社会拥挤对消费者感官刺激偏好的影响及机制研究

本研究通过1个田野实验和2个实验室实验探讨了社会拥挤对消费者感官刺激偏好的影响及内在机制。相比于不拥挤,社会拥挤会增加消费者对强(vs.弱)感官刺激的偏好(实验1),这一效应受感知控制缺失驱动(实验2)。权力感对社会拥挤与消费者感官刺激偏好的关系起到调节作用(实验3),即当个体的权力感较高时,社会拥挤对强感官刺激偏好的促进作用才成立;反之,这种效应便会消失。     

“别人家的孩子”vs.平庸的自己：社会比较对独特性寻求行为的影响

人们在自我评价中普遍存在着优于平均值效应, 而上行社会比较会打破这一自我评价偏差, 引发后续的补偿性消费行为。通过5个实验, 依次论证上行比较(vs.下行比较)会提升个体对独特产品选项的偏好(实验1); 其心理机制在于上行比较降低了而非下行比较提升了个体的自我独特性感知, 从而促使个体出于补偿的目的而寻求独特性(实验2a、2b和2c); 上述效应适用于经济状况这一特定比较维度, 并且在感知经济流动性的调节作用下得到强化或削弱(实验3)。研究结论对于推动社会比较和独特性寻求行为相关领域的理论进展, 指导长尾市场中企业的营销策略、帮助个体缓解上行比较的威胁均有着积极的启示价值。     

传承动机对金融冒险行为的影响:未来自我连续性的中介

人们普遍拥有“期待不朽、被人铭记”的传承动机, 文章通过4个实验探讨了该动机如何通过未来自我连续性的影响作用于个体的金融冒险行为。实验1发现传承动机能够提升个体对未来自我的连续性感知。实验2在此基础上发现传承动机会弱化个体金融冒险行为(2a), 并且该效应被自我连续性感知中介(2b)。实验3进一步考察个体社会经济地位对上述中介效应的调节, 结果发现上述中介效应只出现在社会经济地位相对较高(vs.较低)的个体身上。     

你能看见我的努力吗：社会地位感知对消费者繁简偏好的影响

文章通过5个实验(包括1个预注册实验)探讨了个体感知到的相对社会地位如何影响消费者对产品繁简设计的偏好。实验1和2发现处于相对低社会地位的个体会偏好设计繁复的产品。实验3和4探究了该效应的中介机制, 即繁复设计的产品可以传递出努力线索, 而相对低社会地位个体因为重视努力进而偏好繁复设计产品。实验5通过调节变量的方式进一步验证上述机制, 发现社会地位对繁简偏好的影响只存在于那些重视努力价值的个体身上。文章推进了消费者审美偏好, 主观社会地位和消费者努力等方向的研究进展。     

社会排斥对产品触觉信息偏好的影响及其作用机制

社会排斥的现象在当今社会日益凸显,已成为世界各国探究社会政策和不平等问题的一个重要方向。然而却鲜少有研究从心理机制的角度探讨社会排斥对人们的产品偏好的影响。本文通过1个预实验和4个主实验,系统研究了社会排斥如何影响个体对不同触感产品的偏好,并探讨了其内在影响机制。实验结果发现在经历社会排斥(相较于社会接纳)之后,个体更偏好触感柔软的产品,消极心理体验是其内在驱动机制,并且该作用机制被归属感的重要性所调节。当归属感被认为很重要时,个体在经历社会排斥后对柔软触感产品的偏好以及消极心理体验的中介作用会被强化,而当归属感被认为不重要时,以上效应会被削弱。本文还对研究结论的理论贡献和实践应用进行了深入讨论。     

“激将法”会激发还是打击员工?感知能力不被领导信任的“双刃剑”效应

感知能力不被领导信任是信任研究的重要内容。已有研究普遍认为感知不被领导信任会对员工的自我产生不利影响。相反, 传统领导方式“激将法”则认为领导的不信任可以刺激员工展现更好的自我。为了解释上述矛盾, 本研究基于自我评价理论和心理逆反理论, 采用实验研究和多源多时间点问卷调查研究方法, 探讨了感知能力不被领导信任对员工自我的“双刃剑”效应及边界条件。研究结果表明, 当员工感知领导能力较强时, 感知能力不被领导信任会通过降低员工的工作效能感削弱员工的工作努力和绩效表现; 当员工感知领导能力较弱时, 感知能力不被领导信任会通过增强员工证明自我能力动机提升员工的工作努力和绩效表现。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

