【作者】 苗晓燕； 刘宁；

【Author】 MIAO Xiaoyan;LIU Ning;Department of Psychology,Ningbo University;School of Psychology,Shandong Normal University;

【机构】 宁波大学心理学系暨研究所； 山东师范大学心理学院；

【摘要】 市场竞争日益激烈,越来越多的企业通过开发多功能产品来提高市场竞争优势。所谓多功能产品是指除了具备基础功能(如收音机的收音功能)外,还提供一些附加功能(如收音机的时间显示功能)的产品。实践中,很多企业把开发占优势的附加功能作为一种提升竞争力的策略。但是这种策略是否有效?消费者是否真的偏好附加功能占优势的产品?这主要取决于消费者对产品的评估,那么探讨影响消费者评估多功能产品的因素也具有重要意义。解释水平理论认为,心理距离会影响人们对不同解释水平事件的评估,当心理距离远时,人们对高解释水平事件的评估更高;而当心理距离近时,则对低解释水平事件的评估更高。而关于解释水平理论的研究发现,心理距离影响消费者对产品功能数量的偏好。这提示我们,当以解释水平表征产品的基础功能和附加功能,心理距离也会影响消费者对不同功能占优势产品的评估。研究基于解释水平所表征的基础功能和附加功能的视角,从时间距离和社会距离两个维度出发,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。两个实验设计均为2(心理距离:远心理距离/近心理距离)×2(产品类型:基础功能占优势产品/附加功能占优势产品)被试间设计,实验一操纵时间距离(九个月后、一个月后),实验二操纵社会距离(他人、自己)。关于时间距离和社会距离两个实验的研究结果均显示,整体上消费者更关注多功能产品的基础功能,且对基础功能占优势产品的评估更高,但对于基础功能占优势的产品,消费者在远心理距离条件下的评估优于近心理距离条件,而对于附加功能占优势的产品,消费者在近心理距离条件下的评估优于远心理距离条件。研究结果表明,心理距离影响消费者对不同类型多功能产品的评估,且评估存在基础功能和附加功能上的差异。研究结果可为营销者定位产品优势和制定营销策略提供参考和理论依据。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).Dominant secondary features are usually used to increase the competence as a marketing strategy,but whether this strategy is effective,which mainly depends on the consumers’ product evaluations.On the other hand,Construal level theory(CLT) proposes that changes in psychological distance may alter the evaluations for events.Individuals under the condition of far psychological distance prefer high-level construal events,whereas individuals prefer low-level construal events under the condition of near psychological distance.Furthermore,studies from the perspective of construal level theory have demonstrated that psychological distance affects consumer’s preference for number of multi-functional product features.Thus,we proposed that psychological distance may also influence consumer’s evaluations for multi-functional products with dominant primary features(or dominant secondary features).Based on the primary features and secondary features characterized by high and low construal level,this research studied the effect of psychological distance(temporal and social distance) on consumers’ evaluations for multi-functional products.Two studies were conducted to test the hypothesis and both of them have a 2(psychological distance:far vs.near) by 2(product type:product with dominant primary feature vs.product with dominant secondary feature) betweensubjects design.In study 1,we manipulated temporal distance(after 9 months vs.after 1 month).In study 2,we manipulated social distance(others vs.self).Both of these two studies supported the hypothesis that for the product with dominant primary feature,participants’ evaluations for products under far psychological distance were higher than that under near psychological distance,while as for the product with dominant secondary feature,participants’ evaluations of products under near psychological distance were higher than that under far psychological distance.The findings suggested that the psychological distance influenced consumers’ evaluations for multi-functional products,and there were differences in their evaluations for primary feature and secondary feature.And the theoretical and managerial implications were discussed.更多还原