为真实的自我而消费:与死亡有关的信息如何促进自愿的简单?

Hongyan Liu, Yanxia Chen, Wumei Liu
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引用次数: 0

摘要

尽管近年来,自愿简约作为一种消费价值被品牌所接受,但有限的研究已经从经验上探讨了自愿简约的起源。本研究通过调查死亡相关信息对自愿简约的影响来解决这一研究差距。通过五项研究,我们证明了接触死亡相关信息会增加自愿简单性(研究1,2)。这种增加是因为接触死亡相关信息的消费者有动机追求真实的自我(研究3,4)。然而,我们进一步发现,当死亡相关信息的信息吸引力是情绪性的时,这种效应就会消失(研究5)。我们的研究结果表明,当消费者接触到死亡相关信息时,品牌可以实施强调自愿简单的传播策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consuming for the authentic-self: How exposure to death-related information facilitates voluntary simplicity?
Despite the growing prevalence of voluntary simplicity as a consumption value embraced by brands in recent years, limited research has empirically explored the antecedents of voluntary simplicity. This study addresses this research gap by investigating the impact of death-related information on voluntary simplicity. Through five studies, we demonstrate that exposure to death-related information increases voluntary simplicity (Studies 1, 2). This increase occurs because consumers exposed to death-related information are motivated to pursue their authentic selves (Studies 3, 4). However, we further reveal that this effect disappears when the message appeal of death-related information is emotional (Study 5). Our findings suggest that brands can implement communication strategies highlighting voluntary simplicity when consumers are exposed to death-related information.
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