有序还是无序: 陈列秩序与产品属性的匹配效应

doi:10.3724/SP.J.1041.2024.01448

摘要/Abstract

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。

关键词: 产品属性, 陈列秩序, 流畅性感知, 消费者朴素信念, 效价线索

Abstract: Orderly display, from our urban planning to the layout of goods in shops, is widely used in our nearby environment. Researches have shown that the need for order is one of the basic human needs and people prefer objects under orderly display. Our study enriched this line of work by exploring the association between display order and product attribution and providing evidence that disorder can be beneficial. Specifically, natural attribution (vs. artificial product) is associated with disorder (vs. order). Furthermore, for natural product (vs. artificial product), consumers prefer them in disorderly display (vs. orderly display). Based on the associative learning mechanism, 4 studies were conducted to examine how display order and product attribute match together and influences consumers' product preference. Also, the mediating role of fluency perception and moderating role of valence cue were examined.
Study 1 (N = 34, 18 men) intended to explore the matching relationship between product attribution and display order with the method of Implicit Association Test. Participants were instructed to sort a series of stimuli into two categories (natural or artificial) as quickly as possible. Study 2 (N = 280, 105 men) aimed to test the match effect of product attribution and display order in explicit level using within-subjects design. After showing the interpretation of both constructs’ definition, participants were asked to match natural (vs. artificial) product to orderly or disorderly display. Study 3 (N = 200, 75 men) used between-subjects design to further investigate the effect of product attribution and display order on consumer preference, and the mediation role of processing fluency. Participants were shown one picture and asked to indicate their preference and processing fluency. Study 4 (N = 240, 98 men) investigated the boundary effect of valence cue. The participants were asked to evaluate the valence of all categories of product attribution and display order as priming method. Then participants were shown two pictures of natural or artificial product in disorderly and orderly display. In the end, they indicate their liking and processing fluency of pictures.
The main results of this study are as follows: (1) natural attribution (vs. artificial product) is associated with disorder (vs. order) in both implicit and explicit level; (2) for natural (vs. artificial) product, consumers have higher preference for product in disorderly (vs. orderly) display; (3) product attribution and display order influences consumers’ product preferences through the mediation role of processing fluency; (4) valence cue moderate consumers’ preference for natural products in different display order.
This research identify and explore a previously unidentified lay theory, the natural (vs. artificial) = disorder (order) intuition. Moreover, based on dual-process of associative learning, we further explore the contradictory naive theory of our proposal. And this research contributes to the literature of natural product and product display. It provides managers with guidelines on arrangement of display order for product with different attribution when organizing shelf display or designing advertisement.

Key words: product attributes, display order, fluency perception, consumer naive theory, valence

中图分类号:

B849:F713.55

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.

