Perceived air pollution reduces consumers' self-disclosure: The role of tense arousal
Perceived air pollution reduces consumers' self-disclosure: The role of tense arousal
复制标题
DOI：
10.1002/mar.21949
复制
发表时间：
2023-12-11
影响因子：
6.7
通讯作者：
Wang，Cheng Lu
中科院分区：
文献类型：
--
作者：
Liu，Wumei;Huang，Heqing;Wang，Cheng Lu
消费者通常不愿向零售商披露他们的个人信息。如何促进消费者的自我表露一直是营销人员和研究者关注的焦点。使用总共八项多方法研究(N= 5281)，其中包括一项研究、一项实地研究、一项自然实验和五项实验室实验，我们发现，对高(与低)空气污染水平的感知会降低消费者的自我表露意愿和行为。这种效应是通过紧张唤醒来调节的，并通过(1)消费者是否意识到感知到的空气污染水平对紧张唤醒的影响以及(2)在什么环境下消费者披露他们的个人信息(播放低节奏舒缓背景音乐的环境与播放高节奏摇滚背景音乐的环境)来调节。我们还排除了调节焦点和情绪效价作为替代过程变量的可能性。我们的发现扩展了过去关于感知空气污染、紧张唤醒和自我表露的文献。研究结果还表明，营销者、零售商和服务提供商通过在零售环境中播放低节奏的舒缓背景音乐来缓解空气污染感知对消费者自我表露的负面影响。
Consumers are often reluctant to disclose their personal information to retailers. How to promote consumers' self‐disclosure has been a focal point of interest for marketers and researchers. Using a total of eight multimethod studies (N= 5281) which composite a study with secondary data, a field study, a natural experiment, and five lab experiments, we show that a perception of high (vs. low) levels of air pollution decreases consumers' self‐disclosure willingness and behavior. This effect is mediated by tense arousal and moderated by (1) whether consumers are aware of the impact of perceived air pollution levels on tense arousal and (2) under which environment consumers disclose their personal information (an environment playing low‐paced soothing background music vs. a one playing high‐paced rock background music). We also rule out regulatory focus and mood valence as alternative process variables. Our findings extend past literature on perceived air pollution, tense arousal, and self‐disclosure. The results also suggest marketers, retailers, and service providers mitigate the negative impact of air pollution perception on consumers' self‐disclosure by playing low‐paced soothing background music in retailing contexts.