已有的研究主要关注突出产品转换信息对低接触产品的正面影响，鲜有对如何缓解和逆转产品转换信息对高接触产品的负面影响的研究。本文在佐证突出产品转换信息会导致消费者对高接触产品产生厌恶感，并最终降低消费意愿（研究一）这一观点的基础上，通过两个实验分别检验了消费模式和信息表述方式的调节作用。研究结果表明：相较于基于所有权的消费模式，基于使用权的消费模式能够弱化产品转换信息引发的消费者厌恶感，进而提升消费者对高接触产品的消费意愿（研究二）。此外，相较于负性信息表述方式，中性信息表述方式有利于弱化产品转换信息引发的消费者厌恶感，进而提升消费者对高接触产品的消费意愿（研究三）。该研究结论对于生产高接触产品的企业在何种情景下采用产品转换信息策略，以及如何更好地表述产品转换信息以宣传企业履行环保责任的意识和行为，进而提升其环保产品的营销绩效具有较强的现实意义。

Existing studies mainly focus on highlighting the positive impact of product transformation salience on low-touch products, and few studies explore how to alleviate and reverse the negative impact of product transformation salience on high-touch products. Based on evidence that product transformation salience leads consumers to aversion to high-touch products and ultimately reduce consumption intentions(Study 1), the article examines the moderating effects of consumption patterns and information representations through two experiments(Study2&3). There search results show that compared with the possession-based consumption model, the access-based consumption model can reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 2). In addition, compared with negative information representations, neutral information representations are beneficial to reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 3). The findings of this research have strong practical significance for companies producing high-touch products in terms of the scenarios in which they adopt product transformation salience strategy and how they can better articulate product transformation salience to convey the company's environmental responsibility, and thus enhance the marketing performance of their eco-friendly products.