政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135228

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題名:	Influencing Consumer Response to Highly Aesthetic Products: The Role of Mindsets
作者:	林穎青 Ying-ChingLin AngelaChang, Chiu-Chi
貢獻者:	傳播學院
關鍵詞:	Mindset;Construal level theory;Product aesthetics;Product design
日期:	2021-09
上傳時間:	2021-05-27 11:59:42 (UTC+8)
摘要:	Companies often use aesthetics or salient visual attributes to differentiate their products from those of their competitors and to appeal to customers. However, consumers may make unfavorable inferences about highly aesthetic products due to concerns about the products’ functionality. To address the issue of how retailers can most effectively engage in the deployment and promotion of product aesthetics, the present research proposes that consumers will respond more favorably (i.e., enhanced choice of product, enhanced product and advertisement evaluations, and a heightened willingness to pay) to a highly aesthetic product when they are in an abstract, rather than a concrete, mindset. Five studies using multiple product categories and applying various mindset manipulations provide convergent evidence to support the proposed hypothesis. The findings hold true for utilitarian, but not hedonic, products, and the focus of attention on product functionality accounts for the results. With the insight that the mindset consumers are in is critical in determining their response to highly aesthetics products, retailers can capitalize on selected situations in which to promote product aesthetics.
關聯:	Journal of Retailing, Vol.97, No.3, pp.459-476
資料類型:	article
DOI 連結:	https://doi.org/10.1016/j.jretai.2020.10.004
DOI:	10.1016/j.jretai.2020.10.004
顯示於類別:	[傳播學院] 期刊論文

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