How to Reverse the Negative Effect of Product Transformation Salience on Consumption Intention for High-touch Products—The Role of Consumption Patterns and Information Representations
Existing studies mainly focus on highlighting the positive impact of product transformation salience on low-touch products,and few studies explore how to alleviate and reverse the negative impact of product transformation salience on high-touch products.Based on evidence that product transformation salience leads consumers to aversion to high-touch products and ultimately reduce consumption intentions(Study 1),the article examines the moderating effects of consumption patterns and information representations through two experiments(Study2&3).The research results show that compared with the possession-based consumption model,the access-based consumption model can reduce the disgust caused by product tranfor-mation salience,thereby increasing the willingness to consume high-touch products(Study 2).In addition,compared with negative information representations,neutral information representations are beneficial to reduce the disgust caused by product tranformation salience,thereby increasing the willingness to consume high-touch products(Study 3).The findings of this re-search have strong practical significance for companies producing high-touch products in terms of the scenarios in which they a-dopt product transformation salience strategy and how they can better articulate product transformation salience to convey the company's environmental responsibility,and thus enhance the marketing performance of their eco-friendly products.
product transformation saliencehigh-touch productsdisgustpattern of consumptioninformation representa-tions
万方数据
维普
