The Grotesque Appearance Of The Product To The Consumer Purchase Intention Impact Study

The "4P" theory is the core of marketing theory.The product strategy is the basis of 4P,so the research on product strategy has always been one of the hotspots of theoretical research by marketing scholars.Among the various studies on product strategy,the influence of product appearance on consumers is one of the focuses of scholars.In these studies,scholars' research focuses on the product's appearance,such as roundness and angularity;some scholars focus on the color of the product,such as cool and warm colors.This article takes a different approach and studies the impact of product grotesque appearance on consumers.Recently,some grotesque product appearances have appeared on the market.According to common sense,everyone will be disgusted.As a result,it is unexpectedly sought after by some consumers.For example,a kind of stool-like chocolate appeared on the market and became a net red product.This paper attempts to analyze the psychological mechanism of consumers in an empirical way to find the universal law.Through literature research and case studies,based on the similarity theory and the unique demand theory of consumers,the author proposes a new construct of consumer self-construction(independent vs.mutual dependence),and establishes the appearance of grotesque products with the perception of face constructs.With the purchase intention model.Among them,consumer self-construction refers to the extent to which individuals are concerned with the impact of decision-making on their own and surrounding relationships in behavioral decision-making.According to their degree of concern,consumers are divided into interdependent self-constructors and independent self-constructors.Among them,the self-contained self-constructor pays attention to the external environment,and the independent self-constructor pays more attention to the self-mutilation.At the time of consumption,consumers will consider the influence of the product on their own face.For this reason,the scholar introduced the concept of �perceived face� and divided it into two dimensions: �fear of losing face� and �want to face� but previous research focuses.There are few face studies on negative perceptions for products that give people positive perceptions(such as luxury goods).This article attempts to make up for this gap.In summary,the model established in this study is intended to explore the influence of product appearance(grotesque vs.ordinary),consumer self-construction(independent vs.interdependence)on consumers' willingness to purchase and the mediating role of perceived face.Through experiments,this paper draws three main conclusions: First,compared with the ordinary product appearance,the grotesque appearance makes the consumer have a lower willingness to purchase;secondly,the perceived face plays an intermediary role in this process;Self-construction regulates the relationship between product appearance and perceived face.For consumers of interdependent self-construction,the appearance of ordinary products can make them have a higher perception face;for consumers with independent self-construction,the grotesque appearance of products can make them have higher perception.face.The research significance of this paper can be summarized into three points: First,unlike the appearance of products that most scholars pay attention to can bring consumers an intuitive positive perception,the research object of this paper is to give consumers a negative perception of the product appearance.A supplement to sensory marketing;secondly,when interpreting its mechanism of action,the choice of perceptual face as an intermediary mechanism enriches the theoretical research on the needs of consumers' faces;third,the paper explains the division of consumers' self-construction.The reason why the products with grotesque appearance on the market are sought after,is to provide a new segmentation variable for the market segmentation of enterprises-consumer self-construction.