3159 
2323励志故事容易唤起消费者的情感共鸣，是企业较为偏爱的一种营销故事类型。但现有研究对励志故事的构建维度区分关注不够，对其如何影响功能vs.享乐产品偏好尚无定论。本文基于心理模拟理论视角，探究过程励志故事对消费者产品类型偏好的影响及其机制。文章通过系列实验证实：相比非过程励志故事，过程励志故事能够激发消费者关于目标实现过程的代入性想象，使消费者产生过程（vs.结果）心理模拟，并强化其自我提升动机，最终令消费者更加偏爱功能品。这一过程受到消费者认知负荷水平的调节：在高认知负荷条件下，消费者认知资源受限，心理模拟过程被阻断，上述效应消失。本研究深化了励志故事和产品类型偏好的相关理论，对企业依据产品类型进行针对性励志故事构建具有实践指导意义。
“逆袭之路”：过程励志故事对消费者产品类型偏好的影响
摘要
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引用本文
胡桂梅, 柳武妹, 刘红艳. “逆袭之路”：过程励志故事对消费者产品类型偏好的影响[J]. 外国经济与管理, 2023, 45(4): 70-87.
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