心理学报 ›› 2017, Vol. 49 ›› Issue (12): 1581-1589.doi: 10.3724/SP.J.1041.2017.01581
冯文婷1; 汪 涛2
FENG Wenting1; WANG Tao2
摘要： 本研究以时空一致性理论为基础, 探索品牌中数字大小对消费者态度的影响。实验1表明品牌中数字大小会显著地影响消费者对产品的态度。品牌中含有较大数字的产品比含有较小数字的产品更易获得消费者的青睐。实验2探索了个体认知需求水平对主效应的调节作用, 发现对于高认知需求的个体, 品牌中的数字大小难以有效地影响其对产品的态度。实验3验证了从品牌中数字大小到新旧评估到感知价值再到消费者态度的因果链模型, 进一步检验了主效应的理论逻辑。
Abstract: In recent years, researchers have put much focus on the influence of number magnitude and its impact on brands and consumers’ decision making. However, past studies emphasize on number superstition, which cannot provide an integrative explanation on the effect of number magnitude in brand names. In order to close the gap, this research explores how number magnitude in brands impact consumers’ attitudes from an integrative perspective based on the space–time congruity theory. This research proposes that products with big numbers in brand names receive more favorable evaluations than products with small numbers. Last but not least, this research also identifies a boundary condition of the main effect by examining the moderating role of need for cognition. Based on three studies, the authors investigated the influence of number magnitude in brands on consumers’ attitudes. In Study 1, the researchers constructed an integrative model and verified the main effect. Study 2 was conducted by using a 2 (big, small) × 2 (high need for cognition, low need for cognition) between-subjects design to testify the moderating role of need for cognition in the relationship between number magnitude and consumers’ attitudes. Study 3 further examined the theoretical process underlying the main effect by establishing an integrative chain in the causal order of “number magnitude” to “newness perception” to “perceived value” and to “consumers’ attitudes”. The results of the present research are three-fold: to start with, number magnitude in brands will influence consumers’ attitudes. Products with big numbers in brand names receive more favorable evaluations than products with small numbers. Secondly, this research also examined the moderating effect of need for cognition on the relationship between number magnitude and consumers’ attitudes. The results proclaim that the influence of number magnitude in brands is stronger when consumers have low need for cognition (vs. high). This research also verified an integrative model of the proposed hypothesis by constructing a causal chain consisting of number magnitude to newness perception to perceived value to consumers’ attitudes. These findings enrich the theoretical value of alphanumeric brands in three ways: firstly, it focuses on the influence of number magnitude in brands on consumers’ attitudes, which reconciles conflicting research findings in this field. In doing so, this research not only identifies the boundary conditions of consumers’ attitudes for number magnitude, but also exhibits that this effect is stronger when consumers have low need for cognition (vs. high). In conclusion, this research investigates the influence of number magnitude in brands on consumers’ attitudes and provides feasible guidelines and managerial implications for companies to apply the alphanumeric brand strategy effectively.
space–time congruity theory
冯文婷, 汪 涛. (2017). 数字的力量：品牌中数字大小 对消费者态度的影响. 心理学报, 49(12), 1581-1589.
FENG Wenting, WANG Tao. (2017). The power of numbers: The influence of number magnitude in brands on consumers’ attitudes. Acta Psychologica Sinica, 49(12), 1581-1589.