新手鼻子知道:嗅觉知识如何塑造评估信心

IF 2.4 4区 管理学 Q3 BUSINESS
Hua Meng, C. Zamudio, Jamie L. Grigsby
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引用次数: 0

摘要

先前的消费者知识研究比较了一个产品类别内专家和新手之间的差异,隐含地假设新手在不同类别之间是相似的。根据偶然学习和有意学习之间的差异,以及嗅觉加工的独特生理特征,我们检验了这一假设,比较了嗅觉和非嗅觉类别的新手消费者,并表明嗅觉新手是独特的。通过电子口碑分析和实验,我们发现嗅觉新手比非嗅觉新手更熟悉其产品类别中的技术术语。因此,当接触到技术嗅觉产品描述时,嗅觉新手通过获得更高的理解感,更有信心评估产品。这种跨类别新手比较及其潜在的认知机制在文献中是新的。该研究突出了嗅觉新手如何独特的理论重要性,并展示了eom和实验数据如何在感官营销中结合起来。实际上,我们建议气味产品经理为嗅觉新手提供更多的技术产品描述,特别是在产品试用不可行的情况下(例如,在线购买)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The novice nose knows: How olfactory knowledge shapes evaluation confidence
Prior consumer knowledge research compares differences between experts and novices within a product category, implicitly assuming that novices are similar across categories. Relying on the differences between incidental and intentional learning, as well as on the unique physiological characteristics of olfaction processing, we examine this assumption, comparing novice consumers between olfactory and non-olfactory categories and suggesting that olfactory novices are unique. Using electronic word-of-mouth (eWOM) analysis and experiments, we find that olfactory novices are more familiar with technical terms than non-olfactory novices in their product category. Thus, when exposed to technical olfactory product descriptions, olfactory novices are more confident in evaluating products by gaining a higher sense of understanding. This cross-category novice comparison and the underlying cognitive mechanism are new to the literature. The research highlights the theoretical importance of how olfactory novices are unique and shows how eWOM and experimental data can be combined in sensory marketing. Practically, we suggest scented product managers to provide more technical product descriptions for olfactory novices, especially when product trial is not feasible (e.g., online purchases).
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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