消费者心理逆反研究现状与展望

Consumer Psychological Reactance:A Literature Review and Prospects

消费者在感到自身自由受到威胁时会产生心理逆反,这一动机状态会对消费者的认知与行为产生重要影响。本文首先回顾了心理逆反理论的主要内容,并对相关概念进行了辨析,然后从三种感知威胁特征(感知限制性、感知侵扰性和感知操纵意图)的视角出发,探讨了消费者心理逆反的表现形式及其对消费者认知与行为的影响,最后结合现有研究的不足,指出了消费者心理逆反研究的未来方向。

Consumers will experience psychological reactance when they perceive their freedom being threatened,and this kind of motivational state has important influence on consumers＇ cognition and behavior.This paper firstly makes a brief introduction of psychological reactance theory and elaborates related concepts.Secondly,it explores the consumers＇ cognition and behavior to deal with reactance from the perspective of characteristics of perceived threats（perceived restriction,perceived intrusiveness and perceived manipulative intent）.Finally it prospects for future directions in consumer psychological reactance research based on current research limitations.