心理科学进展 ›› 2024, Vol. 32 ›› Issue (10): 1640-1658.doi: 10.3724/SP.J.1042.2024.01640
刘红艳1,2, 周泳含1, 陈艳霞1
收稿日期:
2023-09-14
出版日期:
2024-10-15
发布日期:
2024-08-13
通讯作者:
周泳含, E-mail: zhouyh0310@163.com
基金资助:
LIU Hongyan1,2, ZHOU Yonghan1, CHEN Yanxia1
Received:
2023-09-14
Online:
2024-10-15
Published:
2024-08-13
摘要: 次优食品是存在缺陷但可安全食用的食品, 次优食品的商业化成为减少食物浪费的重要策略。然而, 次优食品营销干预策略有效性的实验结果存在分歧。本研究通过元分析方法整合了目前次优食品营销干预策略的实证研究, 分析了认知导向和情感导向营销干预策略对消费者次优食品评价和购买的有效性, 并探索了营销干预策略有效性的边界条件。研究纳入符合要求的原始文献32篇(57个独立样本), 共94个效应量。结果发现, 认知导向和情感导向营销干预策略能有效促进消费者对次优食品的积极评价和购买意愿, 具有接近中等强度的有效性, 且情感导向营销干预策略的效果优于认知导向营销干预策略。此外, 次优食品特征、营销特征和顾客特征等因素调节次优食品营销干预策略的有效性。本研究发现为食品相关企业营销部门和政府部门提供了管理启示。
刘红艳, 周泳含, 陈艳霞. (2024). 次优食品营销干预策略的有效性探究:来自元分析的证据. 心理科学进展 , 32(10), 1640-1658.
LIU Hongyan, ZHOU Yonghan, CHEN Yanxia. (2024). Exploring the effectiveness of marketing intervention strategies for suboptimal food: A meta-analysis. Advances in Psychological Science, 32(10), 1640-1658.
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