产品传统文化载荷对品牌地位的影响——来自青年消费群体的证据

doi:10.3724/SP.J.1041.2023.01542

摘要/Abstract

摘要：

4项行为实验与1项脑成像实验一致证实, 增加产品的传统文化载荷能够提升消费者对产品品牌地位的感知评价。赋予产品更多的传统文化内涵能够激活消费者的社会认知脑区以及奖赏脑区, 提升消费者的社会价值感知, 进而影响其对产品品牌的地位感知评价。产品类型调节产品传统文化载荷对品牌地位的影响, 传统文化载荷对品牌地位的赋能作用更适用于实用型产品, 对享乐型产品品牌地位感知的影响并不明显。该研究发现拓展了文化营销的研究范畴, 并揭示了中华传统文化赋能品牌地位的认知神经机制, 同时对实用型产品生产企业如何利用中华传统文化实现品牌地位管理具有重要实践意义。

关键词: 传统文化, 产品类型, 感知社会价值, 品牌地位, 消费者神经科学

Abstract:

Culture has important social attributes. Previous studies have shown that adding traditional cultural attributes to a product, i.e., increasing the product’s cultural load, can improve consumers’ evaluations of the product. However, it is unclear how this affects brand evaluations. We infer that adding traditional cultural attributes to a product may increase the perceived social value of the product and, in turn, improve consumers’ evaluations of the status of the brand to which the product belongs. Furthermore, this positive effect may be stronger for utilitarian than for hedonic products.

Four behavioral studies and one brain-imaging study were conducted. Study 1 used a one-factor design with traditional cultural load (low vs. high) as the between-participant factor to examine the main effect of the traditional cultural load on brand status evaluations. Study 2 used a 2 (traditional cultural load: low vs. high) × 2 (product type: utilitarian vs. hedonic) between-participant design to assess the boundary of the main effect. Study 3a and 3b adopted a one-factor between-participant design to confirm the uniqueness of traditional culture by comparing it with modern culture (high-modern culture vs. low-traditional culture vs. high-traditional culture) and traditional Western culture (high-traditional Western culture vs. low-traditional culture vs. high-traditional Chinese culture), respectively, and also to reveal a mediating role of perceived social value. Finally, Study 4 used a one-factor within-participant design (low traditional culture load vs. high traditional culture load) to confirm the main effect and the mediating role of perceived social value again in an offline experiment. In addition, brain activations of a subset of participants in Study 4 were also measured throughout the experiment using functional near-infrared spectroscopy.

The results of Study 1 showed that increasing the traditional cultural load of a product can improve the perceived status of the brand. Study 2 found the boundary of this effect. Compared to hedonic product brands, utilitarian product brands are more likely to be affected by the traditional cultural load of products. Increasing the traditional cultural load helps to increase the status of utilitarian product brands. Furthermore, the results of Study 3 and Study 4 suggested that the positive effect of product traditional cultural load on brand status is mainly due to the increase in perceived social value. Study 4b found that only in the multi-person social scenario did brain regions associated with social and reward processing show higher levels of activation.

Our theoretical contribution is threefold. First, this research deepens the understanding of the traditional cultural load of products and establishes the link between the traditional cultural load of products and brand status. Second, it unravels the influence of the social attributes of traditional culture on the social value of the product, making it a key mediator in explaining the increase in brand status. Third, we reveal the limitations of using traditional culture in brand management. In addition, our research findings have important practical implications for guiding domestic brands to enhance their brand status.

Key words: traditional culture, product type, perceived social value, brand status, consumer neuroscience

中图分类号:

B849: F713.55

于文环, 何琳, 傅钰, 刘涛. (2023). 产品传统文化载荷对品牌地位的影响——来自青年消费群体的证据. 心理学报, 55(9), 1542-1557.

YU Wenhuan, HE Lin, FU Yu, LIU Tao. (2023). The effect of product traditional cultural load on brand status: Evidence from young consumers. Acta Psychologica Sinica, 55(9), 1542-1557.

