管理评论 ›› 2020, Vol. 32 ›› Issue (11): 151-161.

• 市场营销 • 上一篇    

上行比较对地位消费的影响——基于内隐人格、权力距离、比较目标的调节效应分析

金晓彤1,2, 黄二帅2, 徐尉2   

  1. 1. 吉林大学数量经济研究中心, 长春 130012;
    2. 吉林大学商学院, 长春 130012
  • 收稿日期:2017-11-16 发布日期:2020-12-05
  • 通讯作者: 黄二帅(通讯作者),吉林大学商学院博士研究生
  • 作者简介:金晓彤,吉林大学商学院教授,博士生导师,博士;徐尉,吉林大学商学院博士研究生。
  • 基金资助:
    国家自然科学基金面上项目(71872070);国家自然科学基金青年项目(71602066)。

The Effect of Upward Social Comparison on Status Consumption: Based on the Moderating Effect of Implicit Personality, Power Distance Belief and Comparison Target

Jin Xiaotong1,2, Huang Ershuai2, Xu Wei2   

  1. 1. Centre for Quantitative Economics of Jilin University, Changchun 130012;
    2. Business School of Jilin University, Changchun 130012
  • Received:2017-11-16 Published:2020-12-05

摘要: 本文从消费者心理视角出发,研究上行比较与地位消费之间的关系,并且从个体因素、文化因素、情境因素三个方面探讨上行比较对地位消费影响的边界条件。本研究设计了3个实验检验上行比较与地位消费之间的关系。实验一验证了上行比较对地位消费具有正向影响,并且内隐人格在上行比较对地位消费的影响中起到调节作用,即相比于渐变论者,实体论者进行上行比较后更加倾向于地位消费。实验二验证了权力距离在上行比较对地位消费影响中的调节作用,即个体的权力距离强化了上行比较对地位消费的影响。实验三验证了比较目标在上行比较对地位消费影响中的调节作用,即与相关目标(vs.非相关目标)进行上行比较时,个体的地位消费意愿更强。

关键词: 上行比较, 地位消费, 内隐人格, 权力距离, 比较目标

Abstract: This paper starts from the perspective of consumer psychology to study the relationship between upward social comparison and status consumption. Beside this, this paper discusses the boundary conditions of upward social comparison and status consumption from three aspects: individual factor, cultural factor and situational factor. This paper designs three experiments to test the relationship between upward social comparison and status consumption. Experiment 1 verifies that upward social comparison has a positive effect on status consumption. Experiment 1 also verifies that implicit personality plays a moderating role in the effect of upward social comparison on status consumption. That is, compared with incremental theorist, entity theorist is more inclined to status consumption after making upward social comparison. Experiment 2 verifies the moderating role of power distance belief in the effect of upward comparison on status consumption. That is, individual power distance belief strengthens the influence of upward social comparison on status consumption. Experiment 3 validates the moderating role of the comparison target in the effect of upward social comparison on status consumption. That is, when upward social comparison with the relevant target (vs. non-relevant target) is performed, the individual is more inclined to status consumption.

Key words: upward social comparison, status consumption, implicit personality, power distance belief, comparison target