这是我的地球:混合肉对心理所有权的影响
Lars-Erik Casper Ferm1, Mai Nguyen2
1UWA Business School, The University of Western Australia, 35 Stirling Highway, Perth, WA 6009, Australia.
Appetite
|December 19, 2024
概括
推广杂交肉类购买更有效的信息是培养对地球的心理所有权. 积极地对待地球,尤其是人类形象主义,增加了购买意图,尽管心理所有权并不能调解这种效应.
科学领域:
- 消费者行为 消费者行为
- 环境心理学 环境心理学
- 营销传播 营销沟通
背景情况:
- 了解消费者为采用可持续产品的动机至关重要.
- 心理所有权和信息框架影响购买意图.
- 人类形象主义可以增强与环境概念的情感联系.
研究的目的:
- 调查心理所有权和地球人形主义对混合肉类购买意向的影响.
- 检查近距离与远距离消息框架对这些因素的影响.
- 探索心理所有权在购买意图中的调解作用.
主要方法:
- 进行了两项实验性研究.
- 第一个研究使用了近距离与远距离的信息框架.
- 第二项研究将人类形象与信息框架结合起来.
主要成果:
- 与远距离框架相比,近距离框架显著增加了心理所有权和购买意图.
- 人类形象主义对心理所有权和购买意图产生了类似的影响,不管框架如何.
- 心理所有权没有调解框架/人形和购买意图之间的关系.
结论:
- 信息框架和人形主义通过心理所有权影响混合肉的购买意图.
- 距离框架和人类形象是混合产品环境信息的有效营销策略.
- 这些发现有助于在营销环境中对心理所有权理论和构造水平理论进行研究.
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