地位消费指个体为展现或获得较高社会地位购买地位产品,致力于传递地位信号以改变他人对自己看法的动机过程。已有的研究从客观社会地位视角和情景诱发视角对地位消费进行研究,前者基于静态角度对个体消费特点进行探究,后者从动态角度探讨个体在不同地位感知下的地位消费。现有研究发现地位消费受个体特性、商品属性和文化差异等因素影响。深入剖析地位消费的内部动机、实验方法拟真化和本土化研究等将是地位消费研究的发展趋势。 Status consumption refers to a motivational process that people buy status products to show or get s higher social status and transfer the status signal to change what others think of themselves. This paper studies the status consumption from the perspective of objective social status and specific perspective. The former explores the characteristics of individual consumption based on static angle. The latter explores the status consumption of individuals under different status perception from a dynamic perspective. Existing research has found that status consumption is influenced by many factors such as individual characteristics, commodity attributes and cultural differences. Depth analysis of the internal motivation of the status of consumption, experimental methods and localization of localized research will be the research trends of status consumption.
地位消费,炫耀性消费,补偿性消费,自我概念, Status Consumption Conspicuous ConsumptionCompensatory Consumption Self-Concept地位消费探析的追踪:从视角到影响因素分析
性别和择偶策略会影响地位消费。地位产品可以作为信号增加拥有者吸引力 ,男性常将高档产品作为吸引伴侣的“信号”(Sundie et al., 2011),尤其注重购买在相关领域中具有特殊功能的商品,女性则使用提升外在魅力的产品(如口红、高跟鞋等)吸引潜在伴侣的注意(Hill et al., 2012),这一差异,可能是由男女择偶策略的不同所导致。男性注重产品所代表的地位,更愿意购买相关领域产品以展示自己对于资源的控制力(Shuler & Mccord, 2010)。但是男性对于女性吸引力的判断并不依赖于其资源优势而是其在同性之间的竞争结果,所以在具体的择偶情境下,女性对于地位相关产品的购买意愿并不显著(Sundie et al., 2011; Griskevicius et al., 2007)。Hudders (2014)等研究表明,女性常使用自我推广方法作为减少竞争对手的策略,即不需要知道竞争对手是谁,只需要通过购买有助于提升个人魅力产品以增加自身在同性竞争中的优势便可。
“自我概念”指个体对自己各方面,包括生理、心理、行为及自己与外界环境的关系等方面的认识和评价。研究表明个体偏向于利用公开的购买行为和展示购买产品来向他人表达“自我概念”(Griskevicius et al., 2007),而“自我概念”主要由两个自我相关动机所引导:自我一致性(self-consistency)和自尊(self-esteem)。
自我一致性理论认为各种产品被认为具有一定的“个性”特征,可以反映其用户的特质。自我一致的动机驱使个体追求与自己感觉地位相符合的产品(Kressmann et al., 2006),并通过这些产品向他人表达自己的地位(Bindah & Othman, 2012)。当自我认知和外界评价不一致时,也会通过消费行为改变他人对自己的评价以起到维护自我的作用。
自尊指个体对自我价值的感受,个体自尊水平与地位消费倾向呈正相关。当个体处于高自尊状态时,会通过购买与地位相匹配的产品以维护自己的地位和自尊;当处于低自尊状态时,会通过消费行为来应对威胁,缩小“理想我”与“现实我”之间的差距以弥补内心的伤害(Wicklund & Gollwitzer, 1981)。例如,个体渴望掌握某项不擅长的运动(如打高尔夫球),可能就会购买与此活动相关的昂贵设备(如高尔夫球杆或衣服),以补偿其未开发的技能,从而提升他人对于自己的印象和评价(Cisek et al., 2014)。
第三,地位消费的本土化研究。在中国文化背景下对于地位消费的探讨多集中在“面子”(Li et al., 2015)对消费行为的影响,尚未回答是否有其他因素使得中国地位消费展现出不同的特点?中国正处于转型的关键时期,社会贫富差距增大,本土化研究的发展将有助于我们了解转型时期的社会心态以及社会环境对国民消费行为的影响。
文章引用
屈卫国,陈 迪. 地位消费探析的追踪:从视角到影响因素分析Tracing the Analysis of Status Consumption: From the Perspective to the Analysis of Influencing Factors[J]. 心理学进展, 2017, 07(10): 1191-1198. http://dx.doi.org/10.12677/AP.2017.710148
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