Subjects: Other Disciplines >> Synthetic discipline submitted time 2023-10-09 Cooperative journals: 《心理科学进展》
Abstract： As a special kind of vocabulary, the formal representation of brand name is divided into visual representation (the visual characteristics of printed letters) and auditory representation (the overall characteristics signature of a word), which can convey meaning to consumers independently of the meaning of the word. For brand names, the font style can provide visual representation through letter case (all uppercase, all lowercase and mixed case), font (structure, font, form and layout) and colour (hue, saturation and brightness); speech can provide auditory representation through phonemes (pronunciation and arrangement characteristics), syllables (spelling and number features), and accent/tone (positional/combinatorial characteristics). Brand name font style and speech appear frequently in various marketing materials, which have critical impacts on consumer psychology and behaviour, and both occur in the perceptual processing stage of vocabulary. Revealing the difference and connection between the two effects can not only provide a holistic research perspective for understanding brand name font style and speech but also provide inspiration for theoretical research and marketing practice.The consequences and mechanisms of the audiovisual representation of brand names have dissimilarities and commonalities. Although they both affect consumers' experiences, perceptions, attitudes and behavioural intentions, different dimensions of experience are influenced, with the former mainly involving aesthetic experience and legibility and the latter emotional experience and brand memory. Embodied cognitive theory and motoric fluency theory help explain this difference. The internal mechanism of brand name font style/speech affecting consumers has certain commonalities, such as perceptions of evaluation, potency and arousal (EPA) dimensions and perceptions of symbolic meaning and country-of-origin associations, but the specific types of neurobiological mechanism, processing fluency mechanism and metaphorical understanding mechanism differ. In addition, the brand name font style effect is moderated by individual characteristics, cultural values, external clues, and brand/product type, while the speech effect is moderated by personal experience, self-regulation, and brand/product type. There are also similarities and differences between the moderating factors of these two effects. In addition to vision and auditory effects, brand names also have interactive effects with other senses.In addition, there is a cross-channel connection between the audiovisual effects of brand name. There is both consensus and controversy in academia over the cross-channel connection of the audiovisual effect of brand names: the consensus is that if font style and speech bring consistent perceptions of brand personality/product attributes, the two will have an additive effect, and the brand attractiveness, popularity, perception of quality and memory level will all increase. However, there is some disagreement about the relative weight of font style and speech in the integration effect: one point of view is that brand name font style and speech have an interactive effect on consumer response, but neither of them plays a dominant role. Another view is that brand name font style plays a more important role than speech when communicating brand meaning to consumers in emerging markets.Future research should consider practical problems associated with the moderation of the psychological effect of brand name font style by other visual elements, the psychological speech effect of Chinese brand names, the weight distribution of brand name font style and speech in nonadditive effects, and the impact of brand name font style and speech variants on consumer psychology.
Subjects: Psychology >> Social Psychology submitted time 2023-08-21
Abstract： Voluntary simplicity is a lifestyle in which individuals attain inner abundance and fulfillment in the process of simplifying their external lives, as to give up the possession and satisfaction of physical materials. Instead of living under stress, growing numbers of young people value life quality more and turn to a voluntary simplicity that allows a better qualitative life. Particularly during the covid-19 epidemic, consumers' lifestyles and consumption patterns have shifted, with increased acceptance of online purchases and reduced material needs in response to the risk of outings. Voluntary simplicity has emerged as an important lifestyle, and to explore the definition, influences and consequences of this lifestyle, this review is arranged as follows： First, the definition of voluntary simplicity was clarified in two aspects of personal behavioral patterns and values, then this lifestyle was distinguished with similar concepts. (1) The main difference between voluntary simplicity and green consumption lies in the quantity of consumption, where avoiding excessive consumption is one of the goals of voluntary simplifiers, rather than green consumers; (2) The difference between voluntary simplicity and minimalism centralized on the nature of consumption, compared with minimalists, voluntary simplifiers attach greater importance to the conservation of environment and stronger ecological consciousness. Second, the influencing factors of voluntary simplicity were profiled from both macro-environmental and micro-individual perspectives. At the macro-environmental perspective, culture exerts a significant influence on consumers' purchasing behavior, with studies showing that consumers in collectivist cultures exhibit more pro-environmental behavior. In addition, the outbreak of Covid-19 epidemic has somewhat reduced individuals’ consumption desire, which provides a specific time context for the emergence of voluntary simplicity. At the micro-individual perspective, individuals may choose voluntary simplicity to satisfy different psychological needs, which can be theoretically supported in reference to need theory and self-determination theory; also, consumers may be motivated by different personal values to shift their lifestyles, such as altruism and green consumption values. However, the current study overlooked personality which is a more reliable predictor; future studies should consider exploring the motivations of voluntary simplicity from the perspective of personality traits and conducting research in different cultural contexts to verify whether the mechanism is cross-culturally consistent. Finally, the effects of voluntary simplicity on the environment and individuals were also compiled. Voluntary simplifiers highly value the ecological consequences of their purchases, and emphasize on self-sufficiency and moderate consumption, which have a positive impact on environmental sustainability. The higher the degree of voluntary simplicity consumers have, the less ecological consequences of their consumption behavior and the more friendly to environmental sustainability. The higher the degree of voluntary simplicity consumers have, the less ecological consequences of their consumption behavior and the more friendly to environmental sustainability. Researches have shown that controlling consumption desires and satisfying psychological needs are important factors in explaining the relationship between voluntary simplicity and life satisfaction, yet the mechanisms underlying this positive effect of voluntary simplicity remain inconclusive. Future research should be conducted to investigate empirically the multiple effects of voluntary simplicity and further explore potential mechanisms between voluntary simplicity and its positive or negative effects.
