他人和自身着装风格对消费行为的影响:基于调节定向理论的阐释

The influence of others and self-dressing style on consumer behavior:An interpretation based on regulatory focus theory

基于调节定向理论搭建了着装风格(正式vs.休闲)影响消费者心理和行为的模型框架。在观察者视角下,他人正式着装(vs.休闲着装)时,消费者通过关注收益、积极情绪体验、抱负目标状态表征这三个动机特征维度表现出促进型反应;通过关注威胁、消极情绪体验、警戒行为策略这三个动机特征维度表现出预防型反应。在穿着者视角下,消费者自身正式着装(vs.休闲着装)时,通过理想自我导向、抱负目标状态表征及积极情绪体验这三个动机特征维度表现出促进型反应;通过责任自我导向、道德需求、消极结果关注这三个动机特征维度表现出预防型反应。上述过程中自我建构、卷入度,自我监控及环境规范通过影响调节定向的特征状态发挥调节作用。未来研究应继续关注特质性和情境性调节定向对消费者着装反应的交互影响,用调节定向理论阐释其他着装类型对消费行为的影响,着装风格导致消费者促进定向还是预防定向的调节变量,以及着装风格影响消费者行为的其他后效。

This paper constructs a model framework based on regulatory focus theory to investigate the impact of formal and casual clothing styles on consumer psychology and behavior.This article proposes that from the observer's perspective,consumers exhibit a promotional response through the following three motivational characteristic dimensions when others dress formally(vs.casually):attention to benefits,positive emotional experience,and representation of ambitious goal states.This paper further proposes that from the observer's perspective,consumers also exhibit a preventive response through the following three motivational characteristics dimensions when others wear formal attire(vs.casual attire):paying attention to threats,experiencing negative emotions,and adopting vigilant behavior strategies.From the perspective of the wearer,this paper argues that consumers themselves exhibit a promotional response through three motivational characteristic dimensions when consumers wear formal attire(vs.casual attire):ideal self orientation,representation of ambitious goal states,and positive emotional experience.Finally,this paper argue that from the perspective of the wearer,consumers also exhibit preventive responses through three motivational dimensions:negative outcome focus,responsibility self orientation,and safety needs when dressing formally(vs.casual attire).In the above process,self-construction,involvement,self-monitoring,and environmental norms play a regulatory role by influencing the characteristic state of regulatory orientation.Future research can move forward the current paper from the following perspectives:1)explore the interactive effects of idiosyncratic and situational regulatory orientations on consumer attire responses;2)use regulatory orientation theory to explain the impact of other types of clothing on consumer behavior;3)explore the variables that could moderate the effect of clothing style on consumers’promotional orientation and their prevention orientation;and 4)explore other consumer-related consequences of clothing style.