基于差异化地位关注动机的名牌消费倾向研究

Research on Famous Brand Consumption Tendency Based on Diversified Position Focus Motivations

针对中国消费者的两项调查研究发现,除了普遍偏好的提升性地位关注动机(比别人好)外,超过二成的被试更倾向预防性动机(与别人一致);这两种动机分别驱动炫示型和服从型名牌消费;并且,针对面子意识较强的消费者,比别人好的欲望对炫示型名牌消费倾向的促进效应更强,与别人一致的偏好对服从型名牌消费倾向的促进效应更强;此外,对于高度信奉名牌象征意义的个体,比别人好的欲望对炫示型名牌消费倾向的促进效应更显著。

In this article, two studies reveal that in addition to the prevalent promotion focus on position （better than others）, and over 20 percent respondents prefer prevention focus on position （the same with others）. Those two distinct positional focuses lead to different famous brand consumption patterns, i.e. conspicuous and conform consumption. ＂Better than others＂ promotes conspicuous consumption and ＂the same with others＂ promotes conform consumption for consumers conscious of face. The desire of better than others of individuals with believe in famous brand shows more significant promotion to conspicuous consumption.