野味消费行为破解:基于文化心理学的视角

An Exploration of Eating Wild Animals from the Perspective of Cultural Psychology

基于文化心理学的视角,采用Nvivo11质性分析软件对深度访谈所获数据进行系统分析后发现:脸面文化中的异化成分在一定程度上助长了野味消费行为。异化的诱因主要包括以个体体验为主的虚荣性需求与以社交体验为主的关系性需求,分别体现为认知歧化、过度整饰、道德约束力下降以及人情筹码效应与脸面共享现象。研究结果为破解野味消费行为提供了文化心理学层面的解释,并从文化背景下行为的养成机制与自律精神养育两方面提出一些思考。

From cultural psychology,the Nvivo11 qualitative analysis of the in-depth interviews showed that the dissimilation in face culture promotes some people s eating of wild animals to a certain extent.The causes of dissimilation mainly include the vanity needs of individual experience and the relational needs of social experience,which are respectively embodied in cognitive discrimination,excessive grooming,declining moral constraint,and the interpersonal bargaining effect and face sharing.This study provides a cultural and psychological explanation to explain the consumption behavior of eating wild animals,and put forward some thoughts from the aspects of cultivating behavior mechanism and self-discipline spirit.