Awe, consumer conformity and social connectedness

IF 3.6 3区 管理学 Q2 BUSINESS
Yan Yang, Jing Hu, B. Nguyen
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引用次数: 4

Abstract

PurposeThe purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect.Design/methodology/approachWe test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks.FindingsThis research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers.Practical implicationsMarketers can promote the sales of mass-market products through inducing awe.Social implicationsPublic regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.Originality/valueThe research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.
敬畏、消费者一致性和社会联系
目的本文的目的是探讨敬畏感对个人在消费选择中对墨守成规态度的认可的影响,以及社会联系在产生这种影响中的中介作用。设计/方法论/方法我们在三项研究中检验了我们的假设。研究1使用了一项在线调查。研究2和3进行了两个实验室实验来诱导敬畏,并在两项消费选择任务中测量了消费者的一致性。发现这项研究表明,在随后不相关的消费情况下,倾向性敬畏和诱导性敬畏都会增加个人对多数人认可与少数人认可的选择替代品的偏好,这种影响是通过与其他决策者的社会联系来调节的。实际含义营销人员可以通过诱导敬畏来促进大众市场产品的销售。社会影响在某些情况下,公共监管机构可以利用人们附带的敬畏作为有效的政策干预,促进个人合作。独创性/价值这项研究首次证明了敬畏对消费者决策的新颖影响。它还强调了渴望社会联系的重要性,这解释了为什么敬畏感会与未知的人的意见相一致。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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