垂直线索对放纵消费的影响－基于道德隐喻的视角

营销科学学报 ›› 2016, Vol. 12 ›› Issue (2): 30-42.

垂直线索对放纵消费的影响－基于道德隐喻的视角

冯文婷，汪涛，周名丁，聂春艳，王源富

冯文婷，武汉大学经济与管理学院博士生，Email：wenting.feng@yahoo.com。
汪涛（通讯作者），武汉大学经济与管理学院教授，Email：wangtao@whu.edu.com。
周名丁，武汉大学经济与管理学院博士生，Email：zhoumingding@126.com。
聂春艳，武汉大学经济与管理学院博士生，Email：824953526@qq.com。
王源富，武汉大学经济与管理学院博士生，Email：794237630@qq.com。

出版日期:2016-06-01 发布日期:2016-09-29
基金资助:
本研究感谢国家自然科学基金重点项目(71532011)、国家自然科学基金面上项目(71272226)的支持。

The influence of vertical clues on indulgence: based on moral metaphor perspective

Feng Wenting, Wang Tao, Zhou Mingding, Nie Chunyan, Wang Yuanfu,

Feng Wenting, School of Economics and Management, Wuhan University.
Wang Tao, School of Economics and Management, Wuhan University.
Zhou Mingding, School of Economics and Management, Wuhan University.
Nie Chunyan, School of Economics and Management, Wuhan University.
Wang Yuanfu, School of Economics and Management, Wuhan University.

Online:2016-06-01 Published:2016-09-29

摘要/Abstract

摘要：

已有研究多关注上层空间线索在营销实践中的积极意义，而忽视了下层空间线索对消费行为的影响。本研究基于道德隐喻理论，通过三个实验分析了垂直线索对放纵消费的影响。实验一发现下层空间线索比上层空间线索更能提高消费者对放纵消费品的偏好，促进个体的放纵消费行为。实验二进一步分析了认知流畅性在垂直线索和放纵消费之间的中介作用，构建了完整的内部机制模型。实验三通过操作认知流畅性，进一步验证主效应的理论逻辑，拓展了主效应的内部效度。本文为企业的经营和管理提供理论支持和实践建议。

关键词: 垂直线索, 道德隐喻, 放纵消费

Abstract:

Prior studies focus on the influence of up clue on marketing and ignore the effects of down clue on consumer behavior. Based on moral metaphor theory, the authors analyze the influence of vertical clue on consumers’ indulgence through three studies. Study 1 discovers that down clues can trigger more indulgence than up clues. Study 2 shows that cognitive fluency works as a mediation in this main effect, which constructs an integrative internal model. Study 3 manipulates the cognitive fluency to verify the main effect in a further step. Our study provides theoretical supports and practical suggestions for enterprises.

Key words: vertical clues, moral metaphor, indulgence

冯文婷，汪涛，周名丁，聂春艳，王源富. 垂直线索对放纵消费的影响－基于道德隐喻的视角[J]. 营销科学学报, 2016, 12(2): 30-42.

Feng Wenting, Wang Tao, Zhou Mingding, Nie Chunyan, Wang Yuanfu, . The influence of vertical clues on indulgence: based on moral metaphor perspective[J]. Journal of Marketing Science, 2016, 12(2): 30-42.