权力与独特性寻求行为

The effect of power on uniqueness-seeking behavior

权力是群体及社会的基本属性之一,追求及展示自己的独特性是人类普遍拥有的一种社会需求。拥有权力是否会激发个体追求与众不同的个人形象?系统性地探讨了权力与独特性寻求行为的关系,结果表明,权力会促进独特性寻求行为,并且,这一效应被想要面子中介,被权力合法性调节——只有当权力具备较高的合法性时,其对于独特性寻求行为才有正向的影响。此研究有着重要的理论贡献,同时有助于营销的实践。

Power is a basic attribute of groups and society,and pursuing and displaying ones own specialness is a social need universal among humans. Whether the possession of power will activate individual＇s pursuit of a distinctive sel-image？ The paper systematically discusses the relationship between power and uniqueness-seeking behavior. The result shows that power promotes uniqueness-seeking behavior,meanwhile, the effect s mediated by the desire to gain face and moderated by power legitmacy——only with high legitimacy will the power be positively associated with uniqueness-seeking behavior. The research has an important theoretical contribution,while contributing to the practice of marketing.