心理学报 ›› 2025, Vol. 57 ›› Issue (3): 495-510.doi: 10.3724/SP.J.1041.2025.0495 cstr: 32110.14.2025.0495
收稿日期:
2023-12-29
发布日期:
2025-01-24
出版日期:
2025-03-25
通讯作者:
张梦婷, E-mail: cumtgygczmt@163.com基金资助:
JIANG Hongyan1,2, ZHANG Mengting1(), KANG Chunxiao1, LIU Junwen1
Received:
2023-12-29
Online:
2025-01-24
Published:
2025-03-25
摘要:
产品包装元素是影响产品功效的重要因素。前人研究集中探讨包装元素的数量、尺寸等特征对感知产品功效的影响, 缺乏深入探察成分图像不同呈现方式(动态 vs.静态)对感知产品功效的影响。鉴于此, 本文聚焦包装上的成分图像, 在科技赋能动态设计的现实背景下, 探究包装上成分图像的呈现方式(动态 vs. 静态)对感知产品功效的影响。通过三个情景实验和一个实验室实验发现:成分图像呈现方式会显著影响感知产品功效, 且心理意象在上述过程中发挥显著的中介作用, 同时感知绩效风险为上述中介效应成立的边界条件。本研究不仅拓展了心理意象和感知绩效风险的内涵和应用领域, 还为企业如何利用包装设计提高感知产品功效提供营销实践启示。
中图分类号:
江红艳, 张梦婷, 康春晓, 刘钧文. (2025). 动态还是静态?成分图像呈现方式对感知产品功效的影响. 心理学报, 57(3), 495-510.
JIANG Hongyan, ZHANG Mengting, KANG Chunxiao, LIU Junwen. (2025). Dynamic or static? The influence of ingredient image presentation on perceived product efficacy. Acta Psychologica Sinica, 57(3), 495-510.
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