廉价的优越感：社会排斥如何影响新奢侈品的消费

本研究从消费者社会需求层面,探讨在中国新奢侈品会给哪些人带来优越感,什么样的产品可以带来优越感,以及为何会带来优越感等问题。本研究使用一个混合设计的实验,结果发现：（1）相比较非社会排斥状态,社会排斥状态增加了消费者的身份消费需求。（2）在产品炫耀性大时,相比较传统大众产品和奢侈品,社会排斥增加了消费者对新奢侈品的购买意愿。而在产品炫耀性小时,社会排斥的影响不显著;（3）社会排斥、产品种类和产品炫耀性三者的交互作用影响消费者购买意愿的中介变量是消费者感知的产品身份价格比。结论表明,相比较传统大众产品和奢侈品,炫耀性新奢侈品以相对低的价格满足了社会排斥消费者的身份消费需求,为他们提供了一个获得优越感的渠道。     

Expressing passion for luxury enhances perceived authenticity

Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. Six experiments (including three supplemental experiments) show that expressing passion for luxury causes others to perceive luxury consumers as more authentic, consequently increasing perceptions of their warmth and trustworthiness, and leading others to demonstrate greater interest in knowing more about them. Expressing passion for luxury enhances perceived authenticity by prompting observers to attribute the luxury consumption more to intrinsic motivation (e.g., consuming luxury for inherent enjoyment and pleasure) rather than extrinsic motivation (e.g., status enhancement). The effects of passion expression are attenuated for non-luxury consumption because non-luxury consumption is generally unlikely to elicit inferences about extrinsic motives.     

产品也会皱眉头? 产品的“侵略性表情”对消费者的影响

消费者经常在产品外观设计中看到"表情",这些由企业有意或无意塑造的面孔元素会影响到消费者对产品的态度。当前,关于产品外观表情对消费者态度影响方面的研究仍存在结论不一致、机制不明确和边界不清楚等问题。本研究通过3次分离的实验,验证了对于奢侈程度较高的产品(品牌),侵略性的表情相较友好的表情,更能够获得消费者的青睐;而对于奢侈程度较低的产品(品牌),则恰好相反。同时,不同的产品外观(品牌标识)表情是通过消费者对产品的感知自治程度这一中介变量对消费者态度产生影响。本研究结论为产品外观设计和品牌管理实践提供了有益的建议。     

Unpacking Social Avoidance and Substance Use in Social Anxiety: Does Extraversion Explain Behavior Variability?

Social anxiety is characterized by heightened fear and anxiety associated with social situations, resulting in the use of avoidance behaviors. Contemporary models suggest that some individuals with social anxiety may choose to completely avoid social situations, while others may seek social connections and interactions and utilize avoidance behaviors such as substance use as a means of distress tolerance, while engaging in these situations. Our aim is to test a theoretical model whereby extraversion could help to explain the heterogenous nature of social anxiety in relation to these behaviors. Lower levels of extraversion have been commonly associated with withdrawal behaviors and higher levels of extraversion have been associated with behaviors commonly enacted in social situations. Understanding factors which predict the use of one behavior over another is imperative to the conceptualization and successful treatment of patients with social anxiety. A sample of 195 college students completed self-report measures and a 10-day experience sampling diary with five diary signals each day. Participants were asked to rate their current negative emotions and behaviors during each diary signal. Using a multilevel modeling approach, we tested the association between social anxiety symptoms and negative affect predicting engagement in substance use or social avoidance and tested whether extraversion moderated this association. Negative affect was included as a covariate given the established associations between elevations in negative affect predicting both behaviors. Results indicated that higher levels of social anxiety symptoms and negative affectivity increased the probability of social avoidance and substance use, and extraversion was a significant predictor for only substance use. Moderation analysis indicated that extraversion moderated the relationship between social anxiety and substance use, suggesting a stronger positive relationship between substance use and social anxiety for individuals higher in extraversion. However, extraversion was not a significant moderator between social anxiety and social avoidance. Overall, the findings suggest that extraversion could be a key factor predicting the use of substances amongst individuals with social anxiety and may need further consideration in treatment.

