情境视角下从众与反从众消费行为研究

A Study of Conformity and Counter-Conformity Consumption Behavior on the Perspective of Situation

在情境理论的框架下,从情境与个体特质交互的角度出发,分析消费者在使用的产品与他人过于相异(异太过)、过于相似(同太过)两类特殊情境中的心理过程,解释不同自尊水平的消费者从众、反从众的内在机理。以青少年为研究对象,采用情境模拟实验法,结果表明异太过和同太过情境将导致青少年产生认知失调,而且自尊水平不同的青少年减少认知失调的策略不同。在异太过情境下,高自尊的青少年倾向于采用回避机制减少认知失调,从而出现反从众行为;低自尊的青少年倾向于采用面对机制减少认知失调,从而出现从众行为。在同太过情境下,无论高、低自尊的青少年都倾向于采用回避机制减少认知失调,从而呈现从众行为。

Under the framework of situation theory and from the perspective of the interaction between situation and consumer characteristics, this study analyses the psychological processes and the internal mechanisms of high vs. low consumers＇ conformity and counter-conformity behavior when they are in the situation of very dissimilar vs. very similar to others. Using scenario-experimental design, the results show that both situations will induce adolescents＇ cognitive dissonance. However, the strategies been used to remedy this cognitive dissonance is different between the high and the low self-esteem groups. Respondences with high self-esteem will use confrontation mechanism and are mostly seek to counter-conformity in very dissimilar situation; while both the low and high self-esteem ones are more likely to adopt avoidance mechanism and pursuit conformity when they are dressing too similar to others.