无用之用:仪式化行为对消费的影响

Uselessness Makes Usefulness:How Ritual Behavior Influences Consumer Behavior

仪式化行为普遍存在于消费活动中并且扮演着极为重要的角色,但包括心理学在内的主流社会科学对于仪式和消费行为的关系缺乏系统的关注。本文从群体和个体仪式化行为两个层面对仪式化行为在消费领域的研究进行了梳理和回顾,然后从社会认同、认知资源消耗、控制感和个人卷入四个方面探讨了仪式影响消费的作用机制,最后总结了这一领域存在的问题(仪式化行为的细分、中介机制的解释效力等)并对未来研究提出了展望。

Although ritual behavior is widespread and plays an important role in consumption, the relationship between ritual behavior and consumer behavior has not received systematic attention by researchers from mainstream social science including psychology. This article summarized relevant researches of the influence of ritual behavior on con- sumer behavior from the levels of group and individual, and discussed the underlying mechanisms from four aspects ： social identity theory, cognitive resource consumption, sense of control and personal involvement. Then, some is- sues to be solved by future research were presented, including the subdivision of ritual behaviors and the effective- ness explanation of mediating mechanism, and discussed directions for future research.