自我差异对消费者产品属性选择偏好的影响

杜伟宇; 卢晓艳

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心理科学 ›› 2011, Vol. 34 ›› Issue (6) : 1422-1427.

社会﹑人格与管理

自我差异对消费者产品属性选择偏好的影响

杜伟宇¹,卢晓艳²

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Effects of Self-Discrepancy on Consumer Preference on the Product Attributes

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摘要

自我是一个人所持有的关于自我特征的信念，不同的理想和现实自我差异可能带来不同的消费选择。本研究以在校大学生作为被试，通过阅读不同的理想与现实自我材料，启动被试的理想与现实的自我差异，考察其对消费者产品属性选择偏好的影响。结果发现：现实与理想自我差异小的被试，更偏好享乐属性强的产品；现实与理想自我差异大的被试，更偏好功能属性强的产品。

Abstract

Self is the characteristics of self-belief held by a person. Different ideal and actual self-discrepancies affect different choices. The research adopted college students as subjects, and gave them actual and ideal self-discrepancy material, then examined consumer preference on the product attributes. It was concluded that the subjects whose actual and ideal self-discrepancy is small, are more likely to choose the product whose hedonic attribute is stronger, and the subjects whose actual and ideal self-discrepancy is large, are more likely to choose the product whose utilitarian attribute is stronger.

导出引用

杜伟宇卢晓艳. 自我差异对消费者产品属性选择偏好的影响[J]. 心理科学. 2011, 34(6): 1422-1427

Effects of Self-Discrepancy on Consumer Preference on the Product Attributes[J]. Journal of Psychological Science. 2011, 34(6): 1422-1427

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