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。     

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。     

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。     

可贵的遗忘

一个能过目不忘的人,是大家称赞和艳羡的对象。但如果一个人总不会遗忘,特别是不善于把那些会让他产生负面情绪的信息束之高阁,那可能是一件很糟     

强势品牌广告竞争的溢出效应

本研究探讨同一品类两个强势品牌广告竞争对弱势品牌产生的影响, 研究尝试将广告重复、广告长度作为操控广告竞争强度的具体手段, 运用感知到的广告竞争水平来表示广告竞争强度。研究结果表明, 同一品类两个品牌同时进行广告重复的水平不同, 可以导致被试感知到的广告竞争水平有显著差异, 广告重复次数越多, 被试感知到的广告竞争强度越高, 广告长度对感知到的广告竞争作用不显著。研究同时发现：随着两个强势品牌广告竞争强度的提高, 消费者对弱势品牌的品牌态度降低, 这表明强势品牌广告竞争对弱势品牌具有溢出效应。另外, 研究还发现产品涉入度和产品属性相似性对强势品牌广告竞争的溢出效应具有调节作用, 涉入度低的产品和属性相似性高的产品溢出效应更大。本研究丰富了溢出效应理论, 增加了溢出效应类别, 同时对同一品类内部的广告实践具有重要的指导意义。     

情绪对内隐态度和外显态度联结的调节作用

不同的情绪在内隐态度与外显态度表现过程中塑造着不同的心理环境, 调节内隐态度和外显态度的一致性。正性情绪增加了内隐态度与外显态度的联结, 然而负性情绪对内隐态度与外显态度联结的调节作用表现并不一致。单一考虑情绪的正负效价不足以解释具体情绪影响的差异性, 情绪的确定性、情绪与直觉信任的交互作用均会对内隐态度与外显态度的联结产生影响。理论方面, 联结性-推理性评价模型及情绪-信息模型对情绪调节内隐态度与外显态度联结的内在机制进行了解释。未来研究可进一步探索特定情绪对内隐态度与外显态度联结的调节作用, 并考察情绪是否会对内隐刻板印象与外显刻板印象的联结产生调节作用, 以及采用认知神经科学技术揭示情绪调节内隐态度与外显态度联结的神经机制。     

拟人化:从“它”到“他”

拟人化是将人类特征、动机、意向或心理状态赋予非人对象的心理过程或者个体差异。拟人化的产生受到激发主体知识、效能动机和社会动机的影响,现有研究包括对自然、超自然、动物、机器、品牌和产品等的拟人化。对自然的拟人化能够促进环境保护行为,对动物、机器、品牌和产品的拟人化则形式多样、后果复杂。未来研究的焦点可能在人-机器人交互以及拟人化与可爱的关系问题上。     

负面情绪和说服策略对品牌关系再续意愿的影响

营销学和心理学的已有研究表明, 负面情绪会影响信息处理过程。因此, 企业在品牌关系再续的实践中, 必须结合消费者负面情绪来选择适当的说服策略。基于此, 通过区分反驳型说服策略和诊断型说服策略, 并将其联结于消费者的情绪特点(情绪类型与情绪强度), 经由两个实验探讨了不同情绪特点的消费者对两种说服策略的反应。实验一初步证明了负面情绪类型(后悔和生气)调节说服策略对原谅的影响。实验二证明了负面情绪强度(低和高)调节说服策略对原谅的影响, 并进一步检验了实验一的结论。即当负面情绪强度低时, 负面情绪类型的调节作用不显著; 但是, 当负面情绪强度高时, 负面情绪类型的调节作用显著。此外, 两个实验均验证, 根据消费者负面情绪特点, 适当的说服策略有利于消费者原谅品牌, 进而产生品牌关系再续意愿。     

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。     

放下抱怨

抱怨是生活中经常可以遇到的一种负面情绪。做错了事,丢了东西,或者受到不公平的待遇,心中就会产生一种不满、自责、怨怼的情感,这种负面情绪经由嘴巴抒发出来就成了抱怨。     