金钱概念激活与金钱功能偏好对自我损耗后利他的影响

金钱启动能够提高自我损耗后个体的利他,而金钱功能也可能对损耗后个体利他产生不可忽视的影响。实验让处于自我损耗状态的被试数金钱或白纸,然后测量其利他水平及其对金钱功能的内隐偏好。结果证实了金钱启动的积极效应。此外,在数金钱和数白纸两种条件下,金钱象征性功能偏好对自我损耗后个体利他的效应是相反的。这表明,激活金钱概念与偏好金钱象征性功能都有可能补偿自我损耗后的消极影响,但两者的补偿作用是相互独立的。     

自我控制资源水平及其变化对跨期选择的影响

自我控制资源（SCR）是个体执行自我控制活动时所需的有限心理资源,本文通过两项实验探讨个体的SCR水平与SCR变化对跨期选择的影响。结果发现：（1）控制知觉加工组和控制想法组在执行SCR操作任务后,其整体SCR下降,SS偏好增强;（2）控制知觉加工组的SCR降幅和SS偏好增幅均显著高于控制想法组;（3）SCR下降的被试在后测SS偏好和SS偏好增幅上都显著高于SCR不变和上升的被试,但SCR上升被试与不变被试的差异不显著。与以往研究相比,本研究采用了个体水平分析思路,揭示了个体SCR变化方向与跨期偏好的关系,并发现了两种SCR操作任务的效应差异。     

拥挤影响消费者情绪和购物反应的元分析

拥挤是由社会(人群)运动空间和物理空间受限引发的一种主观感受和客观状态。随着消费者所处的环境越来越拥挤, 近些年来消费者行为领域对拥挤的关注逐渐增多, 但目前的研究结论并不一致。本文通过元分析方法获得了38个研究、81个样本的149个效应值, 分别探讨了两类拥挤对消费者情绪和购物反应(趋近型购物反应与回避型购物反应)的影响, 并尝试找出以往研究结果表现出异质性的原因。从情绪层面来看, 社会拥挤正向影响消费者的消极情绪, 负向影响自主感知; 空间拥挤负向影响消费者积极情绪, 正向影响消极情绪。从购物反应层面来看, 社会拥挤会显著增强消费者的趋近型购物反应(ρ = 0.208, N = 28624), 增加风险规避, 并负向影响消费者的购物态度和意愿(ρ = -0.135, N = 10094); 空间拥挤对消费者趋近型购物反应的影响并不显著, 但能负向影响回避型购物反应(ρ = -0.409, N = 3223)。进一步的调节分析发现, 购物环境类型、研究情境的真实性、是否为学生样本、以及样本来源于西方国家还是东方国家等能够调节拥挤对消费者部分情绪和购物反应的影响。本文最后讨论了研究结果, 并对管理实践和未来研究提供了建议。     

Mediation of Social Density by Coalition Formation1

Past research has indicated that three-person groups are more likely to produce isolates than two-person groups, with isolates experiencing the greatest difficulties, least confidence, and most intense crowding stress. The present study extended these findings by examining the role of coalition formation as a mediator of social density in three- and four-person groups using a survey technique. As expected, coalition formation between two roommates, resulting in one or more isolates, was more likely to occur in three-person than four-person groups. Consistent with previous research, isolates in both three- and four-person groups reported more crowding, more somatic complaints, dissatisfaction with room and roommates, difficulty in maintaining control, and less confidence in their ability to regulate social interaction than nonisolates. Tripled isolates, however, consistently reported more significant feelings of not being understood by roommates and loneliness, as well as greater exclusion from group decisions, more extreme difficulties in maintaining control and regulating social interaction, and more intense crowding stress. Counterintuitively, with an increase in group size from three to four, reported crowding stress did not increase. Implications for group dynamic processes in ameliorating some of the problems associated with crowding stress are discussed.     

Effects of Acute Experimental Crowding1

Recent concern with population growth has begun to stimulate interest in the effect of crowding on humans. This report presents a model of crowding based on the concept of normative expectations concerning appropriate interaction distances. A study of acute experimental crowding was then conducted. Contrary to findings of prior research, the present study found that crowding produced arousal. Subsequent social behavior, however, was mediated by different sex-specific group processes. In general, crowded male groups displayed a competitive, fragmented orientation, whereas crowded women formed cohesive, cooperative groups. Contrary to preliminary expectations, subjects were differentially effected by crowding based on their seating position in the crowded room.     

