心理学报 ›› 2023, Vol. 55 ›› Issue (10): 1696-1711.doi: 10.3724/SP.J.1041.2023.01696
收稿日期:
2022-09-13
发布日期:
2023-07-26
出版日期:
2023-10-25
通讯作者:
曾帅帆, E-mail: 基金资助:
XU Xiaobing1, ZHANG Minshuo1, ZENG Shuaifan1(), FAN Zhuoyi2
Received:
2022-09-13
Online:
2023-07-26
Published:
2023-10-25
摘要:
越来越多企业在设计和生产产品时, 将产品进行透明化处理。本文探讨了产品透明性对消费者品牌感知的影响。通过5个实验, 本研究发现: 透明性设计会使消费者产生更强的品牌创新性感知, 而非透明性设计会使消费者产生更强的品牌可靠性感知; 在上述过程中, 趣味性和厚重感分别起着中介作用。本文还发现了上述路径的边界条件。对于非典型产品(相对于典型产品), 透明性对品牌创新性感知的效应消失; 对于轻质诉求产品(相对于控制组), 透明性对品牌可靠性感知的影响消失。最后, 本文还发现促进定向个体更偏好透明设计的品牌, 预防定向个体更偏好非透明设计的品牌。本文对企业产品外观的选择和品牌策略的打造具有重要指导意义。
中图分类号:
许销冰, 张忞硕, 曾帅帆, 范卓怡. (2023). 产品透明性对消费者品牌感知的影响. 心理学报, 55(10), 1696-1711.
XU Xiaobing, ZHANG Minshuo, ZENG Shuaifan, FAN Zhuoyi. (2023). The impact of product transparency on consumer brand perceptions. Acta Psychologica Sinica, 55(10), 1696-1711.
研究自变量 | 研究因变量 | 研究发现 | 参考文献 |
---|---|---|---|
包装透明 | 健康感知/信任感知 | 透明包装使消费者对产品的健康感知更高, 认为产品更值得信任。 | Riley et al., |
产品吸引力 | 完全暴露产品的透明包装更具吸引力。 | Sabo et al., | |
产品环保性感知 | 消费者倾向于将透明包装产品与纯净和环保联系起来。 | Tse & Yim, | |
产品评价 | 透明包装进一步降低了人们对易产生厌恶感产品(如药品)的评价。 | Batra et al., | |
产品评价 | 当透明产品与其它令人厌恶的产品接触时, 人们对透明包装的评价也更低。 | Morales & Fitzsimons, | |
食物消费数量 | 透明包装对食物消费数量具有促进消费的凸显作用和抑制消费的监控作用。 | Deng & Srinivasan, | |
购买意愿 | 透明包装会使消费者产生更强的信任感, 从而产生更强的购买意愿。 | Billeter et al., | |
购买意愿 | 透明包装能显著增强消费者对高感知质量风险产品的感知质量, 从而提升购买意愿, 而对低感知质量风险产品无影响。 | Sabri et al., | |
产品自身透明 | 决策方式 | 相比于不透明产品, 透明产品会使消费者更依赖于情绪进行决策。 | Du et al., |
表1 产品透明性的文献回顾
研究自变量 | 研究因变量 | 研究发现 | 参考文献 |
---|---|---|---|
包装透明 | 健康感知/信任感知 | 透明包装使消费者对产品的健康感知更高, 认为产品更值得信任。 | Riley et al., |
产品吸引力 | 完全暴露产品的透明包装更具吸引力。 | Sabo et al., | |
产品环保性感知 | 消费者倾向于将透明包装产品与纯净和环保联系起来。 | Tse & Yim, | |
产品评价 | 透明包装进一步降低了人们对易产生厌恶感产品(如药品)的评价。 | Batra et al., | |
产品评价 | 当透明产品与其它令人厌恶的产品接触时, 人们对透明包装的评价也更低。 | Morales & Fitzsimons, | |
食物消费数量 | 透明包装对食物消费数量具有促进消费的凸显作用和抑制消费的监控作用。 | Deng & Srinivasan, | |
购买意愿 | 透明包装会使消费者产生更强的信任感, 从而产生更强的购买意愿。 | Billeter et al., | |
购买意愿 | 透明包装能显著增强消费者对高感知质量风险产品的感知质量, 从而提升购买意愿, 而对低感知质量风险产品无影响。 | Sabri et al., | |
产品自身透明 | 决策方式 | 相比于不透明产品, 透明产品会使消费者更依赖于情绪进行决策。 | Du et al., |
[1] | Albornoz, C., & Shuck, B. (2008). Exploring the psychology of interest. The Journal of Genetic Psychology, 169(2), 199. |
[2] | Alwitt, L. F. (2000). Effects of interestingness on evaluations of TV commercials. Journal of Current Issues & Research in Advertising, 22(1), 41-53. |
[3] |
Balachander, S., & Ghose, S. (2003). Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing, 67(1), 4-13.
