Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance
Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance
复制标题
向上展示的环保产品一定会表现更好吗？
DOI：
10.1016/j.jbusres.2020.03.031
复制
发表时间：
2020-03
影响因子：
11.3
通讯作者：
Phau Ian
中科院分区：
文献类型：
--
作者：
Wang Haizhong;Shen Manqiong;Song Yiping;Phau Ian
随着人类生存环境的恶化，生态友好产品的消费越来越受到关注，特别是在道德方面。鉴于道德与高姿态之间存在正向隐喻关联，高姿态展示的环保产品能够增强消费者对此类产品的正面反应。更重要的是，我们发现上位强化效应取决于消费者对环境议题的心理距离。研究1a、1b、1c、2和3的结果表明，当消费者对环境问题的心理距离较远时，向上展示环保产品可以提高他们对产品信息的处理流畅性，从而产生更积极的产品评价和更高的购买意愿。然而，当消费者认为环境问题与他们接近时，向上展示生态友好产品的增强效果就会减弱。本文的研究结果在理论上对双加工模型和消费水平理论做出了贡献，并为企业制定生态友好产品的营销策略提供了实践指导。
With the deterioration of the human living environment, the consumption of eco-friendly products has received increasing attention, specifically with regard to morality. Given the positive metaphorical associations between morality and up-position, up-displayed eco-friendly products can enhance consumers’ positive responses to such products. More importantly, we find that the up-position enhancement effect depends on consumers’ psychological distance from environmental issues. The results from five studies (Studies 1a, 1b, 1c, 2, and 3) demonstrate that when consumers perceive a far psychological distance from environmental issues,up-displayingeco-friendly products can enhance their processing fluency for product information, resulting in more positive product evaluations and higher purchase intentions. However, the enhancement effect of up-displaying eco-friendly products is attenuated when consumers perceive environmental issues as proximal to them. The present findings theoretically contribute to dual-processing models and construal level theory and provide practical benefits to companies’ marketing strategies of eco-friendly products.
登录
查看更多内容
DOI：
--
发表时间：
2017
期刊：
--
影响因子：
--
作者：
Jasper Robinson
通讯作者：
Jasper Robinson
影响因子：
1.2
作者：
Shen M;Xie J;Liu W;Lin W;Chen Z;Marmolejo-Ramos F;Wang R
通讯作者：
Wang R
影响因子：
7.6
作者：
CHAIKEN, S
通讯作者：
CHAIKEN, S
影响因子：
5.4
作者：
M. Sherif;H. Cantril
通讯作者：
M. Sherif;H. Cantril
影响因子：
2.5
作者：
LAKOFF, G;JOHNSON, M
通讯作者：
JOHNSON, M