Creating social connection through inferential reproduction: loneliness and perceived agency in gadgets, gods, and greyhounds

People are motivated to maintain social connection with others, and those who lack social connection with other humans may try to compensate by creating a sense of human connection with nonhuman agents. This may occur in at least two ways-by anthropomorphizing nonhuman agents such as nonhuman animals and gadgets to make them appear more humanlike and by increasing belief in commonly anthropomorphized religious agents (such as God). Three studies support these hypotheses both among individuals who are chronically lonely (Study 1) and among those who are induced to feel lonely (Studies 2 and 3). Additional findings suggest that such results are not simply produced by any negative affective state (Study 3). These results have important implications not only for understanding when people are likely to treat nonhuman agents as humanlike (anthropomorphism), but also for understanding when people treat human agents as nonhuman (dehumanization).     

When Sadness Comes Alive,Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption

Prior consumer research has studied the impact of anthropomorphism on product perception and evaluation. This research explores how anthropomorphic thinking influences people's experience of emotions and subsequent consumption behavior. Based on research on emotion regulation and the psychological process of detachment, we show that individuals instructed to anthropomorphize sadness (i.e., think of sadness as a person) report less experienced sadness afterward (Studies 1 and 2A). The same result is observed for its opposite, happiness, such that anthropomorphic thinking dilutes happiness (Study 2B). We argue that this reduction of emotion occurs because anthropomorphic thinking increases the perceived distance between the self and the anthropomorphized emotion, thereby creating a feeling of detachment. Evidence for a detachment process is found via measurement (Studies 3 and 4) and a theory‐guided moderation, with the effect lessening when sadness is seen as a dependent (vs. independent) person (Study 3). These findings have implications for consumer behavior. When sadness is ameliorated by anthropomorphic thinking, people tend to display better self‐control in subsequent consumption, as manifested by a greater likelihood of choosing a healthier or more practical product (Studies 4 and 5).     

Guilty,But Not Ashamed: “True” Self‐Conceptions Influence Affective Responses to Personal Shortcomings

The current research examined how true self‐conceptions (who a person believes he or she truly is) influence negative self‐relevant emotions in response to shortcomings. In Study 1 (N = 83), an Internet sample of adults completed a measure of authenticity, reflected on a shortcoming or positive life event, and completed state shame and guilt measures. In Study 2 (N = 49), undergraduates focused on true versus other determined self‐attributes, received negative performance feedback, and completed state shame and guilt measures. In Study 3 (N = 138), undergraduates focused on self‐determined versus other determined self‐aspects, reflected on a shortcoming or neutral event, and completed state shame, guilt, and self‐esteem measures. In Study 4 (N = 75), undergraduates thought about true self‐attributes, an achievement, or an ordinary event; received positive or negative performance feedback; and completed state shame and guilt measures. In Study 1, differences in true self‐expression positively predicted shame‐free guilt (but not guilt‐free shame) following reminders of a shortcoming. Studies 2–4 found that experimental activation of true self‐conceptions increased shame‐free guilt and generally decreased guilt‐free shame in response to negative evaluative experiences. The findings offer novel insights into true self‐conceptions by revealing their impact on negative self‐conscious emotions.     

The effect of brand anthropomorphism,brand distinctiveness,and warmth on brand attitude: A mediated moderation model

Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns.     

Effects of service robots' anthropomorphism on consumers' attribution toward and forgiveness of service failure

We investigated the effects of service robots' anthropomorphism on consumers' attribution and forgiveness of service failure. By manipulating the levels of anthropomorphism in service robots in three experiments, we evaluated the relationship norms and involvement levels of consumers. Three contributions of our study are as follows. First, most human–robot interaction studies have focused on consumers' dissatisfaction with service robots' service failures. Unfortunately, few studies have investigated the influence of service robots' anthropomorphism levels on consumers' internal attribution and forgiveness of service failure. In the present study, we found a positive correlation between the former and the latter. The findings of this study indicate marketing managers should design their service robots to be less anthropomorphic to reduce the likelihood of consumers making an internal attribution when a service failure occurs and increase their forgiveness of service failure. In addition, to reduce the likelihood of consumers' internal attribution upon service failure, managers may ensure that their service robots explain to the consumers the cause of service failure (e.g., inability to understand consumers' requirements and robots' design-related limitations). Second, consumers' relationship norms moderate the effect of anthropomorphism level on internal attribution. Third, robot anthropomorphism is reportedly effective only when anthropomorphization occurs subconsciously.     

