中文摘要：

研究通过3组实验分析产品陈列方式对孤独个体产品偏好的影响。实验1发现产品合并陈列时,孤独个体偏爱普通产品;产品单独陈列时,孤独个体更喜欢拟人化产品。实验2采用产品的功能关系代替陈列方式,进一步验证主效应。实验3分析广告信息类别对主效应的调节作用。本文为企业合理地使用拟人化策略提供建议。

英文摘要：

Increasing research attention has been paid to the influence of loneliness on consumer judgment and decision making, especially lonely people＇s attitude to anthropomorphic product. However, past studies are exclusively focused on only one aspect of lonely people＇s psychological demands, which cannot fully explain the complexity of the psychological processes underlying their attitudes to anthropomorphic product. Built on previous research in loneliness, this research explores how lonely people form attitude toward anthropomorphic product by taking an integrative perspective, which analyzes the influence of product display on lonely people＇s attitude based on self-regulation system theory. This research proposes that when anthropomorphic product and normal product are presented apart, this display format activates lonely consumer＇s heighten system and increases their preferences for anthropomorphic product, whereas when these products are presented together,this display format triggers lonely consumer＇s balance system and promotes their preferences for normal product.Last but not least, this research identifies a boundary condition of the main effect by examining the moderating role of information type.Based on three studies, the authors investigated the influence of product display on lonely individual＇s attitude to anthropomorphic product. In Study 1, the researchers testified the influence of product display on lonely people＇s attitude to anthropomorphic product which constructed an integrative model and verified the main effect. 65 lonely individuals participated in Study 2 which used the relationship between products（substitutive or complementary） to substitute product presentation. The purpose was to further testify the theoretical process underlying the main effect. Study 3 examined the moderating role of information type in the relationship between product display and product attitude.The results of the present research are three-fold： to start with, product display influences lonely pe