Wojciech Trzebiński, Piotr Gaczek, Beata Marciniak
{"title":"产品信息的传达是抽象的好还是具体的好?消费者产品专业知识和购物阶段心态的作用","authors":"Wojciech Trzebiński, Piotr Gaczek, Beata Marciniak","doi":"10.1108/jpbm-05-2021-3470","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions.\n\n\nDesign/methodology/approach\nTwo online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured).\n\n\nFindings\nThe negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise.\n\n\nPractical implications\nFor marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits.\n\n\nOriginality/value\nThe paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.\n","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset\",\"authors\":\"Wojciech Trzebiński, Piotr Gaczek, Beata Marciniak\",\"doi\":\"10.1108/jpbm-05-2021-3470\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThis paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions.\\n\\n\\nDesign/methodology/approach\\nTwo online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured).\\n\\n\\nFindings\\nThe negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise.\\n\\n\\nPractical implications\\nFor marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits.\\n\\n\\nOriginality/value\\nThe paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.\\n\",\"PeriodicalId\":114857,\"journal\":{\"name\":\"Journal of Product & Brand Management\",\"volume\":\"15 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-09-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product & Brand Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-05-2021-3470\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product & Brand Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jpbm-05-2021-3470","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset
Purpose
This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions.
Design/methodology/approach
Two online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured).
Findings
The negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise.
Practical implications
For marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits.
Originality/value
The paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.