     

物质主义者眼中的奢侈品：符号还是功能？

本研究通过眼动和情境实验相结合的方式,探讨了物质主义与奢侈品社会符号价值的关系,以及公众自我意识在上述关系中的中介作用。结果发现,相比功能价值信息,高物质主义者更加关注奢侈品的社会符号价值信息(研究1);对于高社会符号价值的奢侈品具有更强的购买意愿,公众自我意识起着中介作用(研究2)。研究表明,高物质主义者具有较高的公众自我意识,因而在购买奢侈品时更加重视其社会符号价值。     

Putting the relationship between social anxiety and alcohol use into context: A daily diary investigation of drinking in response to embarrassing events

The goal of this study was to clarify mixed findings regarding the association between dispositional social anxiety and drinking among college students by using a daily diary method to examine whether a within-person social-contextual event moderated the relationship between social anxiety and alcohol use. College students (n = 476) completed a measure of dispositional social anxiety and then for 30 days reported whether they experienced an embarrassing event in public and the amount of alcohol they drank each day. We examined whether experiencing an embarrassing event moderated the relationship between dispositional social anxiety and alcohol use for same-day, same-evening, next-day, and next-evening drinking. While there was a positive relationship between dispositional social anxiety and alcohol use on evenings when an embarrassing event occurred earlier that day, this appeared to be driven by a reduction in drinking among those low in social anxiety. Individuals with high social anxiety drank in the evening regardless of embarrassing event occurrence. Results suggest that people with low social anxiety show an adaptive response to embarrassing events by lowering drinking on such evenings, while those with high social anxiety may drink to reduce their already high levels of anxiety independent of daily social events.     

Keeping It Real: How Perceived Brand Authenticity Affects Product Perceptions

This article examines the effects of firm motivation (an intrinsic or extrinsic interest in their product) on perceptions of brand authenticity and anticipated product quality. Specifically, studies 1 and 2 show that an intrinsic motivation increases authenticity perceptions which, in turn, increase perceived product quality, even for negatively regarded products. Studies 3a and 3b demonstrate that motivation affects perceived product quality (through perceived authenticity) by influencing deliberate attribute‐level inferences consumers make about the product, and Study 4 demonstrates that the positive effect of intrinsic motivation (through authenticity) disappears in the presence of objective product attribute information, when such inferences are no longer necessary. These findings suggest that authenticity perceptions are malleable, and they shed light on the mechanism through which brand authenticity leads consumers to anticipate that a brand's products will be higher in quality.     

Social Surrogacy and Adjustment: Exploring the Correlates of Having a “Social Helper” for Shy and Non-Shy Young Adolescents

A social surrogate is an individual who offers help and comfort in social situations or makes social events more exciting. In this study of 157 young adolescents (55% female; M_age = 13.84 years, SD = 0.75 years), the authors examined whether the linear and curvilinear associations between self-reported social surrogate use and adjustment outcomes (social problems, loneliness, anxiety symptoms, depressive symptoms) varied as a function of shyness and gender, after accounting for the effects of positive friendship quality. Regression analyses revealed that low and high levels of social surrogate use were related to greater social problems for all adolescents. In addition, shyness emerged as a moderator for several curvilinear effects. Specifically, results indicated that (a) high levels of social surrogate use were associated with greater anxiety for adolescents high in shyness; and (b) low levels of social surrogate use were associated with greater depressive symptoms for adolescents low in shyness. Findings highlight the developmental importance of specific types of relationship experiences during early adolescence and point to different implications of social surrogate use for shy and non-shy young adolescents.     

‘Faking brands’: Consumer responses to counterfeiting

Whilst counterfeiting is regarded as one of the ‘oldest crimes in history’, contextualised treatments of Middle East and North Africa (MENA region) are rare despite growing interconnections with the global economy. Accordingly, this paper explores consumer motivations to purchase counterfeit products and identifies possible counter‐influences. Data from a survey of 400 respondents drawn from Morocco was tested with logistic regression models to determine the significant factors that trigger responsiveness and deterrence to counterfeit products. The tests were based on three product categories: clothing, cosmetics and mobile phones. Additionally, consumer demographics and selected social triggers were evaluated to build a profile of consumers typically likely to consider buying (or avoiding) counterfeit goods. Results show that concerns related to health, disappointment risk and integrity are the most significant countervailing factors on behavioural intentions towards purchasing counterfeits. On a socio‐demographic level, it was found that low‐income consumers are more positively disposed to buying counterfeits. Gender also seems to have an explanatory force. Women with higher educational backgrounds are less likely than men to consider buying counterfeit goods. For all the products evaluated, quality and price consistently proved the most important factors driving the intention to buy counterfeits. The implications are highlighted; combating counterfeiting is not an exclusive preserve of any single entity (governments, business or para‐governmental agencies) but a shared responsibility. There is a lot at stake for consumers, manufacturers and the industrial nations if the menace is not effectively checked. Copyright © 2012 John Wiley & Sons, Ltd.     

