自然展露对消费者形状偏好的影响及机制研究  

Research on the Influence and Mechanism of Exposure to Nature on Consumers'Shape Preference

作　　者：许孙旭 丁瑛[1] 刘艳筝 Xu Sunxu;Ding Ying;Liu Yanzheng(Renmin Business School,Renmin University of China)

机构地区：[1]中国人民大学商学院

出　　处：《营销科学学报》2025年第1期116-135,共20页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(编号:72272143)的资助。

摘　　要：尽管消费者在日常生活中拥有大量接触自然的机会,但营销领域内关于自然展露如何影响消费者评价与偏好的研究仍然十分有限。本研究基于环境视角,聚焦被广泛运用于产品设计和品牌标志设计等营销内容中的形状,通过4个实验系统探讨了自然展露对消费者形状偏好的影响及其作用机制。实验1采用内隐联想测试,发现消费者更倾向于将自然环境与圆润形状联系起来,而将建造环境与棱角形状联系起来。实验2和实验3进一步证明了自然展露会影响消费者形状偏好。结果显示,相比于接触建造环境或控制组,接触自然环境会增加消费者对于圆润形状的相对偏好,其中,感知匹配程度起到了中介作用。实验4则发现,竞争思维模式的启动会削弱上述效应。这些研究结果丰富了自然展露和形状偏好的相关文献,并为企业的形状选择提供了新的启示。Although consumers have ample opportunities to be exposed to nature in their daily lives,research on the potential impact of exposure to nature on consumers within the marketing field remains limited.From an environmental perspective,the present research focuses on shapes,which are commonly used in product design and brand logos,and investigates the influence and underlying mechanism of exposure to nature on consumers'shape preference through four experiments.Utilizing an implicit association test,Study 1 reveals that consumers tend to associate natural environments with rounded shapes and built environments with angular shapes.Studies 2 and 3 further demonstrate that exposure to nature affects consumers'shape preferences.In contrast to exposure to built environments or the control group,exposure to natural environments significantly increases consumers'relative preference for rounded(vs.angular)shape designs,with perceived congruence acting as a mediator.Study 4 demonstrate that the above effect would be attenuated for consumers with a salient competitive mindset.These findings enrich the literature on exposure to nature and shape preferences,and provide actionable implications.

关 键 词：自然展露 形状偏好 感知匹配程度 竞争思维模式 

分 类 号：F713.55[经济管理—市场营销]