Subjects: Psychology >> Cognitive Psychology Subjects: Psychology >> Social Psychology submitted time 2023-03-13
Abstract： As a special type of vocabulary, the formal representation form of brand names is divided into visual representation (the visual characteristics of printed letters) and auditory representation (the overall acoustic characteristics of words), font style (including letter case, fonts, colors) and speech (including phonemes, syllables, tones or accents) can respectively provide a visual or auditory representation. The influence of brand name font style and speech on consumers’ psychology both occur in the perceptual processing stage of vocabulary, and the impact results and mechanisms of the two are both related to and distinct from each other. In addition, there is a cross-channel connection between the audiovisual effects of the brand name. Future research should combine practical issues to supplement the audiovisual effect of brand names.
Peer Review Status:
Awaiting Review
Subjects: Psychology >> Social Psychology submitted time 2022-06-27
Abstract：
Inevitably, consumers will be exposed to death-related information in their daily lives. For example, they are informed about deaths and injuries caused by accidents, terrorism and disasters on social media. They may also encounter the experiences of deceased friends and relatives or the news of unfortunate strangers. Especially in the context of the COVID-19 pandemic, consumers are more frequently exposed to death cues. Researches have shown that consumers' decision-makings and purchasing behaviors shift when dealing with death threats. Compared to material consumption, experiential consumption delivers greater and persistent well-being and it is emerging as an extremely important consumption pattern. It is unclear, however, whether these mortality cues will exert positive or negative effects on consumers’ preference for experiential purchases. Based on the meaning maintenance model, 4 studies were conducted to examine how mortality salience influences consumers' preference for experiential purchases.
In Study 1a and Study 1b, we experimentally manipulated mortality salience and examined its effect on consumers’ preference for experiential purchases. Study 1a (N = 140) was a single factor (mortality salience) between-subjects design, participants were randomly assigned to different groups to imagine about death or dental surgery. Participants in Study 1b (N = 252) were instructed to write about death or dental pain. Study 2 (N =219) was designed to test the mediating role of meaning in life. Participants were required to read a news report concerning traffic accident or dental surgery, and then finish the Meaning in Life Questionnaire. Study 3 (N = 166) was a 2 (mortality salience vs. control condition) ×2 (social support: high level vs. low level) between-subjects design. Participants were provided a news report pertaining to the global fatalities under the COVID-19 pandemic in mortality salience condition, and pertaining to global tourism during the pandemic period in the control condition. Social support was manipulated by writing in detail a difficult situation "in which your family or friends accompanied you", or "in which you had to face all by yourself". Additionally, we used a single-paper meta-analysis (SPM) to document a robust effect across all studies.
The main results of this study are as follows: (1) Exposed to mortality salience will lead to stronger preference for experiential purchases. (2) The effects seem to be driven by meaning in life, whereby exposure to mortality salience undermines consumers' meaning in life, and consumers will gravitate towards experiential consumption to enhance their impaired meaning. (3) Social support moderates the effect of mortality salience on meaning in life. Only when consumers received low level of social support, will mortality salience reduce their meaning in life. (4) Social support moderates the mediating effect of meaning in life on mortality salience and preference for experiential purchases. Specifically, meaning in life mediates the effect of mortality salience on preference for experiential purchases only when consumers received low social support. To enhance the overall validity, we performed a single-paper meta-analysis (SPM) on the four studies. The SPM showed that consumers had greater preference of experiential purchase when exposed to mortality salience (Estimate β = 0.30, SE = 0.07, z = 4.178, p < 0.001), which strengthened the robustness of our general conclusion.
This research yields practical implications by demonstrating that mortality salience exerts positive effect on consumers' preference for experiential purchases, which enables us to identify the changes in consumption patterns and mindset under the pandemic, providing references for marketing and promotion strategies.
Peer Review Status:Awaiting Review
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