产品拟人化：情感线索对购买意愿的影响

Product Personification: The Impact of Emotional Cues on Purchase Intentions

摘要: 产品拟人化作为一种创新的营销策略，通过赋予产品人类特征(如面孔、情感和个性)拉近了消费者与产品之间的情感距离，从而有效地促进了消费者的购买意愿。情感线索，如面孔特征、权力感知和可爱感知，已成为影响消费者决策的重要因素。面孔特征通过表达情感和传递个性，能够迅速吸引消费者注意并激发情感反应；权力感知则影响消费者对产品的偏好和选择，尤其在强调控制力和地位的情境下；而可爱感知通过激发保护欲和情感联结，尤其在高风险决策中表现出独特的作用。本文综述了情感线索在产品拟人化中的作用机制，探讨了不同文化背景和产品类别对情感线索效果的调节作用，并指出当前研究的不足与未来研究的方向。未来的研究可聚焦于跨文化差异、情感线索与其他营销变量的交互作用，以进一步丰富消费者购买决策的理论框架，并为营销策略的优化提供实证支持。

Abstract: Product anthropomorphism, as an innovative marketing strategy, bridges the emotional gap between consumers and products by endowing products with human characteristics (such as faces, emotions, and personalities), thereby effectively enhancing consumers’ purchase intentions. Emotional cues, such as facial features, perceptions of power, and perceptions of cuteness, have emerged as significant factors influencing consumer decisions. Facial features, by expressing emotions and conveying personalities, can quickly capture consumers’ attention and elicit emotional responses. Perceptions of power influence consumers’ preferences and choices for products, especially in contexts emphasizing control and status. Meanwhile, perceptions of cuteness play a unique role in high-risk decisions by triggering protective instincts and emotional bonds. This paper reviews the mechanisms through which emotional cues function in product anthropomorphism, discusses the moderating effects of different cultural backgrounds and product categories on the effectiveness of these cues, and points out the limitations of current research as well as directions for future studies. Future research can focus on cross-cultural differences and the interactions between emotional cues and other marketing variables to further enrich the theoretical framework of consumer purchase decisions and provide empirical support for optimizing marketing strategies.