认知和情感反思增加了对经验商品的不太喜欢的子类别的欣赏
Cammy Crolic1, Chris Janiszewski2
1Saïd Business School, University of Oxford, Oxford, United Kingdom.
Frontiers in psychology
|January 5, 2024
概括
对某些经历的负面态度很难改变. 反思可以帮助人们欣赏和消费来自不太喜欢的类别的新型体验性商品.
科学领域:
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
- 决策科学 决策科学 决策科学
背景情况:
- 消费者往往表现出消极的态度对体验性商品之外的他们喜欢的子类别.
- 这种偏好导致有限的消费和探索新奇的体验.
研究的目的:
- 研究反思对克服对不太喜欢的体验性商品的负面态度的影响.
- 了解反思性评估如何提高对新经验的欣赏和消费.
主要方法:
- 进行了六项研究,以区分反射反应和反射评估.
- 参与者从事反思性评估练习,同时考虑来自不太喜欢的子类别的体验性商品.
- 使用反射式评价培训来鼓励反射式评价.
主要成果:
- 反射评估,以更多的认知和情感思想为特征,可以取代最初的反射反应.
- 反射式评价培训成功促进了反射式评价.
- 消费者表现出更多的消费意图,增强的欣赏力,以及较少喜欢的子类别的新型体验性商品的更多消费.
结论:
- 反思性评估是克服对不太喜欢体验性商品的负面偏见的关键机制.
- 促进反射欣赏的干预措施可以扩大消费者的探索和享受各种体验.
- 了解反射和反射过程之间的相互作用为消费者行为和偏好形成提供了洞察力.
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