自我建构与新产品极端—折中评价策略的选择

Self-Construal and the Choice between Extreme-Compromise Strategies for New Product Evaluation

创新性产品可以给消费者带来利益,却往往面临更高的失败风险。企业只有深入了解消费者产品效价不一致情况下的评价策略,才能选取适当的营销工具进行有针对性的干预,从而改善消费者对新产品的评价并提升品牌形象,推动品牌建设进入良性循环。通过两个实验探究不同自我建构消费者在新产品与品牌效价不一致时进行信息加工、形成产品评价的异同机理发现,在低涉入度条件下,受不同自我建构个体精细加工差异的影响,独立我完全依据产品属性信息做出评价(极端策略),依存我同时依据品牌和属性信息做出评价(折中策略)。而导致上述结果的主要原因在于独立我与依存我不同的评价策略,而非两者对品牌诊断性的知觉差异。因此,对大量正处于成长期的我国企业而言,一定要根据具体销售情境,借助适当的营销工具(广告、包装等)营造高涉入度的消费情境,以此提升消费者评价和品牌形象,构筑企业持续竞争优势。

Highly innovative products may offer consumers both greater benefits and higher level of risks. Only with the deep understanding of evaluation strategies,will the enterprises choose the suitable marketing tools to improve consumers’ evaluation on new products,improve brand image,and promote the beneficial cycle of brand building. With the help of two experiments,the author finds that:in low- involvement conditions,independent selves evaluate solely by product’s attribute information(extreme strategy);interdependent selves evaluate by brand and attribute information simultaneously(compromise strategy).The above findings are caused by different evaluation strategies of independent selves and interdependent selves,but not the difference in brand’s perceived diagnosticity. For large number of enterprises,which are in the growing stage,they should create high- involvement environment of consumption with the use of appropriate marketing tools,such as advertisement and package, according to certain situation to improve consumers’ evaluation and brand image, and foster enterprises competitiveness.