放飞自我,不拘小节——奇趣式可爱线索对消费者不道德行为的影响  

Too Capricious to be Mannered:How does Exposure to Whimsical Cuteness Products Affect Consumers'Unethical Behavior

作　　者：费显政[1] 李若茜 王海燕 Fei Xianzheng;Li Ruoxi;Wang Haiyan(School of Business Administration,Zhongnan University of Economics and Law;Business College,Jiangxi Normal University)

机构地区：[1]中南财经政法大学工商管理学院 [2]江西师范大学商学院

出　　处：《营销科学学报》2023年第4期79-101,共23页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(编号:72072182);教育部人文社会科学研究规划基金项目(编号:20YJA630014)的资助。

摘　　要：基于行为启动效应,本研究深入探究了奇趣式可爱产品作为一种情境线索呈现时对消费者不道德行为倾向的影响。4个实验的结果表明:奇趣式可爱产品的呈现会启动消费者的任性联想,进而提高其在后续情境中的不道德行为倾向。因为上述效应是基于个体在奇趣式可爱和任性两个概念之间的隐性联想产生的,所以,无论是将二者之间的关联关系显性化,还是将它们之间的关联关系切断,上述效应都会减弱甚至消失。研究结论对拓展与可爱感知和消费者不道德行为相关的理论,指导企业的营销策略均有着积极的启示价值。Based on priming effect,this research examined the influence of whimsically cute products as environmental cues on consumers'tendency to behave unethically.Four experiments found that consumers who were presented with whimsically cute products were more likely to act unethically in subsequent situations.This effect was mediated by capricious association.When the association is made explicit or cut off,the effect weakens or even disappears.This research contributes to the literatures on cuteness perception and consumers'unethical behavior and has important practical value for marketers.

关 键 词：可爱 情境线索 启动效应 消费者不道德行为 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]