大灾难可以减少消费者的多样化寻求行为:-个基于恐怖管理理论的研究  

Catastrophes Induce Less Consumers’ Variety-seeking: A Study Based on the Theory of Terror Management

作　　者：柯学[1] 

机构地区：[1]中山大学管理学院市场系

出　　处：《管理世界》2009年第11期122-129,共8页Journal of Management World

基　　金：国家教育部哲学社会科学研究重大课题攻关项目“加快中国企业国际知名品牌发展战略研究”(08JZD0019);国家自然科学基金项目(70902040)的资助

摘　　要：近年来,中国的新闻节目对死亡事件的报道已经非常普遍。消费者看媒体报道的时候,几乎不可避免地会接收到一些大灾难或者致命疾病的信息。这些与死亡相关的信息会不会影响人们的消费行为?本研究发现,消费者在接收到一些死亡消息之后,更倾向于选择自己喜爱的产品或者品牌,并同时减少对产品或者品牌的多样化寻求行为。因此,本研究的结果可以建议商家:当世界不幸发生一些大灾难的时候,他们可以加强促销他们的优势产品或者品牌而不是一些新产品或者品牌。In recent years, reports in news programs in China on events of death have been popular. When consumers are watching or listening to news reports released from the medium, it is almost impossible for them not to get some information about the latest catastrophes or deathly diseases. Does the death-related information affect the behavior of consumers? In this study, we have discovered that, when consumers get some information about death, they are inclined to choosing the products or brands they like, and at the same time, they will reduce the behavior of seeking the variety of products or brands. According to the results of this study, we have offered the following suggestions to businessmen: when calamities occur in the world, they should step up the promotion of the sale of their products with advantage or brands with advantage instead of new products or brands.

关 键 词：多样化寻求 品牌忠诚 恐怖管理 

分 类 号：X4[环境科学与工程—灾害防治]