“冰冷”的宽容——感知温度对品牌丑闻认知的影响

摘要

This paper studied the impact of consumer's physical experience (perceived temperature) on consumer's mental activity (brand scandal cognition) from the perspective of embodied cognition.Experiment 1 showed that compared to the low-temperature condition,consumers in the high-temperature condition were less tolerant of brand scandal.Experiment 2 showed that the anthropomorphic degree of the brand has a moderating effect on the result shown in experiment 1,that is,only when the brand is in a high level of brand anthropomorphism,the result in experiment 1 will appear.Theoretically,this paper explored brand scandal cognition from a new perspective.Practically,this paper provided valuable advices on image restoration practices for companies.%从具身认知的视角出发,研究消费者的身体体验(感知温度)对消费者精神活动(品牌丑闻认知)的影响.实验1发现,相比于在低温情境下,在高温情境下的消费者对丑闻相关品牌的宽容程度更低.实验2发现,品牌的拟人化程度对实验1中的现象有调节作用,即只有在高品牌拟人化的程度下,才会出现实验1中的现象.从理论角度而言,从一个新的视角对品牌丑闻认知进行探讨,拓展了品牌丑闻认知的研究视角;从实践角度而言,在探索有实践价值的操控方法上,为品牌和企业进行丑闻发生后的形象修复提供了参考和借鉴.