Like Attracts Like:Research On The Influence Of Product Entitativity On FMCG Brand Attitude And Its Mechanism

With the booming online shopping today,the advertising and supply chain costs of ecommerce are increasing day by day.The frequent shopping festivals make the price war more and more fatigued,which has a negative impact on product sales.In order to reduce costs and increase the unit price of customers,many FMCG e-commerce companies have launched product portfolio packages,which are sold in the form of product series or mass sales.Unlike single-product sales,the relationship between multiple products is an important factor in the sales effect of product group.Product entitativity represents the extent to which a group of consumption objects represent a whole to consumers,and affect the perception and decision-making of consumption.Therefore,based on the SOR model,this study aims to explore the relationship between the product combination feature of product entitativity and brand attitude in online shopping scenarios,and explore its mechanism and influencing factors.The research adopts the situational experiment method and includes two studies:Study 1 explored the role of product entitativity on brand attitude,and the mediation effect of metacognition experience which were divided into easy experience and fluency experience.The results show that:(1)product entitativity has a significant positive impact on brand attitude,(2)The meta-cognitive experience including easy experience and fluency experience partially mediates the positive impact of product entitativity on brand attitude.Based on study 1,study 2 added the variable of global-local mindset and was divided into two experiments.From the perspectives of personality traits and situations,it explored the moderating effect of global-local mindset on the relationship between product entitativity and metacognitive experience.Study 2a and 2b both adopted 2(product entitativity:high vs.low)×2(processing mindset:global vs.local).The results of study 2a show that:(1)product entitativity has a significant positive effect on brand attitude;(2)Both easy experience and fluency experience(i.e.,meta-cognitive experience)play a partial mediating role in the impact of product entitativity on brand attitude.With the improvement of product entity,easy experience and fluency experience improve,and brand attitude is better;(3)The processing mindset plays a moderation role in the relationship between product entitativity and meta-cognitive experience.Among participants with the global(vs.local)processing mindset,product entitativity has a stronger positive role in promoting meta-cognitive experience.On the basis of study 2a,for the purpose of application of consumption theory,study 2b explored whether consumers’ processing mindset can be manipulated to make the product entitativity play a better role.The results show that participants’ mindset can be manipulated.After being manipulated,the moderation effect of processing mindset still exists.Participants who were manipulated into a global processing mindset showed a greater degree of improvement in their meta-cognitive experience with the product entitativity improving.