915 
1642本研究以反信号模型为基础，通过六项实验探索奢侈品荒诞风格产品设计对消费者品牌偏好的影响机制和边界条件。实验1通过眼球追踪技术为主效应提供了初步的生理证据。实验2说明荒诞风格产品设计能够提高消费者品牌偏好，并明确主效应只有在奢侈品品牌情境下才存在。实验3完善主效应的因果链模型，发现品牌排他性在荒诞风格产品设计对消费者奢侈品品牌偏好的影响中起中介作用。实验4通过操纵消费者对品牌的排他性感知，进一步验证中介效应。实验5在控制独特性水平的情境下验证品牌排他性对荒诞风格产品设计影响消费者品牌偏好的独立中介作用，巩固主效应的因果机制。实验6分析消费者设计敏锐度的调节作用，发现高设计敏锐度的个体更容易从荒诞风格的奢侈品产品设计中感知到品牌排他性，进而导致更高的品牌偏好；对于低设计敏锐度的个体，主效应不再显著。本研究为奢侈品企业在发展进程中通过产品设计构建排他性从而创造品牌价值提供了实践建议。
荒诞风格产品设计对奢侈品品牌偏好的影响
摘要
参考文献
2 韩英, 程晓君. 传统奢侈品与新奢侈品特征及消费群比较[J]. 青年记者, 2010, (27): 35-36. DOI:10.3969/j.issn.1002-2759.2010.27.018
3 彭传新. 奢侈品品牌文化研究[J]. 中国软科学, 2010, (2): 69-77. DOI:10.3969/j.issn.1002-9753.2010.02.009
5 韦夏, 涂荣庭, 江明华, 等. 奢侈品真实性感知机制研究[J]. 营销科学学报, 2011, 7(2): 45-66.
6 谢志鹏, 汪涛. 产品也会皱眉头? 产品的“侵略性表情”对消费者的影响[J]. 心理学报, 2017, 49(5): 680-691.
7 Aaker J L. Dimensions of brand personality[J]. Journal of Marketing Research, 1997, 34(3): 347-356. DOI:10.1177/002224379703400304
8 Aliyev F, Ürkmez T, Wagner R. Luxury brands do not glitter equally for everyone[J]. Journal of Brand Management, 2018, 25(4): 337-350. DOI:10.1057/s41262-017-0085-x
9 Amaral N B, Loken B. Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands[J]. Journal of Consumer Psychology, 2016, 26(4): 483-495. DOI:10.1016/j.jcps.2016.02.004
10 Arias-Bolzmann L, Chakraborty G, Mowen J C. Effects of absurdity in advertising: The moderating role of product category attitude and the mediating role of cognitive responses[J]. Journal of Advertising, 2000, 29(1): 35-49. DOI:10.1080/00913367.2000.10673602
11 Barone M J, Roy T. Does exclusivity always pay off? Exclusive price promotions and consumer response[J]. Journal of Marketing, 2010, 74(2): 121-132. DOI:10.1509/jm.74.2.121
12 Bellezza S, Berger J. Trickle-round signals: When low status is mixed with high[J]. Journal of Consumer Research, 2020, 47(1): 100-127. DOI:10.1093/jcr/ucz049
13 Bloch P H. Seeking the ideal form: Product design and consumer response[J]. Journal of Marketing, 1995, 59(3): 16-29. DOI:10.1177/002224299505900302
14 Cesareo L, Townsend C, Pavlo V E. Hideous but worth it: Distinctive ugliness as a signal of luxury[J]. Journal of the Academy of Marketing Science, 2023, 51(3): 636-657. DOI:10.1007/s11747-022-00913-3
15 Cho J Y, Suh J. Spatial color efficacy in perceived luxury and preference to stay: An eye-tracking study of retail interior environment[J]. Frontiers in Psychology, 2020, 11: 296. DOI:10.3389/fpsyg.2020.00296
16 Cox D S, Locander W B. Product novelty: Does it moderate the relationship between ad attitudes and brand attitudes?[J]. Journal of Advertising, 1987, 16(3): 39-44. DOI:10.1080/00913367.1987.10673084
17 Dion D, Arnould E. Retail luxury strategy: Assembling charisma through art and magic[J]. Journal of Retailing, 2011, 87(4): 502-520. DOI:10.1016/j.jretai.2011.09.001
18 Dubois B, Paternault C. Observations: Understanding the world of international luxury brands: The “dream formula. ”[J]. Journal of Advertising Research, 1995, 35(4): 69-76.
