如何削弱产品来源国效应——产品信息呈现方式的影响研究  

Reducing the Country-of-Origin Effects:The Presentation of Products Information Activates the Analytic Process

作　　者：汪涛[1] 张琴[1] 张辉[1] 周玲[1] 刘洪深[1] 

机构地区：[1]武汉大学经济与管理学院,武汉430072

出　　处：《心理学报》2012年第6期841-852,共12页Acta Psychologica Sinica

基　　金：教育部"新世纪优秀人才支持计划";国家自然科学基金(70972092);武汉大学人文社会科学"70后"学者学术团队建设计划;武汉大学"985工程"三期建设项目

摘　　要：以元认知和双系统模式的心理学理论为背景,研究了分析式系统对来源国效应的削弱,检验了产品信息呈现方式对来源国效应的调节作用。三个研究说明,分析式系统的启动可以有效削弱来源国效应;特定的产品信息呈现方式所引起的消费者信息处理不流畅性感知会激发消费者的元认知困难,从而使他们在产品评价过程中主要依赖分析式系统,达到削弱来源国效应的目的;并不是所有能引起信息处理不流畅性的产品信息呈现方式都能削弱来源国效应,过于复杂的呈现方式由于给消费者带来过多认知负荷,反而不能成功启动分析系统,从而无法削弱产品来源国形象对消费者产品评价的影响。Previous research on country-of-origin effects has examined the composition of product-country images, and how consumers use country of origin as a cue for determining product quality. While considerable research in marketing has shown that country of origin has a great impact on product evaluations and sometimes it would bias consumer＇ product beliefs, less work has focused on how products, especially for those coming from countries with a perceived lower quality, can counteract these effects. Our study addresses this issue and provides managers with a proactive, tangible way of reducing the COO effects. COO can be viewed as a stereotype, which consumers use as a shortcut when evaluating products. Theories about stereotype argue that humans tend to reason following two processing styles： heuristic system that is quick, intuitive and effortless and analytic process which is slow, analytical, and deliberate that occasionally corrects the output of automatic process. Researches suggest that automatic process results in stereotypic thoughts being more accessible in memory. Thus the activation of the analytic process is a possible means to reduce COO effects. Yet to date, how to activate the analytic process to counter the COO effects has been neglected in marketing. We propose that thespecific kinds of presentation of products information, which may cause information disfluency, can activate the analytic process in order to reduce the COO effects through reducing the intuitive confidence. Note that not all kinds of presentation of product information can reduce the COO effects; even those which bring a large amount of information disfluency to consumers. As information disfluency increases, the cognitive loads, which hinder the activation of analytic process, also increase. To examine the hypotheses, three studies were designed. In study2 and 3, 2 （country of origin： high and low） x 2 （presentation of product information： easy and difficult） between - subject design were adopted. A total of 308 unde

关 键 词：产品来源国形象 分析式系统 产品信息呈现方式 元认知 认知负荷 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]