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The Power of Consequential Product Sounds
Journal of Retailing ( IF 10.0 ) Pub Date : 2020-10-01 , DOI: 10.1016/j.jretai.2020.09.002
Christine Ringler , Nancy J. Sirianni , Brett Christenson

Building on theory in sensory marketing, mental simulation, and cue diagnosticity, this research investigates when consequential product sounds, or ancillary sounds generated by the normal operation of a product, can impact customers’ perceptions and behavioral intentions. Across four studies, we demonstrate how consequential product sounds coupled with imagery and phrasing of products in use can encourage customers into a mental space in which they can clearly envision using the product, also known as a process mindset. This mindset allows customers to use the amplitude of the consequential product sound to make inferences about its power, and subsequently enhances their willingness to pay for louder products (versus quiet products or those with no sound). Effects are attenuated when customers are encouraged into an outcome mindset, or a mental space in which they only consider the end benefits of using a product. We provide clear theoretical and managerial implications and, based on our findings, propose that retailers should consider incorporating consequential product sounds into customers’ shopping experiences, as these auditory cues can help to encourage a process mindset and thereby, positively impact customers’ willingness to pay.



中文翻译:

结果产品声音的力量

本研究以感官营销、心理模拟和线索诊断理论为基础,调查结果产品声音或产品正常运行产生的辅助声音何时会影响客户的感知和行为意图。在四项研究中,我们展示了重要的产品声音如何与使用中的产品的图像和措辞相结合可以鼓励客户进入一个他们可以清楚地设想使用产品的心理空间,也称为过程心态。这种心态允许客户使用相应产品声音的幅度来推断其功率,从而提高他们为更大声的产品(相对于安静的产品或没有声音的产品)付费的意愿。当客户被鼓励进入结果心态或他们只考虑使用产品的最终好处的心理空间时,效果就会减弱。我们提供了明确的理论和管理意义,并根据我们的发现,建议零售商应考虑将相应的产品声音融入客户的购物体验中,因为这些听觉线索有助于鼓励流程思维方式,从而,

更新日期:2020-10-01
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