内隐自我作用下社会排斥对炫耀性消费的影响

The Interaction Effect of Social Exclusion and Implicit Self-Theories on Conspicuous Consumption

社会排斥能够影响人们的炫耀性消费行为,其影响可能会因消费者自身所具备的内隐自我观的不同而表现出差异性。实验一发现,与未受排斥相比,受到排斥的实体论者更容易产生炫耀性消费倾向,渐变论者则不会受到排斥与否的影响。同时,受到排斥后,实体论者也比渐变论者更偏爱炫耀性产品。实验二则考虑了品牌熟悉度的作用,研究进一步表明实验一的结论仅对消费者熟悉度较高的品牌产品成立。

Social exclusion can influence consumer's conspicuous consumption behavior.It may differ because of the implicit self-theories that consumers hold.Study 1found that the entity theorists being excluded preferred conspicuous consumption more than that not being excluded,and this was not found in incremental theorists.In addition,entity theorists preferred conspicuous consumption more than incremental theorists after social exclusion.Study 2considered brand familiarity,and found that this effect only appeared in the product with which consumers were highly familiar.