如果我明白为什么产品看起来怪怪的,我会买吗?

IF 2.1 4区 管理学 Q3 BUSINESS
Elizabeth A. Minton, Nathalie Spielmann, Pierrick Gomez
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引用次数: 0

摘要

消费者越来越多地接触到旨在对不符合审美市场标准的商品产生积极反应的广告,比如形状奇怪的农产品。在本文中,作者认为消费者拒绝这些美学上意想不到的商品的原因之一是他们缺乏某种因果解释,这可以通过广告清楚地传达。在包括一项实地研究在内的四项研究中,当广告具有低因果不确定性(即原因很少)时,消费者对美学上意想不到的商品表现出更高的偏好,特别是与没有提供因果信息的广告相比。无论原因类型如何(人为还是自然),这种影响都会发生。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
If I Understand Why a Product Looks Weird, Will I Buy It?
Consumers are increasingly exposed to advertising aimed at producing positive reactions toward goods that do not meet aesthetic marketplace standards, such as oddly shaped produce. In this paper, the authors posit that one of the reasons why consumers reject these aesthetically unexpected goods is because they lack a certain causal explanation, which can be clearly communicated through advertising. In four studies, including a field study, consumers exhibited higher preference for aesthetically unexpected goods when advertisements featured low causal uncertainty (i.e., few causes), particularly in comparison with when no causal information was provided. This effect occurred regardless of cause type (human versus natural).
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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