本文關(guān)鍵詞： 擬人化形象 歸屬需要 社會排斥 自我建構(gòu) 刻板印象內(nèi)容模型　出處：《南開管理評論》2017年03期 　論文類型：期刊論文

【摘要】：市場上存在著形形色色的品牌吉祥物或虛擬的品牌形象代言人,這種品牌擬人化的手段已廣為實踐采納,本文將在品牌擬人化情境下探討不同類型擬人化形象的作用。具體而言,文章借鑒刻板印象內(nèi)容模型,提出熱情型和能力型兩種擬人化形象,并闡明個體的歸屬需要對消費者選擇不同擬人化形象的影響機制。文章通過三個實驗,采用不同方式啟動消費者的歸屬需要,共同論證了在高(低)歸屬需要情境下,消費者更愿意購買熱情型(能力型)的擬人化品牌;但上述效應(yīng)只存在于低購買風(fēng)險情境,當(dāng)消費者遇到高感知風(fēng)險時,無論個體處于何種歸屬需要水平,消費者都更傾向于購買能力型的擬人化品牌。本文推進了品牌擬人化與歸屬需要的研究進展,為品牌的擬人化形象設(shè)計和營銷推廣提供了相應(yīng)的實踐啟示。
[Abstract]:There are a variety of mascots or virtual brand image spokesmen in the market, and this means of personification of the brand has been widely adopted in practice. This paper will discuss the role of different types of personification image in the context of brand personification. In particular, the article uses stereotype content model for reference, and puts forward two kinds of personification image: enthusiastic type and ability type. Through three experiments, this paper uses different ways to start the consumer's attribution needs, and proves that under the situation of high (low) attribution needs, the paper expounds the influence mechanism of individual attribution needs on consumers' choice of different personification images. Consumers are more likely to buy enthusiastic (capacity) personified brands; however, these effects exist only in low purchase risk situations, and when consumers encounter high perceived risks, no matter what level of ownership the individual needs, Consumers are more inclined to purchase personified brand. This paper advances the research progress of brand personification and attribution needs, and provides the corresponding practical enlightenment for brand personification image design and marketing promotion.
【作者單位】： 南開大學(xué)旅游與服務(wù)學(xué)院;
【基金】：國家自然科學(xué)基金項目(71572084、71572207)
【分類號】：F273.2

【參考文獻】

相關(guān)期刊論文 前1條

1 王海忠;王駿e，

本文編號：1522260