| dc.description.abstract | Contagion theory is believed that qualities can be transferred between a source and a target, and then affects the consumer to estimation its quality（Rozin and Nemeroff, 2002）. The consumer behavior literature has also explained the role of contagion. The research observes that contagion theory can influence consumer’s preference and perception. Contagion theory can also discuss with different aspects, even can change product perception for consumer.
The research is based on contagion theory. Study 1 examines the contagion effects about the nature of stimulus, the order, and personality moderate. Study 2 examines contagion path of high quality product and low quality product. Study 3 examines the contagion effects about target product value and promotions.
The research results can be realized that no significant difference existed for contagion effect between material and photo, simultaneous presentation gets stronger
effect than one after another; under positive stimulus, the contagion effect can be interfere by personality, but can’t be interfere under negative stimulus. Under
negative stimulus, when simultaneous presentation, material gets stronger effect than photo; when one after another, photo gets stronger effect than material. In perceived quality, high quality stimulus has contagion effect to low quality product; in perceived quality and price, low quality stimulus has contagion effect to high quality product. In addition, promotions have a significant main effect for contagion effects, and target
product has higher perceived value under no promotion; target product value and promotions significantly influence contagion effects, under high value product, self-liquidating premium gets stronger effects than free premium.
| en_US |