年龄问题:遗憾和损失厌恶对培养肉接受度的影响
Chien Duong1, Billy Sung1, Felix Septianto2
1Consumer Research Lab, Curtin University, Perth, Australia; School of Management and Marketing, Curtin University, Perth, Australia.
Appetite
|July 28, 2024
概括
遗憾的呼吁可以增加尝试养殖肉的意愿,特别是对老年人来说. 这一战略利用损失厌恶来克服对可持续食品替代品的不情愿.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者心理学 消费者心理学
- 可持续的消费可持续的消费
背景情况:
- 培养肉为传统肉提供了一个可持续的替代品.
- 消费者对培养肉的接受受到不情愿的阻碍.
- 关于影响养殖肉类采用的情感线索的研究有限.
研究的目的:
- 调查遗憾呼吁对消费者尝试培养肉的意愿的影响.
- 检查遗憾和年龄在培养肉接受度之间的相互作用.
- 探索损失厌恶在遗憾-接受关系中的调解作用.
主要方法:
- 进行了两项实验性研究.
- 研究了遗憾和年龄的互动效应.
- 分析了损失厌恶作为遗憾和愿意尝试之间的调解者.
主要成果:
- 遗憾的吸引力有效地增加了尝试养殖肉的意愿.
- 遗憾呼吁的影响在老年消费者中更为明显.
- 年龄较大的消费者表现出更高的损失厌恶,解释了这种影响.
- 经验表明,损失厌恶会调解遗憾和消费.
结论:
- 遗憾诉讼是一种可行的策略,可以提高培养肉的接受度.
- 年龄和损失厌恶显著影响对遗憾的反应,对可持续产品的呼吁.
- 厌恶损失作为一种自我调节机制,在消费环境中反对遗憾.
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