【摘要】 本研究从解释水平理论出发,探讨了心理距离对消费者评估多功能产品的影响。研究首先检验了消费者对多功能产品基础功能和附加功能的解释水平表征差异(实验1),结果发现消费者以高解释水平表征多功能产品的基础功能,以低解释水平表征多功能产品的附加功能;之后分别操纵时间距离(实验2)和社会距离(实验3),探讨了心理距离对消费者评估不同类型多功能产品的影响,结果发现对于基础功能占优势的产品,消费者在远时间距离(远社会距离)条件下对产品的评估优于近时间距离(近社会距离);而对于附加功能占优势的产品,消费者在近时间距离(近社会距离)条件下对产品的评估优于远时间距离(远社会距离)。结果表明,心理距离影响消费者对不同类型多功能产品的评估,且基础功能占优与附加功能占优的多功能产品之间存在差异,消费者在远心理距离时对基础功能占优产品的评估优于近心理距离,在近心理距离时对附加功能占优产品的评估优于远心理距离。更多还原

【Abstract】 As market competitiveness grows,more and more multi-functional products are developed to increase brand competitiveness by providing additional features. Multi-functional products provide not only primary features( e. g.broadcasting function of radio) but also secondary features( e. g. Time function of radio). Based on the Construal Level Theory,we explored how the consumers represented the primary features and secondary features of multi-functional products( Study 1). The findings showed that the primary features of the multi-functional product were represented as high-construal level by consumers,whereas the secondary features of the multi-functional product were represented as low-construal level. Then we investigated the effect of psychological distance( temporal and social distance) on consumers’ evaluations for multi-functional products( Study 2 and Study 3). The results showed that participants under distant temporal distance( far social distance) reported higher evaluations for the products with dominant primary features than participants under near temporal distance( close social distance). However,participants under near temporal distance( close social distance) reported higher evaluations for the products with dominant secondary features than those under distant temporal distance( far social distance). The results indicate that the psychological distance influence consumers’ evaluations for multi-functional products,and there are evaluation differences between products with dominant primary feature and products with dominant secondary feature.更多还原