图/表 24

图1 高现代文化载荷组(vs.低传统文化载荷组)品牌地位中介模型注：X1条件下的虚拟变量编码为：高现代文化载荷 = 1, 低传统文化载荷 = 0, 高传统文化载荷 = 0; * p ≤ 0.05(双尾), ** p ≤ 0.01(双尾), *** p ≤ 0.001(双尾)下同。

图2 高传统文化载荷组(vs.低传统文化载荷组)品牌地位中介模型注：X2条件下的虚拟变量编码为：高现代文化载荷 = 0, 低传统文化载荷 = 0, 高传统文化载荷 = 1

图3 品牌地位中介模型注：传统文化载荷分组中高现代文化载荷组合与低文化载荷组合并后的编码为-1, 高传统文化载荷组的编码为1

表1 各变量与品牌地位的相关性分析

变量	1	2	3	4	5	6	7	8
1. 品牌地位
2. 年龄	0.21^**
3. 教育水平	0.17^**	0.12^*
4. 图片吸引力	0.56^**	0.30^**	0.16^**
5. 日常使用频率	0.44^**	0.26^**	0.18^**	0.57^**
6. 日常外出携带频率	0.43^**	0.22^**	0.11	0.57^**	0.81^**
7. 社会价值维度的重视程度	0.48^**	0.21^**	0.16^**	0.54^**	0.49^**	0.50^**
8. 情绪价值维度的重视程度	0.29^**	0.07	0.01	0.36^**	0.24^**	0.28^**	0.41^**
9. 功能价值维度的重视程度	0.12^*	0.17^**	0.02	0.22^**	0.17^**	0.18^**	0.18^**	0.19^**

图4 高西方传统文化载荷组(vs.低传统文化载荷组)品牌地位中介模型注：X1条件下的虚拟变量编码为：高西方传统文化载荷 = 1, 低传统文化载荷 = 0, 高中华传统文化载荷 = 0

图5 高中华传统文化载荷组(vs.低传统文化载荷组)品牌地位中介模型注：X2条件下的虚拟变量编码为：高西方传统文化载荷 = 0, 低传统文化载荷 = 0, 高中华传统文化载荷 = 1

图6 不同场景下具体的产品选择意愿分布图

图7 品牌地位重复测量中介模型

图8 fNIRS各通道的测量位置

图9 参与者在评价高/低传统文化载荷产品的品牌地位时的脑活动差异图注：图中的颜色表征配对样本t检验(高传统文化载荷vs.低传统文化载荷)中t值大小

图A (1) 高传统文化载荷实用型产品组

图A (2) 高传统文化载荷享乐型产品组

图A (3) 低传统文化载荷实用型产品组

图A (4) 低传统文化载荷享乐型产品组

新款水杯图片

灵感来源：冠军金杯

新款水杯图片

灵感来源：玛瑙巧雕梅花耳杯(清代)

图B (1)： 高西方传统文化载荷组：油画雪松

图B (2)： 低传统文化载荷控制组：夏日银杏

图B (3)： 高中华传统文化载荷组：水墨迎客松

表A 感知社会价值测量量表

题项：我认为这款产品……	1完全不同意	2比较不同意	3有点不同意	4一般	5有点同意	6比较同意	7完全同意
有助于我被他人认可	〇	〇	〇	〇	〇	〇	〇
会提升别人对我的看法	〇	〇	〇	〇	〇	〇	〇
会给其他人留下好印象	〇	〇	〇	〇	〇	〇	〇

表B fNIRS各测量通道的MNI坐标和覆盖脑区

测量通道	MNI坐标			解剖学脑区标签	覆盖概率
测量通道	x	y	z	解剖学脑区标签	覆盖概率
1	34	65	12	10-Frontopolar area	0.90
2	2	68	16	10-Frontopolar area	1
3	-34	63	14	10-Frontopolar area	0.69
4	44	60	-1	46-Dorsolateral prefrontal cortex	0.48
5	21	72	0	10-Frontopolar area	0.51
6	-19	72	0	10-Frontopolar area	0.49
7	-44	57	-4	46-Dorsolateral prefrontal cortex	0.70
8	34	66	-11	11-Orbitofrontal area	0.63
9	2	69	-14	11-Orbitofrontal area	0.83
10	-32	63	-13	11-Orbitofrontal area	0.61
11	67	-39	41	40-Supramarginal gyrus	0.97
12	61	-48	49	40-Supramarginal gyrus	0.97
13	67	-31	45	40-Supramarginal gyrus	0.55
14	62	-38	53	40-Supramarginal gyrus	0.85
17	-56	-47	54	40-Supramarginal gyrus	1
18	-54	-63	47	39-Angular gyrus	0.79
19	-63	-40	48	40-Supramarginal gyrus	1
20	-61	-54	39	40-Supramarginal gyrus	0.57

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