消费者自我-品牌联结的内涵、形成机制及影响效应

自我-品牌联结(self-brand connections,简称SBC)是指消费者使用品牌构建、强化以及表达个体性或社会性自我的程度.自我-品牌联结形成机制包括两种,消费者认同的视角阐述了消费者会根据自我认同的不同纬度,构建出一系列从个体性到群体性再到更加普遍的民族层面上的品牌联结;品牌意义传播的视角流动性地阐述了自我-品牌联结形成的三个阶段.自我-品牌联结的影响效应是指品牌联结会对品牌关系形成积极、正性的影响,但该效应的发挥会受到诸多因素的调节.未来研究应关注自我-品牌联结的文化心理、自我心理以及我国消费者民族品牌联结的培育机制等问题.     

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。     

品牌熟悉度、参照群体和任务时间对购买决策的影响

研究通过情景模拟实验,考察品牌熟悉度、参照群体和任务时间与购买决策的关系。研究结果发现:(1)品牌熟悉度影响购买决策,高品牌熟悉度下做出购买的决策显著多于低品牌熟悉度。(2)品牌熟悉度对参照群体影响消费者购买决策具有调节作用。(3)任务时间限制不影响购买决策。研究表明,消费者在购买决策中存在品牌熟悉度效应和参照群体效应,消费者所接触品牌的熟悉度越高,消费者越倾向作出购买的决策;与陌生人相比,消费者更容易受好朋友的影响而作出购买的决策;消费者在购买决策中,可能存在时间感知偏差。     

品牌依恋的概念架构及其理论发展

品牌依恋（brand attachment）是联结品牌与消费者自我的认知和情感纽带的强度,是品牌情感和品牌关系领域的前沿课题。品牌依恋不仅可以更好地预知较高层次的消费者行为反应,而且是强势品牌资产的重要来源。通过对心理学和营销学领域大量相关文献的系统梳理,提出品牌依恋建立于依恋理论、品牌关系理论和自我一致性理论基础之上;评析品牌依恋单维度、多维度概念的相关研究,辨析其与品牌态度、品牌至爱、品牌承诺、品牌涉入等概念的异同;结合已有研究分析品牌依恋的形成机理与行为结果;指明品牌依恋理论未来主要研究方向     

初中生同伴群体交往与自我同一性发展研究

使用社会认知地图(SCM)与自我同一性状态客观测量的标准化同卷(EOM-EIS-II),对初中生群体交往与自我同-性发展的关系进行研究,结果发现:(1)初中生普遍存在群体归属需要,绝大多数人都认为自己从属于一个或多个群体.(2)群体类型不影响自我同-性发展,班级内不同群体类型间,个体的自我同-性状态不存在显著差异.(3)群体内的个体地位影响自我同-性发展,处于群体中不同地位的个体.其自我同-性状态存在显著差异.     

品牌信任和品牌情感：究竟谁导致了品牌忠诚?—— 一个动态研究

现有关于品牌忠诚影响因素的相关研究发现, 品牌信任和品牌情感是品牌忠诚的决定因素。尽管也有很多学者认为应该从动态的视角认识忠诚的概念, 但是现有文献却没有随着时间推移来研究消费者品牌忠诚的发展过程。为了弥补现有营销文献中这一理论的不足, 本文提供了一个关于品牌情感和品牌信任同时影响品牌忠诚形成过程的动态研究。通过一个纵向情境模拟实验研究发现随着时间的推移, 品牌信任对品牌忠诚的影响作用增强了, 而品牌情感的影响作用减弱了。并且, 消费者对品牌的不一致性体验会削弱这种效应。最后, 研究指出品牌情感和品牌信任对品牌忠诚共同的影响作用随着消费经验的积累显著增强。     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

品牌至爱的概念及其发展

牌至爱（brandlove）是Carroll和Ahuvia（2006）提出的一个概念,指的是消费者对满意品牌产生的情感上的依恋。这一概念的提出是对品牌管理实践者情感和关系营销的回应。文章对品牌至爱概念的定义和提出背景进行了回顾,指出品牌至爱的概念建立在品牌依恋、消费者—品牌关系和自我扩展理论的研究基础之上。文章最后辨析了品牌至爱与品牌情感和品牌忠诚等概念,并进一步提出了品牌至爱的研究方向和研究建议     

