数字有形状吗? 数字信息精确性和品牌标识形状的匹配效应
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摘要
数字的精确性(精确vs.大概)会影响人们的各种心理与推断,本文在已有研究的基础上提出数字精确性与形状之间存在关联。具体而言,精确数字会更有可能被感知为多角,而大概数字更可能被感知为圆润。实验1和2分别通过内隐联想测试和消费情境确认这一效应的存在,实验3进一步探讨了流畅性感知对上述匹配效应影响消费者产品评价的中介作用,实验4则通过反转数字的性别象征意义,提出了匹配效应的边界条件:当人们头脑中形成"精确=女性、大概=男性"的联系时,会产生精确数字-圆润形状和大概数字-多角形状的匹配关系。这些结果说明了数字信息与形状信息之间存在认知关联,它对理解个体如何加工数字信息、形状信息以及企业如何利用这些信息提供了一定的启发意义。
Numerical information, such as time, temperature, prices, and product quality ratings, is widely used in our daily lives. As a representation of abstract concepts, numbers have been found to be associated with a concrete concept representation, which is spatial position. Our study enriches this line of research by exploring the association between numbers and shapes. Our study suggests that individuals may project shape information to precise or round numbers. Specifically, precise numbers(round numbers) are likely to be associated with angular shapes(circular shape). Marketing communication materials that feature angular(circular) brand logo shapes may result in favorable evaluations when the numerical information of the product is precise(round).In the present study, we conducted four experiments to test the hypotheses. Study 1 used an Implicit Association Test to examine the implicit association between numbers and shapes. A total of 39 undergraduate students participated in study 1(19 men) and were instructed to sort a series of stimuli(numerical and shape stimuli) into two categories as quickly as possible. In compatible blocks, the two categories were "precise or angular" and "round or circular." In incompatible blocks, the two categories were "round or angular" and"precise or circular." Study 2 sought to investigate the marketing implications of this association. A total of 125 adults(56 men) were shown an advertisement of a quilt. The advertisement contained no other information except the brand logo and numerical information. After reading the product information, all participants were asked to indicate their product attitudes. Study 3 investigated the mediation role of processing fluency. A total of200 adult participants(105 men) were provided with information about a laptop bag. After reading the product information, all participants were asked to indicate their product evaluation and processing fluency. Study 4 investigated the boundary effect of concept association("precise = male" vs. "precise = female"). The procedures consisted of two phases. A total of 244 adults completed a job perception study in phase 1, where the association of the salience concept was manipulated by asking the participants to rate 10 different jobs. In phase2, the participants were shown an advertisement of a pad and were asked to indicate their perception on the product. In studies 2–4, numerical precision was manipulated through a description of product size, price,weight, or review scores.The results of study 1 show that the participants classified compatible blocks faster than incompatible blocks. This finding supports the hypothesis that numerical precision and shapes are connected. Precise numbers were indeed associated with angular shape, whereas round numbers were associated with circular shape. The results of studies 2–4 confirm the marketing implications of the association between numbers and shapes.Marketing communications with an angular(circular) brand logo shape may result in favorable evaluations when the product numerical information is precise(round). Moreover, study 4 found the moderating effect of concept association. Consistent with the reasoning, when participants were informed with the "female = precise"association, the association between numerical precision and brand logo shape was reversed.This research contributes to the literature of numerical cognition and brand logo shape. It provides managers with guidelines on brand logo design and product numerical information setting.