doi: 10.1509/jmkg.67.1.4.18594 URL |
[4] | Batra, R., Lawrence, B., & Chandran, S. (2010). Is what you see what you get? Consumer responses to product packaging transparency. In M. C. Campbell., J. Inman., & R. P. Duluth (Eds.), NA advances in consumer research (Vol. 37, pp. 651-651). Oxford University Press. |
[5] | Billeter, D., Zhu, M., & Inman, J. J. (2012). Transparent packaging and consumer purchase decisions. In Z. Gürhan- Canli., C. Otnes., & R. Z. Duluth (Eds.), NA advances in consumer research (Vol. 40, pp. 308-312). Oxford University Press. |
[6] |
Blijlevens, J., Carbon, C. C., Mugge, R., & Schoormans, J. P. (2012). Aesthetic appraisal of product designs: Independent effects of typicality and arousal. British Journal of Psychology, 103(1), 44-57.
doi: 10.1111/j.2044-8295.2011.02038.x pmid: 22229773 |
[7] | Bosset, J. O., Gallmann, P. U., & Sieber, R. (1994). Influence of light transmittance of packaging materials on the shelf-life of milk and dairy products—A review. In: M. Mathlouthi (Ed.), Food Packaging and Preservation (pp. 222-268). Springer, Boston, MA. |
[8] | Bullough, E. (1907). On the apparent heaviness of colours. A contribution to the aesthetics of colour. British Journal of Psychology, 2(2), 111-152. |
[9] |
Burns, A. C., Biswas, A., & Babin, L. A. (1993). The operation of visual imagery as a mediator of advertising effects. Journal of Advertising, 22(2), 71-85.
doi: 10.1080/00913367.1993.10673405 URL |
[10] |
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304.
doi: 10.1086/jcr.2003.30.issue-2 URL |
[11] |
Celhay, F., & Trinquecoste, J. F. (2015). Package graphic design: Investigating the variables that moderate consumer response to atypical designs. Journal of Product Innovation Management, 32(6), 1014-1032.
doi: 10.1111/jpim.12212 URL |
[12] | Chamberlin, D. (2000). Brands, consumers, symbols, and research: Sidney J Levy on marketing. Journal of Consumer Marketing, 17(6), 550-560. |
[13] |
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
doi: 10.1080/00913367.1995.10673481 URL |
[14] |
Creusen, M. E., & Schoormans, J. P. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63-81.
doi: 10.1111/jpim.2005.22.issue-1 URL |
[15] |
Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: Promotion and prevention in decision- making. Organizational Behavior and Human Decision Processes, 69(2), 117-132.
doi: 10.1006/obhd.1996.2675 URL |
[16] |
Deng, X., & Kahn, B. E. (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738.
doi: 10.1509/jmkr.46.6.725 URL |
[17] | Deng, X., & Srinivasan, R. (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104-117. |
[18] |
Deval, H., Mantel, S. P., Kardes, F. R., & Posavac, S. S. (2013). How naive theories drive opposing inferences from the same information. Journal of Consumer Research, 39(6), 1185-1201.
doi: 10.1086/668086 URL |
[19] |
Dissanayake, D., Weerasinghe, D., Perera, T., Bandara, M., Thathsara, S., & Perera, S. (2021). A sustainable transparent packaging material from the arecanut leaf sheath. Waste and Biomass Valorization, 12(10), 5725-5742.
doi: 10.1007/s12649-021-01382-5 |
[20] |
Du, J., Li, D., Zhao, Y., & Yang, M. (2021). Does a transparent umbrella make you longing for a humorous movie? The influence of transparency on decision-making. Journal of Contemporary Marketing Science, 4(2), 205-222.
doi: 10.1108/JCMARS-06-2021-0024 URL |
[21] |
Du, X. M., Zhao, Z. B., & Cui, X. (2015). The effect of review valence, new product types and regulatory focus on new product online review usefulness. Acta Psychologica Sinica, 47(4), 555-568.
doi: 10.3724/SP.J.1041.2015.00555 |
[杜晓梦, 赵占波, 崔晓. (2015). 评论效价, 新产品类型与调节定向对在线评论有用性的影响. 心理学报, 47(4), 555-568.] | |
[22] |
Durmaz, Y., & Vildan, H. (2016). Brand and brand strategies. International Business Research, 9(5), 48-56.
