开端时间标志对高唤醒产品偏好的影响机制

The Starting Temporal Landmarks’ Effects on Preferences for High-Arousing Products

作者考察了开端时间标志对高唤醒产品偏好的影响及其心理机制。通过四个实验,作者发现启动开端时间标志会提高消费者对高唤醒产品的偏好,这一效应对积极型和消极型高唤醒产品均成立。作者进一步发现,该效应背后的心理机制是启动开端时间标志增强消费者对主观活力的渴望。高唤醒产品可以通过调动个体对身体能量和心理能量的感知来提升主观活力,因此启动开端时间标志可以使消费者更加偏好高唤醒产品。当消费者可以通过其他途径提升主观活力时,这一效应就会消失。这些研究发现进一步丰富了现有关于时间标志和唤醒的文献,并对高唤醒产品的营销管理具有重要的实践指导意义。

This research examines whether and how the starting temporal landmarks influence consumer preference for high-arousing products.Across four experiments,we demonstrate that consumers primed with the starting(vs.neural)temporal landmark generate a higher preference for high-arousing products,regardless whether the products induce positive or negative emotional experiences.We also demonstrate that this effect is mediated by consumers’desire for subjective vitality and that this effect will be attenuated when consumers can increase subjective vitality in other ways.Our findings extend the current literature on temporal landmark and arousal,and highlight the importance of timing to a successful promotion for high-arousing products.