拥挤研究进展——概念、理论与影响因素

拥挤是环境心理学的重要研究领域,其内涵是对密度和空间限制的主观体验。拥挤影响因素主要包括物理、社会、个人因素,拥挤可导致过度生理唤醒、负面社会行为和＂失动机＂。现有拥挤理论从环境刺激和个体行为反应等多个角度对拥挤进行了阐释。文章最后提出了中国文化背景下拥挤的未来研究方向。     

The role of self-improvement and self-evaluation motives in social comparisons with idealised female bodies in the media

This study investigates the effect of social comparisons with media models on women's body image based on either self-evaluation or self-improvement motives. Ninety-eight women, for whom appearance was a relevant comparison dimension, viewed advertisements that did, or did not, feature idealised models, after being prompted to engage in self-evaluation or self-improvement comparisons. The results indicate that, when focusing on self-evaluation, comparisons with thin models are associated with higher body-focused anxiety than viewing no model advertisements. In contrast, when focusing on self-improvement, comparisons with thin models are not associated with higher body-focused anxiety than viewing no models. Furthermore, women's general tendency to engage in social comparisons moderated the effects of self-evaluative comparisons with models, so that women who did not habitually engage in social comparisons were most strongly affected. It is suggested that motive for social comparison may explain previous inconsistencies in the experimental exposure literature and warrants more careful attention in future research.     

Nature of relations between the physical and social microenvironment of the two-year-old child

Previous research has demonstrated that high levels of noise, crowing or person traffic pattern in infants' homes are associated with less involved and less responsive caregiving by parents. Based on these previous findings two questions were investigated in the present research. First, does the same pattern of relations appear with older toddlers; second, are these patterns unique to the specific dimensions of noise, crowding and traffic pattern? Subjects were 56 2-year-old toddlers. Based upon repeated home observations the physical and social environments fo the toddlers' homes were assessed using codes from the Purdue Home Stimulation Inventory. Analysis of the interrelation between the phychology and social microenvironments of these toddlers was based upon canonical correlation. Congruent with preovious research, interpretation of the canonical structure revealed that high levels of noise, crowding or traffic pattern in the home were associated with lower caregiver attentiveness and responsivity. Results also indicated that this pattern was unique to the specific physical environment dimensions of noise, crowding and traffic pattern. Implications of these results for alternate care settings are discussed.     

基于文化的心理复原力研究

随着对个体心理复原力研究不断深入,文化作为影响个体心理复原力的重要因素日益受到关注,研究者在厘清文化与复原力之间的关系后,尝试以积极心理学的视角,将中国传统文化中"天人合一"、"以人为本"、"自强不息"、"厚德载物"等文化精神引入到个体心理复原力发展的过程中,为个体心理复原力的研究贡献价值。     

Impact of artificial fissioning and social networks on levels of aggression and affiliation in primates

Levels of aggression may be affected by stability of social relationships or by population density. A number of studies of nonhuman primates have indicated that spatial density influences agonistic activity levels less than does social density. Artificial fissioning of a captive troop of rhesus macaques was undertaken and the resultant differences in patterns of aggression and affiliation were examined. If population density has a major effect on levels of aggression, then fissioning will result in a decrease in aggression; if social stability has a major effect on levels of aggression, then fissioning is likely to be accompanied by an increase in aggression. An increase in rates of both aggressive and affiliative behavior resulted from artificial troop fissioning. These findings concur with other studies that have concluded that social stability is a more important determinant of primate aggression than is population density. Nonhuman primates use affiliative mechanisms to adjust their behavior when population density increases such that potentially adverse consequences of crowding are avoided.     

Culture and social comparison seeking: the role of self-motives

Three studies examined the relation between cultural background and social comparison seeking. Compared to European Canadians, Asian Canadians sought more social comparisons, particularly those that were upward (Study 1), more social comparisons after failure (Study 2), and more social comparisons after failure when the opportunity for self-improvement was made salient (Study 3). Taken together, these data spotlight Asian Canadians' interest in social comparisons that allow for self-improvement.