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认知盲点:探讨信念坚持如何影响有机食品感知
Aadel A Darrat1, Mahmoud A Darrat2
1Department of Marketing and Information Systems, College of Business, Louisiana State University Shreveport, Shreveport, LA, USA.
Health marketing quarterly
|October 27, 2025
概括
消费者往往因为感情上的依恋而坚持不准确的健康信念,而不仅仅是缺乏信息. 健康营销人员必须使用量身定制的策略来克服这种信念的坚持.
科学领域:
- 消费者心理学 消费者心理学
- 卫生沟通健康沟通
- 行为科学 行为科学
背景情况:
- 信念的坚持阻碍了健康营销的有效性,因为它维持了消费者的误解.
- 了解持续不准确的健康信念的认知和情感驱动因素至关重要.
研究的目的:
- 调查消费者坚持不准确的健康相关信念背后的原因.
- 识别信念坚持的类型及其潜在的理由.
- 为了解决克服信念坚持的健康营销策略提供信息.
主要方法:
- 对153名学生进行调查和定性评估,衡量他们对有机食品益处的看法.
- 在接触不证实事实证据后进行干预前后评估.
- 对开放式响应进行主题分析,以识别信念坚持的子集.
主要成果:
- 确定了五种信念坚持的子集:不信任者,辩论者,怀疑者,支持者和围者.
- 发现情绪上的依恋和有动机的推理会超过理性的处理.
- 纯粹的信息干预在改变信仰方面表现出有限的有效性.
结论:
- 健康信念的变化受到情感因素和动机推理的影响,而不仅仅是事实信息.
- 需要量身定制的健康营销策略,包括肯定框架和可信的来源.
- 解决消费者类型学问题可以改善推广积极健康行为变化活动的设计.
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