不同类型的社会排斥对消费者形状偏好的影响机制  

The Effect of Different Types of Social Exclusion on Consumers' Shape Preference

作　　者：郝放 庞隽[1] 刘晓梅[1] HAO Fang;PANG Jun;LIU Xiao-mei(Renmin University of China,Beijing100872,China)

机构地区：[1]中国人民大学商学院,北京市100872

出　　处：《中国流通经济》2018年第8期70-78,共9页China Business and Market

基　　金：国家自然科学基金项目"品牌形象;来源国形象和自我形象对消费者品牌偏好的影响机制研究"(71472181);国家自然科学基金项目"外部激励对网络口碑传播行为和说服力的影响:基于大数据分析和行为实验的实证研究"(71472009)

摘　　要：产品、包装以及品牌标识的形状设计会显著改变消费者对品牌或者企业的认知。从社会排斥视角出发,考察被忽略和被拒绝两种社会排斥的经历对消费者形状偏好的影响及其作用机制,通过三个实验发现,相对于被拒绝的消费者,被忽略的消费者更加偏好具有棱角形设计元素的产品而非具有圆弧形设计元素的产品,其心理机制在于被忽略的经历比被拒绝的经历在更大程度上威胁了消费者对权力的需求,而选择具有棱角形设计元素的产品有助于提升权力感。从理论角度而言,这证明了在消费者行为领域棱角形具有权力的象征意义;在实践方面,企业可以利用这一结论解决与社会排斥相关的服务失败问题,还可以通过给目标顾客提供具有不同形状设计元素的产品和礼品、结合产品诉求设计产品形状与广告,以进一步增强消费者的购买意愿,并提高其满意度。The shapes of product,package and brand logo have great influence on consumers’cognition of both brand and company.However,former studies didn’t pay more attention to the situation factors which could change consumers’preference for shapes.The authors examine the effect of the ignored or rejected experience on consumers’shape preference and the underlying mechanism.Across three studies,it is found that ignored consumers prefer products with angular design more than rejected consumers,and this effect is mediated by sense of power.Theoretically,the research extends the current literatures on different types of social exclusion and shape research.Besides,it is found that the angular shape is associated with power in the field of consumer behavior.Practically,the enterprises could take advantage of this conclusion to solve service failure problem concerning social exclusion,and further enhance consumers’willingness to buy and improve their degree of satisfaction by providing them with products and gifts with different kinds of shape design elements.

关 键 词：社会排斥 拒绝 忽略 圆弧形 棱角形 权力感 

分 类 号：F713.55[经济管理—市场营销]