Sun Cong, Ding Yuechun, Wang Xinyi, Meng Xing
Pan Tianshou College of Architecture, Art and Design, Ningbo University, Ningbo 315211, China.
School of Business, Ningbo University, Ningbo 315211, China.
Behav Sci (Basel). 2024 Nov 5;14(11):1041. doi: 10.3390/bs14111041.
This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.
本研究调查了拟人化设计在缓解由死亡凸显引发的消费者焦虑方面的作用，并深入探究其潜在的情感和非情感机制。通过一系列精心设计的实验，我们证实拟人化设计显著增强了消费者的积极情绪反应，减少了负面情绪，从而提高了他们对产品的偏好和购买意愿。即使在情感反应减弱后，拟人化设计仍通过增强心理亲近感来维持消费者的偏好。这些发现揭示了拟人化设计作为一种有效的情感调节策略在消费者购买行为中的关键作用，丰富了恐惧管理理论和情绪调节理论在消费者行为研究中的应用。此外，我们的研究为产品设计和营销策略提供了有价值的实践指导，特别是对于经常面临高压情况的消费群体。具有拟人化设计的产品可能对这些消费者更具吸引力，有助于减轻他们的死亡焦虑并提高心理健康水平。
