Durand R M, Davis D L, Bearden W O
J Psychol. 1977 Jan;95(1st Half):131-8. doi: 10.1080/00223980.1977.9915869.
The risk perceived by individual consumers when faced with an unfamiliar purchase situation was examined across three groups of females for three product categories. Group membership was determined on the basis of high, medium, and low scores on the Trodahl-Powell dogmatism instrument. Ss were 155 housewives of a medium size midwestern city in the United States surveyed as part of a two-tiered sampling process. The results of a multivariate analysis of variance procedure supported the hypothesis that consumers of a less dogmatic nature perceive lower levels of risk inherent within unfamiliar purchase situations than more dogmatic individuals. The implication for management is that the likelihood of obtaining successful new product introductions may be substantially enhanced through the process of risk reduction across dogmatic consumer segments by use of direct testimonial promotional themes stressing product acceptance in support of more traditional and informative advertising messages. The feasibility of this approach is based upon the premise that the behavior of dogmatic individuals is more frequently affected by pressures from peers and significant others than the behavior of individuals low in dogmatism which is generally based on more factual and relevant information.
针对三类产品，研究了三组女性消费者在面对不熟悉的购买情境时所感知到的风险。根据在特罗达尔 - 鲍威尔教条主义量表上的高、中、低得分来确定分组。作为两层抽样过程的一部分，对美国中西部一个中等规模城市的155名家庭主妇进行了调查。多变量方差分析程序的结果支持了这样一个假设，即与教条主义较强的个体相比，教条主义较弱的消费者在不熟悉的购买情境中感知到的内在风险水平更低。对管理层的启示是，通过使用强调产品接受度的直接推荐促销主题，以降低教条主义消费者群体的风险，来支持更传统和信息丰富的广告信息，可能会大幅提高成功推出新产品的可能性。这种方法的可行性基于这样一个前提，即教条主义个体的行为比低教条主义个体的行为更频繁地受到来自同龄人和重要他人压力的影响，后者的行为通常基于更多事实和相关信息。