doi: 10.5539/ibr.v9n5p48 URL |
[23] |
Favier, M., Celhay, F., & Pantin-Sohier, G. (2019). Is less more or a bore? Package design simplicity and brand perception: an application to Champagne. Journal of Retailing and Consumer Services, 46, 11-20.
doi: 10.1016/j.jretconser.2018.09.013 |
[24] |
Förster, J., Higgins, E. T., & Bianco, A. T. (2003). Speed/ accuracy decisions in task performance: Built-in trade-off or separate strategic concerns? Organizational Behavior and Human Decision Processes, 90(1), 148-164.
doi: 10.1016/S0749-5978(02)00509-5 URL |
[25] |
Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86-93.
doi: 10.1509/jmkg.75.4.86 URL |
[26] |
Hagtvedt, H. (2020). Dark is durable, light is user‐friendly: The impact of color lightness on two product attribute judgments. Psychology & Marketing, 37(7), 864-875.
doi: 10.1002/mar.v37.7 URL |
[27] |
Hagtvedt, H., & Patrick, V. M. (2008a). Art and the brand: The role of visual art in enhancing brand extendibility. Journal of Consumer Psychology, 18(3), 212-222.
doi: 10.1016/j.jcps.2008.04.010 URL |
[28] |
Hagtvedt, H., Patrick, V. M., & Hagtvedt, R. (2008). The perception and evaluation of visual art. Empirical Studies of the Arts, 26(2), 197-218.
doi: 10.2190/EM.26.2.d URL |
[29] |
Han, D., & Ye, H. S. (2014). Important embodied in weight: Weight’s experience and representation in embodiment perspective. Advances in Psychological Science, 22(6), 918-925.
doi: 10.3724/SP.J.1042.2014.00918 URL |
[韩冬, 叶浩生. (2014). 重中之 “重”——具身视角下重的体验与表征. 心理科学进展, 22(6), 918-925.]
doi: 10.3724/SP.J.1042.2014.00918 |
|
[30] | Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Publications. |
[31] |
Herzenstein, M., Posavac, S. S., & Brakus, J. J. (2007). Adoption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260
doi: 10.1509/jmkr.44.2.251 URL |
[32] | Hu, Y. L. (2018). The effect of product weight on consumers’ purchase intention (Unpublished master's thesis). Hunan University, Changsha, China. |
[胡亚莉. (2018). 产品重量对消费者购买意愿的影响研究 (硕士学位论文). 湖南大学, 长沙.] | |
[33] |
Huang, Y., & Sengupta, J. (2020). The influence of disease cues on preference for typical versus atypical products. Journal of Consumer Research, 47(3), 393-411.
doi: 10.1093/jcr/ucaa029 URL |
[34] |
Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases, and judgment contexts. Journal of Consumer Psychology, 14(3), 230-256.
doi: 10.1207/s15327663jcp1403_6 URL |
[35] |
Kaul, A., & Rao, V. R. (1995). Research for product positioning and design decisions: An integrative review. International Journal of Research in Marketing, 12(4), 293-320.
doi: 10.1016/0167-8116(94)00018-2 URL |
[36] |
Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160-171.
doi: 10.1086/jcr.1990.17.issue-2 URL |
[37] |
Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43-54.
doi: 10.1016/j.jretai.2016.12.002 URL |
[38] | Kwan, M. (2021). How to enhance curiosity in early childhood: A curiosity toy kit (Unpublished master's thesis). University of Pennsylvania, Philadelphia. |
[39] |
Landwehr, J. R., Wentzel, D., & Herrmann, A. (2013). Product design for the long run: Consumer responses to typical and atypical designs at different stages of exposure. Journal of Marketing, 77(5), 92-107.
doi: 10.1509/jm.11.0286 URL |
[40] |
Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263-270.
doi: 10.1177/002224379403100209 URL |
[41] | Lee, E., Tinkham, S., & Edwards, S. M. (2005). The multidimensional structure of attitude toward the ad: Utilitarian, hedonic, and interestingness dimensions. Paper presented at the American Academy of Advertising Conference, Miami, United States. |
[42] |
Lee, S., Sung, B., Phau, I., & Lim, A. (2019). Communicating authenticity in packaging of Korean cosmetics. Journal of Retailing and Consumer Services, 48, 202-214.