参考文献

[1] Blechert J., Lender A., Polk S., Busch N. A., & Ohla K. (2019). Food-pics_extended—An image database for experimental research on eating and appetite: Additional images, normative ratings and an updated review.Frontiers in Psychology, 10, 307. doi: 10.3389/fpsyg.2019.00307.
[2] Biliciler G., Raghunathan R., & Ward A. F. (2022). Consumers as naive physicists: How visual entropy cues shift temporal focus and influence product evaluations.Journal of Consumer Research, 48(6), 1010-1031.
[3] Carocho M., Morales P., & Ferreira I. C. (2015). Natural food additives: Quo vadis?.Trends in Food Science & Technology, 45(2), 284-295.
[4] Chae, B., & Hoegg, J. (2013). The future looks “Right”: Effects of the horizontal location of advertising images on product attitude.Journal of Consumer Research, 40(2), 223-238.
[5] Chae, B., & Zhu, R. (2014). Environmental disorder leads to self-regulatory failure.Journal of Consumer Research, 40(6), 1203-1218.
[6] Chen H. H., Zheng Y. H., & Fan Y. M. (2013). Messy is good? The impact of messy environment on creativity.Journal of Marketing Science, 9(4), 90-100.
[陈辉辉, 郑毓煌, 范筱萌. (2013). 混乱有益? 混乱的物理环境对创造力的影响.营销科学学报, 9(4), 90-100.]
[7] Coupey E., Irwin J. R., & Payne J. W. (1998). Product category familiarity and preference construction.Journal of Consumer Research, 24(4), 459-468.
[8] Deng X., Kahn B. E., Unnava H. R., & Lee H. (2016). A “wide” variety: Effects of horizontal versus vertical display on assortment processing, perceived variety, and choice.Journal of Marketing Research, 53(5), 682-698.
[9] 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.
[10] Dominick S. R., Fullerton C., Widmar N. J. O., & Wang H. (2018). Consumer associations with the “All Natural” food label.Journal of Food Products Marketing, 24(3), 249-262.
[11] Du W. Y., Jiang H., Ye Y., & Qiu S. N. (2017). The influence of disorganized environment on consumer’s preference for brand logo boundaries—The mediating effect of personal control.Journal of Marketing Science, 13(3), 25-37
[杜伟宇, 姜豪, 叶洋, 仇赛男. (2017). 混乱物理环境对消费者品牌标识边界偏好的影响——控制感的中介作用.营销科学学报, 13(3), 25-37.]
[12] Faul F., Erdfelder E., Buchner A., & Lang A. G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses.Behavior Research Methods, 41(4), 1149-1160.
[13] Galati A., Schifani G., Crescimanno M., & Migliore G. (2019). “Natural wine” consumers and interest in label information: An analysis of willingness to pay in a new Italian wine market segment.Journal of Cleaner Production, 227, 405-413. doi: 10.1016/j.jclepro.2019.04.219.
[14] Gluck, M. A., & Bower, G. H. (1988). From conditioning to category learning: An adaptive network model.Journal of Experimental Psychology: General, 117(3), 227-247.
[15] Graf L. K. M., Mayer S., & Landwehr J. R. (2018). Measuring processing fluency: One versus five items.Journal of Consumer Psychology, 28(3), 393-411.
[16] Greenwald A. G., Nosek B. A., & Banaji M. R. (2003). Understanding and using the implicit association test: I. An improved scoring algorithm.Journal of Personality and Social Psychology, 85(2), 197-216.
[17] Hartig, T., & Evans, G. W. (1993). Psychological foundations of nature experience. In T. Gärling & R. G. Golledge (Eds.), Behavior and environment: Psychological and geographical approaches (Vol. 96, pp. 427-457). Amsterdam: North- Holland.
[18] Haws K. L., Reczek R. W., & Sample K. L. (2017). Healthy diets make empty wallets: The healthy = expensive intuition.Journal of Consumer Research, 43(6), 992-1007.
[19] Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
[20] He R. N., Li B., Zhang S. Y., Cui Y. Y., & Lei L. (2021). The effect of time and money concepts on consumers’ purchase decision and its psychological mechanism.Advances in Psychological Science, 29(9), 1684-1695.
[贺汝婉, 李斌, 张淑颖, 崔馨月, 雷励. (2021). 时间与金钱概念对消费者购买决策的不同影响及其心理机制.心理科学进展, 29(9), 1684-1695.]
[21] Janiszewski, C., & van Osselaer, S. M. (2000). A connectionist model of brand-quality associations.Journal of Marketing Research, 37(3), 331-350.
