摘要：
In recent years,the academic research on emotional marketing is increasing,especially in the field of food consumption.Previous studies have shown that emotional state has a significant impact on consumer decision making and purchase,in addition,positive and negative emotion have different preferences for food choices.This study focused on the sad mood's influence on food consumption,when people are in the sad mood,which can stimulate the inner sense of powerlessness,then influence the properties of different food preferences,which means they more prefer for liquid food because of saving energy.However,the main effect in different power groups is different.More concretely,high power group has better self-emotion management,so their food preference is relatively stable,conversely,low power group is more likely to choose liquid food in case of sadness.The conclusions of this study not only supplement the theory of emotional marketing,but also provide some reference for the practical operation.%近年来,关于情绪营销的学术研究逐渐增加,尤其是在食物消费领域.已有研究表明情绪状态对于消费决策与购买均有显著的影响,并且人处于积极情绪与消极情绪对于食物选择具有不同的偏好.本研究着力于悲伤情绪对于食物消费的影响,当人们处于悲伤情绪时,能够激发内心的无力感,从而影响对不同性质食物的偏好,更加偏好不用耗费力气的流质食物.但是,该效应在不同权力状态的人群中影响是不同的,具体来说,高权力人群更擅于自我情绪管理,对食物选择偏好的影响不大,反之,低权力人群则更易在悲伤情况下选择流质食物.研究结论不仅补充了情绪营销理论,而且在具体实践操作方面提供了一定的借鉴.