Numerical information, such as time, temperature, prices, and product quality ratings, is widely used in our daily lives. As a representation of abstract concepts, numbers have been found to be associated with a concrete concept representation, which is spatial position. Our study enriches this line of research by exploring the association between numbers and shapes. Our study suggests that individuals may project shape information to precise or round numbers. Specifically, precise numbers(round numbers) are likely to be associated with angular shapes(circular shape). Marketing communication materials that feature angular(circular) brand logo shapes may result in favorable evaluations when the numerical information of the product is precise(round).In the present study, we conducted four experiments to test the hypotheses. Study 1 used an Implicit Association Test to examine the implicit association between numbers and shapes. A total of 39 undergraduate students participated in study 1(19 men) and were instructed to sort a series of stimuli(numerical and shape stimuli) into two categories as quickly as possible. In compatible blocks, the two categories were "precise or angular" and "round or circular." In incompatible blocks, the two categories were "round or angular" and"precise or circular." Study 2 sought to investigate the marketing implications of this association. A total of 125 adults(56 men) were shown an advertisement of a quilt. The advertisement contained no other information except the brand logo and numerical information. After reading the product information, all participants were asked to indicate their product attitudes. Study 3 investigated the mediation role of processing fluency. A total of200 adult participants(105 men) were provided with information about a laptop bag. After reading the product information, all participants were asked to indicate their product evaluation and processing fluency. Study 4 investigated the boundary effect of concept association("precise = male" vs. "precise = female"). The procedures consisted of two phases. A total of 244 adults completed a job perception study in phase 1, where the association of the salience concept was manipulated by asking the participants to rate 10 different jobs. In phase2, the participants were shown an advertisement of a pad and were asked to indicate their perception on the product. In studies 2–4, numerical precision was manipulated through a description of product size, price,weight, or review scores.The results of study 1 show that the participants classified compatible blocks faster than incompatible blocks. This finding supports the hypothesis that numerical precision and shapes are connected. Precise numbers were indeed associated with angular shape, whereas round numbers were associated with circular shape. The results of studies 2–4 confirm the marketing implications of the association between numbers and shapes.Marketing communications with an angular(circular) brand logo shape may result in favorable evaluations when the product numerical information is precise(round). Moreover, study 4 found the moderating effect of concept association. Consistent with the reasoning, when participants were informed with the "female = precise"association, the association between numerical precision and brand logo shape was reversed.This research contributes to the literature of numerical cognition and brand logo shape. It provides managers with guidelines on brand logo design and product numerical information setting.
引文
Anderson,M.L.(2010).Neural reuse:A fundamental organizational principle of the brain.Behavioral&Brain Sciences,33(4),275-276.
Arnheim,R.(2010).Entropy and art:An essay on disorder and order:University of California Press.
Backus,M.,Blake,T.,&Tadelis,S.(2015).Cheap talk,round numbers,and the economics of negotiation.NBER Working Paper,W21285.
Cai,F.,Shen,H.,&Hui,M.K.(2012).The effect of location on price estimation:Understanding number-location and number-order associations.Journal of Marketing Research,49(5),718-724.
Chae,B.,&Hoegg,J.(2013).The future looks“Right”:Effects of the horizontal location of advertising images on product attitude.Journal of Consumer Research,40(2),223-238.
Dehaene,S.,Bossini,S.,&Giraux,P.(1993).The mental representation of parity and number magnitude.Journal of Experimental Psychology:General,122(3),371-396.
Feng,W.T.,&Wang,T.(2017).The power of numbers:The influence of number magnitude in brands on consumers attitudes.Acta Psychologica Sinica,49(12),1581-1589.[冯文婷,汪涛.(2017).数字的力量:品牌中数字大小对消费者态度的影响.心理学报,49(12),1581-1589.]
Greenwald,A.G.,Nosek,B.A.,&Banaji,M.R.(2003).Understanding and using the implicit association test:An improved scoring algorithm.Journal of Personality and Social Psychology,85(2),197-216.
Hagtvedt,H.(2011).The impact of incomplete typeface logos on perceptions of the firm.Journal of Marketing,75(4),86-93.
Hayes,A.F.(2013).Introduction to mediation,moderation,and conditional process analysis:A regression-based approach/.New York:The Guilford Press.
Hevner,K.(1935).Experimental studies of the affective value of colors and lines.Journal of Applied Psychology,19(4),385-398.
Isaac,M.S.,&Schindler,R.M.(2014).The Top-Ten Effect:Consumers'subjective categorization of ranked lists.Journal of Consumer Research,40(6),1181-1202.
Janiszewski,C.,&Uy,D.(2008).Precision of the anchor influences the amount of adjustment.Psychological Science,19(2),121-127.
Jerez-Fernandez,A.,Angulo,A.N.,&Oppenheimer,D.M.(2014).Show me the numbers:Precision as a cue to others’confidence.Psychological Science,25(2),633-635.
Jia,M.,Krishna,A.,&Li,X.(2017).The effect of visual cues on the sense of completeness.Advances in Consumer Research.45,286-290.
Jiang,Y.,Gorn,G.J.,Galli,M.,&Chattopadhyay,A.(2016).Does your company have the right logo?How and why circular-and angular-logo shapes influence brand attribute judgments.Journal of Consumer Research,42(5),709-726.
King,D.,&Janiszewski,C.(2011).The sources and consequences of the fluent processing of numbers.Journal of Marketing Research,48(2),327-341.
Lee,A.Y.,&Aaker,J.L.(2004).Bringing the frame Into focus:The Influence of regulatory fit on processing fluency and persuasion.Journal of Personality and Social Psychology,86(2),205-218.