19 Feltovich N, Harbaugh R, To T. Too cool for school? Signalling and countersignalling[J]. The Rand Journal of Economics, 2002, 33(4): 630-649. DOI:10.2307/3087478
20 Fionda A M, Moore C M. The anatomy of the luxury fashion brand[J]. Journal of Brand Management, 2009, 16(5-6): 347-363. DOI:10.1057/bm.2008.45
21 Fournier S. Consumers and their brands: Developing relationship theory in consumer research[J]. Journal of Consumer Research, 1998, 24(4): 343-373. DOI:10.1086/209515
22 Gielens K, Steenkamp J B E M. Drivers of consumer acceptance of new packaged goods: An investigation across products and countries[J]. International Journal of Research in Marketing, 2007, 24(2): 97-111. DOI:10.1016/j.ijresmar.2006.12.003
23 Greenberg D, Ehrensperger E, Schulte-Mecklenbeck M, et al. The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?[J]. Journal of Brand Management, 2020, 27(2): 195-210. DOI:10.1057/s41262-019-00175-5
24 Hagtvedt H. The impact of incomplete typeface logos on perceptions of the firm[J]. Journal of Marketing, 2011, 75(4): 86-93. DOI:10.1509/jmkg.75.4.86
25 Han Y J, Nunes J C, Drèze X. Signaling status with luxury goods: The role of brand prominence[J]. Journal of Marketing, 2010, 74(4): 15-30. DOI:10.1509/jmkg.74.4.015
26 Hollander E P. Conformity, status, and idiosyncrasy credit[J]. Psychological Review, 1958, 65(2): 117-127. DOI:10.1037/h0042501
27 Houston M J, Childers T L, Heckler S E. Picture-word consistency and the elaborative processing of advertisements[J]. Journal of Marketing Research, 1987, 24(4): 359-369. DOI:10.1177/002224378702400403
28 Jebarajakirthy C, Das M. Uniqueness and luxury: A moderated mediation approach[J]. Journal of Retailing and Consumer Services, 2021, 60: 102477. DOI:10.1016/j.jretconser.2021.102477
29 Kapferer J N. The new strategic brand management: Creating and sustaining brand equity long term[M]. London: Kogan Page Publishers, 2008.
30 Kapferer J N, Valette-Florence P. How self-success drives luxury demand: An integrated model of luxury growth and country comparisons[J]. Journal of Business Research, 2019, 102: 273-287. DOI:10.1016/j.jbusres.2019.02.002
31 Kastanakis M N, Balabanis G. Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior[J]. Journal of Business Research, 2012, 65(10): 1399-1407. DOI:10.1016/j.jbusres.2011.10.005
32 Kastanakis M N, Balabanis G. Explaining variation in conspicuous luxury consumption: An individual differences’ perspective[J]. Journal of Business Research, 2014, 67(10): 2147-2154. DOI:10.1016/j.jbusres.2014.04.024
33 Keller K L, Richey K. The importance of corporate brand personality traits to a successful 21st century business[J]. Journal of Brand Management, 2006, 14(1-2): 74-81. DOI:10.1057/palgrave.bm.2550055
34 Ko E, Costello J P, Taylor C R. What is a luxury brand? A new definition and review of the literature[J]. Journal of Business Research, 2019, 99: 405-413. DOI:10.1016/j.jbusres.2017.08.023
35 Kumar A, Paul J, Unnithan A B. “Masstige” marketing: A review, synthesis and research agenda[J]. Journal of Business Research, 2020, 113: 384-398. DOI:10.1016/j.jbusres.2019.09.030
36 Lee H C, Chen W W, Wang C W. The role of visual art in enhancing perceived prestige of luxury brands[J]. Marketing Letters, 2015, 26(4): 593-606. DOI:10.1007/s11002-014-9292-3
37 Liu Y, Li K J, Chen H A, et al. The effects of products’ aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand consistency[J]. Journal of Marketing, 2017, 81(1): 83-102. DOI:10.1509/jm.15.0315
38 Lynch Jr J G, Srull T K. Memory and attentional factors in consumer choice: Concepts and research methods[J]. Journal of Consumer Research, 1982, 9(1): 18-37. DOI:10.1086/208893
39 Mohsen B M, Ghazwan M A. Modernism in graphic design[J]. Journal of Namibian Studies: History Politics Culture, 2023, 33(Special Issue 2): 903-928.
