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.

Key words: Self-Discrepancy, Ideal Self, Actual Self, Hedonic Attributes, Utilitarian Attributes

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。

关键词: 自我差异, 理想自我, 现实自我, 享乐属性, 实用属性