死亡凸显对高音频声音偏好的影响及作用机制

Influence of Mortality Salience on Preference for High-frequency Sound and Its Mechanism

死亡凸显成为一种常态,由此引发消费者的死亡焦虑和恐惧,生命意义受到破坏会促使消费者寻求有效的缓解方式。然而,已有研究多聚焦在消费者以具体的产品或者品牌为主的物质补偿消费,未能关注到死亡凸显情景下消费者的感官补偿行为。通过梳理死亡凸显和感官营销(听觉)的相关研究,借助概念隐喻理论和意义感维持模型,构建死亡凸显对声音频率偏好的研究模型,提出经历死亡凸显的消费者更加偏好高音频声音。使用3个实验研究进行验证,所有实验均采用情景操控和组间实验设计,运用Spss进行方差分析和bootstrap中介效应分析,重点探索死亡凸显对高音频声音偏好的影响,并检验意义寻求的中介作用和自我肯定的调节作用。研究结果表明,经历死亡凸显的消费者更加偏好高音频声音,意义寻求在死亡凸显对高音频声音偏好的影响中起中介作用,这种效应受到自我肯定的调节,当经历了自我肯定之后,死亡凸显情景下的消费者获得了意义补偿和体验,对高音频声音的偏好会减弱。研究结果揭示了死亡凸显对声音频率的选择偏好问题,为死亡凸显情景下的消费补偿行为研究提供了新的视角,从整体视角概括了消费者缓解死亡焦虑的最终动机,即获取生命意义。研究结果对后续死亡恐惧管理研究具有重要的理论价值,为企业的感官营销实践提供了非常重要的指导,特别是在经历死亡凸显之后,听觉感官体验也可以作为消费者缓解消极心理体验的一种有效策略,公共政策制定者也可以借助声音来保证特殊时期(如遭受自然灾害和新冠肺炎疫情期间)的大众心理健康和社会稳定。

Mortality salience has became the norm.This will cause the consumer′s death anxiety and fear,the destruction of the meaning of life,and promote consumers to seek effective anxiety buffer.However,the existing research focuses on the consumption of material compensation based on a specific product or brand,yet fails to pay attention to the sensory compensation behavior of consumers in the state of mortality salience.By combing the related research on mortality salience and sensory marketing(auditory),with the help of conceptual metaphor theory and meaning maintenance model,we construct the research model about the influence of mortality salience on consumers′preference for sound frequency,and it is suggested that consumers experiencing mortality salience prefer high-frequency sound.Three experimental studies were used to verify the results.All the experiments were designed by scenario manipulation and intergroup experiment.Variance analysis and bootstrap effect analysis were conducted by using Spss software,this study focuses on the effects of mortality salience on consumer preference for high-frequency sound,and examines the mediating role of meaning seeking and the moderating role of self-affirmation.The results show that consumers experiencing mortality salience prefer high-frequency sound,and meaning seeking plays a mediating effect in the effect of mortality salience on high-frequency sound.This effect is moderated by self-affirmation,and when the experience of self affirmation is experienced,meaning is compensated and experienced by the consumer in the case of mortality salience,and the preference for high-frequency sound weakens.The results reveal the influence of mortality salience on consumers′preference for sound frequency,which provides a new perspective for the study of consumer compensation behavior in the state of mortality salience.From a more holistic perspective,this study summarizes the ultimate motivation of consumers to alleviate death anxiety,that is,to obtain the meaning of life.It provides an important theoretical value for the future research of mortality fear management.The results of this study provide important guidance for the sensory marketing practice of enterprises,especially after experiencing mortality salience,auditory sensory experience can also be used as an effective strategy for consumers to alleviate negative psychological experience.Public policy makers can also use the sound to ensure public mental health and social stability in times of crisis(such as during the period of natural disasters and COVID-19 epidemic).