高兴与平和：积极情绪对来源国效应影响的实验研究

营销科学学报

高兴与平和：积极情绪对来源国效应影响的实验研究

才源源，何佳讯

才源源，华东师范大学心理与认知科学学院，博士生，E-mail: cyy724@hotmail.com。
何佳讯，通讯作者，华东师范大学商学院教授，博士生导师，E-mail: jxhe@dbm.ecnu.edu.cn。

出版日期:2012-09-01 发布日期:2013-03-26

appiness and Peacefulness: The Influence of Positive Emotions on Country-of-Origin effect

Cai Yuanyuan，He Jiaxun

Cai Yuanyuan, School of Psychology and Cognitive Science, East China Normal University;
He Jiaxun, School of Business, East China Normal University.

Online:2012-09-01 Published:2013-03-26

摘要/Abstract

摘要：

本文探究了积极情绪中具有自我指向的高兴情绪与具有他人指向的平和情绪与来源国信息之间的融合/不融合关系。通过两个实验验证了当情绪指向与来源国信息特征相融合时，会产生更积极的广告态度和购买意愿。同时，还验证了具有长期稳定性的自我意识在情绪指向与广告态度之间的调节作用。本文是将情绪认知理论应用于来源国效应研究的一个新尝试，对涉及来源国效应的营销策略以及国家形象战役制定都具有实际的指导意义，作者最后对此进行了讨论。

关键词: 积极情绪, 来源国效应, 自我解构, 自我意识

Abstract:

This article examines the (in)compatible patterns between the specific positive emotions and country of origin information. Both happiness (self-focused) and peacefulness (other-focused) with positive valence are primed, and America and China as different country of origins are designed in two experiments. In the happy condition rather than in the peaceful condition, stronger purchasing intention and more positive advertisement attitude are evaluated by consumers to the American product compared to the Chinese product. In addition, the moderating role of chronic self-consciousness is found to explain the mechanism behind the compatibility of emotional directions and country of origin information. Implications of the findings are also discussed for increasing the effectiveness of marketing strategy related country of origin and advertising of country image.

Key words: Positive emotions, Country-of-origin effect, Self-construal, Self-consciousness

才源源，何佳讯. 高兴与平和：积极情绪对来源国效应影响的实验研究[J]. 营销科学学报.

Cai Yuanyuan，He Jiaxun. appiness and Peacefulness: The Influence of Positive Emotions on Country-of-Origin effect[J]. Journal of Marketing Science.