传染病的威胁:当消费者避开产品包装中的人体存在时

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-20 DOI:10.1108/apjml-02-2024-0211
Jane Park, Chaeyeong Kim, Sehoon Park
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引用次数: 0

摘要

设计/方法/途径我们进行了五项独立的在线和离线实验。研究 1、2a 和 2b 采用了三组(威胁:传染性 vs. 控制性 vs. 非传染性)被试间设计来研究主效应及其内在机制。为了进一步研究调节效应,研究 3 采用了 2(威胁:传染性 vs. 控制性)×2(产品特征:基本型 vs. 抗菌型)的主体间设计,研究 4 采用了 2(威胁:传染性 vs. 控制性)×3(人类类型:非人类 vs. 人类-成人 vs. 人类-婴儿)的主体间设计。研究结果 研究 1、研究 2a 和研究 2b 表明,面临传染病威胁的消费者倾向于避免社交互动,从而降低了对有人(相对于无人)产品的偏好。)研究 3 和研究 4 通过提供边界条件,为我们的假设过程做出了贡献。具体来说,当产品具有抗菌功能(研究 3)且包装上有婴儿形象(研究 4)时,现有效应就会减弱。本研究通过探讨消费者对包装上有人类存在的产品的偏好,填补了这一空白。此外,本研究还通过确定产品特征和人类类型作为调节因素,为切实了解消费者的选择做出了贡献。
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The threat of contagious diseases: when consumers avoid human presence in product packaging

Purpose

Postulating that individuals exposed to the threat of contagious diseases respond oversensitively toward other people, the current research aims to investigate its impact on consumers’ preferences for human images—human presence—in product packaging.

Design/methodology/approach

Five independent online and offline experiments were conducted. Studies 1, 2a, and 2b employed a three-group (threat: contagious vs. control vs. noncontagious) between-subjects design to investigate the main effect and its underlying mechanism. To further examine the moderation effects, Study 3 used a 2 (threat: contagious vs. control) × 2 (product feature: basic vs. antibacterial) between-subjects design, and Study 4 employed a 2 (threat: contagious vs. control) × 3 (human type: non–human vs. human–adult vs. human–baby) between-subjects design.

Findings

Studies 1, 2a, and 2b demonstrate that consumers facing the threat of contagious diseases tend to avoid social interaction, leading to a lower preference for products featuring human presence (vs. non-human presence). Studies 3 and 4 contribute to our hypothesized process by providing boundary conditions. Specifically, when the product incorporates an antibacterial function (Study 3) and the packaging depicts a baby (Study 4), the existing effect can be attenuated.

Originality/value

Despite the prevalence of experiencing epidemics and pandemics, little work has examined how threatened consumers respond to product packaging. The present research addresses this gap by exploring consumers' preferences for products featuring human presence on their packaging. Furthermore, this research contributes to the practical understanding of consumer choices by identifying product features and human types as moderating factors.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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