哪种品牌拟人化形象更受偏爱——归属需要的调节效应及边界

发布时间：2018-02-21 15:48

本文关键词： 拟人化形象归属需要社会排斥自我建构刻板印象内容模型　出处：《南开管理评论》2017年03期 　论文类型：期刊论文

【摘要】：市场上存在着形形色色的品牌吉祥物或虚拟的品牌形象代言人,这种品牌拟人化的手段已广为实践采纳,本文将在品牌拟人化情境下探讨不同类型拟人化形象的作用。具体而言,文章借鉴刻板印象内容模型,提出热情型和能力型两种拟人化形象,并阐明个体的归属需要对消费者选择不同拟人化形象的影响机制。文章通过三个实验,采用不同方式启动消费者的归属需要,共同论证了在高(低)归属需要情境下,消费者更愿意购买热情型(能力型)的拟人化品牌;但上述效应只存在于低购买风险情境,当消费者遇到高感知风险时,无论个体处于何种归属需要水平,消费者都更倾向于购买能力型的拟人化品牌。本文推进了品牌拟人化与归属需要的研究进展,为品牌的拟人化形象设计和营销推广提供了相应的实践启示。
[Abstract]:There are a variety of mascots or virtual brand image spokesmen in the market, and this means of personification of the brand has been widely adopted in practice. This paper will discuss the role of different types of personification image in the context of brand personification. In particular, the article uses stereotype content model for reference, and puts forward two kinds of personification image: enthusiastic type and ability type. Through three experiments, this paper uses different ways to start the consumer's attribution needs, and proves that under the situation of high (low) attribution needs, the paper expounds the influence mechanism of individual attribution needs on consumers' choice of different personification images. Consumers are more likely to buy enthusiastic (capacity) personified brands; however, these effects exist only in low purchase risk situations, and when consumers encounter high perceived risks, no matter what level of ownership the individual needs, Consumers are more inclined to purchase personified brand. This paper advances the research progress of brand personification and attribution needs, and provides the corresponding practical enlightenment for brand personification image design and marketing promotion.
【作者单位】：南开大学旅游与服务学院;
【基金】：国家自然科学基金项目(71572084、71572207)
【分类号】：F273.2

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