聚焦前沿 | 顶刊选集：疾病威胁专题论文
聚 焦 前 沿
疾病威胁专题论文
转发自对外经贸公众号UIBE全球营销
01
厌恶与恐惧：传染疾病威胁下消费者选择
Disgusted and Afraid: Consumer Choices under the Threat of Contagious Disease
作者：Chelsea Galoni, Gregory S. Carpenter, Hayagreeva Rao.
Journal of Consumer Research. 2020, Volume: 47 issue: 3, page(s): 373–392.
Abstract
Consumers regularly encounter cues of contagious disease in daily life—a commuter sneezes on the train, a colleague blows their nose in a meeting, or they read recent headlines about the dangerous spread of a disease. Research has overwhelmingly argued that the dominant response to these cues is disgust—an emotion that leads to a desire to reject and avoid potential contamination. We argue, however, that contagious disease cues can also elicit fear. Across four experiments and two large empirical data analyses of the presence of contagious disease on actual consumption behavior, we find that cues of contagious disease increase both fear and disgust, and these emotions together form a unique behavioral tendency with respect to consumer behavior. Relative to either emotion alone, disgust and fear increase preference for more-familiar products asymmetrically over less-familiar ones. These results contribute theoretically to research on complex emotional states and the behavioral tendencies of emotions, document a systematic and consequential impact of contagious disease cues on real consumption behavior, and have significant practical implications for marketers.
摘要
消费者在日常生活中经常遇到与传染病相关的线索，如通勤者在火车上打喷嚏，同事在开会的时候擤鼻涕，或者读到最近有关疾病传播的头条新闻。大多数研究一致认为厌恶是人们对疾病线索的主要反应，厌恶是一种拒绝或避免被传染的情绪。然而，我们认为传染病线索也会引发恐惧。我们对传染病和实际消费行为进行了四项实验和两个大规模的实证研究，数据显示传染病线索同时增加了个体恐惧和厌恶情绪，这些情绪共同形成了一种独特的消费行为倾向。相对于任何一种情绪而言，厌恶和恐惧均非对称性地增加了个体对更熟悉产品的偏好。这些结果有助于研究复杂情绪状态及其引发的行为倾向，探究了传染病线索对个体实际消费行为的系统性影响，并对营销人员具有重要的现实意义。
关键词
传染病（contagion），情绪（emotion），厌恶（disgust），熟悉性（familiarity），恐惧（fear），疾病（disease）
02
疾病线索对典型和非典型产品偏好的影响
The Influence of Disease Cues on Preference for Typical versus Atypical Products
作者：Yunhui Huang, Jaideep Sengupta
Journal of Consumer Research. 2020, Volume: 47 issue: 3, page(s):393–411.
Abstract
This article examines how exposure to disease-related cues influences consumers’ preference for typical (vs. atypical) product options. Merging insights from evolutionary psychology with research on preference for typicality in consumer products, we predict that disease salience decreases relative preference for typical versus atypical options, because typical products are implicitly associated with many people, misaligning them with the people-avoidance motive triggered by disease cues. We further build on this conceptualization to identify situations in which this preference shift might be eliminated. Specifically, we argue that the focal effect will not manifest when the disease in question is explicitly described to be noncontagious, or when an anti-infection intervention is introduced, or when the decision context involves minimum infection. Results from six studies provide support for our predictions, advancing basic knowledge on the evolutionary strategies guiding disease avoidance, while also documenting how such strategies can affect consumer preferences.
摘要
本文探究了疾病线索如何影响消费者对典型产品（vs.非典型产品）的偏好。基于进化心理学和消费者对典型产品偏好的相关研究，本文相较于非典型产品来说，疾病显著性降低了消费者对典型产品的选择偏好，这是因为典型产品暗示性地与“多数人”这一概念存在关联，并与疾病线索引发的人们回避动机的研究不一致。我们进一步排除了消费者的偏好转变的情况：当所讨论的疾病被描述为非传染性疾病时，或引入抗感染干预措施时，或情境中论及最小感染量时。六个实验为我们的研究提供了假设验证，推进了疾病防御的进化策略研究，同时也为这些策略如何影响消费者偏好提供了研究借鉴。
关键词
进化心理学（evolutionary psychology），行为免疫系统（behavioral immune system）, 疾病线索（disease cues），典型性（typicality）
03
消费者更加偏好“天然”预防药而非治疗药
Consumers Prefer “Natural” More for Preventatives Than for Curatives
作者：Sydney E. Scott, Paul Rozin, Deborah A. Small
Journal of Consumer Research. 2020, Volume: 47 issue: 3, page(s):454-471.
