数字有形状吗?数字信息精确性和品牌标识形状的匹配效应

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杨晨¹, 陈增祥²(

)

¹ 华南理工大学工商管理学院, 广州 510641
² 中山大学国际金融学院, 珠海 519082

收稿日期:2018-03-20出版日期:2019-07-25发布日期:2019-05-22
通讯作者:陈增祥E-mail:chzengx@mail.sysu.edu.cn

基金资助:* 国家自然科学基金项目(71502067);国家自然科学基金项目(71572084);国家自然科学基金项目(71802202);国家自然科学基金项目(71832015);国家自然科学基金项目(71802051);广东省自然科学基金博士启动项目(2016A030310425);教育部哲学社会科学研究重大课题攻关项目资助(17JZD020)

Do numbers have shape? The matching effect between precise numerical information and brand logo shape

YANG Chen¹, CHEN Zeng-Xiang²(

)

¹ School of Business Administration, South China University of Technology, Guangzhou 510641, China
² International School of Business & Finance, Sun Yat-sen University, Zhuhai 519082, China

Received:2018-03-20Online:2019-07-25Published:2019-05-22
Contact:CHEN Zeng-Xiang E-mail:chzengx@mail.sysu.edu.cn

摘要/Abstract

摘要： 数字的精确性(精确 vs.大概)会影响人们的各种心理与推断, 本文在已有研究的基础上提出数字精确性与形状之间存在关联。具体而言, 精确数字会更有可能被感知为多角, 而大概数字更可能被感知为圆润。实验1和2分别通过内隐联想测试和消费情境确认这一效应的存在, 实验3进一步探讨了流畅性感知对上述匹配效应影响消费者产品评价的中介作用, 实验4则通过反转数字的性别象征意义, 提出了匹配效应的边界条件：当人们头脑中形成“精确=女性、大概=男性”的联系时, 会产生精确数字-圆润形状和大概数字-多角形状的匹配关系。这些结果说明了数字信息与形状信息之间存在认知关联, 它对理解个体如何加工数字信息、形状信息以及企业如何利用这些信息提供了一定的启发意义。

图/表 5

图1实验1不同形状背景下被试对不同数字信息的平均反应时(左)和平均正确率(右) (M ± SD) 注：**p < 0.01

图2实验2中产品数字信息和品牌标识对消费者品牌态度的影响(M ± SD) 注：* p < 0.05, *** p < 0.001

图3实验3中产品数字信息和品牌标识对消费者品牌态度的影响(M ± SD) 注：**p < 0.01

图4实验3中广告信息流畅性感知的中介示意图注：**p < 0.01, ***p < 0.001

图5不同数字-性别联结模式下(“精确=女性” (左图)和“精确=男性” (右图))数字信息和品牌标识对产品评价的影响(M ± SD) 注：*p < 0.05, **p < 0.01

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