消费者何时愿意选择与规避群体关联的品牌?

消费者何时愿意选择与规避群体关联的品牌?规避群体对消费者的影响机制还需要进一步研究。基于心理逆反理论, 本文通过3个实验探讨自由威胁对消费者选择与规避群体关联的品牌的影响。结果发现, 当消费者感知到高自由威胁时, 选择与规避群体关联的品牌的意愿较高, 心理逆反发挥中介作用, 叙事和自尊水平对上述影响关系具有调节作用。叙事性的信息使得被试因自由威胁所产生的心理逆反降低, 从而对与规避群体关联的品牌的选择意愿降低。对于高自尊的个体, 在高自由威胁时更愿意选择与规避群体关联的品牌; 而对于低自尊的个体, 在高/低自由威胁情况下对规避群体关联的品牌的偏好无显著差异。本文探讨了自由威胁对消费者品牌偏好的影响, 丰富了规避群体和品牌选择的研究; 验证了心理逆反在自由威胁与规避群体关联品牌偏好之间的中介作用, 深化了心理逆反理论。本文对企业在保留现有客户群的基础上, 如何吸引外群体消费者具有一定的指导价值。     

Why brands should fear fearful consumers: How attachment style predicts retaliation

In two surveys of adult consumers, we find that attachment styles predict consumers' reactions after brand relationships end. Specifically, ‘fearful’ consumers—those high in both attachment anxiety and avoidance—are most likely to complain to third parties, to obsess about harming the brand, and to report seeking payback against brands. Two factors mediate the effect of attachment on reactions: threats to consumers' self-image and the loss of benefits from their relationship. This is consistent with the explanation we propose: specifically, fearful individuals invest in and depend more on consumption relationships and, therefore, lose more when such relationships end.     

When threat to society becomes a threat to oneself: Implications for right‐wing attitudes and ethnic prejudice

The relationships between threat on one hand and right‐wing attitudes and ethnic prejudice on the other were investigated in a heterogeneous sample (N = 588). Specifically, we considered the perception of economic and terroristic threats in terms of their consequences at the societal and personal levels. Previous studies revealed that societal consequences of threat, rather than personal consequences, are related to right‐wing attitudes. However, the present results challenge these findings. More specifically, three important results emerged. First, items probing the distinct threat levels loaded on separate dimensions for economic and terroristic threat, validating the distinction between societal and personal threat consequences. Second, consistent with previous research, this study revealed that perceived societal consequences of threat yield strong and robust relationships with all target variables. However, personal consequences of threat were also associated with higher levels of right‐wing authoritarianism (RWA), social dominance orientation (SDO), and ethnic prejudice in particular. Third, societal and personal consequences of threat interacted in explaining the target variables. More specifically, feeling personally threatened by terrorism was only related to higher levels of RWA in the presence of low levels of threat to society, whereas experiencing personal economic threat was only related to higher levels of SDO and ethnic prejudice when high societal economic threat was experienced. In sum, although the perception of societal consequences of threat plays a prominent role in explaining right‐wing attitudes and ethnic prejudice, the perception of being personally affected by threat is also associated with higher levels of RWA and SDO, and especially ethnic prejudice.     

Rule‐breaking in an anonymous situation: When people decide to deviate from existing rules

The present study examined how soon people would make a decision to break existing rules in an anonymous situation, with particular attention paid to the degree of anonymity. A total of 100 participants were randomly assigned to either a self‐reward condition or an other‐reward condition, in both of which they were asked to flip a coin twice in each of the four coin‐flip trials to win the assigned reward. As predicted, the results showed that only participants in the self‐reward condition broke the assignment rules for obtaining the reward, and they only did so in the very last coin‐flip trial. In sum, the present findings suggest that people do not break existing rules for material gain as soon as they become anonymized, but some may do so at the very last moment.     

Show me what threatens you,and I can tell who you are: Perception of threat and the self

Abstract

This article proposes a methodical way to understand the self from the angle of psychologically meaningful threat. On the basis of systematic cross-cultural examination of threats to core self-motives, this comprises the notion of self as being most reliably described by instances in which a person shows a motivated response to information from the social environment. Building on accounts of cultural differences in self- construal, this approach allows insight into self-related processes, because motivated responses to self-threat should depend on how the self is defined in the social space. The research conducted from this approach has examined cultural differences to threats to freedom, belonging and consistency. For people with a collectivistic cultural background, as well as for those with a more interdependent self-construal within a given culture, responses to freedom, belonging and consistency threats were less intense, particularly when threats were directed at the individual sense of self. Looking at the self from this perspective further allows for insight into underlying mechanisms into self-related processes, as well as for more direct information on the influence of context on what constitutes the self.     

