“动之以情”还是“晓之以理”--权力感对消费者产品决策的影响  

Pull the Emotional Trigger or the Rational String?The Effect of Power on Consumers’Decision of Product Choice

作　　者：姚琦 崔常琪 朱华伟[3] Ze Wang 符国群[5] Yao Qi;Cui Changqi;Zhu Huawei;Ze Wang;Fu Guoqun(Chongqing Jiaotong University;Chongqing University;Wuhan University;University of Central Florida;Peking University)

机构地区：[1]重庆交通大学经济与管理学院 [2]重庆大学经济与工商管理学院 [3]武汉大学经济与管理学院 [4]美国中佛罗里达大学商学院 [5]北京大学光华管理学院

出　　处：《南开管理评论》2021年第4期183-193,I0034,I0035,共13页Nankai Business Review

基　　金：国家自然科学基金项目(71772021、71872138、71632001)资助。

摘　　要：商家对待不同权力感的消费者是该“动之以情”(强调产品的独特情感体验)还是“晓之以理”(突出产品的优势功能属性)?哪种方式能带来更好的营销绩效?本研究通过4个情景模拟实验和1个行为实验,探讨和阐释权力感如何影响消费者决策方式及产品选择。研究发现:不论是长期权力感(实验2、实验3)还是启动权力感(实验1a、实验1b和实验1c),都会影响消费者的决策模式偏好,高(v s.低)权力感消费者偏好采用感性(v s.理性)模式进行决策;权力感影响决策模式选择的内在机制是消费者对决策合理性的解释需要(实验2);同时权力感对决策模式选择的影响程度取决于消费者的决策聚焦(为自己/为他人)(实验3)。研究结论丰富和拓展了权力感与消费者决策相关领域的文献,对企业有针对性地设计营销策略具有重要的借鉴价值。Consumers’ judgment and decision-making have two different modes: reason-based(consumers carefully evaluate and weigh the attributes of the target object) and feeling-based(consumers’ subjective emotional response or instant feeling to the target object). It is precisely based on the differences in consumer decision-making modes that when marketers design new product(for example, automobiles) promotion activities, some of them highlight the advantageous functional attributes of the products(for example, Hyundai Automobile’s "Think about it" activity. Consumers were asked to think about and name the differentiated advantages of Hyundai cars, such as low price, energy saving, and long-term warranty), while others emphasize the unique emotional experience(Ford Motors asks consumers to describe their unique inner feelings when they see a Ford Edge passing by). However, which way can bring higher marketing performance? Judging from the existing literature, scholars have carried out a series of studies on the characteristics and antecedent variables that affect consumer decision-making patterns, and have formed a wealth of research results. However, the existing literature ignores a factor that can be seen everywhere in people’s daily life and plays a subtle role, namely, the power state of consumers. Different from previous studies, this paper will explore the mechanism by which the sense of power affects consumer decision-making mode.Based on the agentic-communal model of power, through four scenario simulation experiments and one behavior experiment, this paper explores and explains how the sense of power affects the consumer decision-making mode and product choices. Experiments 1a, 1b, and 1c are used in the consumption scenarios of renting an apartment and choosing postcards. By manipulating the individuals’ sense of power and designing different dependent variables, they test the main effect of the sense of power on consumers’ product decision-making. Experiment 2 analyzes the internal mechanism of th

关 键 词：权力感 产品决策 解释性需要 决策聚焦 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]