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 2023-03-27 Cooperative journals: 《心理学报》
Abstract： This paper studies the effect of self-construal on consumers' purchase intention of products that vary in visual novelty, its underlying mechanism and boundary conditions. Specifically, we propose that products with low (high) visual novelty should increase the purchase intention among interdependent (independent) consumers through decreased social risk perception (increased consumer needs for uniqueness). In addition, the interaction between visual novelty and self-construal should be reduced when product type (hedonic and utilitarian) is made salient. This is because all consumers should prefer utilitarian products with low visual novelty but prefer hedonic products with high visual novelty, regardless of self-construal. Three experiments provide empirical support for these predictions.Study 1 uses 2 (visual novelty: low/high) � 2 (self-construal: independent/interdependent) between-subjects design. A night-light with an ambiguous product type is selected as the stimulus in the form of a color print advertisement. We recruit 112 participants, design different models, distribute product pictures with different appearances, and use an existing scale to measure participants' self-construal. We confirm the interaction between visual novelty and self-construal on purchase intention.Study 2 uses a similar between-subjects design, and a wrist-watch with an ambiguous product type as the stimulus. We recruit 140 participants and manipulate the product's visual novelty and self-construal. Consistent with our prediction, we find an interaction between self-construal and visual novelty on consumers' purchase intention. In addition, we provide supporting evidence for the proposed mechanism for the interaction effect that is due to consumer needs for uniqueness and perceptions of social risks.Study 3 uses a 2 (visual novelty: low/high) � 2 (self-construal: independent/interdependent) x 2 (product type: hedonic/utilitarian) between-subjects design, to test the moderating effect of product type. Product visual novelty and self-construal are manipulated in similar manners as in Study 2. Desk-lamp is used as the stimulus. In order to minimize confounds, we manipulate the product type and verify our manipulation in a pretest. In another pretest we also verify the effectiveness of the visual novelty manipulation and rule out the potential confound of functional novelty. We recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks.In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.
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 >> Management Psychology submitted time 2020-08-13
Abstract： This paper studies the effect of self-construal on consumers' purchase intention of products that vary in visual novelty, its underlying mechanism and boundary conditions. Specifically, we propose that products with low (high) visual novelty should increase the purchase intention among interdependent (independent) consumers through decreased social risk perception (increased consumer needs for uniqueness). In addition, the interaction between visual novelty and self-construal should be reduced when product type (hedonic and utilitarian) is made salient. This is because all consumers should prefer utilitarian products with low visual novelty but prefer hedonic products with high visual novelty, regardless of self-construal. Three experiments provide empirical support for these predictions. Study 1 uses 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) between-subjects design. A night-light with an ambiguous product type is selected as the stimulus in the form of a color print advertisement. We recruit 112 participants, design different models, distribute product pictures with different appearances, and use an existing scale to measure participants' self-construal. We confirm the interaction between visual novelty and self-construal on purchase intention. Study 2 uses a similar between-subjects design, and a wrist-watch with an ambiguous product type as the stimulus. We recruit 140 participants and manipulate the product’s visual novelty and self-construal. Consistent with our prediction, we find an interaction between self-construal and visual novelty on consumers’ purchase intention. In addition, we provide supporting evidence for the proposed mechanism for the interaction effect that is due to consumer needs for uniqueness and perceptions of social risks. Study 3 uses a 2 (visual novelty: low/high) x 2 (self-construal: independent/interdependent) x 2 (product type: hedonic/utilitarian) between-subjects design, to test the moderating effect of product type. Product visual novelty and self-construal are manipulated in similar manners as in Study 2. Desk-lamp is used as the stimulus. In order to minimize confounds, we manipulate the product type and verify our manipulation in a pretest. In another pretest we also verify the effectiveness of the visual novelty manipulation and rule out the potential confound of functional novelty. We recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks. In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions. "
Peer Review Status:Awaiting Review
Subjects: Psychology >> Management Psychology submitted time 2019-10-31
Abstract： This paper examines the influence of self-construal on the effectiveness of warm/competent advertising appeals on consumer-brand identification and purchase intention, its underlying mechanism and boundary conditions. Specifically, we propose that a warm (competent) advertising appeal should enhance consumer-brand identification and purchase intention among interdependent (independent) consumers through increased pleasure. In addition, this interaction effect between advertising appeal and self-construal should be mitigated when firm type (modern vs. traditional) is made salient. This is because for modern firms all consumers should prefer a competent advertising appeal, whereas for traditional firms all consumers should prefer a warm advertising appeal, regardless of their self-construal. Three experiments provide empirical support for these predictions, and rule out several rival explanations (including fluency, arousal and involvement). Study 1 uses a 2 (advertising appeal: warmth/competence) x 2 (self-construal: independent/dependent) between-subject design. A fictitious shampoo brand “Pantam” is selected as the focal stimulus, and the experimental materials are in the form of a print advertisement. In order to minimize the confounds of experimental results by advertising design, both warm and competent ads adopt the same layout and text length. We recruit 116 participants, manipulate the advertising appeal by designing different patterns, backgrounds and ad copies, and measure participants’ self-construal using an existing scale. We confirm the proposed interaction between advertising appeal and self-construal on brand identification. While the results of Study 1 are supportive of our prediction by using a utilitarian product, in a follow-up study we replicate these results using a hedonic product (i.e., chocolate), demonstrating the robustness of our results for different product types. Study 2 uses a similar between-subject design, using a toothpaste with a fictitious “MysPlant” brand name as the focal stimulus. In order to eliminate the possible confounds in Study 1, a new advertising copy is created. We recruit 149 participants, and manipulate advertising appeal and self-construal. Consistent with our prediction, we confirm the interaction between self-construal and advertising appeal on brand identification and purchase intention. We additionally support the proposed mechanism underlying the interaction effect that is due to an enhanced sense of pleasure, and rule out fluency, arousal, and involvement as possible rival explanations in this and a follow-up study. Study 3 uses a 2 (advertisement appeal: warmth/competence) x 2 (self-construal: independent/dependent) x 2 (firm type: traditional/modern) between-subject design to further test the moderating effect of firm type. Advertising appeal and self-construal are manipulated in similar fashions as in Study 2. The focal stimuli are also similar to those in Study 2. To minimize confounds, we manipulate firm type and verify our manipulation in a pretest. We recruit 278 participants for this study. The results provide support to the moderating effect of firm type and re-confirm the mediation effect of enhanced sense of pleasure. Specifically, we find that for a modern firm all consumers prefer a competent advertising appeal, regardless of their self-construal. In contrast, for a traditional firm whereas interdependent consumers prefer a warm advertising appeal, independent consumers’ preference for a competent advertising appeal is mitigated and they are indifferent between warm and competent advertising appeals. In addition, these effects are mediated by the sense of pleasure. Combined, the results from the three experiments (and the replications of Studies 1 and 2) provide strong empirical evidence for the interaction effect between self-construal and advertising appeal on consumer-brand-identification and purchase intention, the moderating effect of the salience of firm type on this interaction effect, and the underlying mechanism due to the sense of pleasure. "
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