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从进化心理学人类终极需求的角度,探讨配偶获取对人们消费的影响,是当前消费行为领域的一个前沿问题。文章从这一角度出发,通过四项研究揭示了女性的独特炫耀性消费心理机制:配偶吸引目标越强的女性,越相信炫耀性消费有助于提升美丽与吸引力,从而表现出更强的炫耀性消费倾向(研究一、三);进一步,激发女性的配偶吸引目标,能显著提升她们对炫耀性产品(研究二、三)和美丽产品(研究三)的消费倾向,但不能提升其对非炫耀产品的支付意愿(研究三);此外,与单身被试相比,恋爱中的女性对宣传能提升美丽与吸引力的商品具有更强的获取欲望;两组被试在功能广告商品上的获取欲望没有显著差异(研究四)。以上发现表明,本质上无论是为了获取(针对单身女性)还是为了维系(针对恋爱中女性),配偶吸引目标被激发的女性,会出于提升美丽与吸引力的需要,炫耀性地消费特定的商品或服务。
From the perspective of the ultimate human needs of evolutionary psychology, exploring the influence of spouse acquisition on people’s consumption is a frontier issue in the field of consumer behavior. From this perspective, the article reveals the unique conspicuous consumption psychology mechanism of women through four studies: the more a spouse attracts a target woman, the more she believes that conspicuous consumption helps to enhance her beauty and appeal and thus show a stronger Conspicuously conspicuously conspicuously showing conspicuous propensity to consume (Studies 1 and 3). Further, motivating women’s spouses to attract targets can significantly enhance their propensity to consume conspicuously products (Research 2 and 3) and beautiful products (Research 3) In addition, compared with single subjects, women in love have a stronger desire to obtain advertisements that promote beauty and attractiveness; and two groups of subjects are more likely to be willing to pay for products on functional advertisements There was no significant difference in access to desire (Study 4). The above findings show that in spite of obtaining (for single women) or maintaining (for women in love) essentially, spouses attract motivated women who conspicuously consume specific Goods or service.