), 王妍苏 中国人民大学商学院, 北京 100872
收稿日期:2017-11-27出版日期:2019-02-25发布日期:2018-12-24通讯作者:庞隽E-mail:pangjun@rmbs.ruc.edu.cn基金资助:国家自然科学基金资助项目(71872173);国家自然科学基金资助项目(71472181)The shape-gender implicit association and its impact on consumer preference for product shapes
DING Ying, PANG Jun(), WANG Yansu School of Business, Renmin University of China, Beijing 100872, China
Received:2017-11-27Online:2019-02-25Published:2018-12-24Contact:PANG Jun E-mail:pangjun@rmbs.ruc.edu.cn摘要/Abstract
摘要： 本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。
图/表 2
表1实验2中不同形状的太阳镜和香水选择结果
| 选择结果 | 男性被试 | 女性被试 | ||
|---|---|---|---|---|
| 选择人数 | 百分比 | 选择人数 | 百分比 | |
| 外形圆润的太阳镜 | 4 | 10.26% | 36 | 63.16% |
| 外形有棱角的太阳镜 | 35 | 89.74% | 21 | 36.84% |
| 人数总计 | 39 | 57 | ||
| 外形圆润的香水 | 14 | 35.90% | 33 | 57.89% |
| 外形有棱角的香水 | 25 | 64.10% | 24 | 42.11% |
| 人数总计 | 39 | 57 | ||
表1实验2中不同形状的太阳镜和香水选择结果
| 选择结果 | 男性被试 | 女性被试 | ||
|---|---|---|---|---|
| 选择人数 | 百分比 | 选择人数 | 百分比 | |
| 外形圆润的太阳镜 | 4 | 10.26% | 36 | 63.16% |
| 外形有棱角的太阳镜 | 35 | 89.74% | 21 | 36.84% |
| 人数总计 | 39 | 57 | ||
| 外形圆润的香水 | 14 | 35.90% | 33 | 57.89% |
| 外形有棱角的香水 | 25 | 64.10% | 24 | 42.11% |
| 人数总计 | 39 | 57 | ||
图1中介效应检验模型 注：*表示p值小于等于0.05; ***表示p值小于0.001。
图1中介效应检验模型 注：*表示p值小于等于0.05; ***表示p值小于0.001。参考文献 49
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