摘要
健康威胁广泛存在于日常生活中,对消费者行为与决策产生重要影响。本研究通过两个实验发现:健康威胁增强了消费者对视觉极简主义产品的偏好,即更青睐于视觉上复杂程度较低的产品;污染关注与控制愿望在健康威胁对视觉极简主义产品偏好的影响中起中介作用。研究结论对现有关于健康威胁、极简主义消费及行为免疫系统的理论形成有益补充,也对健康威胁背景下的企业管理者提供实践参考。
Health threat is ubiquitous in human life.We propose that disease cues can enhance consumers’preference for minimalism.We also reveal the underlying mechanism that drives the proposed effect.That is,disease threat has a positive influence on desirability for control,thus increasing the preference for visually simple products.We developed our conceptualization based on the behavioral immune system(BIS)and control theory.In particular,we hypothesized that health threat can facilitate the preference for visually simple products,and notably,contamination concern and desirability for control,play the mediating roles in the effect of pandemic threat on the preference for visually simple products.Two studies were conducted to verify our hypotheses.In addition to having substantive practical implications to marketers and business managers in developing themselves in the context of health threat,this research offers a novel perspective on the effect of disease cues on consumer minimalism.Finally,we discuss the implications of our findings and provide an agenda for future research in this domain.
作者
陈斯允
卫海英
冉雅璇
熊继伟
孟陆
CHEN Si-yun;WEI Hai-ying;RAN Ya-xuan;XIONG Ji-wei;MENG Lu(School of Management,Jinan University,Guangzhou 510632,China;Research Institute on Brand Innovation and Development of Guangzhou,Guangzhou 510632,China;School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073,China;School of Business,Renmin University of China,Beijing 100872,China)
出处
《应用心理学》
CSSCI
2022年第4期323-332,共10页
Chinese Journal of Applied Psychology
基金
国家自然科学基金项目(71772077)(71802192)
教育部人文社会科学研究项目(18YJC630137)。
关键词
健康威胁
极简主义
视觉极简产品
污染关注
控制愿望
health threat
minimalism
visually simple products
contamination concern
desirability for control
