社会拥挤对自我提升类产品偏好的影响

本文通过3个实验和对中国综合社会调查数据的系统分析,研究了社会拥挤如何影响个体的认知和行为。结果发现社会拥挤能够显著增强个体对自我提升类产品的偏好,自我提升需求在其中发挥中介作用。此外,社会公平感知和地区就业率对社会拥挤的这一偏好增强效应起到调节作用,即当个体感知社会公平性高或身处低就业率地区时,社会拥挤对自我提升类产品偏好的促进作用会被强化;反之,主效应会被削弱。

The effect of social crowding on individual preference for self-improvement products

As the world population continues to grow, social crowding has become a ubiquitous and pervasive phenomenon in daily life. A growing body of research has mainly investigated the negative consequences of social crowding on individual cognition and behavior. However, little research attention has been given to its potential positive outcomes. This research documents that to cope with social crowding, individuals are motivated to choose self-improvement products. Our findings suggest this effect is mediated by the need for self-improvement and moderated by perceived social equity and employment rate.