摘要
研究从积极视角出发,通过两项实验,探索了规避群体模仿行为和产品环保性质对消费者产品抛弃倾向的交互效应及其影响机制。研究结果显示,规避群体对非环保产品的模仿提升了消费者对被模仿产品的抛弃倾向;而对于环保产品而言,规避群体的模仿则降低了消费者对被模仿产品的抛弃倾向。此外,存在意义感中介了这一交互效应。上述发现延伸了模仿行为及环保消费等相关理论研究,对企业的营销策略也提供了一定的实践启示。
Consumers are often imitated by others,which is particularly true in their dissociative groups.Previous studies have proposed that mimicry noticed by imitated consumers threatens their need for distinctiveness,thus increasing their intention to dispose of the mimicked product.This effect may be strengthened when mimickers are from consumers’dissociative groups.Various researches have highlighted the negative effects of dissociative groups on consumers.For example,consumers are less likely to choose the products or brands related to dissociative groups,aiming to keep their positive social identity.According to thesefindings,when consumers realize that their possessions have been imitated by dissociative groups,the mimicry evokes negative responses such as decreases brand attitude.But is this inference valid all the time?We proposed that the impact of imitation by dissociative groups may depend on product attributes,green attribute in particular.This study explored the interaction effect of imitation by dissociative groups and product’s green attribute on the intention to possess or dispose.Meaningful existence was expected to act as a mediator variable.Based on the results of two experiments,we provide evidence for the main effect and the proposed underlying mechanism.Study 1 was a 2(imitation by dissociative groups:imitation vs.non-imitation)×2(product’s green attribute:green product vs.non-green product)between-subjects design,examining the interaction effect of imitation by dissociative groups and product’s green attribute on the intention to possess or dispose,as well as the mediating effect of meaningful existence.Study 2 was a 2(manipulation of meaningful existence:manipulation vs.control)×2(imitation by dissociative groups:imitation vs.non-imitation)×2(product’s green attribute:green product vs.non-green product)between-subjects design,further examining the mediating effect of meaningful existence by adopting a process-by-moderation approach.The results show that consumers who are imitated by
作者
杨德锋
雷希
雷蜀豫
Yang Defeng;Lei Xi;Lei Shuyu(School of Management,Jinan University,Guangzhou,510632)
出处
《心理科学》
CSSCI
CSCD
北大核心
2023年第3期644-651,共8页
Journal of Psychological Science
基金
国家社科基金(19BGL102)的资助。
关键词
模仿行为
环保产品
规避群体
产品抛弃倾向
存在意义感
imitation
green product
dissociative reference groups
possession disposal intention
meaningful existence
