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

心理学报 ›› 2019, Vol. 51 ›› Issue (2): 216-226.doi: 10.3724/SP.J.1041.2019.00216

• 研究报告 • 上一篇    下一篇

形状-性别内隐联结及其对消费者形状偏好的影响

丁瑛, 庞隽(), 王妍苏   

  1. 中国人民大学商学院, 北京 100872
  • 收稿日期:2017-11-27 出版日期:2019-02-25 发布日期:2018-12-24
  • 通讯作者: 庞隽 E-mail:pangjun@rmbs.ruc.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(71872173);国家自然科学基金资助项目(71472181)

The shape-gender implicit association and its impact on consumer preference for product shapes

DING Ying, PANG Jun(), WANG Yansu   

  1. School of Business, Renmin University of China, Beijing 100872, China
  • Received:2017-11-27 Online:2019-02-25 Published:2018-12-24
  • Contact: PANG Jun E-mail:pangjun@rmbs.ruc.edu.cn

摘要:

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。

关键词: 形状, 性别, 内隐联结, 产品形状, 品牌性别形象

Abstract:

Prior research on psychology and aesthetics has documented a general preference of human beings for rounded rather than angular shapes. However, recent research examining the symbolic meanings of shape suggests that individual’s shape preference is context-dependent. Our research extends the existing literature by proposing a new contextual factor that influences shape preference. We propose that shape is implicitly associated with gender, such that roundness is more associated with femininity whereas angularity is more associated with masculine. This association is applied to brand perceptions, leading consumer to more prefer rounded-shaped products when confronting a feminine brand but more prefer angular-shaped products when confronting a masculine brand.
Four studies were conducted to test our hypotheses. Study 1 used an Implicit Association Test to examine the implicit association between shape and gender. In Study 2, we examined the shape-gender association by asking participants to choose between a rounded-shaped product and an angular-shaped product for themselves. Study 3 retested the shape-gender association in the context of purchasing for others, and examined whether this association was implicit or not by asking the participants to write down the reasons for their choices. Study 4 demonstrated the implications of the shape-gender association by testing congruency effect of brand gender image and product shape on consumer preference. Participants were presented with either a feminine brand—Chanel or a masculine brand—Hugo Boss, and asked to choose the more preferred flash drive between a rounded-shaped option and an angular-shaped option. Following that, they evaluated perceived congruency between the product shape and the brand’s gender identity.
As predicted, results of Study 1 showed that participants classified male names faster when they were presented in an angular frame than in a rounded frame (t(92) = -2.10, p = 0.038), and this effect was reversed for female names (t(92) = 2.53, p = 0.013). Study 2 indicated that compared to male participants, female participants were more likely to choose the rounded-shaped products (sunglasses: χ 2(1) = 26.66, p < 0.001; perfume: χ 2(1) = 4.48, p = 0.03). Study 3 found similar effects when the participants chose products as a gift for others: they were more likely to choose the rounded-shaped product for a female friend than for a male friend (χ 2(1) = 3.71, p = 0.05). In addition, only 5 out of 97 participants mentioned recipients’ gender as the influencing factor of their choices, suggesting that the gender-shape association is implicit and beyond individuals’ awareness. Finally, Study 4 showed that compared to a masculine brand, a feminine brand led to a higher likelihood of choosing the rounded-shaped (vs. angular-shaped) product (χ 2(1) = 5.29, p = 0.02), and that this effect was mediated by perceived congruency between product shape and brand gender identity (95% CI = 0.01 ~ 1.82).
Our research is the first to formally test the implicit association between shape and gender. In addition, we demonstrate the implications of this association by showing that brand gender identity affects consumer preference for products with different shapes. These findings advance our knowledge of the contextual effect on consumers’ shape preference, and provide important implications on how to enhance a product’s market success by choosing the right shape design.

Key words: shape, gender, implicit association, product shape, brand gender identity

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