自我概念和产品属性对消费者颜色偏好的影响

Effects of Self-concepts and Product Attributes on Color Preference of Consumer

颜色会通过影响目标消费者的心理而潜在地影响目标消费者日常生活中的行为。对颜色偏好的研究已取得了相对丰富的成果,但缺乏将自我概念这一心理变量与颜色偏好结合起来。本文将尝试着弥补这一缺陷:研究消费者的自我概念对冷暖颜色偏好的影响,并考虑产品属性的调节效应。实验结果展示,独立(互依)自我群体相比互依(独立)自我群体更偏好有色相的产品;独立(互依)自我群体相比互依(独立)自我群体更偏好有暖色(冷色)的产品;产品属性的调节效应不显著。这表明,消费者对产品的颜色偏好主要依赖于其自我概念的特征,而受产品属性的影响不显著。

The color can affect the target consumer's behavior in daily life potentially by influencing the mind of consumers.The previous scholars have achieved abundant results on the study of color preference,but the researches are weak in the psychological variables of self-concept with color preference.To compensate for this defect,the effect of the consumer self-concept on the color preference is introduced to observe the moderating effect by taking product attributes into consideration separately.Experimental results show that,independent(interdependent)self-concept groups compared to interdependent(independent) self-concept groups prefer the hue(no hue) product and independent(interdependent) self-concept groups compared to interdependent(independent) self-concept groups prefer the warm(cold) product.However,the moderating effect of the product attributes is not significant.Above all,the results suggest that the color preference of consumer is mainly depend on the characteristics of selfconcept,but the impacts of the product attributes on it is not significant.