decreased prices. Products were perceived as cheaper only when medium-and low-priced products dropped dramatically in price. However, small reductions for the high-priced products were perceived as cheaper. Regardless of price changes, participants perceived products were more expensive when prices dropped by a small     

Association of consumers' sex and eyedness and lighting and wall color of a store with price attraction and perceived quality of goods and inside visual appeal

The associations of sex and eyedness of consumers in a market and the market's lighting and wall color with price attraction and perceived quality of goods and the inside visual appeal were studied using an inventory after shopping by 440 men and 478 women, 20 to 60 years old (M = 29.3, SD = 10.2). Two lights (soft and bright) and 4 colors (blue, yellow, green, and red) and neutral light (white) were used. Women rated the prices of goods more attractive compared to men. In the total sample, left-eye preferents rated visual appeal higher compared to right-eye preferents. Bright light was associated with higher visual appeal than soft light. Green was associated with the highest inside visual appeal and perceived quality of goods, which may be due to its intermediate wavelength.     

The influence of regulatory fit and interactivity on brand satisfaction and trust in E-health marketing inside 3D virtual worlds (Second Life)

Interactive three-dimensional (3D) virtual environments like Second Life have great potential as venues for effective e-health marketing and e-brand management. Drawing from regulatory focus and interactivity literatures, this study examined the effects of the regulatory fit that consumers experience in interactive e-health marketing on their brand satisfaction and brand trust. The results of a two-group comparison experiment conducted within Second Life revealed that consumers in the regulatory fit condition show greater brand satisfaction and brand trust than those in the regulatory misfit condition, thus confirming the persuasive influence of regulatory fit in e-brand management inside 3D virtual worlds. In addition, a structural equation modeling analysis demonstrated the mediating role of consumers' perceived interactivity in explaining the processional link between regulatory fit and brand evaluation. Theoretical contributions and managerial implications of these findings are discussed.     

品牌消费旅程中消费者的认知心理过程——神经营销学视角

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。     

Package size and perceived quality: The intervening role of unit price perceptions

This research examines how package size can influence quality judgments for packaged goods, and also identifies a price-based mechanism for the observed size–quality relationship. Results from several studies show that a product in a smaller package is rated more favorably than the equivalent product in a larger package. Further, this effect is due to the smaller package being associated with a higher unit price (despite having a lower overall price), which suggests that unit price information is more diagnostic than overall price information when forming judgments of product quality. We also find a theoretically-derived reversal of this effect under conditions in which the greater diagnosticity of unit price is overwhelmed by its lower ease of use. Namely, when overall price is the only explicitly-provided price cue and consumers are too distracted to estimate unit price, a larger package is now rated as being better. Finally, two concluding studies examine the downstream consequences of changes in package size, building off our basic conceptualization to document effects on product choice as well as consumption experience.