The Influence Of Emotion And Product Types On The College Students' Preference Of Products ——Perspective Of Construal Level

Construal level refers to the abstract degree of mental representation about things, it decided the people's reactions to things or events. Construal level theory to simplify the mental representation system for high construal level and low construal level. High level refers to abstract, simply, to the background, superordinate characterization, reflects the core characteristics of things; Low level refers to concrete, complex, and the background of characterization, reflect the surface characteristics of things. Product construal level refers to the construal level of products' attribute information. Generally associated with the target attribute description form the high construal level information, and the secondary, irrelevant with the target attribute description form the low construal level information.In the field of consumption, how individual construal level and product construal level work together is not clear. In view of the importance of emotion in the field of consumer decision-making,and emotion also can affect the construal level of the individual. In the meantime,different researchers choose different products, ignoring the influence of product type., my study investigate emotional influence on product attribute preference from the construal level perspective, and take the product type into consideration.Through the investigation and analysis, the research selected four kinds of electronic products, choose six typical attributes from each electronic product attributes, three main attributes, three secondary attributes. Then cross block matching the two kind of attributes of product, prominent high construal level information products with the better main attributes matching the worse secondary attributes, and prominent low construal level information products with the worse secondary attributes match the better main attributes.To explore under different emotional state, the influence of two types of products(hedonic,practical) and two properties match(better main attributes matching the worse secondary attributes, the worse secondary attributes match the better main attributes) on consumer'purchase intention.(1) Under positive emotions, the participants tend to choose hedonic products, and purchase intention of hedonic products is higher than the negative emotion. Subjects undernegative emotions, on the other hand, tend to choose practical products.(2) Under positive emotion and neutral emotion state, consumer tend to choose product with prominent high construal level information.(3) For the practical products, when it has prominent high construal level information,the purchase intentions in positive and neutral emotion will lower than negative emotions.And when the low construal level information is better, the purchase intentions in positive and neutral emotion will lower than the negative emotion. For the hedonic products, when it has prominent high construal level information, in positive emotion the purchase intentions is higher than the intentions in negative emotion. While the low construal level information is better, purchase intention have no significant difference between emotions.(4) Under the positive emotion, the product with prominent high construal level information will have higher purchase intentions. Under the negative emotions, only when the product is practical product, the participants have more preference of the product with prominent low construal level information; When the product type is practical, there is no significant difference in purchase intention.(5) Under the positive emotions, while the low construal level information is better,participants have higher purchase intention of hedonic products. Similarly, Under the negative emotions, while information of low construal level is better, consumers have higher purchase intention of practical products. There is not significant under neutral emotions.