有序还是无序:陈列秩序与产品属性的匹配效应  

Order of disorder:The matching effect between display order and product attribute

作　　者：李斌[1] 金来 陈晓曦[1] 俞炜楠 李爱梅[1] 戴先炽[2] LI Bin;JIN Lai;CHEN Xiaoxi;YU Weinan;LI Aimei;DAI Xianchi(School of Management,Jinan University,Guangzhou 510632,China;Business School,The Chinese University of Hong Kong,Hong Kong 999077,China)

机构地区：[1]暨南大学管理学院,广州510632 [2]香港中文大学商学院,中国香港999077

出　　处：《心理学报》2024年第10期1448-1461,共14页Acta Psychologica Sinica

基　　金：教育部人文社科研究青年基金项目(22YJCZH074);广东省社科规划基金一般项目(GD22CGL05);中央高校基本科研业务费专项资金(23JNQMX11);国家自然科学基金项目(71601084,71971099);广州品牌创新发展研究基地研究项目(2022JNZS72);暨南大学企业发展研究所民营企业项目(2021MYZD01)资助。

摘　　要：本研究探讨了产品属性和陈列秩序之间的匹配效应及其对消费者产品偏好的影响。基于联想学习理论,通过4个系列研究,发现产品属性和陈列秩序之间存在匹配关系,即产品的自然属性与无序陈列的关系更紧密,而产品的人工属性与有序陈列的关系更紧密。基于此,提出了“自然=无序”与“人工=有序”的消费者朴素信念。这两种朴素信念进一步影响了消费者的产品偏好,即当产品呈现自然属性(vs.人工属性)时,消费者对无序陈列(vs.有序陈列)下的产品产生更高的偏好,反之亦然。同时,流畅性感知在其中起中介作用。进一步研究发现效价(积极vs.消极)线索会在其中起到调节作用,即效价线索的出现显著提高了消费者对“自然-有序”和“人工-无序”的产品偏好及流畅性感知。这些结果说明了产品属性与陈列秩序之间存在密切联系,研究结论可为商家在商品陈列和广告营销的策略制定提供重要的实践启示。Orderly display,from our urban planning to the layout of goods in shops,is widely used in our nearby environment.Researches have shown that the need for order is one of the basic human needs and people prefer objects under orderly display.Our study enriched this line of work by exploring the association between display order and product attribution and providing evidence that disorder can be beneficial.Specifically,natural attribution(vs.artificial product)is associated with disorder(vs.order).Furthermore,for natural product(vs.artificial product),consumers prefer them in disorderly display(vs.orderly display).Based on the associative learning mechanism,4 studies were conducted to examine how display order and product attribute match together and influences consumers'product preference.Also,the mediating role of fluency perception and moderating role of valence cue were examined.Study 1(N=34,18 men)intended to explore the matching relationship between product attribution and display order with the method of Implicit Association Test.Participants were instructed to sort a series of stimuli into two categories(natural or artificial)as quickly as possible.Study 2(N=280,105 men)aimed to test the match effect of product attribution and display order in explicit level using within-subjects design.After showing the interpretation of both constructs’definition,participants were asked to match natural(vs.artificial)product to orderly or disorderly display.Study 3(N=200,75 men)used between-subjects design to further investigate the effect of product attribution and display order on consumer preference,and the mediation role of processing fluency.Participants were shown one picture and asked to indicate their preference and processing fluency.Study 4(N=240,98 men)investigated the boundary effect of valence cue.The participants were asked to evaluate the valence of all categories of product attribution and display order as priming method.Then participants were shown two pictures of natural or artificial product in disorder

关 键 词：产品属性 陈列秩序 流畅性感知 消费者朴素信念 效价线索 

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