Doctrine Of Signatures? Research On The Influence Of Congruity Between Product Information And Function On Consumers’ Purchase Intention

In the market,a large number of products with specific effects may have their ingredients extracted from specific animals and plants.It is an important decision-making issue whether an enterprise should use the source of the ingredients or the ingredients itself as the propaganda appeal point when naming and marketing.For example,Liuge Hetao and Coconut Palm Brand are not only named after the ingredients,but also vigorously promote the brain-nourishing effect of walnuts and the beauty effect of Coconut Juice.On the contrary,the ingredients of Vitasoy mainly come from soybeans,mainly promoting protein’s rich core interests,but adopting different brand naming and publicity strategies.Although the brain-nourishing function of walnut is controversial,the brain-like structure of walnut really enhances consumers’ cognition of its brain-nourishing function.The marketing communication of Liuge Hetao has played a multiplier role,and consumers’ cognition ranks first among brands,and it is also a great success in the market.Humans always want to know the laws of the universe and like to seek the laws of all things to distinguish the relationships between things.In the absence of scientific support,primitive humans tend to use a preliminary and spontaneous heuristic thinking to classify things according to their similarities,thus establishing a wrong relationship between results and causes,and thinking that everything in the world is "like produce like",and the superficial similarity between things implies deep similarity or equivalence.For example,since ancient times,China has thought of "like causes like" and "filling the dirty with the dirty".This traditional thought still has an important influence on people’s cognition today,which can also explain the deep-seated reason why most consumers in China firmly believe that walnut shaped like a brain has super brain nourishing effect.Based on the traditional sympathetic thinking mode and Fraser’s "Witchcraft Theory",this study expects to explore the influence of the source characteristics of product ingredients on our consumers’ perception of efficacy from the perspective of psychology.This paper will take superstitious thinking as the breakthrough point,deeply explore the root and manifestation of superstitious thinking,based on Fraser’s sympathetic magical principle,and then analyze the influence of similarity law principle on consumers’ product efficacy cognition based on empirical study.In this paper,the pre-experiment mainly discusses the influence of similarity law(like causes like)in the law of sympathetic thinking on individual cognition.Using2×2 experimental groups,with the help of virtual herbs,this paper explores whether the "shape" and efficacy of herbs have matching consistency effect.It is found that the shape and efficacy of plants have matching consistency effect.The formal experiment mainly discusses the influence of the consistency between the source "form" of product ingredients and the matching of product efficacy on consumers’ product cognition and purchase intention.With the help of the designed herbal medicine efficacy cognition experiment,the two-factor experimental design between subjects is adopted to explore whether the idea of "like causes like" is common among individuals and its influence on consumers’ purchase behavior.The findings are as follows:(1)Compared with inconsistent matching,when the source characteristics of product components and product efficacy are matched with each other,consumers’ purchase intention is higher;(2)Perceived efficacy plays an intermediary role in the influence of product composition "form" and functional matching consistency on consumers’ purchase intention;(3)Consumers’ superstitious thinking plays a moderating role in the above-mentioned functions.Compared with those with low supernormal belief scores,those with high supernormal belief scores are more susceptible to the consistency of matching.The research results show that the thinking mode of "like causes like" is a widespread thinking mode,which will subconsciously affect people’s cognition of product efficacy and ultimately affect consumers’ consumption behavior.The experimental study also found that the influence of the matching consistency between the "form" and the function of product components on consumers’ purchase intention is regulated by consumers’ supernormal belief thinking,and individuals with higher level of sympathetic thinking are more likely to be influenced by the thinking mode of "like causes like".The conclusion of this study suggests that enterprises can effectively use consumers’ sympathetic thinking to promote products,and adopt different promotion strategies when the characteristics of product components and efficacy match are consistent or inconsistent,but the characteristics of product target objects need to be considered to implement this strategy.