长沙市实体商铺极量店名的表达特征及心理机制研究

Extreme-Degree Expressions in the Names of Brick-and-Mortar Businesses in Changsha: Linguistic Features and Psychological Mechanisms

摘要: 本文以长沙市实体商铺中的典型极量店名为研究对象，采用语料分析法，考察其表达形式、语义指向及心理机制。研究发现，极量店名主要通过程度强化、等级地位、数值边界、体验失控和反差猎奇五种方式表达极量意义；其语义指向与行业存在一定的适配关系，如餐饮类突出感官刺激，服务类强调品质服务，娱乐类指向情绪体验等。从心理机制看，本文尝试从具身认知、权势关系、期望违背和社会认同等角度，解释极量店名可能影响消费者判断的过程。

Abstract: This study examines representative extreme-degree shop names, used by brick-and-mortar bu- sinesses in Changsha. Drawing on a qualitative analysis of collected shop-name data, it investigates their linguistic forms, semantic orientations, and possible psychological mechanisms. The findings identify five major patterns through which extreme-degree meanings are conveyed: degree intensification, status and rank marking, numerical endpoint marking, experiential loss of control, and contrastive, curiosity-arousing naming. The semantic orientations of these names show a degree of alignment with different business sectors. Food and beverage businesses tend to foreground sensory stimulation, service businesses emphasize service quality, and leisure and entertainment businesses highlight emotional experience. From a psychological perspective, the analysis suggests that extreme-degree shop names may influence consumer judgments through embodied cognition, power relations, expectancy violation, and social identity.