40 Oe H, Sunpakit P, Yamaoka Y, et al. An exploratory study of Thai consumers’ perceptions of “conspicuousness”: A case of luxury handbags[J]. Journal of Consumer Marketing, 2018, 35(6): 601-612.
41 Petersen S I. Design acumen[A]. DS 80-8 proceedings of the 20th international conference on engineering design (ICED 15) vol 8: Innovation and creativity[C]. Milan, Italy, 2015.
42 Petty R E, Cacioppo J T. The elaboration likelihood model of persuasion[A]. Petty R E, Cacioppo J T. Communication and persuasion[M]. New York: Springer, 1986.
43 Phau I, Prendergast G. Consuming luxury brands: The relevance of the “rarity principle”[J]. Journal of Brand Management, 2000, 8(2): 122-138. DOI:10.1057/palgrave.bm.2540013
44 Puzakova M, Kwak H. Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences[J]. Journal of Marketing, 2017, 81(6): 99-115. DOI:10.1509/jm.16.0211
45 Radford S K, Bloch P H. Linking innovation to design: Consumer responses to visual product newness[J]. Journal of Product Innovation Management, 2011, 28(s1): 208-220. DOI:10.1111/j.1540-5885.2011.00871.x
46 Radón A. Luxury brand exclusivity strategies-an illustration of a cultural collaboration[J]. Journal of Business Administration Research, 2012, 1(1): 106.
47 Raposo D, Oliveira F, Farinha L. From identity into brand visual identity: Finding and defining the intangible brand DNA[A]. Farinha L, Raposo D. Handbook of research on driving industrial competitiveness with innovative design principles[M]. Hershey: Business Science Reference, 2020.
48 Roux E, Tafani E, Vigneron F. Values associated with luxury brand consumption and the role of gender[J]. Journal of Business Research, 2017, 71: 102-113. DOI:10.1016/j.jbusres.2016.10.012
49 Spence M. Job market signaling[J]. The Quarterly Journal of Economics, 1973, 87(3): 355-374. DOI:10.2307/1882010
50 Stern B B. Marketing as drama: Theatre of the absurd[J]. Research in Consumer Behavior, 1990, 4: 195-215.
51 Stokburger-Sauer N E, Teichmann K. Is luxury just a female thing? The role of gender in luxury brand consumption[J]. Journal of Business Research, 2013, 66(7): 889-896. DOI:10.1016/j.jbusres.2011.12.007
52 Taplin I M. How luxury brands maintain their luster[J]. Global Business and Organizational Excellence, 2019, 39(1): 6-13. DOI:10.1002/joe.21977
53 Tian K T, Bearden W O, Hunter G L. Consumers’ need for uniqueness: Scale development and validation[J]. Journal of Consumer Research, 2001, 28(1): 50-66. DOI:10.1086/321947
54 Truong Y, Klink R R, Fort-Rioche L, et al. Consumer response to product form in technology-based industries[J]. Journal of Product Innovation Management, 2014, 31(4): 867-876. DOI:10.1111/jpim.12128
55 Upshaw D, Amyx D, Hardy M. The nature of exclusivity[J]. Journal of Marketing Development and Competitiveness, 2017, 11(2): 46-63.
56 Wang C C, Hung J C, Huang C H, et al. Advertising visual attention to facebook social network: Evidence from eye movements[A]. 2018 7th international congress on advanced applied informatics (IIAI-AAI)[C]. Yonago: IEEE, 2018.
57 Wang Y J, John D R. Up, up, and away: Upgrading as a response to dissimilar brand users[J]. Journal of Marketing Research, 2019, 56(1): 142-157. DOI:10.1177/0022243718820572
58 Wästlund E, Otterbring T, Gustafsson A, et al. Heuristics and resource depletion: Eye-tracking customers’ in situ gaze behavior in the field[J]. Journal of Business Research, 2015, 68(1): 95-101. DOI:10.1016/j.jbusres.2014.05.001
59 Wong N Y, Ahuvia A C. Personal taste and family face: Luxury consumption in Confucian and Western societies[J]. Psychology & Marketing, 1998, 15(5): 423-441.
60 Yeoman I, McMahon-Beattie U. Exclusivity: The future of luxury[J]. Journal of Revenue and Pricing Management, 2014, 13(1): 12-22. DOI:10.1057/rpm.2013.29
引用本文
冯文婷, 曾悦龙, 浦格菲, 等. 荒诞风格产品设计对奢侈品品牌偏好的影响[J]. 外国经济与管理, 2025, 47(12): 113-134.
导出参考文献，格式为：
