文化如何塑造消费者对拟人产品的反应

IF 5.9 2区 管理学 Q1 BUSINESS International Journal of Research in Marketing Pub Date : 2023-09-01 DOI:10.1016/j.ijresmar.2023.06.005
Sara Baskentli , Rhonda Hadi , Leonard Lee
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引用次数: 1

摘要

轶事证据表明,与西方消费者相比,东方消费者对拟人化产品的反应更为积极。在目前的工作中,我们检验了这种共同直觉的有效性,并揭示了消费者反应差异背后的特定文化维度。具体而言,通过一项跨国家的实地研究和三项对照实验,我们证明集体主义消费者比非拟人化产品更喜欢拟人化产品,而非集体主义消费者没有表现出这种相对偏好。这种互动效应适用于各种产品类别,无论集体主义思维是基于国籍还是种族来衡量、操纵还是操作的。我们提供的管理和理论启示源于我们的发现。
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How culture shapes consumer responses to anthropomorphic products

Anecdotal evidence suggests that Eastern consumers respond more favorably to anthropomorphic products than their Western counterparts. In the present work, we examine the validity of this common intuition and uncover the specific cultural dimension underlying this difference in consumer response. Specifically, across a cross-national field study and three controlled experiments, we demonstrate that collectivistic consumers favor anthropomorphic products more than non-anthropomorphic products, whereas non-collectivistic consumers do not display this relative preference. This interactive effect holds across various product categories, regardless of whether collectivistic thinking is measured, manipulated, or operationalized based on nationality or ethnicity. We offer managerial and theoretical implications that stem from our findings.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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