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首页> 外文期刊>Social influence >iPhones for friends, refrigerators for family: How products prime social networks
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iPhones for friends, refrigerators for family: How products prime social networks

机译：适用于朋友的iPhone，适合家庭的冰箱：产品如何成为社交网络的首选

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摘要

We show that priming consumers with products associated with specific social networks increases the salience of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles or refrigerators); when asked to list the first people they knew who came to mind, they were more likely to list members of primed networks (Study 1). Product priming also increases the speed with which product-relevant individuals come to mind (Study 2). In Study 3 consumers felt subjectively closer to networks primed by specific products, and this felt closeness predicted subsequent word-of-mouth intentions. Finally, Study 4 shows that priming relevant networks (e.g., family or friends) makes products associated with those networks more attractive.
机译：我们表明，向消费者灌输与特定社交网络相关的产品会增加这些网络的显着性，从而影响口碑意图和消费。消费者接触了与朋友或家人相关的产品（例如游戏机或冰箱）；当被要求列出他们认识的第一批人时，他们更有可能列出启动网络的成员（研究1）。产品灌注还可以提高与产品相关的个人的记忆速度（研究2）。在研究3中，消费者从主观上感觉更接近于由特定产品构成的网络，并且这种亲密关系预示了随后的口碑传播意图。最后，研究4显示，启动相关网络（例如，家人或朋友）可使与这些网络相关的产品更具吸引力。

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