Social Anxiety and the Generation of Positivity During Dyadic Interaction: Curiosity and Authenticity Are the Keys to Success

What drives positive affective and interpersonal experiences during social interaction? Undergraduates with high (n = 63) or low (n = 56) trait social anxiety (SA) were paired with unfamiliar low SA partners in a 45-minute conversation task. Throughout the task, participants and their conversation partners completed measures of affiliative goals, affect, curiosity, authenticity, and attentional focus. Both affective and interpersonal outcomes were assessed. Dyadic analyses revealed that participants’ affiliative goals during the social interaction predicted positive outcomes for both themselves and their partners, although the link between affiliative goals and positive affect was weaker for participants with high SA. Mediation analyses demonstrated that adopting affiliative goals may promote more positive outcomes by increasing participants’ curiosity and felt authenticity. Taken together, results illuminate the pathways through which people with varying levels of trait SA may derive interpersonally generated positive affect and positive social outcomes, with implications for clinical theory and practice.     

Positional Goods and the Social Rank Hypothesis: Income Inequality Affects Online Chatter about High‐ and Low‐Status Brands on Twitter

According to a social rank hypothesis, consumers who live in regions with higher income inequality will show greater interest in, and attention toward, positional goods and high‐status brands that serve a social signaling role. We analyze millions of posts on the microblogging platform Twitter for mentions of high‐ and low‐status brands. We find that luxury brands such as “Louis Vuitton” and “Rolex” are more frequently mentioned in tweets originating from US states, counties, and major metropolitan areas with higher levels of income inequality. In contrast, mentions of everyday brands such as “Walmart” or “Kmart” are more frequent in regions with a more equal distribution of income. Using sentiment analysis, we find higher valence (positivity) and arousal (excitement) for tweets that both mention high‐status brands and originate from regions with high levels of income inequality. These results corroborate the social rank hypothesis, showing that more psychological resources are allocated to positional consumption when the income gap between the rich and the poor is larger.     

Does Father Know Best? A Formal Model of the Paternal Influence on Childhood Social Anxiety

We explore paternal social anxiety as a specific risk factor for childhood social anxiety in a rational optimization model. In the course of human evolution, fathers specialized in external protection (e.g., confronting the external world) while mothers specialized in internal protection (e.g., providing comfort and food). Thus, children may instinctively be more influenced by the information signaled by paternal versus maternal behavior with respect to potential external threats. As a result, if fathers exhibit social anxiety, children interpret it as a strong negative signal about the external social world and rationally adjust their beliefs, thus becoming stressed. Under the assumption that paternal signals on social threats are more influential, a rational cognitive inference leads children of socially anxious fathers to develop social anxiety, unlike children of socially anxious mothers. We show in the model that mothers cannot easily compensate for anxious paternal behavior, but choose to increase maternal care to maintain the child’s wellbeing. We discuss research directions to test the proposed model as well as implications for the prevention and treatment of child social anxiety.     

Social competence is reduced in socially deprived rhesus monkeys (Macaca mulatta)

Rhesus monkeys deprived for some period from their mother have often served as a model for the effect of adverse rearing conditions on social competence in humans. Social competence is the capacity to react in a species-specific way to social interactions. The current study assesses whether early deprivation from peers also affects the rates of behavior and social competence in rhesus monkeys. This was studied in groups of rhesus monkeys with different rearing conditions: subadult females that were mother-only reared during their first year of life and subsequently housed with peers were compared with subadult females from five naturalistic social groups. Socially deprived monkeys showed higher rates of submission and stereotypic behaviors than socially reared individuals. In addition, they show socially incompetent behavior, since they react with agonistic behavior to nonthreatening social situations. The results suggest that this socially incompetent behavior is rooted in a general feeling of anxiety toward group companions. The authors hypothesize that anxiety negatively affects social information processing, which results in socially incompetent behavior.     

