Dialectical mind can be sweet toward crisis-associated products/brands
Dialectical mind can be sweet toward crisis-associated products/brands
复制标题
辩证思维可以对与危机相关的产品/品牌产生积极影响
DOI：
10.1002/mar.21068
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发表时间：
2018
影响因子：
6.7
通讯作者：
Wumei Liu
中科院分区：
文献类型：
--
作者：
Bing Shi;Haizhong Wang;Wumei Liu
消费者的思维方式（例如辩证思维）是认知的基础，但在消费者文献中却没有得到足够的重视。本研究探讨了辩证思维对中国消费者对危机相关产品/品牌反应的影响。三项实验研究的结果表明，与那些接受非辩证思维的消费者相比，接受辩证思维的消费者对危机相关产品/品牌的购买意愿和信任度更高。不仅对于具有中国文化背景的产品如此，对于具有西方文化背景的产品也是如此。消费者对危机严重程度的感知减弱了辩证思维的影响，在危机高度严重的情况下，辩证思维的影响比不太严重的情况下更强。一项调查研究也显示了类似的模式。这些发现对于鼓励中国消费者坚持质量标准以更好地保护消费者权益提出重要建议，此外，对于跨国公司如何最好地应对和制定处理中国市场产品危害危机的策略也具有重要意义。
Consumers’ thinking style (e.g., dialectical thinking), which is fundamental to cognition, has been.paid inadequate attention in the consumer literature. This research explores the impact of dialectical.thinking on Chinese consumer responses toward crisis-associated products/brands. Findings.in three experimental studies indicate that, in comparison to those primed with nondialectical.thinking, consumers primed with dialectical thinking report higher levels of purchase intention.and trust for a crisis-associated product/brand. This is the case not just for products with Chinese.cultural background, but also for products with western cultural background. Consumers’.perceived severity of crises moderates the impact of dialectical thinking, with a stronger impact.in a highly severe crisis situation than in a less severe one. A survey study indicates a similar pattern..These findings are important in suggesting ways of encouraging Chinese consumers to be.insistent on quality standard in order to better protect their consumer rights, and moreover, for.multinational corporations on how best to respond and formulate strategies of handling productharm.crises in the Chinese market.