[22] Koole, S. L., & van den Berg, A. E. (2005). Lost in the wilderness: Terror management, action orientation, and nature evaluation. Journal of Personality and Social Psychology, 88(6), 1014-1028.
[23] Kotabe H. P., Kardan O., & Berman M. G. (2016). The order of disorder: Deconstructing visual disorder and its effect on rule-breaking.Journal of Experimental Psychology: General, 145(12), 1713-1727.
[24] Kumar S., Dhir A., Talwar S., Chakraborty D., & Kaur P. (2021). What drives brand love for natural products? The moderating role of household size.Journal of Retailing and Consumer Services, 58, 102329. doi: 10.1016/j.jretconser.2020.102329
[25] Lee H., Fujita K., Deng X., & Unnava H. R. (2017). The role of temporal distance on the color of future-directed imagery: A construal-level perspective.Journal of Consumer Research, 43(5), 707-725.
[26] Li B., Feng K., Jin L., Lei L., & Li A. M. (in press). Experiential advantage in consumer decision behavior: Phenomenon, mechanism and prospect. China Journal of Applied Psychology. Advance online publication. https://link.cnki.net/urlid/33.1012.B.20231101.1339.010
[李斌, 冯凯, 金来, 雷励, 李爱梅. (印刷中). 消费者决策行为中的体验优势现象: 机制及展望.应用心理学. https://link.cnki.net/urlid/33.1012.B.20231101.1339.010]
[27] Li B., Lei L., Wang S. J., & Li., F. J. (2022). Expanding the experiential advantage model: Exploring the mediating roles of a sense of meaning and moderating effects of motivational autonomy.Journal of Consumer Marketing. 39(4), 317-332.
[28] Li B., Wei H. Y., Li A. M., Li F. J., & Chen X. X. (2018). Dual-theory of experiential consumption and material consumption: Phenomenon, mechanism, and influence factors.Advances in Psychological Science, 26(5), 761-769.
[李斌, 卫海英, 李爱梅, 李方君, 陈晓曦. (2018). 体验性消费与实物性消费的双加工理论模型: 现象、机制及影响因素.心理科学进展, 26(5), 761-769.]
[29] Li B., Zhang S.Y., & Fung H. (2022). The effect of social exclusion on consumer choice: The moderating role of nostalgia and mediating role of social connectedness.Journal of Psychological Science, 45(5), 1174-1181.
[李斌, 张淑颖, 冯凯. (2022). 社会排斥对消费选择偏向的影响: 怀旧的调节作用及社会联结的中介作用.心理科学, 45(5), 1174-1181.]
[30] Li B., Zhu Q, He, R. W., Li A. M., & Wei H. Y. (2023). The effect of mortality salience on consumers' preference for experiential purchases and its mechanism.Acta Psychologica Sinica, 55(2), 301-317.
[李斌, 朱钦, 贺汝婉, 李爱梅, 卫海英. (2023). 死亡凸显对消费者体验性消费选择偏好的影响及其作用机制.心理学报, 55(2), 301-317.]
[31] Li Y., Heuvinck N., & Pandelaere M. (2022). The light = healthy intuition.Journal of Consumer Psychology, 32(2), 326-335.
[32] Meng L., Xie Y. F., Li T. M., Duan S., & Zhang L. B. (2022). The performance and psychological mechanism of contamination effect in consumer behavior.Advances in Psychological Science, 30(4), 941-952.
[孟陆, 谢育锋, 李同茂, 段珅, 张良波. (2022). 污染效应在消费者行为领域的表现及其心理机制.心理科学进展, 30(4), 941-952.]
[33] Novemsky N., Dhar R., Schwarz N., & Simonson I. (2007). Preference fluency in choice. Journal of Marketing Research, 44(3), 347-356.
[34] Palmer S. E., Schloss K. B., & Sammartino J. (2013). Visual aesthetics and human preference.Annual Review of Psychology, 64(1), 77-107.
[35] Preacher K. J., Rucker D. D., & Hayes A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions.Multivariate Behavioral Research, 42(1), 185-227.
[36] Raghunathan R., Naylor R. W., & Hoyer W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184.
[37] Reber R., Schwarz N., & Winkielman P. (2004). Processing fluency and aesthetic pleasure: Is beauty in the perceiver's processing experience?. Personality and Social Psychology Review, 8(4), 364-382.
[38] Rozin, P. (2005). The meaning of “natural”: Process more important than content.Psychological Science, 16(8), 652-658.
[39] Rozin P., Fischler C., & Shields-Argelès C. (2009). Additivity dominance: Additivites are more potent and more often lexicalized across languages than are “subtractives”. Judgment and Decision Making, 4(6), 475.
