While perfectionism has been extensively explored in psychiatric and clinical psychology literature, theoretical understanding of the effects of perfectionism on consumers' evaluations of the advocated product is promising but underexplored. Therefore, this research aims to employ cases of perfectionism and secrecy effect to examine whether name volatility can moderate consumers' product evaluations. The experiment was designed to examine the effect of perfectionism on product evaluation by presenting a variety of advertisements that differed in name volatility and secrecy context manipulation. In the experiment, a total of 217 participants were randomly assigned to a 2 (secrecy context: secret vs. non-secret) × 2 (name volatility: volatile vs. calm) × 2 (perfectionism: self-oriented vs. socially prescribed) between-subjects factorial design. Results demonstrated that for consumers who showed variances in the type of perfectionism, advertisements characterized by different secrecy (secret context vs. non-secret context) and name volatility (volatile vs. calm) will lead to differential product evaluations. This research takes up the call to extend the limited attention given to perfectionism in the domain of marketing. Specifically, this research aims to explore how consumers' perfectionism affects their product evaluations and the moderating effects of secrecy and name volatility.

中文翻译：

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“要么完美，要么不给我！”：完美主义对产品评价的影响在保密效应和名称波动的调节下

虽然完美主义在精神病学和临床心理学文献中得到了广泛的探索，但对完美主义对消费者对所倡导产品的评价的影响的理论理解是有希望的，但尚未得到充分探索。因此，本研究旨在通过完美主义和保密效应的案例来检验名称的波动性是否可以调节消费者对产品的评价。该实验旨在通过展示在名称易变性和保密上下文操作方面不同的各种广告来检验完美主义对产品评估的影响。在实验中，共有 217 名参与者被随机分配到 2（保密语境：秘密 vs. 非秘密）×2（姓名波动：易变 vs.冷静）×2（完美主义：自我导向 vs. 非秘密）。社会规定）被试间因子设计。结果表明，对于表现出完美主义类型差异的消费者，具有不同保密性（秘密语境与非秘密语境）和名称波动性（易变与平静）特征的广告将导致对产品的不同评价。这项研究呼吁扩大对营销领域完美主义的有限关注。具体而言，本研究旨在探讨消费者的完美主义如何影响他们的产品评价以及保密和名称波动的调节作用。冷静）将导致差异化的产品评估。这项研究呼吁扩大对营销领域完美主义的有限关注。具体而言，本研究旨在探讨消费者的完美主义如何影响他们的产品评价以及保密和名称波动的调节作用。冷静）将导致差异化的产品评估。这项研究呼吁扩大对营销领域完美主义的有限关注。具体而言，本研究旨在探讨消费者的完美主义如何影响他们的产品评价以及保密和名称波动的调节作用。