PDF(1584 KB)
Effects of Self-Discrepancy on Consumer Preference on the Product Attributes
Journal of Psychological Science ›› 2011, Vol. 34 ›› Issue (6) : 1422-1427.
PDF(1584 KB)
PDF(1584 KB)
Effects of Self-Discrepancy on Consumer Preference on the Product Attributes
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.
Self-Discrepancy / Ideal Self / Actual Self / Hedonic Attributes / Utilitarian Attributes
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