寒冷的时候更爱你:消费者对拟人化产品态度的实证研究  

Love You More When Winter Comes:An Empirical Study of Consumer Attitude toward Anthropomorphic Products

作　　者：宣长春[1] 颜远绅 朱怡佳 XUAN Chang-chun;YAN Yuan-shen;ZHU Yi-jia

机构地区：[1]厦门大学新闻传播学院,福建厦门361005 [2]美国德克萨斯A&M大学传播学院,德克萨斯州卡城77840

出　　处：《新闻大学》2021年第11期92-104,124,125,共15页Journalism Research

基　　金：国家社科基金青年项目“基于计算方法的社交媒体广告社会效果与综合治理研究”(21CXW015)的阶段性成果。

摘　　要：基于环境心理学和具身认知理论,本研究通过2个实验来探究不同温度环境中消费者对拟人化产品的态度。研究表明,不同温度环境中,消费者对不同类型产品的态度明显不同:当温度降低时,消费者的孤独感会变强,从而对拟人化产品的态度会明显好转。本研究从物理环境视角切入,探讨消费者选择拟人化产品的具体机制,从而为广告效果研究开辟新的视野,也拓展了拟人化营销策略的相关研究。Drawing on environmental psychology and embodied cognition theory,this study aims to explore consumers’attitudes toward anthropomorphic products in different temperatures through two experiments.The results indicate that consumers’attitudes toward different types of products(anthropomorphic/non-anthropomorphic)change in different environment temperatures(high/low temperature).Specifically,when the temperature drops,consumers’preference for anthropomorphic products increases significantly.This is mainly because the lower the temperature is,the lonelier consumers feel,and the more they prefer anthropomorphic products.By examining the specific mechanism for consumers to choose anthropomorphic products from the perspective of physical environment,the present study opens up new horizons for advertising effect research.Further,embodied cognition theory is tested empirically,the results suggest that low temperature has an impact on consumers’emotions.The discovery of this psychological mechanism expands and deepens previous findings on anthropomorphization.

关 键 词：温度 拟人化 产品态度 物理环境 具身认知 

分 类 号：G206[文化科学—传播学]