物理环境明亮度对新产品采用的影响研究

摘要/Abstract

摘要： 在日益激烈的市场竞争中，新产品作为企业创新的载体越来越受到重视。本研究基于消费者情境层面，探讨了外部物理环境明亮度对新产品采用的影响。研究一的结果验证了明亮度会正向影响消费者对新产品的采用，即高明亮度环境会提高消费者对新产品的采用。研究二A采用Inquisit心理学实验软件建立了明亮度与调节聚焦的关联，高明亮度会激发个体的促进型调节聚焦；而低明亮度会激发个体的防御型调节聚焦。研究二B进一步验证了调节聚焦在明亮度对新产品采用影响过程中的中介作用。研究三验证了社会排斥在明亮度对新产品采用影响过程中的调节作用。针对被社会接纳个体，高明亮度环境会提高消费者对新产品的采用；然而，针对被社会排斥个体，以上效应出现置反，低明亮度环境会提高消费者对新产品的采用。研究结论为提高消费者新产品采用提供了新视角，并对企业推广新产品具有重要的实践意义。

关键词: 明亮度, 促进聚焦, 防御聚焦, 社会排斥, 新产品管理

Abstract: Product innovation is the driving force for a firm’s sustainable growth, and to some degree it shields a company from fierce competition. The current research examines the effect of lighting conditions in retailing environments on adoption of new products. The results of study 1 reveal that consumers in a high (vs. low) lighting condition are more likely to adopt new products. We use the Inquisit software to explore its underlying mechanism in study 2A, and investigate the mediating role of regulatory focus in study 2B. The results show that a high (vs. low) lighting condition provides greater stimulation and evokes promotion focus (vs. prevention focus), which in turn enhances adoption of new products. Study 3 further demonstrates the moderating role of social exclusion in the above lighting effect. The findings in studies 1 and 2 are replicated when social exclusion is absent. However, when social exclusion is primed, this pattern of effects reverses. As a result, consumers show preference for a new product in a low (vs. high) lighting condition. These findings contribute to literature on new-product adoption and effect of atmospherics. They also provide interesting and readily applicable implications for marketing managers in designing their retail atmosphere and introducing or promoting new products.

Key words: lighting, promotion, prevention, social exclusion, new product management

张宇, 杜建刚. 物理环境明亮度对新产品采用的影响研究[J]. 管理评论, 2022, 34(2): 166-176.

Zhang Yu, and Du Jiangang. The Impact of Lighting on New Product Adoption[J]. Management Review, 2022, 34(2): 166-176.

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