新产品营销中的心理模拟研究述评  

A Literature Review of Mental Simulation in New Product Marketing

作　　者：宋金柱[1,2] 王胜 应嘉明 Song Jinzhu;Wang Sheng;Ying Jiaming(School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China;Contemporary Business and Trade Research Center,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江工商大学现代商贸研究中心,浙江杭州310018

出　　处：《外国经济与管理》2020年第7期36-47,共12页Foreign Economics & Management

基　　金：国家自然科学基金青年项目(71602177);浙江省自然科学基金项目(LY20G020010);杭州市哲学社会科学规划课题(Z19JC051);浙江省高校人文社会科学重点研究基地(浙江工商大学工商管理学科)资助项目(JYTgs20151202);浙江工商大学浙商创业与发展中心2018—2019年度规划课题。

摘　　要：在新产品营销实践中,常用的一种沟通策略就是引导消费者通过心理模拟与新产品互动,使消费者基于相关营销信息生成与新产品有关的意象,比如想象使用该产品的过程,或想象该产品给自己带来的好处等,进而影响甚至强化消费者对新产品的认知与态度。新产品营销沟通中的心理模拟是近年来营销沟通研究领域的一个热点,国外学者给予了较多的关注。本文系统地梳理了相关文献,分别就心理模拟概念、心理模拟在营销沟通和新产品营销中的角色与作用、心理模拟对新产品营销作用效果的影响因素等方面研究做了分析与评介,并在此基础上提出了未来研究方向。To successfully introduce a new product to the consumer market,the company needs to effectively communicate with target customers.In new product marketing practices,a widely used communication strategy is to encourage consumers to mentally simulate the interaction with new products,in order to influence and strengthen their positive cognition and attitude towards new products.In recent years,the effect of mental simulation two-way exchanging new products’information becomes a hot topic in the field of marketing communication,and foreign scholars have made great efforts on it.This paper systematically sorts out the relevant literature,aiming to provide an overview and in-depth understanding of this research topic.Firstly,we introduce the concept of mental simulation from cognitive psychology,and define it in the anticipatory perspective as consumers imagine themselves interacting with new products that they never use or experience before for new product marketing research.Then we explain its types,which have been classified into process-focused and outcome-focused in the most relevant literature,and selfrelevant and other-relevant,imagination-focused and memory-focused in the new product marketing field.Its features and functions are also specified.Secondly,the roles of mental simulation in marketing communication and new product marketing are discussed.Evoking consumers’mental simulation has been proven as an effective way to communicate business information in many studies,which in turn affects consumers’cognition,attitude and behaviour.In the field of new product marketing,it finds that consumers may use mental simulation to process the information of new products and to evaluate the products,based on which their preferences are shaped.Thirdly,we analyze the influential factors affecting the mental simulation strategy in new product marketing from three perspectives—the types of mental simulation,advertising information and individuals’differences.According to the existing literature,the way that how

关 键 词：心理模拟 新产品 营销沟通 

分 类 号：F270[经济管理—企业管理]