ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

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萌萌哒VS古灵精怪. 奢侈品品牌可爱风格对消费者偏好的影响.

冯文婷1,徐瑗苹2,黄海1,汪涛3   

  1. 1. 中国地质大学(武汉)
    2. 中国地质大学(武汉)心理科学与健康研究中心
    3. 武汉大学经济与管理学院市场营销系
  • 收稿日期:2020-09-25 修回日期:2021-09-08 发布日期:2021-09-09
  • 通讯作者: 冯文婷

Kawai vs Whimsical. The Influence of Cuteness Styles of Luxury Brands on Consumers’ Preferences.

  • Received:2020-09-25 Revised:2021-09-08 Published:2021-09-09

摘要: 越来越多的奢侈品品牌热衷于使用可爱的品牌风格与消费者进行互动。本文以理想自我理论为基础,通过3个实验探索奢侈品品牌可爱风格对消费偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者对该品牌的偏好。奢侈品品牌采用古灵精怪的可爱风格比婴儿图式的可爱风格更能提高消费者的品牌偏好。实验2验证了从奢侈品品牌可爱风格到理想自我表达再到消费者偏好的因果链模型,检验了主效应的理论逻辑。实验3探索了个体自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响其对品牌的偏好。

关键词: 奢侈品品牌, 可爱风格, 理想自我表达

Abstract: More and more luxury brands use cute brand styles to interact with consumers in their marketing. Cuteness can be divided into two types including kindchenschema cuteness and whimsical cuteness. Most of the current studies mainly examine the effects of single kindchenschema cuteness on consumer psychology and behavior. So, how does the adoption of different cuteness styles in luxury brands affect consumers’ preferences? What is the internal mechanism? In the current study, we have enriched the literature of luxury brands by investigating how consumers respond to different cuteness style s of luxury brands. Luxury brands can deliver specific messages to the market by choosing brand images of different cuteness styles in order to achieve their different market objectives. In this case, the cuteness style s of luxury brands (kindchenschema cuteness vs. whimsical cuteness) can influence consumers’ brand preferences through their perception of the ideal self-expression conveyed by the brand. The ideal self of an individual is generally characterized by high autonomy. Based on the theory of the ideal self, the cuteness styles of luxury goods can influence the ideal self-expression of consumers through the autonomy of luxury brands. When the cuteness style is whimsical cuteness, luxury brands show high brand autonomy, which is conducive to the ideal self-expression of consumers, so as to improve consumers’ preferences for luxury brands. However, there are boundary conditions for the applicability of main effects, and self-monitoring moderates the relationship between the cuteness styles of luxury brands and consumers’ preferences. In other words, when the level of self-monitoring is low, the cuteness styles of luxury brands will not significantly affect the individual’s preferences for brands. We conducted three experiments to test our hypotheses. Experiment 1 preliminarily shows that different cuteness styles of luxury brands can significantly influence consumers’ preferences for the brand. Experiment 2 verifies the causal chain model from cuteness styles of luxury brands, ideal self-expression to consumers’ preferences, and tests the theoretical logic of main effects. Experiment 3 explored the moderating effect of individual self-monitoring level on the main effect, and found that for individuals with low self-monitoring, the cuteness styles of luxury brands could not effectively influence their preferences for brands. Our research shows that the adoption of whimsical cuteness style in luxury brands can improve consumers’ brand preferences more than kindchenschema cuteness style. Specifically, when the cuteness style is kindchenschema cuteness, luxury brands show low brand autonomy, which is not conducive to consumers’ ideal self-expression, thus reducing consumers’ preferences for luxury brands. When the cuteness style is whimsical cuteness, luxury brands show high brand autonomy, which is consistent with the ideal self of consumers and improves consumers’ preferences for luxury brands. When individuals have low self-monitoring, the cuteness styles of luxury brands do not have a significant impact on consumers’ preferences. These findings provide novel insights into the cuteness styles and ideal self-expression of luxury brands, suggesting that companies need carefully consider the level of self-monitoring of target consumers before displaying different cuteness types of luxury brand styles.

Key words: Luxury brands, Cuteness styles, Ideal self-expression