产品与自我威胁领域的联系决定了领域内补偿性消费的自我控制损害后果

IF 2.7 Q2 BUSINESS
Nimish Rustagi, L.J. Shrum
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引用次数: 0

摘要

目的研究表明,域内补偿性消费可以成功修复受损的自我,但其他研究表明,域内补偿性消费会破坏自我控制,因为这种消费会导致自我威胁反刍,从而损害自我调节资源。本文旨在找出一个边界条件,以调和并解释这些相互矛盾的研究结果。作者进行了三个实验,以证明域内补偿性消费会破坏自我控制,但只在某些情况下。研究结果本文证明,域内补偿性消费(而非跨域补偿性消费)会诱发反刍并降低随后的自我控制能力,但只有当产品与自我威胁域的联系通过品牌名称或口号明确表达时才会如此。实际意义消费者可能会寻求某些产品来加强其自我概念中受到威胁的方面。明确强调与这些自我概念相关联的营销策略会降低消费者的自我控制能力,从而导致更强的购买意向,但同时也会阻碍自我概念修复的可能性。这项研究将 "产品联系类型 "作为域内补偿性消费对自我控制影响的关键决定因素,从而对现有研究结果进行了修正。研究人员需要意识到他们在补偿性消费研究中使用的产品类型(与自我威胁领域明确相关还是隐含相关),因为这可能会影响他们的研究结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Purpose

Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings.

Design/methodology/approach

The authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control.

Findings

This paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product’s connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed.

Practical implications

Consumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer’s self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns.

Originality/value

This research qualifies the existing findings by presenting “type of product connection” as a key determinant of within-domain compensatory consumption’s impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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