管理评论

管理评论 ›› 2023, Vol. 35 ›› Issue (5): 112-124.

• 市场营销 • 上一篇    下一篇

睡眠缺乏影响外观可爱产品偏好的现象、机制和边界条件研究

柳武妹1, 刘红艳2, 陈毅楠3, 陈艳霞2   

  1. 1. 兰州大学管理学院, 兰州 730000;
    2. 暨南大学管理学院, 广州 510632;
    3. 中建四局电子厂房事业部, 惠州 516100
  • 收稿日期:2021-08-09 出版日期:2023-05-28 发布日期:2023-06-21
  • 通讯作者: 刘红艳(通讯作者)，暨南大学管理学院副教授，博士生导师，博士。
  • 作者简介:柳武妹，兰州大学管理学院教授，博士生导师，博士；陈毅楠，中建四局电子厂房事业部职员；陈艳霞，暨南大学管理学院硕士研究生。
  • 基金资助:
    国家社会科学基项目（19BGL110）；暨南大学广东省哲学社会科学重点实验室“神经管理学实验室”项目（2015WSYS005）；国家自然科学基金面上项目（71972092；71772077）；国家自然科学基金重点项目（71832015；71832010）。

A Study on the Mechanism of How Consumers' Lack of Sleep Influences Their Preference for Visually Cute Products and the Boundary Conditions of the Influence

Liu Wumei1, Liu Hongyan2, Chen Yinan3, Chen Yanxia2   

  1. 1. School of Management, Lanzhou University, Lanzhou 730000;
    2. School of Management, Jinan University, Guangzhou 510632;
    3. China Construction Fourth Engineering Division Corp., Ltd., Huizhou 516100
  • Received:2021-08-09 Online:2023-05-28 Published:2023-06-21

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摘要： 关于睡眠缺乏如何影响个体的消费行为，营销学界并未对此深入探讨。由于睡眠缺乏会降低消费者的活力，而可爱产品和活力、年轻等密切相关，因此本文探讨了睡眠缺乏对可爱产品偏好的影响机制。通过测量消费者相对短期的睡眠状态以及操纵消费者前一晚的睡眠状态，本文开展了2个问卷调查研究和2个实验研究，发现，相比于睡眠充足，睡眠缺乏的消费者会增加对外观可爱产品的偏好（研究1）。本文进一步发现，睡眠状态对外观可爱产品偏好的影响受到消费者的内隐自我观的调节。具体而言，对于实体论者，睡眠缺乏会增加他们对外观可爱产品的偏好，通过产品提升活力的信念是内在中介；而对于渐进论者，睡眠充足与睡眠缺乏不会影响他们对外观可爱产品的偏好，因为产品提升活力的信念不发挥中介作用（研究2a和研究2b）。本文的研究3进一步通过测量睡眠状态不同的消费者在实际接触外观可爱产品后的活力恢复情况。理论层面，本文对睡眠这一概念在营销领域中的运用以及对可爱产品偏好的前因研究都进行了理论推进。实践层面，本文对外观可爱产品生产者、零售商和营销者的产品人群定位和营销策略提供了有益启示。

关键词: 睡眠缺乏, 活力, 内隐自我观, 外观可爱产品, 产品提升活力的信念

Abstract: People often lack adequate sleep. Marketing scholars have long neglected the issue of how consumers' lack of sleep affects their consuming behavior. Lack of sleep decreases consumers' vitality, and cute products are closely related to vitality and youth. This paper conducts four studies (2 surveys and 2 experiments) to explore the influence of consumers' lack of sleep on their preference for visually cute products, its mechanism and boundary conditions. Study1 finds that sleep-deprived consumers prefer visually cute products. Furthermore, study 2a and study 2b find that the influence is moderated by consumers' implicit self-views. When suffering lack of sleep, substantialistic consumers tend to choose cute products because they strongly believe that such products can help enhance their vitality, but this tendency does not apply to gradualistic consumers, who do not believe so. Study 3 finds that cute products restore consumers' vitality level after they touch cute products. The current paper makes several important theoretical advances. First, this paper adds to the existing researches on sleep, via showing that individuals' preference for baby-schema cute products is a new way for them to cope with the threat of inadequate sleep. Second, through focusing on individuals' physiological and psychological predictors of cute product preferences, this paper moves forwards past researches on cuteness. Practically, this paper has reference value for the market positioning and advertising of enterprises that sell cute products.

Key words: lack of sleep, vitality, implicit self view, cute products, belief in vitality-enhancing products