What should we call this color? The influence of color-naming on consumers' attitude toward the product

Many companies use unique color names to differentiate products, attract consumer attention, and promote sales. This study categorizes the names of colors in detail, and uses schema incongruity and affect regulation theory to elucidate the effects of color names with different typicality and ambiguity. We identify the underlying mechanism and explore how color attribute importance and color name valence moderate the effects of the color name. The results of five studies show the following: (a) atypical-low ambiguity color names (vs. atypical-high ambiguity and typical color names) create a more favorable consumer attitude toward the product; (b) when color is the primary attribute of the product, typical color names are more effective; when color is a secondary attribute, atypical color names yield more favorable effects; (c) for positively-valenced color names, an atypical-low ambiguity naming method yields a better response, while for negatively-valenced color names, an atypical-high ambiguity naming method yields a more favorable response; and (d) the color-naming effects are mediated by perceived product uniqueness or playfulness, depending on different conditions.     

外资开放、市场分割与产业升级——基于双循环新发展格局视角的探讨

文章首先通过定量识别《外商投资产业指导目录》，构造出我国外资开放度指标，然后，采用价格法测算了我国省际地区市场分割程度，同时借助贸易增加值核算框架测度了我国各省市制造业细分行业的产业升级；在此基础上，将交互模型与非线性模型相结合，实证考察了市场分割视角下外资开放对产业升级的非线性影响。研究发现：第一，外资开放与产业升级之间存在"倒U型"关系。第二，市场分割的弱化会对外资开放与产业升级之间的"倒U型"关系起到缓解，甚至翻转的作用，特别是在外资开放程度较高时，外资开放对产业升级的抑制作用会随着市场分割弱化而得以缓解，甚至转变为促进作用。换言之，我国在持续深化外资开放以推动产业升级过程中需要配合统一的大市场。第三，在解决内生性问题、替换指标、加入更多控制变量以及剔除部分样本之后，结果依然稳健。上述研究表明，构建"双循环"新发展格局是进一步推动我国产业升级，实现高质量发展的重要战略选择，而打破市场分割促进以统一大市场为基础的国内大循环的畅通是当前阶段重要的突破口。