社会比较对生产性消费的影响:补偿性消费视角

The Influences of Social Comparison on Productive Consumption:Based on the Perspective of Compensatory Consumption Perspective

生产性消费的动机常常被认为是为了追求更高的体验感、独特性和产品质量,但心理需求对消费者来说同样至关重要。生产性消费可以带来内在的能力感知,而日常生活中无处不在的社会比较会让人感到能力不足和失败。从补偿性消费视角提出,社会比较所带来的能力感威胁可以通过生产性消费弥补。通过三个实验论证了社会比较对生产性消费的影响以及内在作用机制:与下行比较相比,上行比较会产生控制感威胁并导致更高的生产性消费偏好;上行比较对控制感的影响会受到自我肯定的调节作用;控制感对生产性消费偏好的影响也受到感知生产难度的调节作用。

The motivation for productive consumption is often seen as a pursuit of a higher sense of experience,uniqueness and product quality,but psychological needs are equally critical to consumers.Productive consumption can bring about intrinsic perception of competence,while social comparisons that are ubiquitous in daily life can make people feel inadequate and failed.From the perspective of compensatory consumption,the threat of the sense of capacity brought about by social comparison can be made up by productive consumption.This study demonstrates the influence of social comparison on productive consumption and its internal influence mechanism through three experiments.Compared with the downward comparison,the upward comparison will result in a lack of control and lead to a higher preference for productive consumption.The influence of the upward comparison on the sense of control will be moderated by self-affirmation.The influence of sense of control on productive consumption preference is also moderated by perceived production difficulty.