积极信息与国产婴幼儿奶粉消极刻板印象逆转研究

doi:10.12377/1671-4393.23.10.02

摘要/Abstract

摘要： 理论认为可利用积极信息来逆转人们对事物的消极刻板印象。但是,在现实中积极信息却并未能显著逆转消费者对于国产婴幼儿奶粉的消极刻板印象。本文从释放和接收两个层面,对积极信息作用不显著的原因进行调查研究。通过对网络和访谈资料分析,发现政府和企业所释放的积极信息,能表明国产婴幼儿奶粉的安全性已有保障;但是,由于受消极刻板印象及其所激发的消极情感影响,部分消费者未能接收这些信息,进而也未能逆转印象。研究结果表明,为促使更多消费者逆转印象,政府和企业应创新积极信息的释放方式,且应与消费者之间建立积极的情感联系。

关键词: 国产婴幼儿奶粉, 刻板印象, 积极信息, 安全性

Abstract: In theory,positive information can be used to reverse people's negative stereotypes of things.However,in reality,positive information has not significantly reverse the negative stereotypes of consumers on domestic infant milk powder. This paper investigated the reasons for the insignificant effect of positive information from the two aspects of release and reception. Through the analysis of network and interview materials,the positive information released by the government and enterprises can show that the safety of domestic infant milk powder is guaranteed. However,due to the negative stereotypes and negative emotions,some consumers failed to receive the information,and thus failed to reverse their stereotypes. The results showed that in order to encourage more consumers to reverse their stereotypes,governments and enterprises should innovate ways to release positive information and establish a positive emotional relationship with consumers.

Key words: domestic infant milk powder, stereotype, positive information, safety

李郁. 积极信息与国产婴幼儿奶粉消极刻板印象逆转研究[J]. 中国乳业, 2023, 0(10): 6-14.

LI Yu. Study on Positive Information and Negative Stereotype Reversal of Domestic Infant Milk Powder[J]. China Dairy, 2023, 0(10): 6-14.

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