自豪情绪对消费者地位消费的影响研究——基于文化资本和经济资本的中介作用

A Study on the Effect of Pride on Consumers' Status Consumption

社会心理学将自豪情绪分为真实自豪和自大自豪两个不同的维度,营销领域将地位消费分为品味消费和奢侈消费两种不同的行为,本文在细分维度的层次上通过三个实验研究深入探讨自豪情绪对消费者地位消费行为的影响机理与营销启示。研究结果表明,真实自豪对品位消费产生显著的正向影响,而自大自豪正向影响奢侈消费;文化资本是真实自豪与品位消费的中介变量,经济资本是自大自豪与奢侈消费的中介变量;在品位产品中真实自豪的广告诉求会使消费者产生更高的购买意向,而在奢侈产品中自大自豪的广告诉求会激发消费者更高的购买意向。

This study identifies authentic pride and hubristic pride as two different dimensions of pride based on researches of social psychology and identifies taste consumption and luxury consumption as two different behaviors of states consumption based on researches of marketing. We use three experiments to explore the influence mechanism and marketing implication of the effects of these dimensions of pride on status consumption. The results suggest that authentic pride has significantly positive effect on taste consumption and hubristic pride has positive effect on luxury consumption. Cultural capital is the mediator between authentic pride and taste consumption, while economic capital is the mediator between hubristic pride and luxury consumption. Advertising with authentic pride appeal would induce consumers＇ higher purchase intention for taste products, and advertising with hubristic pride stimulates higher purchase intention for luxury products.