消费者何时愿意选择与规避群体关联的品牌?

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杨德锋, 江霞(

), 宋倩文(

)

暨南大学管理学院, 广州 510632

收稿日期:2018-01-19出版日期:2019-06-25发布日期:2019-04-25
通讯作者:江霞,宋倩文E-mail:jiangxiaecho@163.com;songqianwen24@163.com

基金资助:* 国家自然科学基金(71472074);国家自然科学基金(71872073);国家自然科学基金(71602071);中央高校基本科研业务费专项资金资助(15JNLH005)

When will consumers choose brands associated with dissociative groups?

YANG Defeng, JIANG Xia(

), SONG Qianwen(

)

School of Management, Jinan University, Guangzhou 510632, China

Received:2018-01-19Online:2019-06-25Published:2019-04-25
Contact:JIANG Xia,SONG Qianwen E-mail:jiangxiaecho@163.com;songqianwen24@163.com

摘要/Abstract

摘要： 消费者何时愿意选择与规避群体关联的品牌?规避群体对消费者的影响机制还需要进一步研究。基于心理逆反理论, 本文通过3个实验探讨自由威胁对消费者选择与规避群体关联的品牌的影响。结果发现, 当消费者感知到高自由威胁时, 选择与规避群体关联的品牌的意愿较高, 心理逆反发挥中介作用, 叙事和自尊水平对上述影响关系具有调节作用。叙事性的信息使得被试因自由威胁所产生的心理逆反降低, 从而对与规避群体关联的品牌的选择意愿降低。对于高自尊的个体, 在高自由威胁时更愿意选择与规避群体关联的品牌; 而对于低自尊的个体, 在高/低自由威胁情况下对规避群体关联的品牌的偏好无显著差异。本文探讨了自由威胁对消费者品牌偏好的影响, 丰富了规避群体和品牌选择的研究; 验证了心理逆反在自由威胁与规避群体关联品牌偏好之间的中介作用, 深化了心理逆反理论。本文对企业在保留现有客户群的基础上, 如何吸引外群体消费者具有一定的指导价值。

图/表 3

图1自由威胁对不同关联群体的品牌评价的影响

图2自由威胁和叙事对与规避群体关联的品牌偏好的影响

图3自由威胁和自尊对与规避群体关联的品牌选择的影响

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