摘要
越来越多的企业正使用傲慢的个性展示品牌,通过强调品牌的优越感贬低他人的方式提升品牌形象。本研究探讨他人模仿与自恋水平的交互作用如何影响消费者对傲慢品牌的偏好及其影响机制。通过四个行为实验发现了消费者何时及为何偏好/回避傲慢品牌。实验1表明,他人的模仿行为显著提升了低自恋消费者对傲慢品牌的偏好。他人模仿与自恋水平对傲慢品牌偏好的交互作用被感知优越性所中介(实验2)。同时,不同的产品消费场景将调节以上影响效应。他人模仿和自恋水平对傲慢品牌偏好的影响主要针对被模仿物品属于公共场景消费的产品;对于私下消费的产品,他人模仿与自恋水平的交互效应并不显著(实验3)。虽然傲慢品牌传递着高价值等积极信息,当高自恋消费者意识到模仿者选择的产品品牌地位高于自己时,基于对自卑信息的敏感性,高自恋消费者对傲慢品牌采取了回避态度(实验4)。本文丰富了关于模仿行为和自我认知方面的研究,对企业如何打造傲慢的品牌个性具有一定的指导意义。
An increasing number of companies are utilizing arrogant personalities to showcase their brands,enhancing brand image by emphasizing superiority and disparaging others.Previous research on arrogant personalities has yielded inconsistent findings.The present study aims to elucidate why companies strive to cultivate an arrogant brand image,even though consumer attitudes towards arrogant brands vary,with some consumers favoring them while others avoid them.This study explores the influence of the interaction between others’imitation behavior and levels of narcissism on preferences for arrogant brands,as well as the underlying mechanisms.Through four experiments encompassing different product categories,sample groups,and measures of imitation and narcissism,the study investigates the circumstances and rationales behind consumers’preference for or avoidance of arrogant brands.Specifically,Experiment 1 demonstrates that others’imitation behavior significantly enhances the preference for arrogant brands among consumers with low narcissism.The interaction between others’imitation and narcissism levels in shaping preferences for arrogant brands is mediated by consumers’perception of superiority(Experiment 2).Furthermore,the impact of these factors varies depending on the consumption context.The effects of others’imitation and narcissism levels on preferences for arrogant brands mainly apply to products consumed in public settings,while the interaction effect is not sig-nificant for products consumed privately(Experiment 3).Although arrogant brands convey positive information such as high value,highly narcissistic consumers exhibit avoidance attitudes towards arrogant brands when they become aware that the brand chosen by imitators holds a higher brand status than themselves,based on their sensitivity to self-threat(Experiment 4).Compared to previous literature,this study expands knowledge in several areas.Firstly,by focusing on others’imitation behavior and individuals’levels of narcissism,the study advanc
作者
江霞
吴俊宝
姚卿
杨德锋
Jiang Xia;Junbao Wu;Yao Qing;Defeng Yang(School of Business Administration,Chongqing University of Commerce;School of Management,Jinan University;School of Economics and Management,Beijing University of Science and Technology)
出处
《南开管理评论》
CSSCI
北大核心
2023年第5期190-200,I0038,I0039,共13页
Nankai Business Review
基金
国家自然科学基金项目(72302027)
国家自然科学基金项目(72372057)
2021重庆工商大学高层次人才项目(2155030)资助。
关键词
模仿行为
傲慢品牌
自恋
品牌个性
社会比较
Imitation Behavior
Arrogant Brand
Narcissism
Brand Personality
Social Comparison
