Zhang Guanfei, Li Jin, Tan Min, Zhong Yiping
Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China.
Cognition and Human Behavior Key Laboratory of Hunan Province, Deparment of Educational Science, Hunan Normal University, Changsha 410081, China.
Brain Sci. 2023 Oct 7;13(10):1427. doi: 10.3390/brainsci13101427.
Different types of green products require different marketing approaches to promote individual green purchasing behaviors. Previous studies have focused only on the effects of message framing on the promotion of different types of green products; however, little is known about the role of underlying emotions. Using event-related potentials (ERPs), this study investigated the neural responses to message framings and anticipated pride in green product types to assess their level of influence on green consumption. Participants in this study were randomly assigned to the anticipated pride versus control groups, and asked to make green consumption decisions involving different types (self- vs. other-interested) of green products, utilizing both gain and loss framing. The behavioral results demonstrated that participants in the anticipated pride group made more green product purchase choices than those in the control group. The ERP results showed that within the loss framing of the control group, other-interested green products induced larger N400 and smaller late positive potential (LPP) amplitudes than self-interested green products, whereas the results showed the opposite trend for the anticipated pride group. These results indicate that although individuals might have biases in their motivation that lead them to focus on self-interested green products, anticipating pride reduces cognitive conflicts and increases their motivation to focus on other-interested green products in the context of loss.
不同类型的绿色产品需要不同的营销方式来促进个人的绿色购买行为。以往的研究仅关注信息框架对不同类型绿色产品推广的影响；然而，对于潜在情绪的作用却知之甚少。本研究使用事件相关电位（ERP）来探究对信息框架的神经反应以及对绿色产品类型的预期自豪感，以评估它们对绿色消费的影响程度。本研究的参与者被随机分配到预期自豪感组和对照组，并被要求利用收益框架和损失框架做出涉及不同类型（自我利益型与他人利益型）绿色产品的绿色消费决策。行为结果表明，预期自豪感组的参与者比对照组的参与者做出了更多绿色产品购买选择。ERP结果显示，在对照组的损失框架内，他人利益型绿色产品比自我利益型绿色产品诱发了更大的N400和更小的晚期正电位（LPP）波幅，而预期自豪感组的结果则呈现相反趋势。这些结果表明，尽管个体在动机上可能存在偏差，导致他们关注自我利益型绿色产品，但预期自豪感会减少认知冲突，并增加他们在损失情境下关注他人利益型绿色产品的动机。
