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已有研究多关注上层空间线索在营销实践中的积极意义,而忽视了下层空间线索对消费行为的影响。本研究基于道德隐喻理论,通过三个实验分析了垂直线索对放纵消费的影响。实验一发现下层空间线索比上层空间线索更能提高消费者对放纵消费品的偏好,促进个体的放纵消费行为。实验二进一步分析了认知流畅性在垂直线索和放纵消费之间的中介作用,构建了完整的内部机制模型。实验三通过操作认知流畅性,进一步验证主效应的理论逻辑,拓展了主效应的内部效度。本研究为企业的经营和管理提供理论支持和实践建议。
Previous studies have paid more attention to the positive significance of the clues in the upper space in marketing practice, while ignoring the impact of clues in the lower space on consumer behavior. Based on the theory of moral metaphor, this study analyzes the influence of vertical cues on the consumption of indulgence through three experiments. Experiment 1 found that the clues in the lower space can enhance consumers’ preference of indulgent consumer goods more than the clues in the upper space, and promote individual’s indulgent consumption behavior. Experiment two further analyzes the intermediary role of cognitive fluency between vertical clues and indulgent consumption, and constructs a complete internal mechanism model. In the third experiment, the theoretical logic of the main effect was further verified through the operation of cognitive fluency, which expanded the internal validity of the main effect. This study provides theoretical support and practical advice for the operation and management of enterprises.