How a perceived status change increase consumers’ tendency toward consumption through double psychological mechanisms

While previous research has demonstrated that status significantly affects consumer behaviour, most studies have examined objective status rather than perceived status. The present article, therefore, aims to examine how a perceived change in status affects consumers’ status consumption as well as the underlying psychological mechanisms for this behaviour. Study 1 manipulates participants’ perceived status change and measures their tendencies toward status consumption. Results show that both participants undergoing status improvement and those perceiving a threat to their status are more inclined towards status consumption than participants in a control condition. Study 2 manipulates participants’ perceived status change and measures their self‐presentation motivation, self‐compensation motivation, and status consumption tendency. A series of mediation analyses shows that self‐presentation, rather than self‐compensation, mediates the positive effect of status improvement on consumers’ status consumption and that self‐compensation, rather than self‐presentation, mediates the positive effect of status threat on consumers’ status consumption. Results of our studies suggest that consumers who perceive status improvement seek status consumption for self‐presentation purposes, while consumers who perceive status threat seek status consumption for self‐compensation. The article concludes by discussing the theoretical contribution of this research and offering practical suggestions regarding product marketing.     

Rape Myth Acceptance among Social Work Students

It is important to examine rape myth acceptance and the pertinent situational factors that affect attitudes and beliefs concerning the act of rape, perpetrators, and survivors. This study examines the influence of alcohol consumption and perceptions of alcohol use on levels of rape myth acceptance among social work students. Results showed differences in levels of rape myth acceptance based on race or ethnicity and gender. Results also showed that the version of the vignette read by the participant was a significant predictor of rape myth acceptance. Respondents’ perceptions of alcohol consumption were also a strong predictor of rape myth acceptance levels. These results demonstrate there are multiple factors that influence social work students’ rape myth acceptance levels that need further examination.     

Spirituality,the opiate of scholars of religion?

This review discusses Craig Martin’s approach to religious individualism and more widely the ways in which social scientists can make sense of individuals’ identities, beliefs and practice, as these seem more volatile and eclectic than ever. In particular, it is interested in the ‘critical’ study of religion developed in Capitalizing Religion. This review underscores the convergence between this book and other recent works regarding epistemological weaknesses affecting the contemporary study of religion (and in particular the ‘paradigm of spirituality’). It discusses Martin’s original contributions – in particular, a critical analysis of the ideological origins and biases underlying the categorisation of freely chosen spirituality vs. coercive religion. Finally, this review tries to further Capitalizing Religion’s argument by drawing on my own empirical work on the popularisation of meditation, yoga and kabbalah, sharing Martin’s critical approach and interest for the ways in which social structure and cultural norms affect individuals’ religious life.     

绿色还是享乐?参与环保活动对消费行为的影响

以往对于环保问题的研究主要关注如何促进人们更多从事环保行为,较少有研究涉及参与环保行为后会产生怎样的影响,而且这方面的研究也没有一个一致的结论。通过3个实验发现当绿色消费和享乐消费是竞争关系时,对于认为环境价值观重要的个体来说,无论参与环保活动是出于内在动机还是外在动机都会增强消费者的环保自我担当,促进绿色消费,而对于认为环境价值观不重要的个体来说,只有参与环保活动是出于内在动机的时候才会增加消费者环保目标进展的感知,促进享乐消费,出于外在动机参与环保活动并不会促进享乐消费。     

Social Anxiety and the Quality of Everyday Social Interactions: The Moderating Influence of Alcohol Consumption

Most research on the link between social anxiety and alcohol consumption has examined problematic outcomes without consideration of potential adaptive functions. Alcohol is an anxiolytic that has the short-term benefit of reducing anxiety; consumption may act as a social lubricant that facilitates higher quality social interactions. Using experience-sampling methodology, we examined how consuming alcohol attenuates the adverse effects of social anxiety in naturally occurring social interactions. Participants (N = 160) completed demographic and trait measures, then completed daily assessments for 14 consecutive days. Results from multilevel model analyses revealed that during face-to-face social interactions, state social anxiety was inversely related to 10 indicators of healthy social interactions (e.g., enjoyment, laughter, feelings of acceptance). Alcohol consumption moderated seven of these associations, such that when participants consumed alcohol in social situations, state social anxiety was no longer associated with social interaction quality. The quantity of alcoholic drinks consumed moderated two of these associations. Furthermore, we found evidence for directionality, such that social anxiety in a given social interaction predicted alcohol consumption in a subsequent social interaction, but not the reverse (i.e., alcohol consumption did not prospectively predict state social anxiety). In social situations that involved alcohol, experiences of social anxiety no longer thwarted one’s ability to derive social benefits. These results should be interpreted in the context of a participant sample with relatively low levels of trait social anxiety and frequency of alcohol use. Nonetheless, obtaining social rewards may be a reinforcement mechanism that maintains the link between social anxiety and alcohol consumption.     

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.     

On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity

Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example, relationship marketing emphasises the role of the relationship between a vendor and its customer, with particular reference to the importance of personal involvement and trust. Reading such phenomena as manifesting an explosion of subjectivity in consumption suggests an enhanced opportunity for applying the experiential view of consumer behaviour. This paper invites marketing managers, as well as marketing and consumer researchers, to recognise the changing environment more proactively and to embrace the increasingly well‐established conceptions of the consumption experience more enthusiastically. Copyright © 2001 Henry Stewart Publications.     

消费者拍照行为影响消费体验的双刃剑效应

拍照是消费者对体验进行视觉记录的手段。虽然拍照“打卡”成为人们的日常生活和企业营销的重要工具,但目前未发现有文章系统介绍拍照行为对消费体验的影响。拍照行为通过调整注意资源和认知参与对消费体验产生双刃剑效应。具体而言,拍照行为会给消费者带来以“视觉体验红利”为主的红利效应;还会因缺失其他感官(嗅觉、味觉、听觉或触觉)的真实体验产生“匮乏效应”。个人因素和情景因素是拍照行为影响消费体验的重要边界条件。未来研究可以从比较不同拍照内容的效应差异、研究环境变量在拍照效应中的影响、拓展拍照的双刃剑效应在企业营销层面的研究等方面展开。