面罩的体现影响:触发自我表达需要驱动明显的偏好
1Business School, Central University of Finance and Economics, Beijing 100081, China.
Behavioral sciences (Basel, Switzerland)
|September 27, 2025
概括
戴面罩增加了自我表达的需求,导致人们更喜欢显眼的消费. 这种效应对具有独立自我构建的人来说更为强烈,影响营销策略.
科学领域:
- 心理学 心理学 心理学
- 消费者行为 消费者行为
- 嵌入式认知 嵌入式认知
背景情况:
- 之前的研究主要关注的是面罩如何影响观察者,而不是佩戴者的体验.
- 对佩戴面罩的人的心理影响和行为后果仍然未被充分研究.
研究的目的:
- 探索戴着面罩的个体的心理经验.
- 调查戴面罩所带来的行为后果,特别是消费者偏好.
- 检查自我构建在掩面和自我表达需求之间的关系中所起的调节作用.
主要方法:
- 在中国进行了五项实验,使用面罩作为一种掩护方式.
- 该研究采用了体现认知的观点,将掩面视为外部刺激.
- 数据分析的重点是自我表达的需求,明显的消费偏好和自我构造型.
主要成果:
- 由于表达途径减弱,掩面会触发自我表达的需要.
- 这种表现自我表达的表面需求转化为对显眼消费的偏好.
- 与相互依赖的自我构造相比,独立的自我构造者表现出更强烈的自我表达需求,并更喜欢在面罩下显眼.
结论:
- 掩面可以改变心理状态并影响消费者行为.
- 自构造型在缓解面罩对自我表达和消费的影响方面发挥着至关重要的作用.
- 研究结果提供了对体内认知的理论见解,以及对营销和行为干预的实际影响.
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