, 1
9796 
9770可爱指的是一种让人疼爱的正面感知。在营销中，一方面，可爱的元素能够帮助品牌或产品和消费者形成亲密的关系，促进销售；但是另一方面，可爱也会带来一系列风险，比如负面影响消费者对品牌或产品的能力感知。此外，有关可爱的塑造方式、作用机制和使用边界也是众说纷纭。当前理论界对“可爱”的关注逐渐升温，可爱要素在营销中的重要性也得到证明，但是关于可爱感知的文献分散在社会学、生物学、心理学以及营销学等学科，缺乏整体性的逻辑脉络。本文对国内外文献中和可爱感知相关的前沿研究进行了详细的梳理与评述，对可爱感知的塑造、影响、作用机制以及使用边界进行了整体性、系统性的探讨，并在文献分析的基础上为未来的研究提出建议。
营销中的“可爱感知”研究综述
摘要
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引用本文
谢志鹏, 汪涛, 赵晶. 营销中的“可爱感知”研究综述[J]. 外国经济与管理, 2018, 40(5): 56-68.
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