Li,Y.J.,Haws,K.L.,&Griskevicius,V.(2019).Parenting motivation and consumer decision-making.Journal of Consumer Research,45(5),1117-1137.
Liu,S.Q.,Bogicevic,V.,&Mattila,A.S.(2018).Circular vs.angular servicescape:“Shaping”customer response to a fast service encounter pace.Journal of Business Research,89,47-56.
Mehta,R.,&Zhu,R.J.(2009).Blue or red?Exploring the effect of color on cognitive task performances.Science,323(5918),1226-1229.
Messner,C.,&Vosgerau,J.(2010).Cognitive inertia and the Implicit Association Test.Journal of Marketing Research,47(2),374-386.
Moshe,B.,&Maital,N.(2006).Humans prefer curved visual objects.Psychological Science,17(8),645-648.
Palumbo,L.,Ruta,N.,&Bertamini,M.(2015).Comparing angular and curved shapes in terms of implicit associations and approach/avoidance responses.PLoS ONE,10(10),e140043.
Pang X.J.,Zhang D.J.,Wang X.Q.,&Wang J.L.(2011).Review on intervention strategy studies about stereotype.Advances in Psychological Science,19(2),243-250.[庞小佳,张大均,王鑫强,王金良.(2011).刻板印象干预策略研究述评.心理科学进展,19(2),243-250.]
Pena-Marin,J.,&Bhargave,R.(2016).Lasting performance:Round numbers activate associations of stability and increase perceived length of product benefits.Journal of Consumer Psychology,26(3),410-416.
Qian,M.,Zhou,L.X.,Lu,T.T.,Wen,M.X.&Fu,G.Y.(2015).Theoretical construction and empirical research on a preschooler-friendly Implicit Association Test,Acta Psychologica Sinica,47(7),903-913.[钱淼,周立霞,鲁甜甜,翁梦星,傅根跃.(2015).幼儿友好型内隐联想测验的建构及有效性.心理学报,47(7),903-913.]
Reber,R.,Schwarz,N.,&Winkielman,P.(2004).Processing fluency and aesthetic pleasure:Is beauty in the perceiver’s processing experience?Personality and Social Psychology Review,8(4),364-382.
Rozin,P.,Hormes,J.M.,Faith,M.S.,&Wansink,B.(2012).Is meat male?A quantitative multimethod framework to establish metaphoric relationships.Journal of Consumer Research,39(3),629-643.
Schindler,R.M.,&Yalch,R.F.(2006).It seems factual,But Is It?Effects of using sharp versus round numbers in advertising claims.Advances in Consumer Research,33(1),586-590.
Shoham,M.,Moldovan,S.,&Steinhart,Y.(2018).Mind the Gap:How smaller numerical differences can increase product attractiveness.Journal of Consumer Research,45(4),761-774.
Thomas,M.,Simon,D.H.,&Kadiyal,V.(2010).The price precision effect:Evidence from laboratory and market data.Marketing Science,29(1),175-190.
Touré-Tillery,M.,&Fishbach,A.(2017).Too far to help:The effect of perceived distance on the expected impact and likelihood of charitable action.Journal of Personality&Social Psychology,112(6),860-876.
Wang,H.Z.,Fang,X.W.,&Ouyang,J.Y.(2017).Consumer self-construal,need of uniqueness and preference of brand logo shape.Acta Psychologica Sinica,49(8),1113-1124.[王海忠,范孝雯,欧阳建颖.(2017).消费者自我构念,独特性需求与品牌标识形状偏好.心理学报,49(8),1113-1124.]
Wadhwa,M.,&Zhang,K.(2015).This number just feels right:The impact of roundedness of price numbers on product evaluations.Journal of Consumer Research,41(5),1172-1185.
Westerman,S.J.,Gardner,P.H.,Sutherland,E.J.,White,T.,Jordan,K.,Watts,D.,&Wells,S.(2012).Product design:Preference for rounded versus angular design elements.Psychology&Marketing,29(8),595-605.
Xie,G.X.,&Kronrod,A.(2012).Is the devil in the details?The signaling effect of numerical precision in environmental advertising claims.Journal of Advertising,41(4),103-117.
Xu,X.D.,&Liu,C.(2006).The spatial character of number.Advances in Psychological Science,14(6),851-858.[徐晓东,刘昌.(2006).数字的空间特性.心理科学进展,14(6),851-858.]
Yan,D.(2016).Numbers are gendered:The role of numerical precision.Journal of Consumer Research,43(2),303-316.
