摘要
采用问卷和实验相结合的方式考察了汽车前脸的面部宽高比对年轻消费者喜好度的影响,同时探讨了支配性感知的中介作用与前脸表情的调节作用。结果发现:(1)面部宽高比可以显著预测人对汽车前脸的喜好度;(2)支配性感知在面部宽高比与喜好度之间起到完全中介作用;(3)前脸表情可以调节支配性感知对喜好度的影响,攻击型表情条件下的支配性感知显著影响喜好度,友好型表情条件下支配性感知的作用则不显著。
Consumers can obtain clues about product features from its“product face”,thereby shaping preferences for various products.This mechanism may be similar to the preferences for human faces.Facial width-to-height ratio(fWHR)and facial expressions are examples of such clues,which can be used to describe the faces and characters of anthropomorphic products such as cars.People can perceive the front face of a car as a human’s face and relate the characteristics of the car with the features of its front face.One of these characteristics is the perceived dominance,which refers to the perception of one’s authority or control over others.Young people are inclined to buy something with high perceived dominance to increase their own feelings of dominance.The purpose of the present study was to demonstrate that the fWHR of a car’s face was related with the trait of perceived dominance,which further influenced young consumers’preference,while the expression of the car face moderated this effect.Two studies were conducted using questionnaires and experiments.In Study 1,a single-factor within-subject design was used to explore the effect of fWHR on perceived dominance and preference of cars.104 young consumers participated this study.In Study 2,220 young consumers participated a between-subject design.The independent variables were fWHR(low/high)and facial expression(aggressive/friendly)of the car front face and the dependent variables were perceived dominance and preference.In the two studies,the participants were required to see the photos of the car front face at first and then report the rankings of their perceived dominance and preferences.Finally,all these data were analyzed by SPSS 20.0.The proposed effect and a moderated mediation model were tested using ANOVA and the PROCESS macro.The results showed that:(1)There were significant differences in the perceived dominance[F(2,202)=13.44,p<.001,ηp2=.32]and preferences[F(2,202)=34.36,p<.001,ηp2=.25]of the car front faces among different fWHR levels.Compared with the low and medium levels of fWHR on the front face,the cars with a high level of fWHR had higher perceived dominance and preference rankings.(2)The fWHR positively predicted the consumers’preference,p<.05.(3).The perceived dominance completely mediated the association between the fWHR and the consumers’preference,p<.001.(4)This mediation effect was moderated by the expression of the front face in that it was significant for aggressive expression conditions(p<.001)while not significant for friendly expression(p>.05).The current study is the first to demonstrate the effect of fWHR on Chinese young consumers’choices,and the moderated mediation of the perceived dominance and the expression of the front face on their preference on cars.The effect of fWHR on the preference was mediated by the perceived dominance,and it differed across different expressions of the front faces.It suggests that the car designers should pay more attention to not only the expression design but also the fWHR when determining the front face.
作者
李晶
詹翠华
吴艳利
Li Jing;Zhan Cuihua;Wu Yanli(School of Psychology,Nanjing Normal University,Nanjing,210097)
出处
《心理科学》
CSSCI
CSCD
北大核心
2021年第4期926-932,共7页
Journal of Psychological Science
基金
国家自然科学基金(31200776)
江苏省高校自然科学基金(17KJD190002)
江苏省高校优秀中青年教师和校长境外研修计划
南京师范大学“青蓝工程”和南京师范大学引进人才科研启动经费的资助。
关键词
面部宽高比
汽车前脸表情
支配性感知
产品拟人化
喜好度
facial width-to-height ratio
facial expression of cars
perceived dominance
product anthropomorphism
preferencead
