The Impact Of Loneliness On The Consumers' Preference For Logo Boundaries

Logo is used by an enterprise transferring its brand connotation and the quality of the goods. Consumers can contact with the logo frequently, whether a logo has or not logo boundaries is a factor easily focused by consumers, loneliness is the state of mind people generally facing. Different degrees of Loneliness exist in consumers' everyday life. In consumption field, most of the researches are aimed at the consumption environment itself, while prior literature suggests that the study of the relations between individual characteristics and consumption is fresh. The author choose loneliness existed among consumers as a breakthrough point on individuals, and logo boundaries on consumption environment to explore the relationship between loneliness and preference for logo boundaries. These are the complements to the study of loneliness, and provide practical advice for consumption.Study of loneliness suggests that loneliness will cause the evasion towards the uncertain consumption, in which perceived lack of control plays a mediating role. Study on logo boundaries shows that logo boundaries mean rules, different people have different preference for the boundaries, people in high state prefer boundaries, in which sense of control plays a mediation role, so whether individuals with different loneliness have different boundaries preferences? What are people's inner attitude towards the logo boundaries? What are the intrinsic factors loneliness influences on preference for logo boundaries? These problems need to be further studied and discussed.The author conducted three experiments to examine whether and how loneliness states affect consumers' preference for logo boundaries. They are respectively influence of loneliness to preference for logo boundaries, inner attitude of the logo boundaries, the intermediary role missing of perceived control played in the loneliness to preference for the boundaries.In Study 1 we used 2 (with or without boundaries:one is with logo boundaries, the other is without logo boundaries) X 2 (brand familiarity with high and low)X 2(loneliness:high and low) design of experiment. Evaluate logo boundaries by variable quantity.173 undergraduates were tested to study the assessment between loneliness and logo boundaries. After controlling for familiarity, the lower the loneliness of individual, its trademark on a border evaluation is higher. Show high loneliness of individual preference without boundary of trademark, trademark loneliness low individual preferences have borders. In order to further illustrate the subjects implicit preference of trademark design study.Study two used two IAT tests, determination of subjects'implicit preference for trademark boundary, and control and implicit join trademark borders. First IAT test results show that the low loneliness of individual preferences are boundary of trademark, the trademark high loneliness of individual preference without borders. The second IAT test results show that the subjects thought control is associated with the implicit of the boundary of the trademark. This explains from the Angle of implicit preference, trademark boundary preferences and loneliness, and try to define the boundary of the trademark on behalf of the control. To further illustrate perceived lack of control in the loneliness of trademark boundary preferences affect the role of the three design.Study three used three independent variables by a paper-pencil test:The first is familiarity with high and low; Second is loneliness with high and low level; And the third is perceived lack of control with high and low level of experimental design. Control subjects to brand familiarity, through paper and pencil test, determination of subjects of loneliness and perceived lack of control, the dependent variable as the subjects of the trademark (except for border, others have the same two trademark), the choice of the forced choice method. The results showed that low loneliness of individual preferences are boundary of trademark, and perceived lack of control in which the complete mediation effect.The three series of studies explain the relationship between loneliness and logo boundaries respectively from implicit and explicit aspects. This experiment tests dependent variable in three aspects, they are respective the evaluation of logo boundaries, implicit preference for logo boundaries, forced choosy method, the three aspects shows the consistent result between loneliness and preference for logo boundaries. We draw a conclusion through this test, loneliness can influence preference for logo boundaries, individuals with low loneliness prefer logo with boundaries, and perceived control missing plays a complete intermediary role in it. Which complete the study of logo boundaries, confirm the implicit connection between boundaries and sense of control. Consumers will be aware of their logo boundaries in consumption decision and make the rational choices.