Yan,D.,&Pena-Marin,J.(2017).Round off the bargaining:The effects of offer roundness on willingness to accept.Journal of Consumer Research.44(2),381-395.
Zeng X.H.(2007).The cognition research about different number surface forms.Master’s thesis of South China Normal University.[曾细红.(2007).不同的数字表面形式的认知研究(硕士学位论文),华南师范大学.]
Zhang,Y.,Feick,L.,&Price,L.J.(2006).The impact of self-construal on aesthetic preference for angular versus rounded shapes.Personality and Social Psychology Bulletin,32(6),794-805.
Zhu,R.,&Argo,J.J.(2013).Exploring the impact of various shaped seating arrangements on persuasion.Journal of Consumer Research,40(2),336-349.
Arnheim,R.(2010).Entropy and art:An essay on disorder and order:University of California Press.
Backus,M.,Blake,T.,&Tadelis,S.(2015).Cheap talk,round numbers,and the economics of negotiation.NBER Working Paper,W21285.
Cai,F.,Shen,H.,&Hui,M.K.(2012).The effect of location on price estimation:Understanding number-location and number-order associations.Journal of Marketing Research,49(5),718-724.
Chae,B.,&Hoegg,J.(2013).The future looks“Right”:Effects of the horizontal location of advertising images on product attitude.Journal of Consumer Research,40(2),223-238.
Dehaene,S.,Bossini,S.,&Giraux,P.(1993).The mental representation of parity and number magnitude.Journal of Experimental Psychology:General,122(3),371-396.
Feng,W.T.,&Wang,T.(2017).The power of numbers:The influence of number magnitude in brands on consumers attitudes.Acta Psychologica Sinica,49(12),1581-1589.[冯文婷,汪涛.(2017).数字的力量:品牌中数字大小对消费者态度的影响.心理学报,49(12),1581-1589.]
Greenwald,A.G.,Nosek,B.A.,&Banaji,M.R.(2003).Understanding and using the implicit association test:An improved scoring algorithm.Journal of Personality and Social Psychology,85(2),197-216.
Hagtvedt,H.(2011).The impact of incomplete typeface logos on perceptions of the firm.Journal of Marketing,75(4),86-93.
Hayes,A.F.(2013).Introduction to mediation,moderation,and conditional process analysis:A regression-based approach/.New York:The Guilford Press.
Hevner,K.(1935).Experimental studies of the affective value of colors and lines.Journal of Applied Psychology,19(4),385-398.
Isaac,M.S.,&Schindler,R.M.(2014).The Top-Ten Effect:Consumers'subjective categorization of ranked lists.Journal of Consumer Research,40(6),1181-1202.
Janiszewski,C.,&Uy,D.(2008).Precision of the anchor influences the amount of adjustment.Psychological Science,19(2),121-127.
Jerez-Fernandez,A.,Angulo,A.N.,&Oppenheimer,D.M.(2014).Show me the numbers:Precision as a cue to others’confidence.Psychological Science,25(2),633-635.
Jia,M.,Krishna,A.,&Li,X.(2017).The effect of visual cues on the sense of completeness.Advances in Consumer Research.45,286-290.
Jiang,Y.,Gorn,G.J.,Galli,M.,&Chattopadhyay,A.(2016).Does your company have the right logo?How and why circular-and angular-logo shapes influence brand attribute judgments.Journal of Consumer Research,42(5),709-726.
King,D.,&Janiszewski,C.(2011).The sources and consequences of the fluent processing of numbers.Journal of Marketing Research,48(2),327-341.
Lee,A.Y.,&Aaker,J.L.(2004).Bringing the frame Into focus:The Influence of regulatory fit on processing fluency and persuasion.Journal of Personality and Social Psychology,86(2),205-218.
Li,Y.J.,Haws,K.L.,&Griskevicius,V.(2019).Parenting motivation and consumer decision-making.Journal of Consumer Research,45(5),1117-1137.
Liu,S.Q.,Bogicevic,V.,&Mattila,A.S.(2018).Circular vs.angular servicescape:“Shaping”customer response to a fast service encounter pace.Journal of Business Research,89,47-56.
Mehta,R.,&Zhu,R.J.(2009).Blue or red?Exploring the effect of color on cognitive task performances.Science,323(5918),1226-1229.
Messner,C.,&Vosgerau,J.(2010).Cognitive inertia and the Implicit Association Test.Journal of Marketing Research,47(2),374-386.
