消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

doi:10.3724/SP.J.1042.2020.01256

摘要/Abstract

摘要：

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。

关键词: 拟人化, 面部表情, 感知自主, 消费者评价, 消费者行为

Abstract:

For many consumers, product face is an important factor that determines their evaluation and purchase decision. Up till now, many researchers believe that negative product facial expressions (e.g anger) are negatively related to customer attitude and behavior. But in reality, negative faces are also related to coolness and competence. Up till now, researches regarding the paradoxical effect of anthropomorphized product expression remain scarce, and the existing work on social communication cannot be used to explain personified products without adaptation and testing. Based on this research gap, 3 questions remain unsolved: how does product facial expression influence consumer behavior; what is the psychological mechanism behind such effect; will product type and consumer characteristics influence consumer perception of product facial expression? The answers to these questions can be used to expand the theory of personification in marketing, and to guide product managers in choosing the most appropriate design for their products.

Key words: anthropomorphism, facial expression, perceived autonomy, customer evaluation, customer behavior

中图分类号:

B849: F713.55

谢志鹏, 赵晶, 汪涛. (2020). 消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响. 心理科学进展 , 28(8), 1256-1272.

XIE Zhipeng, ZHAO Jing, WANG Tao. (2020). Do consumers always prefer a smiley face? Effects of product “facial” expressions on consumer attitude. Advances in Psychological Science, 28(8), 1256-1272.

图/表 8

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S3	知乎	www.zhihu.com	中国最大的网络问答社区, 内容拥有较强的专业性和针对性, 知乎拥有“话题工厂”这样的开放讨论平台, 有利数据收集
S4	哔哩哔哩	www.bilibili.com	中国最活跃的视频分享网站之一, 拥有众多品牌入驻, 可获得相关用户评论
S5	优酷	www.youku.com	中国最老牌的视频分享网站之一, 拥有大量品牌相关评论
S6	Facebook	www.facebook.com	世界最大的在线社交平台, 可获得大量品牌推广信息及用户评论
S7	Twitter	www.twitter.com	世界最大的微博客类社交平台, 许多品牌选择该平台与消费者进行日常互动
...	...	...	...

编号	主范畴	概念定义
1	产品表情分类	产品外观中体现出的表情特征
2	情绪	不同产品表情所带来的消费者对产品情绪的感知
3	个性	不同产品表情所带来的消费者对产品个性的感知
4	友好	受访者对产品友好程度的感知
5	温暖	受访者从产品表情中感受到的温暖/冰冷感
6	质量	受访者由于不同产品表情所产生的质量推测
7	偏好	受访者对不同产品表情的偏好及原因
8	行为	受访者对不同表情产生的购买行为上的倾向性
9	态度	产品表情对消费者品牌/产品态度上的影响
10	...	...

编号	主范畴	概念定义
1	产品表情分类	产品外观中体现出的表情特征
2	情绪	不同产品表情所带来的消费者对产品情绪的感知
3	个性	不同产品表情所带来的消费者对产品个性的感知
4	友好	受访者对产品友好程度的感知
5	温暖	受访者从产品表情中感受到的温暖/冰冷感
6	质量	受访者由于不同产品表情所产生的质量推测
7	偏好	受访者对不同产品表情的偏好及原因
8	行为	受访者对不同表情产生的购买行为上的倾向性
9	态度	产品表情对消费者品牌/产品态度上的影响
10	...	...