你在销售正确的“颜色”吗——社会经济地位对色相偏好的影响  

Are You Selling the Right Color?The Effect of Socio-Economic Status on Hue Preference

作　　者：江晓东 姜敏 Jiang Xiaodong;Jiang Min(College of Business,Shanghai University of Finance and Economics)

机构地区：[1]上海财经大学商学院市场营销系 [2]上海财经大学商学院

出　　处：《南开管理评论》2020年第6期99-110,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71202006);上海财经大学“双一流”引导项目(2018110872);上海财经大学研究生创新基金项目(CXJJ-2017-348)资助。

摘　　要：本文基于联想学习理论,采用全国18个城市的调查数据及实验数据,探究社会经济地位对消费者色相偏好的影响及其影响机制。稳健的研究结果表明:社会经济地位显著影响消费者的色相偏好,而且社会经济地位越高(低)的消费者越倾向于选择无(有)色相的产品。究其内在原因是,社会经济地位通过安全感影响消费者的色相偏好,即安全感起中介作用。但是,安全感的中介效应效果显著受到性别的调节。此外,本文通过“典型人群”的划分发现,社会经济地位和人口统计变量是企业制定色彩营销策略的关键要素。本文的研究结果进一步丰富了颜色偏好理论,并为企业制定营销策略提供战略性指导意义。Color carries social meaning and can influence consumers`thoughts,feeling,and behaviors.Marketing communications(e.g.,packaging)can be plain or colorful.However,most researches about consumers'color preference focus on the selection of specific colors,and little attention has been paid to the primary feature preference with or without hue.This paper attempts to fill this gap and provide new micro-evidence for this research field.Specifically,we focus on three questions:Does socio-economic status affect consumers’hue preference?How does socio-economic status affect consumer`hue preference,i.e.what is the internal influence mechanism?Is there a boundary condition for this influencing mechanism?Using a unique dataset provided by a consulting company and the laboratory data,we carry out an exploratory empirical study on two main aspects:one is whether socio-economic status influences consumer'hue preference,and the other is how socio-economic status influences consumer'hue preference.On the basis of in-depth theoretical analysis,rigorous empirical research has been carried out to verify the impact of socio-economic status on hue preference and its impact mechanism.The robust research results show that socio-economic status affects consumer’s hue preference significantly:consumers with lower socioeconomic status tend to choose colorful products and consumers with higher socioeconomic status tend to choose plain products.The intrinsic reason is that the security is a mediator and the mediating effect is moderated by gender.And illustrations for two“typical crowd”are also considered.This paper constructs a theoretical model of hue preference based on associative learning theory and explores the mediating effect of security on the basis of associative learning theory.This article also verifies the role of gender in moderating the mediating effect of security and identifies the boundary conditions of this influencing mechanism.The results further enrich the color preference theory and we also provide detailed mana

关 键 词：社会经济地位 安全感 色相偏好 联想学习理论 

分 类 号：F274[经济管理—企业管理]