死亡率显著性情境中的拟人化设计:探索增强消费者购买意向的情感和非情感机制。

IF 2.5 3区 心理学 Q2 PSYCHOLOGY, MULTIDISCIPLINARY
Cong Sun, Yuechun Ding, Xinyi Wang, Xing Meng
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引用次数: 0

摘要

本研究调查了拟人化设计在减轻消费者因死亡率显著性而产生的焦虑中的作用,并深入探讨了其背后的情感和非情感机制。通过一系列精心设计的实验,我们证实拟人化设计能显著增强消费者的积极情绪反应,减少消极情绪,从而提高他们对产品的偏好和购买意愿。即使在情感反应减弱之后,拟人化设计仍能通过增强心理亲和力来维持消费者的偏好。这些发现揭示了拟人化设计作为一种有效的情绪调节策略在消费者购买行为中的关键作用,丰富了恐怖管理理论和情绪调节理论在消费者行为研究中的应用。此外,我们的研究还为产品设计和营销策略提供了宝贵的实践指导,尤其是对于经常面临高压环境的消费群体。拟人化设计的产品可能对这些消费者更有吸引力,有助于减轻他们的死亡焦虑,提高心理健康水平。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions.

This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.

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来源期刊
Behavioral Sciences
Behavioral Sciences Social Sciences-Development
CiteScore
2.60
自引率
7.70%
发文量
429
审稿时长
11 weeks
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