群际情境下向上社会比较信息对自我评价的影响

以大学生为被试作了两个实验,研究群际情境下向上社会比较信息对自我评价的影响。实验1的结果表明,对于多数派群体的成员来说,来自内群体的向上社会比较信息会提高其自我评价,即产生同化效应,而来自外群体的向上社会比较信息会降低其自我评价,即产生对比效应;对于少数派群体的成员来说,无论向上社会比较信息来自内群体还是外群体,都对其自我评价几乎不产生影响。实验2表明,多数派群体成员在自我评价上的内群体同化效应依赖于群际对比。     

Minimal‐group membership influences children's responses to novel experience with group members

Children, like adults, tend to prefer ingroup over outgroup individuals, but how this group bias affects children's processing of information about social groups is not well understood. In this study, 5‐ and 6‐year‐old children were assigned to artificial groups. They observed instances of ingroup and outgroup members behaving in either a positive (egalitarian) or a negative (stingy) manner. Observations of positive ingroup and negative outgroup behaviors reliably reduced children's liking of novel outgroup members, while observations of negative ingroup and positive outgroup behaviors had little effect on liking ratings. In addition, children successfully identified the more generous group only when the ingroup was egalitarian and the outgroup stingy. These data provide compelling evidence that children treat knowledge of and experiences with ingroups and outgroups differently, and thereby differently interpret identical observations of ingroup versus outgroup members.     

On boredom and social identity: a pragmatic meaning-regulation approach

People who feel bored experience that their current situation is meaningless and are motivated to reestablish a sense of meaningfulness. Building on the literature that conceptualizes social identification as source of meaningfulness, the authors tested the hypothesis that boredom increases the valuation of ingroups and devaluation of outgroups. Indeed, state boredom increased the liking of an ingroup name (Study 1), it increased hypothetical jail sentences given to an outgroup offender (Study 2 and Study 3), especially in comparison to an ingroup offender (Study 3), it increased positive evaluations of participants' ingroups, especially when ingroups were not the most favored ones to begin with (Study 4), and it increased the appreciation of an ingroup symbol, mediated by people's need to engage in meaningful behavior (Study 5). Several measures ruled out that these results could be explained by other affective states. These novel findings are discussed with respect to boredom, social identity, and existential psychology research.     

We are, therefore they aren’t: Ingroup construal as a standard of comparison for outgroup judgments

Five studies tested the assumptions: (a) that ingroups are habitually used as a standard of comparison for outgroup judgments, and (b) that outgroup judgments are generally contrasted away from a momentary construal of the ingroup. Results generally support these assumptions. Experiments 1 and 2 demonstrated increased activation levels of ingroup knowledge as a result of corresponding outgroup judgments. Experiments 3 and 4 showed that outgroup judgments depend not only on cognitively accessible outgroup exemplars, but also on accessible ingroup exemplars. Finally, Experiment 5 demonstrated that the impact of accessible ingroup exemplars on outgroup judgments is mediated by changes in the construal of the ingroup, such that: (a) outgroups were judged lower with regard to a given trait the higher participants perceived their ingroup with regard to that trait, and (b) controlling for the effect of ingroup construal attenuated the obtained effects on outgroup judgments.     

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.     

被信任者社会身份复杂性对其可信性的影响

被信任者社会身份是单一的还是多样的, 这种数量差异可以体现其社会身份的复杂性。本研究探讨了被信任者社会身份复杂性(单一身份、多重身份)如何影响人们对其可信性的评价。实验1考察了被信任者社会身份复杂性对其可信性的影响以及社会距离在其中的中介作用。实验2用于检验被信任者所属群体类型(内群体、外群体)是否调节他们的社会身份复杂性对其可信性的影响。研究结果表明：被信任者多重社会身份的凸显会提高人们对其可信性的评价, 社会距离在二者之间起着完全中介作用; 群体类型对社会身份复杂性的影响具有调节作用, 社会距离的中介作用在对外群体成员的可信性评价中更为明显。     

Can ingroup affirmation relieve outgroup derogation?

Intergroup hostilities are an important social concern in multicultural societies and the global community. Individuals with dispositionally high Personal Need for Structure (PNS) are particularly inclined toward outgroup derogation [Schaller, M., Boyd, C., Yohannes, J., O’Brien, M. (1995). The prejudiced personality revisited: Personal need for structure and formation of erroneous group stereotypes. Journal of Personality and Social Psychology, 68, 544-555]. The present research demonstrates that ingroup affirmation can eliminate high PNS individuals’ tendency toward outgroup derogation. Spontaneous (Study 1) and experimentally manipulated affirmations (Study 2) of consensual, positive ingroups eliminated the high PNS tendency to derogate outgroup targets. Study 3 experimentally manipulated the two key elements that are presumably bolstered by ingroup affirmations—self-certainty and self-worth—independent of the group context. The high PNS tendency to derogate outgroups was relieved only in the combined certainty and worth affirmation condition, just as it had been relieved in Study 2 by the ingroup affirmation. Results suggest a paradoxical strategy for relieving derogation of outgroups by affirming ingroups.     

