Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products
Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products
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DOI：
10.1002/(sici)1520-6793(199901)16:1
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发表时间：
1999
影响因子：
6.7
通讯作者：
Deanna S. Kempf
中科院分区：
文献类型：
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作者：
Deanna S. Kempf
在一个包含两个细胞的实验中，对产品试用的情感和认知反应进行了检验，这两个细胞代表两种产品类型：享乐型和功能性。刺激产品是电脑游戏和语法检查软件。42名大学生组成了这个实验的样本。研究的具体情感反应是愉悦和觉醒，品牌认知则表示为品牌属性的期望值（品牌信念、信念信心和属性评价的乘积，跨属性相加（σ biciei））。根据产品本质上是享乐性的还是功能性的，对产品试用的情感和认知反应的相对水平和影响有显著差异。具体而言，对于享乐产品，试验期间的感觉唤醒高于功能性产品，情绪反应是受试者对试验体验评价的重要前因。然而，品牌认知与享乐产品的试验评价没有显著相关。而对于功能性产品，品牌认知和愉悦是试验评价的显著前因，而唤醒则不显著。这项研究的结果证明了考虑产品试用所产生的认知结构和消费者对试用的情感反应的重要性。特别是对于享乐产品，对试验的情绪反应被证明是消费者对试验体验的评价的强大先决条件，随后是品牌态度。市场营销人员和市场研究人员可以使用这些结果来预测哪一类对产品试用的反应（情感或认知）将对特定产品的品牌评估最重要。这些知识还可以使营销人员操纵产品试验的各个方面，这些方面对本研究显示的对该产品类型的品牌评价有重大影响的试验反应集最具影响力。©1999 John Wiley & Sons, Inc
Affective and cognitive responses to a product trial are examined in an experiment containing two cells representing two product types: hedonic and functional. The stimulus products were a computer game and grammar-checking software. Forty-two college students comprised the sample for the experiment. The specific affective responses studied are pleasure and arousal, and brand cognitions are represented as the expectancy value from brand attributes (the product of brand beliefs, belief confidence, and attribute evaluations, summed across the attributes (σ biciei)). The relative level and influence of affective and cognitive responses to a product trial were shown to differ significantly, depending on whether the product was hedonic or functional in nature. Specifically, for the hedonic product, felt arousal during the trial was higher than for the functional product, and emotional responses were significant antecedents of subjects' evaluations of the trial experience. Brand cognitions, however, were not significantly related to trial evaluations for the hedonic product. In contrast, for the functional product, brand cognitions and pleasure were significant antecedents of trial evaluations, but arousal was not. The findings of this study demonstrate the importance of considering both the cognitive structure created by a product trial and the consumer's emotional reactions to the trial. For hedonic products, especially, emotional responses to the trial were shown to be powerful antecedents to consumers' evaluations of a trial experience, and subsequently, brand attitude. Marketers and marketing researchers can use these results to predict which category of responses to product trial (affective or cognitive) will be most important for brand evaluation for the particular product in question. This knowledge may also enable marketers to manipulate aspects of a product trial that are most influential on the set of trial responses that this study has shown to significantly affect brand evaluation for that product type. © 1999 John Wiley & Sons, Inc.