权力感对为自己和为他人消费行为的影响  

The Influence of Perceived Power on Consumers' Spending on Themselves and Others

作　　者：钟毅平[1] 黄柏兰[1] 曹新[1] 欧阳益[1] 

机构地区：[1]湖南师范大学教育科学学院,长沙410082

出　　处：《心理学探新》2016年第1期52-58,共7页Psychological Exploration

摘　　要：通过操作消费者的权力感,考察权力感如何影响消费者为自己和为他人消费的行为。实验1采用想象法启动149名被试的权力感,考察不同权力感下,消费者为自己和为他人消费的特点,结果发现,与为他人消费相比,被启动为高权力感的被试为自己花费更多金钱,而启动无权力感的被试为自己花费更少金钱。实验2采用角色扮演法启动对227名被试的权力感,进一步探讨消费者为自己和为他人消费差异的原因,结果发现,低权力者因对他人更依赖而为他人花费更多;而高权力者认为自己更重要,所以为自己花费更多。这些表明,权力感影响消费者为自己和为他人消费的金额。By operating consumers＇ sense of power, how power sense effects consumer behaviors of consuming for themselves or for other people were explored. In study 1, the power sense of 149 subjects was initiated by imagination, and then the consumer behavior features of consuming for themselves or for other people were inspected in different power sense. The result showed that consumers with high sense of power spent more money on themselves ,while consumers with low sense of power spent more money on other people. In study 2, the power sense of 227 subjects was initiated by role playing method, and the reason of the consumer behavior difference between consuming for themselves and consuming for other people were further explored. The result in study 2 showed that individuals with low power sense spent more on others because they more relied on other people than on themselves;while those people with high power sense spent more for them because they thought themselves were more important than other people. These results proposed that consumers＇ power sense influence their expending amount in consumer behavior of consuming for themselves or for other people.

关 键 词：权力 权力感 消费者 消费行为 

分 类 号：B848[哲学宗教—心理学]