Moshe,B.,&Maital,N.(2006).Humans prefer curved visual objects.Psychological Science,17(8),645-648.
Palumbo,L.,Ruta,N.,&Bertamini,M.(2015).Comparing angular and curved shapes in terms of implicit associations and approach/avoidance responses.PLoS ONE,10(10),e140043.
Pang X.J.,Zhang D.J.,Wang X.Q.,&Wang J.L.(2011).Review on intervention strategy studies about stereotype.Advances in Psychological Science,19(2),243-250.[庞小佳,张大均,王鑫强,王金良.(2011).刻板印象干预策略研究述评.心理科学进展,19(2),243-250.]
Pena-Marin,J.,&Bhargave,R.(2016).Lasting performance:Round numbers activate associations of stability and increase perceived length of product benefits.Journal of Consumer Psychology,26(3),410-416.
Qian,M.,Zhou,L.X.,Lu,T.T.,Wen,M.X.&Fu,G.Y.(2015).Theoretical construction and empirical research on a preschooler-friendly Implicit Association Test,Acta Psychologica Sinica,47(7),903-913.[钱淼,周立霞,鲁甜甜,翁梦星,傅根跃.(2015).幼儿友好型内隐联想测验的建构及有效性.心理学报,47(7),903-913.]
Reber,R.,Schwarz,N.,&Winkielman,P.(2004).Processing fluency and aesthetic pleasure:Is beauty in the perceiver’s processing experience?Personality and Social Psychology Review,8(4),364-382.
Rozin,P.,Hormes,J.M.,Faith,M.S.,&Wansink,B.(2012).Is meat male?A quantitative multimethod framework to establish metaphoric relationships.Journal of Consumer Research,39(3),629-643.
Schindler,R.M.,&Yalch,R.F.(2006).It seems factual,But Is It?Effects of using sharp versus round numbers in advertising claims.Advances in Consumer Research,33(1),586-590.
Shoham,M.,Moldovan,S.,&Steinhart,Y.(2018).Mind the Gap:How smaller numerical differences can increase product attractiveness.Journal of Consumer Research,45(4),761-774.
Thomas,M.,Simon,D.H.,&Kadiyal,V.(2010).The price precision effect:Evidence from laboratory and market data.Marketing Science,29(1),175-190.
Touré-Tillery,M.,&Fishbach,A.(2017).Too far to help:The effect of perceived distance on the expected impact and likelihood of charitable action.Journal of Personality&Social Psychology,112(6),860-876.
Wang,H.Z.,Fang,X.W.,&Ouyang,J.Y.(2017).Consumer self-construal,need of uniqueness and preference of brand logo shape.Acta Psychologica Sinica,49(8),1113-1124.[王海忠,范孝雯,欧阳建颖.(2017).消费者自我构念,独特性需求与品牌标识形状偏好.心理学报,49(8),1113-1124.]
Wadhwa,M.,&Zhang,K.(2015).This number just feels right:The impact of roundedness of price numbers on product evaluations.Journal of Consumer Research,41(5),1172-1185.
Westerman,S.J.,Gardner,P.H.,Sutherland,E.J.,White,T.,Jordan,K.,Watts,D.,&Wells,S.(2012).Product design:Preference for rounded versus angular design elements.Psychology&Marketing,29(8),595-605.
Xie,G.X.,&Kronrod,A.(2012).Is the devil in the details?The signaling effect of numerical precision in environmental advertising claims.Journal of Advertising,41(4),103-117.
Xu,X.D.,&Liu,C.(2006).The spatial character of number.Advances in Psychological Science,14(6),851-858.[徐晓东,刘昌.(2006).数字的空间特性.心理科学进展,14(6),851-858.]
Yan,D.(2016).Numbers are gendered:The role of numerical precision.Journal of Consumer Research,43(2),303-316.
Yan,D.,&Pena-Marin,J.(2017).Round off the bargaining:The effects of offer roundness on willingness to accept.Journal of Consumer Research.44(2),381-395.
Zeng X.H.(2007).The cognition research about different number surface forms.Master’s thesis of South China Normal University.[曾细红.(2007).不同的数字表面形式的认知研究(硕士学位论文),华南师范大学.]
Zhang,Y.,Feick,L.,&Price,L.J.(2006).The impact of self-construal on aesthetic preference for angular versus rounded shapes.Personality and Social Psychology Bulletin,32(6),794-805.
Zhu,R.,&Argo,J.J.(2013).Exploring the impact of various shaped seating arrangements on persuasion.Journal of Consumer Research,40(2),336-349.
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