團隊

Psychological empowerment plays a crucial role in motivating individuals to pursue their goals. This research explores a unique method to empower consumers in their goal pursuit: anthropomorphizing goals as dependent persons in need of care. Through three studies, including an incentive-compatible study and a field study conducted at a hypermarket, we demonstrate that viewing personal goals as dependent persons who require care and nurturance (e.g., presenting a goal as a dependent person in a health app) can significantly enhance goal pursuit (e.g., choosing healthy snacks) by boosting psychological empowerment. We find that this motivational boost does not occur when a goal is simply anthropomorphized as any person (Study 1), when it is depicted as a dependent object (Study 1), or when it is anthropomorphized as an independent person (Study 2). This research contributes to a deeper understanding of motivation in goal pursuit and offers practical implications for marketers. Specifically, by using marketing communications to frame goals as entities that require care, marketers can help individuals foster a more engaging and empowering relationship with their aspirations.

最新“亞洲品牌500強”榜單25日在香港揭曉，豐田、國家電網和中國工商銀行位列前三名，中國成為入選品牌最多的國家。香港大學經管學院營銷學教授薩拉·金博士（Dr. Sara KIM）表示，亞洲品牌正在對全球經濟格局產生變革性影響。