上海管理科学2017，Vol.39Issue(3)：46-50,5.
“冰冷”的宽容——感知温度对品牌丑闻认知的影响
Cold Tolerance——the Influence of Perceived Temperature on Brand Scandal Cognition
摘要
Abstract
This paper studied the impact of consumer's physical experience (perceived temperature) on consumer's mental activity (brand scandal cognition) from the perspective of embodied cognition.Experiment 1 showed that compared to the low-temperature condition,consumers in the high-temperature condition were less tolerant of brand scandal.Experiment 2 showed that the anthropomorphic degree of the brand has a moderating effect on the result shown in experiment 1,that is,only when the brand is in a high level of brand anthropomorphism,the result in experiment 1 will appear.Theoretically,this paper explored brand scandal cognition from a new perspective.Practically,this paper provided valuable advices on image restoration practices for companies.关键词
具身认知/感知温度/品牌丑闻/品牌拟人化Key words
embodied cognition/perceived temperature/brand scandal/brand anthropomorphism分类
管理科学引用本文复制引用
张纯羽,王良燕..“冰冷”的宽容——感知温度对品牌丑闻认知的影响[J].上海管理科学,2017,39(3):46-50,5.基金项目
上海市曙光项目计划(13SG16) （13SG16）