Cognitive differentiation between self,ingroup, and outgroup: The roles of identification and perceived intergroup conflict

Several models predict that persons ascribe opposite characteristics to self and ingroups on the one hand and outgroups on the other (outgroup contrast). However, only few studies have found this effect. This study explored its boundary conditions. Sixty‐two students rated (a) characteristics of themselves, an ingroup (own study major), and an outgroup (other study major), (b) ingroup identification, and (c) perceived intergroup conflict. Participants who were relatively high in ingroup identification and who perceived relatively high levels of intergroup conflict displayed outgroup contrast, as indicated by negative correlations between trait ratings for self and ingroup and between trait ratings for ingroup and outgroup. The other participants showed weaker or no outgroup contrast. Thus, this study is one of the few empirical demonstrations of outgroup contrast and points to moderators that should be considered in future research on this effect. Copyright © 2004 John Wiley & Sons, Ltd.     

Ingroup and outgroup inferences: when ingroup bias overwhelms outcome bias

Two experiments investigated conditions under which participants drew outcome-biased inferences about ingroups and outgroups. Participants read about ingroup and outgroup targets whose success or failure was influenced by an arbitrary decision rule. In Experiment 1, ingroup and outgroup members experienced two inconsistent outcomes (first success and then failure, or vice versa) despite almost identical performances. After reading about the first performance participants made outcome-biased inferences, but when the role of the decision rule became obvious inferences became group-serving. That is, outcomes continued to influence inferences when they cast the ingroup in a positive light (as when initial failure was followed by success) but failed to affect inferences when they were detrimental to the ingroup (as when initial success was qualified by later failure). In contrast, inferences about outgroups were outcome-biased when failure followed success, but not when success followed failure. The results of Experiment 2 showed that outcome biases influenced inferences when decision rules produced outcomes that promoted the ingroup but not when they produced outcomes that hurt the ingroup. No such benefit occurred for outgroups. The results confirm the impact of motivational concerns such as ingroup bias on the occurrence of outcome biases in inferences. © 1998 John Wiley & Sons, Ltd.     

Affective divergence: automatic responses to others' emotions depend on group membership

Extant research suggests that targets' emotion expressions automatically evoke similar affect in perceivers. The authors hypothesized that the automatic impact of emotion expressions depends on group membership. In Experiments 1 and 2, an affective priming paradigm was used to measure immediate and preconscious affective responses to same-race or other-race emotion expressions. In Experiment 3, spontaneous vocal affect was measured as participants described the emotions of an ingroup or outgroup sports team fan. In these experiments, immediate and spontaneous affective responses depended on whether the emotional target was ingroup or outgroup. Positive responses to fear expressions and negative responses to joy expressions were observed in outgroup perceivers, relative to ingroup perceivers. In Experiments 4 and 5, discrete emotional responses were examined. In a lexical decision task (Experiment 4), facial expressions of joy elicited fear in outgroup perceivers, relative to ingroup perceivers. In contrast, facial expressions of fear elicited less fear in outgroup than in ingroup perceivers. In Experiment 5, felt dominance mediated emotional responses to ingroup and outgroup vocal emotion. These data support a signal-value model in which emotion expressions signal environmental conditions.     

Why do people perceive ingroup homogeneity on ingroup traits and outgroup homogeneity on outgroup traits?

People tend to perceive ingroup homogeneity on ingroup stereotypical traits and outgroup homogeneity on outgroup stereotypical traits (e.g., Kelly, 1989; Simon, 1992a; Simon & Pettigrew, 1990). If it is assumed that people use homogeneity ratings to indicate the extent to which groups possess traits, then this stereotype effect may be interpreted as an expression of perceived trait possession (i.e., ingroups possess ingroup stereotypical traits and outgroups possess outgroup stereotypical traits). If it is further assumed that research participants abide by the conversational norm of appropriate quantity (e.g., Bless, Strack, & Schwarz, 1993), then this stereotype effect should be significantly reduced following prior expressions of perceived trait possession. A literature review and two minimal group experiments (Ns = 75, 104) supported this prediction. This evidence is discussed in relation to the outgroup homogeneity effect and self-categorization theory.