Influence of Consumer Affinity toward Foreign Countries on Consumers’ Regulatory Focuses
Influence of Consumer Affinity toward Foreign Countries on Consumers’ Regulatory Focuses
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DOI：
10.1080/08961530.2021.1961335
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发表时间：
2021-08
影响因子：
3.3
通讯作者：
Shinichiro Terasaki;Hiroaki Ishii;Yuriko Isoda
中科院分区：
文献类型：
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作者：
Shinichiro Terasaki;Hiroaki Ishii;Yuriko Isoda
无论是真实的还是虚拟的，扩大跨文化的社会交往使消费者对不同的文化产生兴趣，从而增加了对外国持积极态度的消费者数量。本研究旨在探讨消费者亲和感对跨文化消费决策的影响。具体而言，本文从认知水平理论和调节焦点理论的角度，探讨了促进或抑制消费者对外国产品评价的亲合力的条件。一系列的实验表明，在考虑购买外国产品时，消费者的亲和性会导致两国之间的心理接近，这可能导致消费者的亲和度发生变化，从而导致产品吸引力的有效方法（以促销为中心与以预防为中心）的差异。这一心理机制将拓展产品或服务全球营销时有效沟通策略的研究。
Abstract Expanding cross-cultural social interaction regardless of whether it is real or virtual makes consumers become interested in different cultures, thereby increasing the number of consumers with positive attitudes toward foreign countries. This study examines the role of consumer affinity—a feeling of sympathy and attachment to a specific foreign country—in cross-cultural consumer decision-making. Specifically, it investigates the conditions that promote or inhibit consumer affinity for foreign product evaluation from the perspective of construal level theory and regulatory focus theory. A series of experiments clarified that when considering the purchase of a foreign product, consumer affinity caused a psychological proximity between the two countries, which could result in a change in consumers’ construal level and, therefore, a difference in the effective method of a product appeal (promotion-focused vs. prevention-focused). This psychological mechanism will expand the research on effective communication strategies when marketing products or services globally.