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情境视角下从众与反从众消费行为研究
  • 摘要

    在情境理论的框架下,从情境与个体特质交互的角度出发,分析消费者在使用的产品与他人过于相异(异太过)、过于相似(同太过)两类特殊情境中的心理过程,解释不同自尊水平的消费者从众、反从众的内在机理.以青少年为研究对象,采用情境模拟实验法,结果表明异太过和同太过情境将导致青少年产生认知失调,而且自尊水平不同的青少年减少认知失调的策略不同.在异太过情境下,高自尊的青少年倾向于采用回避机制减少认知失调,从而出现反从众行为;低自尊的青少年倾向于采用面对机制减少认知失调,从而出现从众行为.在同太过情境下,无论高、低自尊的青少年都倾向于采用回避机制减少认知失调,从而呈现从众行为.

  • 作者

    代祺  周庭锐  胡培  DAI Qi  ZHOU Ting-rui  HU Pei 

  • 作者单位

    西南交通大学,经济管理学院,成都,610031

  • 刊期

    2007年4期 ISTIC PKU CSSCI

  • 关键词

    异太过情境  同太过情境  从众  反从众  自尊 

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