The flip side of vanity sizing: How consumers respond to and compensate for larger than expected clothing sizes

Vanity sizing has become a popular retail trend and recent work shows it has a favorable impact on consumers. However, as the current research demonstrates, significant variations in sizing standards across retailers mean that consumers are as likely to encounter larger sizes as they are smaller, “vanity” sizes when shopping, highlighting the importance of understanding how consumers react to this potential threat in the marketplace. Across five studies we demonstrate that larger sizes result in negative evaluations of clothing and show that these effects are driven by consumers' appearance self-esteem. Importantly, we also find that instead of unilaterally lowering purchase intent as one might assume, larger sizes can actually increase spending, as consumers engage in compensatory consumption to help repair their damaged self-esteem. In so doing, this research reveals a dynamic and complex relationship between consumers and sizing labels, where shopping can serve to build, strengthen, threaten, and/or repair appearance self-esteem.     

Big Picture,Bad Outcomes: When Visual Perspectives Harm Health Goal Pursuit

People often fail to achieve health goals, which compromises their well‐being. Prior research suggests that seeing events through an observer's eyes (i.e., adopting a third‐person perspective) should facilitate goal pursuit. However, we find that third‐person perspectives discourage goal‐consistent intentions and behavior for health goals when goal centrality is low (i.e., the goal is peripheral to one's self‐concept). In Experiment 1, people who adopted a third‐person perspective chose more sugary foods if they considered a healthy eating goal to be more peripheral to the self. Experiment 2 examines why a third‐person perspective can hinder goal pursuit; it encourages a breakdown in implemental thinking which, in turn, increases negative self‐conscious emotions. While high goal centrality buffers people from negative effects on goal intentions, low centrality does not. Experiment 3 demonstrates that this effect is robust when goal centrality is manipulated. We recommend that consumers pursuing health goals (and individuals who support them) exercise caution when employing perspective‐based strategies, as they may backfire for people at greatest risk of goal abandonment.     

Ageing-related stereotypes in memory: When the beliefs come true

Age-related stereotype concerns culturally shared beliefs about the inevitable decline of memory with age. In this study, stereotype priming and stereotype threat manipulations were used to explore the impact of age-related stereotype on metamemory beliefs and episodic memory performance. Ninety-two older participants who reported the same perceived memory functioning were divided into two groups: a threatened group and a non-threatened group (control). First, the threatened group was primed with an ageing stereotype questionnaire. Then, both groups were administered memory complaints and memory self-efficacy questionnaires to measure metamemory beliefs. Finally, both groups were administered the Logical Memory task to measure episodic memory, for the threatened group the instructions were manipulated to enhance the stereotype threat. Results indicated that the threatened individuals reported more memory complaints and less memory efficacy, and had lower scores than the control group on the logical memory task. A multiple mediation analysis revealed that the stereotype threat effect on the episodic memory performance was mediated by both memory complaints and memory self-efficacy. This study revealed that stereotype threat impacts belief in one's own memory functioning, which in turn impairs episodic memory performance.     

Empathy,culture and self‐humanising: Empathising reduces the attribution of greater humanness to the self more in Japan than Australia

People tend to ascribe greater humanness to themselves than to others. Previous research has indicated that this “self‐humanising” bias is independent of self‐enhancement and robust across cultures. The present study examined the possible role of empathy in reducing this bias in Japan (N = 80) and Australia (N = 80). Results showed that unlike Australians, Japanese participants who recalled personal experiences of empathising with others were less likely to self‐humanise than those in a neutral condition. The effect of the empathy manipulation was not observed in Australia. The findings suggest that empathy may reduce self‐focus and enable perceivers to appreciate the full humanness of others, but this effect may be culturally contingent.     