doi: 10.1016/j.jretconser.2019.02.011 |
[43] | Li, Y., & Li, D. J. (2013). The influence of idiom modifications in advertising on consumers’ attitude towards advertising and perception of firm. Management Review, 25(8), 132-141. |
[李研, 李东进. (2013). 变异成语对消费者广告态度和企业感知的影响. 管理评论, 25(8), 132-141.] | |
[44] |
Lien, N., & Chen, Y. (2013). Narrative ads: The effect of argument strength and story format. Journal of Business Research, 66(4), 516-522.
doi: 10.1016/j.jbusres.2011.12.016 URL |
[45] |
Molden, D. C., & Finkel, E. J. (2010). Motivations for promotion and prevention and the role of trust and commitment in interpersonal forgiveness. Journal of Experimental Social Psychology, 46(2), 255-268.
doi: 10.1016/j.jesp.2009.10.014 URL |
[46] |
Morales, A. C., & Fitzsimons, G. J. (2007). Product contagion: Changing consumer evaluations through physical contact with “disgusting” products. Journal of Marketing Research, 44(2), 272-283.
doi: 10.1509/jmkr.44.2.272 URL |
[47] |
Müller, B., Kocher, B., & Crettaz, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66(1), 82-88.
doi: 10.1016/j.jbusres.2011.07.026 URL |
[48] |
Noseworthy, T. J., Cotte, J., & Lee, S. H. (2011). The effects of ad context and gender on the identification of visually incongruent products. Journal of Consumer Research, 38(2), 358-375.
doi: 10.1086/658472 URL |
[49] |
Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64-81.
doi: 10.1509/JMKG.72.3.064 URL |
[50] |
Peterson, E. G., & Hidi, S. (2019). Curiosity and interest: Current perspectives. Educational Psychology Review, 31(4), 781-788.
doi: 10.1007/s10648-019-09513-0 |
[51] |
Ran, Y. X., Liu, J. N., Zhang, Y. S., & Wei, H. Y. (2020). The magic of one person: The effect of the number of endorsers on brand attitude. Acta Psychologica Sinica, 52(3), 371-385.
doi: 10.3724/SP.J.1041.2020.00371 |
[冉雅璇, 刘佳妮, 张逸石, 卫海英. (2020). “一” 人代言的魅力: 品牌代言人数如何影响消费者的品牌态度. 心理学报, 52(3), 371-385.]
doi: 10.3724/SP.J.1041.2020.00371 |
|
[52] | Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56-70. |
[53] |
Richins, M. L. (2013). When wanting is better than having: Materialism, transformation expectations, and product- evoked emotions in the purchase process. Journal of Consumer Research, 40(1), 1-18.
doi: 10.1086/669256 URL |
[54] | Riley, D., da Silva, P. M., & Behr, S. (2015). The impact of packaging design on health product perceptions. Paper presented at the International Conference on Marketing and Business Development, Bucharest, Romania. |
[55] | Sabo, B., Bečica, T., Keleš, N., Kovačević, D., & Brozović, M. (2017). The impact of packaging transparency on product attractiveness. Journal of Graphic Engineering and Design, 8(2), 5-9. |
[56] | Sabri, O., van Doan, H., Malek, F., & Bachouche, H. (2020). When is transparent packaging beneficial? International Journal of Retail & Distribution Management, 48(8), 781-801. |
[57] |
Schnurr, B. (2017). The impact of atypical product design on consumer product and brand perception. Journal of Brand Management, 24(6), 609-621.
doi: 10.1057/s41262-017-0059-z URL |
[58] |
Schoormans, J. P., & Robben, H. S. (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2-3), 271-287.
doi: 10.1016/S0167-4870(97)00008-1 URL |
[59] |
Sharma, N., & Romero, M. (2020). Looks heavy to me! The effects of product shadows on heaviness perceptions and product preferences. Journal of Advertising, 49(2), 165-184.
doi: 10.1080/00913367.2020.1742819 URL |
[60] |
Silvia, P. J. (2005). What is interesting? Exploring the appraisal structure of interest. Emotion, 5(1), 89-102.
pmid: 15755222 |
[61] |
Simmonds, G., Woods, A. T., & Spence, C. (2018). ‘Show me the goods’: Assessing the effectiveness of transparent packaging vs. product imagery on product evaluation. Food Quality and Preference, 63, 18-27.
doi: 10.1016/j.foodqual.2017.07.015 URL |
[62] | Sofia, L., & Pantin-Sohier, G. (2020). The impact of packaging transparency and product texture on perceived healthiness and product trust. Proceedings of the European Marketing Academy, 49, 64604. |
[63] |
Sunaga, T., Park, J., & Spence, C. (2016). Effects of lightness- location congruency on consumers’ purchase decision making. Psychology & Marketing, 33(11), 934-950.
