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挑战培养肉的自然感知:消费者的思维方式的作用
Luis Arango1, Felix Septianto1, Nicolas Pontes1
1The University of Queensland Business School, St Lucia, 4072, Queensland, Australia.
Appetite
|September 13, 2023
概括
消费者对培养肉的接受度可以通过挑战对非自然性的看法来提高. 思维模式理论揭示,成长思维模式对直接挑战做出反应,而固定思维模式则受益于这些信息的创造性叙述.
科学领域:
- 食品科学 食品科学 食品科学
- 心理学 心理学 心理学
- 消费者行为 消费者行为
背景情况:
- 培养肉为传统肉类的环境,健康和伦理问题提供了解决方案.
- 消费者接受受到不自然的感知所阻碍,事先的信息传递取得了有限的成功.
- 心态理论,专注于关于属性可塑性的信念,为接受策略提供了一个新的镜头.
研究的目的:
- 调查基于心态理论的信息传递对培养肉的接受效果.
- 找出适合不同消费者思维方式的沟通策略 (固定与增长).
- 增强消费者对新型食品技术的理解和采用.
主要方法:
- 进行了两项实验性研究,以测试消息传递策略.
- 研究1:评估了挑战自然感知对具有增长心态的消费者的影响.
- 研究2:研究了将具有挑战性的信息与创意叙述相结合对消费者具有固定的思维方式的影响.
主要成果:
- 质疑自然性的重要性增加了成长心态的消费者接受培养肉的比例.
- 一个创造性的叙事策略,结合挑战信息,提高了固定心态的消费者接受度.
- 特定于思维模式的沟通有效地影响了消费者对养殖肉的看法.
结论:
- 心态理论为理解和改善培养肉的接受提供了有价值的框架.
- 考虑到消费者的思维方式,量身定制的沟通策略对于新食品的采用至关重要.
- 整合叙事元素可以扩大对不同消费者群体的接受信息的有效性.
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