Do consumers always prefer a smiley face? Effects of product “facial” expressions on consumer attitude

doi:10.3724/SP.J.1042.2020.01256

Abstract

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

CLC Number:

B849: F713.55

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

Figures/Tables 8

References 110

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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
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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	...	...