doi: 10.1002/mar.20929 URL |
[64] |
Tse, A. C. B., & Yim, F. H. K. (2002). How do consumers perceive clear and transparent products? International Journal of Commerce and Management, 12(1), 68-78.
doi: 10.1108/eb047437 URL |
[65] |
Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62-76.
doi: 10.1080/10696679.2003.11501933 URL |
[66] | Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422. |
[67] |
van Rompay, T. J., & Pruyn, A. T. (2011). When visual product features speak the same language: Effects of shape- typeface congruence on brand perception and price expectations. Journal of Product Innovation Management, 28(4), 599-610.
doi: 10.1111/jpim.2011.28.issue-4 URL |
[68] |
Veryzer Jr, R. W., & Hutchinson, J. W. (1998). The influence of unity and prototypicality on aesthetic responses to new product designs. Journal of Consumer Research, 24(4), 374-394.
doi: 10.1086/jcr.1998.24.issue-4 URL |
[69] |
Walker, P., Francis, B. J., & Walker, L. (2010). The brightness-weight illusion: Darker objects look heavier but feel lighter. Experimental Psychology, 57(6), 462.
doi: 10.1027/1618-3169/a000057 pmid: 20382626 |
[70] |
Wang, T., Xie, Z. P., & Cui, N. (2014). Have a good chat with the brand: The impact of personified brand communication on consumer brand attitude. Acta Psychologica Sinica, 46(7), 987-999.
doi: 10.3724/SP.J.1041.2014.00987 |
[汪涛, 谢志鹏, 崔楠. (2014). 和品牌聊聊天——拟人化沟通对消费者品牌态度影响. 心理学报, 46(7), 987-999.] | |
[71] |
Wänke, M., Herrmann, A., & Schaffner, D. (2007). Brand name influence on brand perception. Psychology & Marketing, 24(1), 1-24.
doi: 10.1002/(ISSN)1520-6793 URL |
[72] |
Xu, X., & Chen, R. (2020). Time metaphor and regulatory focus. European Journal of Marketing, 54(8), 1865-1881.
doi: 10.1108/EJM-08-2018-0575 URL |
[73] |
Xu, X., Chen, R., & Liu, M. W. (2017). The effects of uppercase and lowercase wordmarks on brand perceptions. Marketing Letters, 28(3), 449-460.
doi: 10.1007/s11002-016-9415-0 URL |
[74] | Yang, T. H. (2020). “This package looks heavier”: Effects of visual heaviness of package on consumers’ product expectation and evaluation. University of Twente, Enschede. |
[75] | Zhou, S. J., Wang, H., Li, S., Jiang, X. L., & Zhou, M. J. (2020). Place the logo right or left? The effect of horizontal location of logo on consumers’ purchase intention. Journal of Marketing Science, 14, 204-221. |
[周寿江, 王虹, 李珊, 蒋雪灵, 周敏杰. (2020). “虚左以待” 还是 “无出其右”? 品牌标识水平位置对消费者购买意愿的影响研究. 营销科学学报, 14, 204-221.] |
[1] | 黄敏学;王艺婷; 廖俊云;刘茂红. 评论不一致性对消费者的双面影响:产品属性与调节定向的调节[J]. 心理学报, 2017, 49(3): 370-382. |
[2] | 杨文琪;李强;郭名扬;范谦;何伊丽. 权力感对个体的影响:调节定向的视角[J]. 心理学报, 2017, 49(3): 404-415. |
[3] | 耿晓伟, 姜宏艺. 调节定向和调节匹配对情感预测中 影响偏差的影响[J]. 心理学报, 2017, 49(12): 1537-1547. |
[4] | 杜晓梦, 赵占波, 崔晓. 评论效价、新产品类型与调节定向对在线评论有用性的影响[J]. 心理学报, 2015, 47(4): 555-568. |
[5] | 汪涛;谢志鹏;崔楠. 和品牌聊聊天 —— 拟人化沟通对消费者品牌态度影响[J]. 心理学报, 2014, 46(7): 987-999. |
[6] | 汪玲,林晖芸,逄晓鸣. 特质性与情境性调节定向匹配效应的一致性[J]. 心理学报, 2011, 43(05): 553-560. |
[7] | 姚琦,马华维,乐国安. 期望与绩效的关系: 调节定向的调节作用[J]. 心理学报, 2010, 42(06): 704-714. |
阅读次数 | ||||||
全文 |
|
|||||
摘要 |
|
|||||