Watch out: Themes in timepiece communities of counterfeit consumption

Although online communities of counterfeit consumption (OCCC) enhance the demand for counterfeit products, research that improves marketers' understanding of this phenomenon is lacking. This article's purpose is to investigate how online communities of consumption have transformed the acquisition, sharing, and processing of information by consumers of counterfeits. Through the use of netnography in an online counterfeit watch community, this work identifies four themes as factors that draw consumers to OCCC. The themes are technical competence of community members, willingness to pay, members' expectations of product performance, and trust in dealer. These communities strengthen consumer consumption of counterfeit products by broadening the ways in which consumers can engage, learn, identify, and ultimately decide to purchase counterfeit products. Managerial and theoretical implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Impaired Fear Recognition and Social Anxiety Symptoms in Adolescence

This study represents the first examination of adolescent anxiety in relation to peer emotion recognition, rather than adult emotion recognition. Additionally, we examine potential mechanisms for the development of social anxiety in females. Facial emotion recognition (FER) is important for accurate social cognition, which is impaired in individuals with various disorders, including anxiety disorders. Social anxiety often onsets during adolescence, is observed more commonly in females, and is often associated with FER difficulties. Given the importance of peer interaction during adolescence, and some evidence that FER may differ as a function of the stimuli (adolescent or adult faces), we sought to study FER in relation to social anxiety symptoms using stimuli portraying adolescent faces. Male and female adolescents (N = 64) completed an online survey in which they rated 257 child and adolescent emotional faces and completed a self-report measure of social anxiety symptoms. We examined differences in emotion recognition (e.g., fear, anger, sadness) between individuals with high and low levels of social anxiety symptoms. Adolescents with high social anxiety symptoms were more likely to have problems correctly identifying fearful expressions (90.55 % accuracy) compared to adolescents with low social anxiety symptoms (96.00 % accuracy; t = 2.375, p = .021, d = 0.594), and this effect was observed exclusively in female adolescents. The observed sex difference in accurate identification of fearful faces in relation to social anxiety could suggest a potential mechanism for social anxiety development in adolescent females.     

Post-Evaluative Biases Toward Somatic Stimuli and Cardiovascular Responses in Social Anxiety

Cognitive models of social anxiety emphasize the role of an attentional shift toward cues related to somatic state in social anxiety. We examined attentional biases to somatic cues and cardiovascular reactivity in response to a social evaluative task. Participants performed an impromptu speech during which they received standardized negative evaluative comments. Participants then completed a dot-probe task with social evaluative, somatic, and anger-related words. Blood pressure (BP) and heart rate (HR) were assessed in 1-minute intervals during baseline, the speech task, and the dot-probe task. Despite the fact that a high social anxiety group reported higher levels of anxiety, high and low social anxiety groups did not differ in their speech task-evoked BP or HR responses. Furthermore, the high social anxiety group, compared to the low social anxiety group, exhibited greater attentional biases to somatic words, suggesting greater attention directed toward information pertinent to somatic arousal.     

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。     

Neuroticism and Facebook Addiction: How Social Media can Affect Mood?

Abstract

Individuals high in neuroticism experience negative affect and social anxiety, therefore, they may prefer online communications where they are able to portray an idealized image of themselves to attract social support, seek validation, and enhance mood. These motivations may lead to greater social media use and addiction. In this study of Facebook users (N?=?742; 474 females, 268 males) who mostly resided in the United States, we explored the association between neuroticism, Facebook addiction, and negative affect. Our mediation model showed a partial mediating effect of Facebook addiction in predicting negative affect in individuals who were high in neuroticism. In theory, individuals who use Facebook as a tool to improve their mood may actually experience more negative affect due to social overload, jealousy, and envy. Individuals high in neuroticism, who already maintain a higher negative affect than those low in neuroticism, might be particularly inclined towards increased Facebook use, which could deteriorate their mood further. Consequently, individuals and therapists should be aware of the personality traits that could lead to greater Facebook addiction and a higher negative mood. Therapists could encourage users to engage in activities, other than social media use, that can improve mood without leading to addiction.