积极情绪对品牌来源国效应的影响作用研究
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摘要
消费者在对来自某国的产品进行评价和判断时,总会受到对该国总体性认知的影响,尤其是当消费者对产品的其它属性信息不够了解时,来源国作为产品和品牌评价的一个重要信息线索,会左右整个消费决策的过程,这即为来源国效应。在西方的营销学领域中,研究者们从来源国效应的表现、作用机制及影响因素等多个角度进行了探索,而对于“中国制造”被长期赋予的价廉质低的刻板印象,中国的营销学者也就如何规避来源国负面效应的问题提出了企业市场营销的策略建议。但其中,将消费者的情绪特点与来源国效应相结合的研究却十分鲜见。实际上,情绪虽然是即时性的,却足以在消费决策中对品牌的来源国效应产生影响,甚至可以独立于产品自身属性特征而成为“国家品牌资产”的一个重要来源。
本研究探讨积极的、具体情绪对品牌来源国效应的影响问题,并将情绪视为一个具有多种认知属性的复杂体,基于情绪对认知影响的情感注入模型(AIM)研究情绪的各种属性特征作用于来源国效应的不同认知模式。
本文主要分为如下几个部分：
第一章为引言。提出本文的研究背景,要解决的主要问题以及研究具有的理论与现实意义。
第二章为文献综述与研究假设的提出。系统回顾来源国效应研究,以及情绪与认知关系研究的历史与现状,介绍在这两个研究领域中的基本概念、主要理论、研究的体系,在此基础上,将两个领域的理论相结合提出本文的研究假设。
第三章和第四章为本文的主体研究部分,共包括八个行为实验。第三章基于具体情绪的自我一他人认知指向特征,通过实验1和实验2揭示了情绪的指向性与信息指向性之间存在的匹配关系,即在自我指向的高兴和骄傲情绪状态下,消费者对强调“个人”的广告产品评价更为积极,在他人指向的平和和共情情绪状态下,消费者对强调“我们”的广告产品评价更为积极。实验3和实验4将情绪指向与信息指向之间的匹配关系延伸至来源国效应的问题中,证明了情绪的指向性与来源国文化特征指向性之间的匹配关系。研究将美国作为西方个人主义文化的代表,将中国作为东方集体主义文化的代表。结果表明：当将强调独立自我的美国作为产品的来源国时,在指向自我的高兴情绪条件下较指向他人的平和情绪条件下,消费者态度更为积极；但对于中国产品的消费者态度没有受到情绪类型的显著影响。由此,出现了在高兴情绪条件下,美国与中国相比的来源国优势效应突出,但在平和条件下,美国品牌的优势来源国效应受到削弱的现象。
第四章结合了情绪的基本属性维度即唤醒水平和正负效价,进一步探讨情绪与来源国效应之间的交互作用。在针对唤醒水平特征的研究中,通过引入品类变量(实验5)以及附加产品信息变量(实验6和实验7),操纵加工任务的复杂程度,以获得在不同认知方式下,情绪对来源国效应的影响作用。实验5将印度视为负面、并强调相依自我的集体主义文化的来源国。结果表明：在加工任务相对简单时,情绪唤醒度激发的启发式决策在认知过程中发挥主要作用,消费者倾向于依据印度这一负面来源国的刻板印象对产品做出评价；当加工任务相对复杂时,具体情绪的认知指向特征发挥主要作用,表现为在与印度文化相匹配的他人指向情绪下,印度产品较无来源国信息的产品获得了更积极的消费者态度。与此相似,附加的一致性属性信息也同样可以增加认知任务的复杂程度(实验6),在此条件下,与中国作为来源国相匹配的平和情绪较不匹配的高兴情绪下,会产生更积极的消费者态度。但是,当呈现不一致的附加信息时(实验7),则由于引发过度的认知加工负荷,进入情绪的低卷入模式,使得消费者主要依据产品属性进行决策,来源国效应消失。在针对情绪正负效价维度的研究中,实验8发现自我—他人的认知指向与来源国文化特征之间的匹配关系会在负性情绪条件下发生反转,表现为：在指向自我的负性情绪条件下,美国作为来源国时较中国作为来源国时,消费者的购买意愿更低。
第五章和第六章为总体结论和讨论。指出本文在多种情绪属性对认知影响的不同模式方面,以及在来源国效应的影响因素方面所具有的研究创新性。围绕本研究结论的应用价值问题,分别对国家形象、国家产品层面的营销战略以及具体的营销措施进行了讨论。同时,对研究的不足以及解决方法进行了分析,比如在情绪启动和测量中存在的问题等。最后,对未来研究提出了建议,包括从认知主体层面开展情绪与来源国效应的关系研究,以及将更多具体情绪属性与来源国效应相结合开展的研究。
A consumer's evolution and judgment on a product of a certain country is always influenced by his comprehensive cognition on the country, especially when he is not well informed of other attributes of the product. Country of Origin (CoO), one of the most important information clues on product and brand, controls the whole consumer decision-making process, which is called Country-of-Origin effect. In the field of western marketing, researchers have investigated its effect into performance, mechanism of action and influential factors from multiple perspectives. As far as the stereotyped impression on 'Made in China', which has a somewhat image of low price and quality for many years, Chinese marketing researchers pose the strategies and advices for business marketing about how to avoid the negative effect on country of origin. However, a few studies have been concerned about the issues on the relationship between emotion and the CoO effect. In fact, although temporary, emotion is sufficient enough to make an important impact on CoO effect in comsumer decision, even become 'National Brand Equality'a crucial source, independent of a product's own nature.
