避免文化不确定性可以预测消费者对化学品的情感反应
1School of Business, Maynooth University, Maynooth, Ireland.
概括
在高度避免不确定性 (UA) 的国家,消费者对化学品 (ARC) 的负面情感反应较多. 这种影响与规则导向有关,影响公共政策和消费者对有益产品的选择.
科学领域:
- 消费者心理学 消费者心理学
- 跨文化研究跨文化研究
- 风险感知 风险感知
背景情况:
- 负面情绪,如恐惧和担忧,通常与化学品有关,导致避免有益的产品和潜在的有缺陷的公共政策.
- 了解对化学品 (ARC) 的情感反应的形成对于减轻这些负面后果至关重要.
研究的目的:
- 调查消费者对化学品 (ARC) 的情感反应的跨国差异.
- 检查社会层面因素,特别是避免不确定性 (UA) 对ARC的影响.
主要方法:
- 对不同国家的ARC进行比较分析.
- 统计建模以评估UA及其组件 (规则导向,焦虑) 对ARC的影响.
- 控制其他国家级变量,如财富,个人主义,化学品流行和消费者保护信任.
主要成果:
- 对化学品的情感反应 (ARC) 在所有研究的国家都是负面的,但存在显著的差异.
- 在较高的不确定性回避 (UA) 社会中的消费者报告了比较低的UA社会中的消费者更负面的ARC.
- UA对ARC的影响主要是由规则导向组件驱动的,而不是焦虑. 在控制其他社会因素之后,UA的影响仍然很大.
结论:
- 社会层面的因素,特别是避免不确定性,在很大程度上影响了消费者对化学品的情感反应.
- 这些发现突出了UA内部规则导向在影响化学品负面看法方面的作用.
- 对公共政策和行业沟通策略存在影响,旨在教育消费者了解化学品的风险和益处.
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