拥挤的形状--社会拥挤对形状偏好的影响  

The Shape of Crowding--The Effects of Social Crowding on Shape Preference

作　　者：李瑞芹 杨海龙 王艳 郭国庆[4] Li Ruiqin;Yang Haiong;Wang Yan;Guo Guoqing(School of Business,Shandong University,Weihai;School of Marketing&Logistics Management,Nanjing University of Finance and Economics;School of Humanities and Social Sciences,Beijing Institute of Petrochemical Technology;Business School,Renmin University of China)

机构地区：[1]山东大学(威海)商学院 [2]南京财经大学营销与物流管理学院 [3]北京石油化工学院人文社科学院 [4]中国人民大学商学院

出　　处：《营销科学学报》2024年第4期37-54,共18页Journal of Marketing Science

基　　金：中国人民大学科学研究基金项目成果(项目批准号:22XNLG08);国家自然科学基金青年科学基金项目(编号:72402012);北京市教育委员会科学研究计划项目(编号:SM202410017001)的资助,特此致谢。

摘　　要：社会拥挤普遍存在,但学界关于社会拥挤对美学偏好的影响研究却十分有限。本文拓展了该领域的研究,并深入探究了社会拥挤对形状偏好的影响及其内在的心理机制。1项田野实验和4项情景实验的结果表明,社会拥挤会提升消费者对圆润(vs棱角)形状的偏好,消费者的主观活力需求在其中起到中介作用。具体来说,社会拥挤会增加消费者主观活力需求,而圆润(vs棱角)形状与活力概念相关,因而处于拥挤环境中的个体更偏好圆润(vs棱角)形状的品牌标识或产品。同时,本文发现,群体组成成分为该效应的边界条件,即当拥挤群体为内群体(vs外群体)时,社会拥挤对圆润形状偏好的提升作用不再显著。本文结论丰富了社会拥挤对形状偏好影响的相关研究,并对品牌和产品的营销管理具有重要指导意义。This research investigates the effect of social crowding on shape preference and the underlying mechanism thereof Across five experiments,the research demonstrates that individuals who are socially crowded prefer circular shapes to angular shapes Such effect is driven by consumersneeds for vitality,specifically,social crowding increases the needs for vitality,which subsequently makes consumers prefer circular shapes as they are related to vitality in consumersminds We also examine the moderating role of composition of the crowd,namely the effect of social crowding on shape preference will attenuate for a crowd composed of in-group(vs.out-group)members.This research enriches the literature on social crowding and shape preference in consumption,and provides managerial implications for brands and products。

关 键 词：社会拥挤 主观活力 形状偏好 群体组成成分 

分 类 号：C913.3[经济管理]