Swaffield Jim B, Sierra Jimenez Jesus
Faculty of Business, Athabasca University, Athabasca, AB T9S 3A3, Canada.
Faculty of Management, Vancouver Island University, Nanaimo, BC V9R 5S5, Canada.
Behav Sci (Basel). 2024 Sep 7;14(9):789. doi: 10.3390/bs14090789.
Both biological and environmental factors can affect consumer behavior. Consumer behavior can also be a product of an interaction between one's evolved biology and environmental factors. If marketers aim to increase healthy consumption behavior and decrease unhealthy behavior, they need to identify whether the behavior is a product of one's evolved biology or environmental factors acting in isolation, or if the behavior is a product of a biology-environment interaction. Therefore, the purpose of this study is to examine the effect of biology-environment interactions on product desire. This study comprises two experiments that used a repeated-measures design. The first experiment included 315 females and examined the effect of perceived physical safety, economic well-being, and social support on the desire for beautifying and wealth-signalling products. The second experiment included 314 men and examined the effect of perceived physical safety, economic well-being, and social support on the desire for products that are used to signal wealth and toughness. The results showed that under harsh economic conditions, product desire generally decreased. However, there were significant differences in the amount of decrease between product categories in different environmental conditions.
生物因素和环境因素都会影响消费者行为。消费者行为也可能是个体进化的生物学特性与环境因素相互作用的产物。如果营销人员旨在促进健康的消费行为并减少不健康行为，他们需要确定该行为是个体进化的生物学特性的产物，还是孤立起作用的环境因素的产物，抑或是生物 - 环境相互作用的产物。因此，本研究的目的是考察生物 - 环境相互作用对产品欲望的影响。本研究包含两个采用重复测量设计的实验。第一个实验有315名女性参与，考察了感知到的身体安全、经济状况和社会支持对美化及财富信号产品欲望的影响。第二个实验有314名男性参与，考察了感知到的身体安全、经济状况和社会支持对用于彰显财富和坚韧的产品欲望的影响。结果表明，在严峻的经济条件下，产品欲望总体上会下降。然而，在不同环境条件下，不同产品类别的下降幅度存在显著差异。
