| 最心安处是吾乡：本体安全感威胁对家乡品牌偏好的影响 |
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| 引用本文： | 徐岚,蒋怡然,崔楠,张留霞,赵帅勤. 最心安处是吾乡：本体安全感威胁对家乡品牌偏好的影响[J]. 心理学报, 2020, 52(4): 513-527. DOI: 10.3724/SP.J.1041.2020.00513 |
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| 作者姓名： | 徐岚 蒋怡然 崔楠 张留霞 赵帅勤 |
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| 作者单位： | 1.武汉大学经济与管理学院2 武汉大学组织营销研究中心, 武汉 430072 |
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| 基金项目： | * 国家自然科学基金项目(71772141);* 国家自然科学基金项目(71472141);* 国家自然科学基金项目(71872140);* 国家自然科学基金项目(71472142) |
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| 摘 要： | 全球化进程的加快和贸易战的发生让人们处于一种本体不安全的状态中,即人们的本体安全感受到了威胁。本文研究了消费者本体安全感威胁对家乡品牌偏好的影响。三项研究的结果表明,相比本体安全感没有受到威胁的个体,本体安全感受到威胁的个体对家乡品牌的偏好度更高,其中家乡依恋起到了中介作用。具体而言,本体安全感受到威胁的个体更倾向于依恋可以提供常规生活和构建个人身份的家乡,以此寻求本体安全感恢复,从而增加了对家乡品牌的偏好。实验结果还发现,自然栖息地情境展露在本体安全感威胁对家乡品牌偏好的作用中起到调节作用。具体而言,当展露于自然栖息地情境时,本体安全感受到威胁的个体能够通过对自然栖息地这一更广泛的地点依恋来对抗本体安全感威胁,不再需要寻求家乡依恋来缓解本体安全感威胁,从而使其在对家乡品牌和非家乡品牌的偏好上不再呈现出差异。本研究的发现丰富了现有本体安全感和品牌偏好的相关研究,为品牌提供了一种新的本土营销策略,具有丰富的理论贡献和管理启示。
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| 关 键 词： | 本体安全感 家乡品牌 家乡依恋 自然栖息地情境展露 |
| 收稿时间： | 2019-06-20 |
Hometown is the most reassuring place: The impact of ontological security threat on preference of hometown brands |
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| XU Lan,JIANG Yiran,CUI Nan,ZHANG Liuxia,ZHAO Shuaiqin. Hometown is the most reassuring place: The impact of ontological security threat on preference of hometown brands[J]. Acta Psychologica Sinica, 2020, 52(4): 513-527. DOI: 10.3724/SP.J.1041.2020.00513 |
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| Authors: | XU Lan JIANG Yiran CUI Nan ZHANG Liuxia ZHAO Shuaiqin |
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| Affiliation: | 1.Economics and Management School, Wuhan University2 Research Center for Organizational Marketing of Wuhan University, Wuhan 430072, China |
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| Abstract: | The acceleration of the globalization and the occurrence of trade wars have caused people to be in an insecure state of ontology, that is, people’s ontological security is threatened. Ontological security refers to people’s confidence in the continuity of self-identity and the stability of the surrounding social and physical environment. In the marketing field, some scholars have explored how consumers cope with disruptions when their routine behaviors are disrupted. However, to date, few studies have explored the effects of ontological security threats on consumers’ brand attitudes and the underlying mechanisms. In the current study, we proposed that consumers would prefer their hometown brands when ontological security is threatened. Hometowns can provide people with a sense of security by providing routine daily life and building a personal group identity, thereby recovering their ontological security and increasing the preference for hometown brands. Thus, when people’s ontological security is threatened, they tend to increase their attachment to their hometowns. In addition, we proposed that individuals whose ontological security are threatened can be recovered from natural habitat exposure, and the differences in their hometown brand preferences would be reduced. |
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| Keywords: | ontological security hometown brand hometown attachment natural habitat exposure |
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