包装中的“奥卡姆剃刀定律”:繁简设计对产品效能判断的影响  

Occam’s razor effect in packaging:The impact of simple versus complex aesthetics on product efficacy judgments

作　　者：陈斯允 肖婷文 熊继伟 彭凯平[4] CHEN Siyun;XIAO Tingwen;XIONG Jiwei;PENG Kaiping(School of Journalism and Communication,Jinan University,Guangzhou 510632,China;School of Management,Jinan University,Guangzhou 510632,China;Economics and Management School,Wuhan University,Wuhan 430072,China;Department of Psychology,School of Social Sciences,Tsinghua University,Beijing 100084,China)

机构地区：[1]暨南大学新闻与传播学院,广州510632 [2]暨南大学管理学院,广州510632 [3]武汉大学经济与管理学院,武汉430072 [4]清华大学社科学院心理学系,北京100084

出　　处：《心理学报》2023年第11期1872-1888,共17页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(72302103);中央高校基本科研业务费专项资金(23JNQN48);中国博士后科学基金(2023M731310)资助。

摘　　要：包装繁简设计是人们对产品进行判断与决策的重要线索。通过7个实验(包括1个内隐联想测试和6个预注册情景实验),文章揭示了包装中的“奥卡姆剃刀定律”,即“简单有效原理”。其中,实验1通过内隐联想测试证实繁简设计与效果属性之间具有内隐关联;实验2A、2B和2C重复验证了主效应,即相比于复杂包装的产品,人们认为简单包装的产品效能更高;实验3为此效应提供了内在解释机制,即简单(vs.复杂)包装促进了人们对产品实现功能效益的目标专注度感知,进而产生更高的产品效能评估。实验4和5识别了主效应发生的边界条件,即当人们的零和信念较弱或诉求点为享乐性时,该效应被削弱或消失。文章拓展了产品美学和产品效能的理论文献,并为视觉营销提供了实践参考。People typically buy products for a certain function(e.g.,laundry detergent for cleaning clothes,energy drinks for refreshing,ibuprofen tablets for pain relief,and hand cream for moisturizing).Marketers spare no effort to utilize marketing elements to enhance consumers’perception of product efficacy.This research documents an intriguing empirical phenomenon whereby visual simplicity in packages increases the valuation of product efficacy.Seven studies were conducted to verify our predictions.Study 1 was an Implicit Association Test,providing initial evidence for the link between visual simplicity and effectiveness attributes.That is,visual simplicity is more associated with high effectiveness,whereas visual complexity is more associated with low effectiveness.Moving forward,Studies 2A,2B,and 2C were conducted to confirm the core effect of visual simplicity on perceived product efficacy by using different principles that determine visual complexity.In particular,we tested the core effect of visual simplicity on product efficacy judgment across different product categories,including handwash(Study 2A)and medical products(Studies 2B and 2C).The results showed that products with simple aesthetics are perceived as more effective,in support of Hypothesis 1.To reveal the underlying mechanism of the effect of package simplicity on product efficacy,perceived goal focus was introduced to this research.Study 3 provided empirical evidence for this process.A between-subjects design of a single factor(package simplicity:simple vs.complex)was utilized to test the proposed underlying mechanism.The results showed that products with simple aesthetics are perceived as more focused on the goal of utilitarian benefits,thus resulting in a higher evaluation of product efficacy.In contrast,products with complex aesthetics are perceived as less focused on the goal of utilitarian benefits,thus leading to a lower evaluation of product efficacy.These results provided additional evidence for Hypothesis 2.Furthermore,Study 4 was conducted t

关 键 词：产品包装 繁简设计 产品效能 目标专注度 零和信念 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]