This study explores the issue on the impact of emotion on brand CoO effect and regardes emotion as a complexity of multiple cognitive attributes based on the theory of Affect Infusion Model (AIM), deeply discussing the multiple cognitive modes influenced by diverse emotional appraisals.
This paper consists of six chapters as follows:
Chapter1is introduction. It puts forward the study of main issues, research background as well as the theories and practical meaning.
Chapter2provides a literature review and puts forward the hypotheses. The history and current situation of researches on CoO effect and the relationship of emotion and cognition are systematically reviewed. The author introduces basic concepts, classic theories and research system in these two fields. They eventually lay the foundation for the research hypotheses.
Chapter3and Chapter4are main sections of this dissertation, which consist of empirical studies, including eight experiments. Experiment1and Experiment2aim to exposing matching relationship between emotion focus and information direction based on self-other focus of specific emotion. The result demonstrates that in the state of self-focused emotions such as happiness and pride, participants prefer the evalution on advertisement focused on 'individual', however, in the state of other-focused emotions such as peacefulness and empathy, they prefer the advertisement focused on 'our'. Experiment3and Experiment4extend the result found in first two studies to the field of CoO effect, where the matching relationship between emotion focus and culture direction of CoO is tested. The USA is regarded as the typical example of individualism in western culture where the universal self-concept is independent self, while China as the one of collectivism in eastern culture where interdependent self is common. The results show more positive attitudes in the state of self-focused than other-focused emotion when the USA is the CoO of a brand, however, there is no significant difference between two emotional states for China brand. In other words, the advantage of CoO effect of the USA compared with China is remarkable when participants are happy; however, this advantage disappears when they are peaceful.
Chapter4provides a deep investigation into the influence of emotion on CoO effect through introducing basic emotion dimensions:arousal level and positive-negative value. The studies obtain the different cognitive process and result in the influence of emotion on CoO effect through manipulating variables of product category (Experiment5) and additional product information (Experiment6&Experiment7) to change the complex extent of cognitive tasks. India is chosen as the example of negative CoO image and collectivism culture. The results demonstrate that heuristic strategy motivated by simple task plays an important role in the cognitive process. Participants tend to make decision based on the stereotyped CoO image when facing with simple task. However, substantive strategy primed by complex task makes self-other focused appraisal of specific emotion play the crucial role in the influence on CoO effect. Specifically, consumers'attitude is more positive to the brand from India than that without CoO information when they are in the state of peacefulness which is compatible with Indian culture. Experiment6obtains more positive attitudes toward China brand in the state of peacefulness than happiness when additional and consistent information about product attributes is provided to participants, which is another way to increase the complexity of cognitive task. However, CoO will be tested to have been disappeared if the additional information is inconsistent with existing information, because low affect infusion model is motivated by overload cognitive task. Experiment8introduces positive-negative value, another variable in basic emotion dimensions. Compared with the result obtained in the positive emotion state, the matching relationship between emotion focus and culture direction is found reversed under the condition of negative and self-focus emotion state, which means purchasing intension of American brand is weaker than that of Chinese brand.
