“别人家的孩子”vs.平庸的自己：社会比较对独特性寻求行为的影响

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宫秀双, 张红红(

)

江南大学商学院, 江苏无锡 214122

收稿日期:2019-06-06出版日期:2020-05-25发布日期:2020-03-26
通讯作者:张红红E-mail:honghong.zhang@jiangnan.edu.cn

基金资助:* 教育部人文社会科学研究青年基金项目(20YJC630025);中央高校基本科研业务费专项资金(JUSRP11993);中央高校基本科研业务费专项资金(2019JDZD07);江苏高校哲学社会科学研究项目资助(2019SJA0761);江苏省社会科学基金项目研究成果(19GLD004)

Outstanding others vs. mediocre me: The effect of social comparison on uniqueness-seeking behavior

GONG Xiushuang, ZHANG Honghong(

)

School of Business, Jiangnan University, Wuxi 214122, China

Received:2019-06-06Online:2020-05-25Published:2020-03-26
Contact:ZHANG Honghong E-mail:honghong.zhang@jiangnan.edu.cn

摘要/Abstract

摘要： 人们在自我评价中普遍存在着优于平均值效应, 而上行社会比较会打破这一自我评价偏差, 引发后续的补偿性消费行为。通过5个实验, 依次论证上行比较(vs.下行比较)会提升个体对独特产品选项的偏好(实验1); 其心理机制在于上行比较降低了而非下行比较提升了个体的自我独特性感知, 从而促使个体出于补偿的目的而寻求独特性(实验2a、2b和2c); 上述效应适用于经济状况这一特定比较维度, 并且在感知经济流动性的调节作用下得到强化或削弱(实验3)。研究结论对于推动社会比较和独特性寻求行为相关领域的理论进展, 指导长尾市场中企业的营销策略、帮助个体缓解上行比较的威胁均有着积极的启示价值。

图/表 2

图1被试开展社会比较的维度

图2独特性感知的中介效应注: ** p < 0.01, * p < 0.05, n.s.表示不显著。

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