伙伴还是仆人?品牌犯错情境下拟人化社交倾向对消费者态度的影响  

Partner or Servant?The Impact of Anthropomorphism on Consumer Attitudes in the Context of Brand Failures

作　　者：谢志鹏 王静远 秦环宇 何逸 Xie Zhipeng;Wang Jingyuan;Qin Huanyu;He Yi(School of Economics and Business Administration,Central China Normal University,Wuhan,430079;School of Management,University of Science and Technology of China,Hefei,230026)

机构地区：[1]华中师范大学经济与工商管理学院,武汉430079 [2]中国科学技术大学管理学院,合肥230026

出　　处：《心理科学》2024年第2期393-401,共9页Journal of Psychological Science

基　　金：国家自然科学基金项目青年项目(71702189)和面上项目(71972082)的资助。

摘　　要：基于期望不一致理论,研究通过两组实验探讨在品牌犯错情境下,社交倾向在拟人化与消费者负面态度之间的中介作用以及品牌关系的调节作用。研究发现:(1)在品牌犯错情境下,高拟人化(vs.低拟人化)会进一步提高消费者对社交倾向的期望,从而导致更强的消费者负面态度;(2)品牌关系(仆人vs.伙伴)在拟人化对消费者负面态度中起调节作用。对于伙伴关系的品牌,高拟人化会导致更强的消费者负面态度;对于仆人关系的品牌,低拟人化会导致更强的消费者负面态度。Purposes:Previous studies have mainly focused on the positive effects of anthropomorphism.Few studies have examined the negative effects of anthropomorphism on elevating consumer expectations in the context of brand failures.Therefore,grounded in the Expectancy Disconfirmation Theory(EDT),this study aims to explore the detrimental effects of product anthropomorphism and consumer interaction from a social communication perspective.Furthermore,it seeks to address the following 3 questions:(1)what is the impact of anthropomorphism on consumers’negative attitudes in the context of brand failures?(2)What underlying psychological mechanisms contribute to this impact?(3)What are the boundaries of anthropomorphism’s influence on consumer attitudes?Procedures and Methods:This research used an experimental approach to investigate the aforementioned questions.Three hypotheses were posited and subsequently tested through two separate sets of independent experiments.In Study 1,we compared two contexts of the same brand(failure vs.non-failure)and utilized one-way between-group experiments and analysis of variance(ANOVA).The results indicated that highanthropomorphism(vs.low-anthropomorphism)can lead to stronger negative consumer attitudes.To explore the impact of a tangible product(as opposed to the intangible service used in Study 1),Study 2 was designed.This study employed a two-factor between-group experiment,involving the level of anthropomorphism(high vs.low)and the type of brand relationships(servant vs.partner).The mediating effect of social communicative tendency between product anthropomorphism and negative consumer attitudes was tested using SPSS 26.Additionally,the moderating effect of the brand relationship was examined.Results and Conclusions:The findings of Study 1 indicated that anthropomorphism in brand failures lead to higher negative consumer attitudes(M high-anthropomorphic=5.01,SD=1.12;M low-anthropomorphic=3.69,SD=1.35,F(1,185)=52.82,p<.01,ηp 2=.22).In contrast,in the control group(non-failure),the hi

关 键 词：拟人化 品牌关系 社交倾向 品牌犯错 

分 类 号：B842[哲学宗教—基础心理学] F274[哲学宗教—心理学]