Blameless Guilt: The Case of Carer Guilt and Chronic and Terminal Illness

My ambition in this paper is to provide an account of an unacknowledged example of blameless guilt that, I argue, merits further examination. The example is what I call carer guilt: guilt felt by nurses and family members caring for patients with palliative-care needs. Nurses and carers involved in palliative care often feel guilty about what they perceive as their failure to provide sufficient care for a patient. However, in some cases the guilty carer does not think that he has the capacity to provide sufficient care; he has, in his view, done all he can. These carers cannot legitimately be blamed for failing to meet their own expectations. Yet despite acknowledging their blamelessness, they nonetheless feel guilty. My aims are threefold: first, to explicate the puzzling nature of the carer guilt phenomenon; second, to motivate the need to solve that puzzle; third, to give my own account of blameless guilt that can explain why carers feel guilty despite their blamelessness. In doing so I argue that the guilt experienced by carers is a legitimate case of guilt, and that with the right caveats it can be considered an appropriate response to the progressive deterioration of someone for whom we care.     

Competitive victimhood as a response to accusations of ingroup harm doing

Accusations of unjust harm doing by the ingroup threaten the group's moral identity. One strategy for restoring ingroup moral identity after such a threat is competitive victimhood: claiming the ingroup has suffered compared with the harmed outgroup. Men accused of harming women were more likely to claim that men are discriminated against compared with women (Study 1), and women showed the same effect when accused of discriminating against men (Study 3). Undergraduates engaged in competitive victimhood with university staff after their group was accused of harming staff (Study 2). Study 4 showed that the effect of accusations on competitive victimhood among high-status group members is mediated by perceived stigma reversal: the expectation that one should feel guilty for being in a high-status group. Exposure to a competitive victimhood claim on behalf of one's ingroup reduced stigma reversal and collective guilt after an accusation of ingroup harm doing (Study 5).     

What Do Mothers Make Adolescents Feel Guilty About? Incidents,Reactions, and Relation to Depression

We found mothers’ history of depression and symptoms of depression among their adolescent children were both associated with the type of events that mothers made adolescents feel guilty about and with the mothers’ reactions to those events. Adolescents (20 male, 23 female) described incidents in which their mothers made them feel guilty and what happened afterward. Offspring of mothers with (versus without) a history of depression more often reported guilt when not at fault and over failing to meet maternal needs; reactions did not resolve matters and involved unregulated maternal emotions. Adolescents of mothers without a depression history more often felt guilty about specific events (e.g., breaking rules, bad grades) and reactions resulted in closure (through discipline, apologies, or forgiveness). Adolescents’ depressive symptoms were more severe when incidents were unresolved and involved maternal emotions and less severe when incidents were specific. In addition, maternal use of self-serving forms of guilt induction related to adolescent and parent depression.     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

Torture and judgments of guilt

Although torture can establish guilt through confession, how are judgments of guilt made when tortured suspects do not confess? We suggest that perceived guilt is based inappropriately upon how much pain suspects appear to suffer during torture. Two psychological theories provide competing predictions about the link between pain and perceived blame: cognitive dissonance, which links pain to blame, and moral typecasting, which links pain to innocence. We hypothesized that dissonance might characterize the relationship between torture and blame for those close to the torture, while moral typecasting might characterize this relationship for those more distant from it. Accordingly, this experiment placed participants into one of two different roles in which people may be exposed to torture. Participants in the proximal role of prison staffer saw suffering torture victims as relatively more guilty, while participants in the relatively distant role of a radio listener saw suffering victims as more innocent.