心理学报 ›› 2024, Vol. 56 ›› Issue (10): 1448-1461.doi: 10.3724/SP.J.1041.2024.01448
李斌1, 金来1, 陈晓曦1(), 俞炜楠1, 李爱梅1(), 戴先炽2
收稿日期:
2023-04-19
发布日期:
2024-07-10
出版日期:
2024-10-25
通讯作者:
陈晓曦, E-mail: txiaoxi@jnu.edu.cn;基金资助:
LI Bin1, JIN Lai1, CHEN Xiaoxi1(), YU Weinan1, LI Aimei1(), DAI Xianchi2
Received:
2023-04-19
Online:
2024-07-10
Published:
2024-10-25
摘要:
本研究探讨了产品属性和陈列秩序之间的匹配效应及其对消费者产品偏好的影响。基于联想学习理论, 通过4个系列研究, 发现产品属性和陈列秩序之间存在匹配关系, 即产品的自然属性与无序陈列的关系更紧密, 而产品的人工属性与有序陈列的关系更紧密。基于此, 提出了“自然 = 无序”与“人工 = 有序”的消费者朴素信念。这两种朴素信念进一步影响了消费者的产品偏好, 即当产品呈现自然属性(vs. 人工属性)时, 消费者对无序陈列(vs. 有序陈列)下的产品产生更高的偏好, 反之亦然。同时, 流畅性感知在其中起中介作用。进一步研究发现效价(积极vs.消极)线索会在其中起到调节作用, 即效价线索的出现显著提高了消费者对“自然−有序”和“人工−无序”的产品偏好及流畅性感知。这些结果说明了产品属性与陈列秩序之间存在密切联系, 研究结论可为商家在商品陈列和广告营销的策略制定提供重要的实践启示。
中图分类号:
李斌, 金来, 陈晓曦, 俞炜楠, 李爱梅, 戴先炽. (2024). 有序还是无序: 陈列秩序与产品属性的匹配效应. 心理学报, 56(10), 1448-1461.
LI Bin, JIN Lai, CHEN Xiaoxi, YU Weinan, LI Aimei, DAI Xianchi. (2024). Order of disorder: The matching effect between display order and product attribute. Acta Psychologica Sinica, 56(10), 1448-1461.
产品属性 | 陈列秩序 | χ2 | |
---|---|---|---|
无序陈列 | 有序陈列 | ||
自然产品 | 91.1% (255) | 8.9% (25) | 419.08*** |
人工产品 | 4.6% (13) | 95.4% (267) |
表1 产品属性与陈列秩序的选择匹配比例
产品属性 | 陈列秩序 | χ2 | |
---|---|---|---|
无序陈列 | 有序陈列 | ||
自然产品 | 91.1% (255) | 8.9% (25) | 419.08*** |
人工产品 | 4.6% (13) | 95.4% (267) |
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