当低独立性推动奢消费时:在集体威胁期间,独特性作为防御机制
1Department of Business Administration, Chung-Ang University, Seoul 06974, Republic of Korea.
Behavioral sciences (Basel, Switzerland)
|December 30, 2025
概括
在全球危机期间,人们购买奢品以重申自己的身份. 这种对独特性的需求,是由流行病等集体威胁所驱动的,增加了奢品的消费,特别是对于那些独立自建能力较低的人来说.
科学领域:
- 消费者心理学 消费者心理学
- 社会心理学 社会心理学
- 行为经济学是一种行为经济学.
背景情况:
- 全球危机,如流行病和地缘政治不稳定,加剧了社会焦虑.
- 矛盾的是,集体威胁的时期往往与奢品消费增加有关.
- 恐怖管理理论 (TMT) 为理解对存在威胁的心理反应提供了一个框架.
研究的目的:
- 研究将集体威胁与奢品消费联系在一起的心理路径.
- 为了测试这个假设,集体危机通过强化对独特性需求增加奢品购买意图.
- 检查独立自我构建对这种关系的调节作用.
主要方法:
- 在COVID-19大流行期间,对276名参与者进行了一项实验性研究.
- 测量了参与者对危机风险的看法,对独特性的需求,以及购买奢品的意图.
- 使用统计调解和调节分析来测试拟议的模型.
主要成果:
- 感知到的危机风险显著增加了购买奢品的意图.
- 这种效应由对独特性需求的增加串行介导,作为自我肯定机制.
- 间接效应在独立自我构建能力较低的个体中最为强烈,这表明补偿性寻求独特性.
结论:
- 集体威胁可以通过对独特性的心理需求来推动奢品消费,特别是当个人身份感到受到威胁时.
- 独立的自我构建减轻了这种影响,较低的水平放大了对独特性的补偿驱动.
- 调查结果为不确定性时期的消费者行为提供了新的见解,并为品牌的营销策略提供了信息.
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