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首页> 外文期刊>Journal of Consumer Behaviour >Nostalgia's fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia
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Nostalgia's fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia

机译：怀旧满足代理和公共需求：不同类型的自我概念如何塑造消费者对怀旧的态度

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This research investigates how consumers' different types of self-concepts (agentic vs. communal) shape their attitudes toward nostalgia. Experiment 1, using a two (self-concept: agentic vs. communal) by two (nostalgia: nostalgic vs. non-nostalgic) between-subjects design and a series of multivariate analysis of variance and Hayes's PROCESS Model 8, showed that agentic and communal participants' preference was not increased in the non-nostalgic condition but was increased in the nostalgic condition. Self-concept indirectly influenced participants' preference for the nostalgic product through different functions of nostalgia; Agentic participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced self-positivity, whereas communal participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced social connectedness. In Experiment 2, these results were replicated in the context of a public education campaign, and participants' chronic self-concepts were measured. Participants with different chronic self-concept tendencies were randomly assigned to nostalgic or non-nostalgic conditions and were asked to indicate their attitudes toward the campaign. As in Experiment 1, a series of regression and Hayes' PROCESS Model 8 revealed that agentic and communal participants' attitudes were not enhanced in the non-nostalgic condition but were enhanced in the nostalgic condition. Agentic (communal) individuals' favorability toward the nostalgic message about advocacy increased through enhanced self-positivity (social connectedness). It appears that consumers with different self-concepts (agentic vs. communal) experience enhanced feelings relevant to their self-concepts (self-positivity vs. social connectedness) when presented with nostalgic appeals for an object, and these heightened feelings drive an increased preference for it. Copyright (C) 2016 John Wiley & Sons, Ltd.
机译：这项研究调查了消费者的不同类型的自我概念（代理与公共）如何塑造他们对怀旧的态度。实验1使用两个对象（自我概念：主体与公共）乘两个对象（怀旧：怀旧与非怀旧）进行了主题之间的设计，并对一系列方差进行了多变量分析，并且使用了Hayes的PROCESS模型8，该实验表明在非怀旧条件下，公共参与者的喜好并没有增加，而在怀旧条件下则有所增加。自我概念通过怀旧的不同功能间接影响参与者对怀旧产品的偏好；代理商参与者通过增加自我积极性来购买怀旧产品并推荐给他人的可能性增加了，而社区参与者购买了怀旧产品并推荐给他人的可能性通过增强的社会联系而增加了。在实验2中，这些结果是在公共教育运动的背景下复制的，并测量了参与者的慢性自我概念。具有不同慢性自我概念倾向的参与者被随机分配到怀旧或非怀旧条件下，并被要求表明他们对竞选的态度。与实验1一样，一系列回归和Hayes的过程模型8显示，在非怀旧条件下，代理和公共参与者的态度没有得到改善，而在怀旧条件下得到了增强。特工（公共）个体对有关倡导的怀旧信息的好感通过增强的自我积极性（社会联系）而增加。看起来，具有不同自我概念（代理与公共）的消费者在对某个对象怀旧的吸引力时，会感受到与他们的自我概念相关的增强的感觉（自我积极性与社会联系性），而这些增强的情感会促使他们的偏好增加为了它。版权所有（C）2016 John Wiley＆Sons，Ltd.

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  • 来源
    《Journal of Consumer Behaviour》 |2016年第4期|303-313|共11页
  • 作者

    Nam Jiyeon; Lee Yun; Youn Nara; Kwon Kyoung-Min;

  • 作者单位

    Hongik Univ, Dept Art & Culture Management, 94 Wausan Ro, Seoul 121791, South Korea;

    Virginia State Univ, Reginald F Lewis Coll Business, Dept Management & Mkt, 226 Singleton Hall,POB 9209,1 Hayden Dr, Petersburg, VA 23806 USA;

    Hongik Univ, 94 Wausan Ro, Seoul 121791, South Korea;

    Hongik Univ, Sch Business, 94 Wausan Ro, Seoul 121791, South Korea;

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