[40] Rozin P., Fischler C., & Shields-Argelès C. (2012). European and American perspectives on the meaning of natural.Appetite, 59(2), 448-455.
[41] Rozin P., Millman L., & Nemeroff C. (1986). Operation of the laws of sympathetic magic in disgust and other domains.Journal of Personality and Social Psychology, 50(4), 703-712.
[42] Rozin P., Spranca M., Krieger Z., Neuhaus R., Surillo D., Swerdlin A., & Wood K. (2004). Preference for natural: Instrumental and ideational/moral motivations, and the contrast between foods and medicines.Appetite, 43(2), 147-154.
[43] Scekic, A., & Krishna, A. (2021). Do firm cues impact product perceptions? When small is natural.Journal of Consumer Psychology, 31(2), 350-359.
[44] Schwarz, N. (2004). Metacognitive experiences in consumer judgment and decision making.Journal of Consumer Psychology, 14(4), 332-348.
[45] Scott, S. E., & Rozin, P. (2017). Are additives unnatural? Generality and mechanisms of additivity dominance.Judgment and Decision Making, 12(6), 572-583.
[46] Scott, S. E., & Rozin, P. (2020). Actually, natural is neutral.Nature Human Behaviour, 4(10), 989-990.
[47] Scott S. E., Rozin P., & Small D. A. (2020). Consumers prefer “natural” more for preventatives than for curatives. Journal of Consumer Research, 47(3), 454-471.
[48] Tullett A. M., Kay A. C., & Inzlicht M. (2015). Randomness increases self-reported anxiety and neurophysiological correlates of performance monitoring.Social Cognitive and Affective Neuroscience, 10(5), 628-635.
[49] van Osselaer, S. M. (2008). Associative learning and consumer decisions. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of Consumer Psychology (Vol. 1, pp. 699-729). New York: Routledge.
[50] van Osselaer S. M., Janiszewski C., & Cunha M., Jr. (2004). Stimulus generalization in two associative learning processes. Journal of Experimental Psychology: Learning, Memory, and Cognition, 30(3), 626-638.
[51] Vohs K. D., Redden J. P., & Rahinel R. (2013). Physical order produces healthy choices, generosity, and conventionality, whereas disorder produces creativity.Psychological Science, 24(9), 1860-1867.
[52] Voss K. E., Spangenberg E. R., & Grohmann B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude.Journal of Marketing Research, 40(3), 310-320.
[53] Walter M., Hildebrand C., Häubl G., & Herrmann A. (2020). Mixing it up: Unsystematic product arrangements promote the choice of unfamiliar products.Journal of Marketing Research, 57(3), 509-526.
[54] Wang, Y., & Jiang, J. (2022). The effect of environmental disorderliness on variety seeking behavior and its mechanism.Acta Psychologica Sinica, 54(1), 78-90.
[王艳, 蒋晶. (2022). 环境无序性对消费者多样化寻求的影响及作用机制.心理学报, 54(1), 78-90.]
[55] Wilson, D. A., & Stevenson, R. J. (2006). Learning to smell: Olfactory perception from neurobiology to behavior. Baltimore, MD: The Johns Hopkins University Press
[56] Wohlwill, J. F. (1983). The concept of nature. In I. Altman & J. F.Wohlwill (Eds.), Behavior and the natural environment (Vol. 6, pp. 5-37). Springer, Boston, MA.
[57] Yang, C., & Chen, Z. X. (2019). Do numbers have shape? The matching effect between precise numerical information and brand logo shape.Acta Psychologica Sinica, 51(7), 841-856.
[杨晨, 陈增祥. (2019). 数字有形状吗?数字信息精确性和品牌标识形状的匹配效应.心理学报, 51(7), 841-856.]
[58] Ye W. L., Huang R., & Zhang Z. J. (2017). Pictorial effect in product layout: How does the layout orderness influence the consumer product evaluation, mechanism and condition.Journal of Marketing Science, 12(3), 18-35.
[叶巍岭, 黄蓉, 张子敬. (2017). 商品陈列的画面效应——陈列秩序影响商品评价的机制与条件.营销科学学报, 12(3), 18-35.]
[59] Zestcott C. A., Stone J., & Landau M. J. (2017). The role of conscious attention in how weight serves as an embodiment of importance.Personality and Social Psychology Bulletin, 43(12), 1712-1723.
[60] Zhou X., Yan X., & Jiang Y. (2023). Making sense? The sensory-specific nature of virtual influencer effectiveness. Journal of Marketing. https://doi.org/10.1177/00222429231203699