拟人化与否?天然有机标识对产品价值认知和消费者支付意愿的影响

IF 2.7 Q2 BUSINESS
Kenneth Fu Xian Ho, Liudmila Tarabashkina, Fang Liu
{"title":"拟人化与否?天然有机标识对产品价值认知和消费者支付意愿的影响","authors":"Kenneth Fu Xian Ho, Liudmila Tarabashkina, Fang Liu","doi":"10.1108/jcm-09-2022-5629","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"39 1","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2024-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay\",\"authors\":\"Kenneth Fu Xian Ho, Liudmila Tarabashkina, Fang Liu\",\"doi\":\"10.1108/jcm-09-2022-5629\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.</p><!--/ Abstract__block -->\\n<h3>Research limitations/implications</h3>\\n<p>This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.</p><!--/ Abstract__block -->\",\"PeriodicalId\":35923,\"journal\":{\"name\":\"Journal of Consumer Marketing\",\"volume\":\"39 1\",\"pages\":\"\"},\"PeriodicalIF\":2.7000,\"publicationDate\":\"2024-05-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jcm-09-2022-5629\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-09-2022-5629","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

目的本研究以联想引物、拟人化和生物嗜好理论为基础,旨在解释自然有机标志(显示自然物体)和拟人化自然有机标志(显示拟人化的自然物体)均可作为引物,并灌输特定的产品价值感知,从而在消费者未使用过或不熟悉产品时影响其支付溢价的意愿。设计/方法/途径针对不同的产品(一个是消费者不熟悉的真实品牌,另一个是虚构品牌)进行了两次主体间实验。实验研究结果表明,与拟人化的天然有机标识相比,天然有机标识唤起了更强烈的功利(功能和经济)价值感,从而引发了更大的溢价意愿。当使用拟人化的天然有机徽标时,享乐(情感和新奇)价值对溢价支付意愿的影响更大。研究局限/启示这项研究提供了新颖的理论贡献,强调了在产品尚未消费或试用时,精心设计徽标以灌输预期价值感知的重要性。希望通过享乐价值提高溢价的品牌应考虑使用拟人化的天然有机标识。据作者所知,这项研究首次对两种形式的天然有机标识对价值感知和溢价支付意愿的不同影响进行了实证评估。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay

Purpose

Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.

Design/methodology/approach

Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.

Findings

Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.

Research limitations/implications

This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.

Practical implications

Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.

Originality/value

To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信