Chapter5and Chapter6provide comprehensive conclusions and discussion. The author points out the creativity of this research in the field of influential factors on CoO effect as well as the impact of emotions'attributes on cognitive process in varying modes. Referring to the practical contribution, the conclusions will be helpful for promoting a nation's image, improving the evaluation on products and brands from the nation and making concrete maketing measures respectively. Meanwhile, the author analyzes deficiency and solutions of the study in depth such as problems in emotion priming and measurement and indicates a research orientation in the future such as the supplementary for the relationship of emotion and CoO effect based on the character of cognitive subject and also the issue on extensively combining other cognitive appraisals of specific emotion with CoO effect.
本研究探讨积极的、具体情绪对品牌来源国效应的影响问题,并将情绪视为一个具有多种认知属性的复杂体,基于情绪对认知影响的情感注入模型(AIM)研究情绪的各种属性特征作用于来源国效应的不同认知模式。
本文主要分为如下几个部分：
第一章为引言。提出本文的研究背景,要解决的主要问题以及研究具有的理论与现实意义。
第二章为文献综述与研究假设的提出。系统回顾来源国效应研究,以及情绪与认知关系研究的历史与现状,介绍在这两个研究领域中的基本概念、主要理论、研究的体系,在此基础上,将两个领域的理论相结合提出本文的研究假设。
第三章和第四章为本文的主体研究部分,共包括八个行为实验。第三章基于具体情绪的自我一他人认知指向特征,通过实验1和实验2揭示了情绪的指向性与信息指向性之间存在的匹配关系,即在自我指向的高兴和骄傲情绪状态下,消费者对强调“个人”的广告产品评价更为积极,在他人指向的平和和共情情绪状态下,消费者对强调“我们”的广告产品评价更为积极。实验3和实验4将情绪指向与信息指向之间的匹配关系延伸至来源国效应的问题中,证明了情绪的指向性与来源国文化特征指向性之间的匹配关系。研究将美国作为西方个人主义文化的代表,将中国作为东方集体主义文化的代表。结果表明：当将强调独立自我的美国作为产品的来源国时,在指向自我的高兴情绪条件下较指向他人的平和情绪条件下,消费者态度更为积极；但对于中国产品的消费者态度没有受到情绪类型的显著影响。由此,出现了在高兴情绪条件下,美国与中国相比的来源国优势效应突出,但在平和条件下,美国品牌的优势来源国效应受到削弱的现象。
第四章结合了情绪的基本属性维度即唤醒水平和正负效价,进一步探讨情绪与来源国效应之间的交互作用。在针对唤醒水平特征的研究中,通过引入品类变量(实验5)以及附加产品信息变量(实验6和实验7),操纵加工任务的复杂程度,以获得在不同认知方式下,情绪对来源国效应的影响作用。实验5将印度视为负面、并强调相依自我的集体主义文化的来源国。结果表明：在加工任务相对简单时,情绪唤醒度激发的启发式决策在认知过程中发挥主要作用,消费者倾向于依据印度这一负面来源国的刻板印象对产品做出评价；当加工任务相对复杂时,具体情绪的认知指向特征发挥主要作用,表现为在与印度文化相匹配的他人指向情绪下,印度产品较无来源国信息的产品获得了更积极的消费者态度。与此相似,附加的一致性属性信息也同样可以增加认知任务的复杂程度(实验6),在此条件下,与中国作为来源国相匹配的平和情绪较不匹配的高兴情绪下,会产生更积极的消费者态度。但是,当呈现不一致的附加信息时(实验7),则由于引发过度的认知加工负荷,进入情绪的低卷入模式,使得消费者主要依据产品属性进行决策,来源国效应消失。在针对情绪正负效价维度的研究中,实验8发现自我—他人的认知指向与来源国文化特征之间的匹配关系会在负性情绪条件下发生反转,表现为：在指向自我的负性情绪条件下,美国作为来源国时较中国作为来源国时,消费者的购买意愿更低。
第五章和第六章为总体结论和讨论。指出本文在多种情绪属性对认知影响的不同模式方面,以及在来源国效应的影响因素方面所具有的研究创新性。围绕本研究结论的应用价值问题,分别对国家形象、国家产品层面的营销战略以及具体的营销措施进行了讨论。同时,对研究的不足以及解决方法进行了分析,比如在情绪启动和测量中存在的问题等。最后,对未来研究提出了建议,包括从认知主体层面开展情绪与来源国效应的关系研究,以及将更多具体情绪属性与来源国效应相结合开展的研究。
A consumer's evolution and judgment on a product of a certain country is always influenced by his comprehensive cognition on the country, especially when he is not well informed of other attributes of the product. Country of Origin (CoO), one of the most important information clues on product and brand, controls the whole consumer decision-making process, which is called Country-of-Origin effect. In the field of western marketing, researchers have investigated its effect into performance, mechanism of action and influential factors from multiple perspectives. As far as the stereotyped impression on 'Made in China', which has a somewhat image of low price and quality for many years, Chinese marketing researchers pose the strategies and advices for business marketing about how to avoid the negative effect on country of origin. However, a few studies have been concerned about the issues on the relationship between emotion and the CoO effect. In fact, although temporary, emotion is sufficient enough to make an important impact on CoO effect in comsumer decision, even become 'National Brand Equality'a crucial source, independent of a product's own nature.
