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To do or to have? Exploring the effects of social exclusion on experiential and material purchases
Asian Journal of Social Psychology ( IF 2.144 ) Pub Date : 2020-03-31 , DOI: 10.1111/ajsp.12405
Bingcheng Yang 1 , Hongyan Yu 1 , Jifei Wu 1 , Danyi Qi 2
Affiliation  

Social exclusion is widespread in our modern society. In the context of marketing, consumers who are excluded will choose specific products to mitigate the negative consequences of exclusion. This research examined the effect of social exclusion on consumer preferences. Three experimental studies were conducted to test whether consumers experiencing social exclusion would choose specific kinds of purchases. The results of the three studies provided convergent support for the notion that consumers who feel socially excluded exhibit a preference for experiential purchases over material purchases. It therefore appears that experiential purchases can more effectively compensate for the relational needs caused by social exclusion. The effect was stronger for socially excluded individuals exhibiting more interdependent self‐construal than for those exhibiting a more independent self‐construal. These results indicate that social impact is an antecedent of experiential purchases, and they shed light on an important mechanism to alleviate the negative effects of social exclusion.

中文翻译:

做还是拥有?探索社会排斥对体验和物质购买的影响

社会排斥在我们现代社会中很普遍。在营销方面,被排除在外的消费者将选择特定的产品,以减轻排除在外的负面影响。这项研究研究了社会排斥对消费者偏好的影响。进行了三项实验研究,以测试经历社会排斥的消费者是否会选择特定种类的购买。这三项研究的结果为以下观念提供了一致的支持:认为被社会排斥的消费者相对于物质购买而言,他们更倾向于体验性购买。因此看来,体验式购买可以更有效地补偿由于社会排斥引起的关系需求。对于那些表现出更多相互依存的自我建构的社会排斥个体,其影响要强于那些表现出更多独立的自我建构的个体。这些结果表明,社会影响是体验性购买的先决条件,它们为减轻社会排斥的负面影响提供了重要的机制。
更新日期:2020-03-31
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