Saying no to negativity: The effects of context and motivation to control prejudice on automatic evaluative responses

The current research explored the interaction of context and motivation to control prejudice reactions (MCPR) on automatic evaluative responses toward individuals of different races. Three studies incorporated contextual backgrounds into an evaluative priming procedure. Across all three studies, White participants low in MCPR demonstrated automatic ingroup biases when threatening contexts were presented. However, in contexts where targets could be construed as threatening, Whites high in MCPR showed automatic outgroup biases in favor of Blacks over Whites. Importantly, this outgroup bias was driven by an automatic inhibition of negative responses toward Blacks. The results indicate that even at the automatic level, people high in motivation to control prejudice can inhibit negative responses toward Blacks in contexts that have cues associated with prejudice.     

Self‐absorption paradox is not a paradox: Illuminating the dark side of self‐reflection

Although considered an important component of a healthy personality, self‐reflection has not so far been shown to have any specific benefits for mental health. This research addresses this issue by taking into consideration two important suppressor variables, self‐rumination and the need for absolute truth. The latter is an innovative variable, defined and presented in this research. The first two studies aimed to validate a new measure that acts as an operational definition of the need for absolute truth. The first study was conducted with two group of participants; the first group consisted of 129 females and 67 males, mean age = 20 years, and the second 182 females and 104 males, mean age = 27. In the second study, participants were 22 females and 18 males, mean age = 20.5. In the final study, conducted with 296 female, 163 male participants (mean age = 37), suppressor effects were tested using structural equation modeling. The results showed that by taking account of these two suppressor variables, particularly the need for absolute truth, the expected relationship between self‐reflection and mental health was revealed. The need for absolute truth was shown to be crucial for understanding the effects of self‐reflection on mental health, therefore it should be considered in all processes of psychotherapy.     

When lack of control enhances closeness to others: The case of unemployment and economic threat

When personal control is threatened, people often turn to their own group and show negativity towards others. In three studies, we tested an alternative prediction that the salient lack of personal control (vs. control) experienced in the context of unemployment can lead to connectedness and more positive perception of similar others (e.g., members of groups affected by unemployment or the economic crisis). In two European countries, we found experimental (Study 1: Poland) and correlational (Study 2: Spain) evidence that a lowered sense of control of unemployed people was related to more favorable intergroup evaluations. Furthermore, when lack of control related to unemployment threat was experimentally induced, participants perceived a Greek outgroup more positively, and this effect was mediated by identification with and similarity to this group (Study 3). We discuss the role of the shared experience of collective uncontrollability in promoting positive intergroup relations.     

Exploring how people respond to conflicts between self‐interest and fairness: Influence of threats to the self on affective reactions to advantageous inequity

Two studies examined how people deal with conflicts between their self‐interest concerns and their striving for fairness. Specifically, the affective reactions to outcome arrangements in which people receive better outcomes than comparable other persons, were studied. These arrangements of advantageous inequity constitute situations in which fairness and self‐interest concerns are in conflict. Building on the social psychology of the self, it was predicted, and found, in both field and lab experiments that when people experience a self‐threat, they react more positively to arrangements of advantageous inequity than when not experiencing this threat. This supports the view that people's need for positive information about their selves is an important factor in the underlying psychological processes of the way that people deal with conflicts between their fairness and self‐interest concerns.     

Sense of home buffers threats to the self

We hypothesised that sense of home serves as a buffer against self‐threat. In three experiments, we induced sense of home (vs. control) and assessed its buffering function to threat. Sense of home augmented openness to stereotype threat information (Experiment 1), increased performance on a spatial rotation ability test after stereotype threat (Experiment 2), and reduced the desire for high‐status products following mortality salience (Experiment 3). This “proof of concept” research establishes the buffering potential of sense of home and raises theoretical and practical implications.     

When love is not blind: Rumination impairs implicit affect regulation in response to romantic relationship threat

The present research examined how rumination influences implicit affect regulation in response to romantic relationship threat. In three studies, the disposition to ruminate impaired the ability to maintain positive feelings about the romantic partner in the face of explicit or implicit reminders of relationship threatening events. In Study 1, a high disposition to ruminate was correlated with impaired down-regulation of negative feelings toward the partner in response to a hurtful relationship incident. Two follow-up studies manipulated relationship threat explicitly through an experiential recall procedure (Study 2) or implicitly through a subliminal evaluative-conditioning procedure (Study 3). In both studies only individuals with low disposition to ruminate were able to ward off negative feelings and maintain positive feelings toward the partner. These findings illuminate the role of implicit affect regulation in the context of relationship threat—and how it is inextricably connected with the processes underlying rumination.