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首页> 外文学位 >Putting on a Show or Showing My True Self? When and Why Consumers Signal Accurate versus Enhanced Self-View Information.
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Putting on a Show or Showing My True Self? When and Why Consumers Signal Accurate versus Enhanced Self-View Information.

机译：表演还是展现我的真实自我？消费者何时何地发出准确的信号与增强型自我查看信息。

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摘要

This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this view is negative. I replicate this finding across several self-view domains, including physical attractiveness, power, and global self-esteem. However, I find that this effect is attenuated when consumers have a high fear of negative social evaluation. My findings suggest that this type of consumption, in which choice is driven by the desire to be seen accurately (vs. positively), can explain abundant real-world behavior; contradicting the notion that consumers choose products primarily for self-enhancement.
机译：这项研究调查了人们在何种条件下使用消费选择向他人传达关于自己的准确信息与增强信息。在五项研究中，我证明了激活自我验证而不是自我增强的动机促使消费者选择能够发出有关自我看法准确信息的产品，即使这种看法是负面的。我将这个发现复制到了多个自视域中，包括身体吸引力，力量和全球自尊心。但是，我发现，当消费者高度担心负面的社会评价时，这种影响会减弱。我的发现表明，这种消费是由渴望被准确看到（相对于积极看待）驱动的，它可以解释丰富的现实世界行为。与消费者选择产品主要是为了自我增强的观点相矛盾。

著录项

  • 作者

    Brannon, Daniel.;

  • 作者单位

    Arizona State University.;

  • 授予单位 Arizona State University.;
  • 学科 Marketing.
  • 学位 Ph.D.
  • 年度 2016
  • 页码 79 p.
  • 总页数 79
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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