Abstract
We demonstrate that natural products are more strongly preferred when used to prevent a problem than when used to cure a problem (the prevent/cure effect). This organizing principle explains variation in the preference for natural across distinct product categories (e.g., food vs. medicine), within product categories (e.g., between different types of medicines), and for the same product depending on how it is used (to prevent or to cure ailments). The prevent/cure effect is driven by two factors: lay beliefs about product attributes and importance of product attributes. Specifically, (a) consumers hold lay beliefs that natural products are safer and less potent and (b) consumers care more about safety and less about potency when preventing as compared to when curing, which leads to a stronger preference for natural when preventing. Consistent with this explanation, when natural products are described as more risky and more potent, reversing the standard inferences about naturalness, then natural products become more preferred for curing than for preventing. This research sheds light on when the marketing of “natural” is most appealing to consumers.
摘要
我们的研究证明了天然产品被更多地用于预防而非治疗情境中（预防效应/治疗效应）。这一研究结论在不同产品类别（如，食品和药品）、同一产品类别（如，药品的不同种类）及不同使用目的的同一种产品（如，预防疾病还是治疗疾病）均得到验证。预防/治疗效应由两个因素驱动：对产品属性的常人信念和产品属性的重要性。具体来说，（a）消费者存在天然产品更加安全、效力较低的常人信念；（b）与疾病治疗情境相比，消费者在疾病预防情境中更加关注安全性、较少关注有效性，这将使得消费者在预防疾病时更偏好于天然产品。与这一解释相一致的是，当天然产品被描述为更具风险性、效力更高时，个体对天然产品的偏好将反转，即天然产品更适合用于治疗而非预防疾病中。这项研究揭示了“天然”营销何时对消费者最具有吸引力。
关键词
天然产品（natural products），天然偏好（preference for natural），风险偏好（risk preferences），医疗决策（medical decision-making）
04
对检查的恐惧和对预防的效能：利用解释水平鼓励健康行为
Fear of Detection and Efficacy of Prevention: Using Construal Level to Encourage Health Behaviors
作者：Chethana Achar，Nidhi Agrawal，Meng-Hua Hsieh
Journal of Marketing Research. 2020, Volume: 57 issue: 3, page(s):582-598.
Abstract
This research examines the psychological processes and factors that shape illness-detection versus illness-prevention health actions. Four experiments using contexts of mental health, skin cancer, and breast cancer show that illness detection evokes fear, which undermines engagement in detection behaviors. Considering detection at low (vs. high) levels of thought reduced fear and increased health persuasion. Illness prevention is driven by self-efficacy perceptions and considering prevention at high (vs. low) levels of thought increases persuasion. In further evidence of process, trait fear moderated the detection effects, and dispositional self-efficacy moderated the prevention effects. As an intervention, framing a detection action as serving illness-prevention goals increased people’s likelihood of engaging with an online breast cancer detection tool. These findings illuminate the psychology of detection as being distinct from the psychology of prevention, identify the role of fear in the consideration of health behaviors, and show contexts in which construal levels have divergent effects on health persuasion.
摘要
这项研究探究了影响两种健康行为的心理过程和因素，即疾病检查行为和疾病预防行为。四项以心理健康、皮肤癌和乳腺癌为背景的实验表明，疾病检查会引发恐惧情绪，进而减少了消费者参与疾病检查行为的发生。以低解释水平思考疾病检查行为时，将降低恐惧情绪并增加健康说服力。自我效能感知促进疾病预防行为，且以高解释水平思考疾病预防行为时将增加健康说服力。更进一步来说，恐惧特质调节了检查效应，并且自我效能倾向调节了预防效应。作为一种干预措施，将检查行为作为疾病预防的目标框架能够增加人们参与在线乳腺癌检查的可能性。这些研究发现阐述了人们对检查行为的心理过程异于预防行为，同时验证了恐惧情绪在考虑健康行为中的作用，以及解释水平在不同情境中健康说服的差异化效果。
关键词
解释水平理论（construal level theory），健康检查行为（detection health behaviors），恐惧（fear），健康信息（health messaging）
END
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