“我”错了还是“我们”错了——单/复数第一人称在企业道歉中的影响

摘要/Abstract

摘要： 在沟通中，人称称谓会影响沟通的效果。但是时至今日，营销学界中对沟通中单/复数第一人称称谓影响进行的讨论仍凤毛麟角。基于刻板印象理论，本研究通过四次实验验证了单复数称谓与品牌犯错类型之间的交互效应:当品牌犯下能力相关错误时，相比使用复数第一人称进行道歉，使用单数第一人称进行道歉效果更好；而当品牌犯下道德相关错误时，相比之下使用复数第一人称进行道歉效果更好；拟人化感知中介于此效应。本文推论，相比于复数称谓，单数称谓会激发消费者拟人化感知，这会启动消费者对产品的人类刻板印象理解，从而对产品不同层面(能力/道德)的改进可能性产生不同期望。本研究拓展了沟通风格以及拟人化等方面的理论深度，同时为企业危机处理提供了操作性的建议。

关键词: 拟人化, 品牌犯错, 行为控制力, 道歉, 人称称谓

Abstract: It is tricky about using single or plural first person pronoun in a brand owner's apology and so far few studies have made any constructive attempt in this regard.Based on Stereotype Theory,the current research finds that single first person pronoun used in an apology for competence issue tends to be better received than plural first person pronoun.By contrast,plural first person pronoun used in an apology for integrity issue tends to be better received than single first person pronoun.This research also finds that such effect is mediated by customers' personified perception toward a brand.To be specific,single first person pronoun is better able to evoke customers' personified perception than plural first person pronoun and such difference leads to distinct customer expectation toward a brand owner's integrity and competence.This research not only enriches the theoretical implications of personification,but also enables practitioners to better manage customer perception through communication.

Key words: personification, brand-related error, behavioral control, apologize, pronoun

谢志鹏, 赵晶, 汪涛. “我”错了还是“我们”错了——单/复数第一人称在企业道歉中的影响[J]. 管理评论, 2022, 34(6): 303-314.

Xie Zhipeng, Zhao Jing, Wang Tao. "We Are Sorry" vs. "I Am Sorry" The Effect of Single/Plural Pronouns in a Company's Apology[J]. Management Review, 2022, 34(6): 303-314.

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