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本文基于隐喻认知的视角,探讨了产品密度如何影响消费者的产品评价,以及社会身份推断、商场形象在这一过程中的作用。本文提出,产品密度线索会影响消费者的判断。5个实验的结果显示:产品密度负向影响消费者的产品评价,产品密度越低消费者对产品的评价越高;社会身份推断中介了产品密度对产品评价的影响,产品密度通过影响消费者的社会身份高低感知进而影响消费者对产品的评价;商场形象调节了产品密度对产品评价的影响效应。一般情况下,消费者偏好低密度的产品摆放形式。
Based on metaphorical cognition, this paper explores how product density affects consumers’ product evaluation, as well as the role of social identity inference and store image in this process. This paper suggests that product density cues can affect consumer judgment. The results of the five experiments show that the product density negatively affects consumers’ product evaluation, the lower the product density is, the higher the consumer evaluates the product; the social identity infers the influence of product density on product evaluation, the product density affects consumers Perceived social status and thus affect the consumer’s evaluation of the product; store image adjusts the impact of product density on the impact of product evaluation. In general, consumers prefer low-density product placement.