不同类型的社会排斥对消费者新产品偏好的影响机制  

The Influence Mechanism of Different Types of Social Exclusion on Consumers' Preferences for New Products

作　　者：郝放 庞隽[1] 刘晓梅[1] 陈欣 HAO Fang;PANG Jun;LIU Xiao-mei;CHEN Xin(School of Business,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《消费经济》2018年第5期56-63,共8页Consumer Economics

基　　金：国家自然科学基金项目(71472181);国家自然科学基金项目(71472009)

摘　　要：本研究考察了不同类型的社会排斥对消费者新产品偏好的影响及其作用机制。通过三个实验我们发现,相对于被忽略的消费者,被拒绝的消费者更加偏好新产品而非现有产品。其心理机制在于被拒绝的经历比被忽略的经历在更大程度上威胁了消费者的自尊感,进而激发出他们对全新自我的渴望。选择新产品有助于他们产生全新自我的认知,所以被拒绝的消费者更为偏好新产品。我们的研究进一步丰富了现有关于社会排斥、自我认知以及新产品采纳的文献,并对新产品推广和品牌排斥策略的使用具有一定实践指导意义。This research examines the effect of different types of social exclusion on consumers＇ new product preference and the underlying mechanism. Through three experiments, we found that rejected consumers preferred the new products to the existing products compared with the ignored consumers. Its psychological mechanism is that the experience of rejection has greater threat to the self-esteem of consumers than the experience of overlooked, which in turn stimulates their desire for the new self. Choosing new products helps them produce new cognition of self, so rejected consumer prefer to new products. Our research extends the current literatures on social exclusion, self-awareness and new product adoption, and has certain practical guiding significance for the promotion of new products and the use of brand rejection strategies.

关 键 词：社会排斥 拒绝 忽略 新产品采纳 全新自我 

分 类 号：F713.55[经济管理—市场营销]