This study explores the issue on the impact of emotion on brand CoO effect and regardes emotion as a complexity of multiple cognitive attributes based on the theory of Affect Infusion Model (AIM), deeply discussing the multiple cognitive modes influenced by diverse emotional appraisals.
This paper consists of six chapters as follows:
Chapter1is introduction. It puts forward the study of main issues, research background as well as the theories and practical meaning.
Chapter2provides a literature review and puts forward the hypotheses. The history and current situation of researches on CoO effect and the relationship of emotion and cognition are systematically reviewed. The author introduces basic concepts, classic theories and research system in these two fields. They eventually lay the foundation for the research hypotheses.
Chapter3and Chapter4are main sections of this dissertation, which consist of empirical studies, including eight experiments. Experiment1and Experiment2aim to exposing matching relationship between emotion focus and information direction based on self-other focus of specific emotion. The result demonstrates that in the state of self-focused emotions such as happiness and pride, participants prefer the evalution on advertisement focused on 'individual', however, in the state of other-focused emotions such as peacefulness and empathy, they prefer the advertisement focused on 'our'. Experiment3and Experiment4extend the result found in first two studies to the field of CoO effect, where the matching relationship between emotion focus and culture direction of CoO is tested. The USA is regarded as the typical example of individualism in western culture where the universal self-concept is independent self, while China as the one of collectivism in eastern culture where interdependent self is common. The results show more positive attitudes in the state of self-focused than other-focused emotion when the USA is the CoO of a brand, however, there is no significant difference between two emotional states for China brand. In other words, the advantage of CoO effect of the USA compared with China is remarkable when participants are happy; however, this advantage disappears when they are peaceful.
Chapter4provides a deep investigation into the influence of emotion on CoO effect through introducing basic emotion dimensions:arousal level and positive-negative value. The studies obtain the different cognitive process and result in the influence of emotion on CoO effect through manipulating variables of product category (Experiment5) and additional product information (Experiment6&Experiment7) to change the complex extent of cognitive tasks. India is chosen as the example of negative CoO image and collectivism culture. The results demonstrate that heuristic strategy motivated by simple task plays an important role in the cognitive process. Participants tend to make decision based on the stereotyped CoO image when facing with simple task. However, substantive strategy primed by complex task makes self-other focused appraisal of specific emotion play the crucial role in the influence on CoO effect. Specifically, consumers'attitude is more positive to the brand from India than that without CoO information when they are in the state of peacefulness which is compatible with Indian culture. Experiment6obtains more positive attitudes toward China brand in the state of peacefulness than happiness when additional and consistent information about product attributes is provided to participants, which is another way to increase the complexity of cognitive task. However, CoO will be tested to have been disappeared if the additional information is inconsistent with existing information, because low affect infusion model is motivated by overload cognitive task. Experiment8introduces positive-negative value, another variable in basic emotion dimensions. Compared with the result obtained in the positive emotion state, the matching relationship between emotion focus and culture direction is found reversed under the condition of negative and self-focus emotion state, which means purchasing intension of American brand is weaker than that of Chinese brand.
Chapter5and Chapter6provide comprehensive conclusions and discussion. The author points out the creativity of this research in the field of influential factors on CoO effect as well as the impact of emotions'attributes on cognitive process in varying modes. Referring to the practical contribution, the conclusions will be helpful for promoting a nation's image, improving the evaluation on products and brands from the nation and making concrete maketing measures respectively. Meanwhile, the author analyzes deficiency and solutions of the study in depth such as problems in emotion priming and measurement and indicates a research orientation in the future such as the supplementary for the relationship of emotion and CoO effect based on the character of cognitive subject and also the issue on extensively combining other cognitive appraisals of specific emotion with CoO effect.
引文
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