个体如何以消费行为应对自我威胁?基于导向−路径整合模型的分析  

How do individuals cope self-threats with consuming behaviors?Analysis based on the orientation-path integration model

作　　者：孙洪杰 刘菲菲 冯文婷 崔丙群 SUN Hongjie;LIU Feifei;FENG Wenting;CUI Bingqun(Management School,Hainan University,Haikou 570228,China;College of Economics and Management,Shandong Agricultural University,Tai’an 271018,China)

机构地区：[1]海南大学管理学院,海口570228 [2]山东农业大学经济管理学院,泰安271018

出　　处：《心理科学进展》2021年第5期921-935,共15页Advances in Psychological Science

基　　金：海南省自然科学基金高层次人才项目(2019RC102);国家自然科学基金项目(72062013,71902120);海南大学科研启动项目(kyqd(sk)1916)。

摘　　要：自我威胁无处不在,以消费应对自我威胁是个体采取的重要方式。但由于自我概念的多维性、应对威胁过程中认知、情感、情绪等多因素的介入,以及威胁源和应对行为的交叉性等原因,当前的研究呈现出结论分散、不连贯,甚至矛盾的情形。基于导向−路径的整合模型回顾了消费行为领域自我威胁研究的动态,归纳出个体的多种自我威胁应对策略,揭示了不同应对策略间的多层次交叉补偿机理,以及自我威胁与消费行为间的多重关联方式,并揭示出个体通过产品的全价值系统和自身的全感知系统进行自我威胁应对。基于导向−路径整合模型有助于对消费行为领域自我威胁应对研究形成整体连贯的认知,揭示其内在规律,并有助于理解当前环境(新冠肺炎疫情)下的个体消费行为。Consumption is an important avenue for consumers to cope with self-threats,which are ubiquitous in daily life.Providing that consumers’self-concept is multi-dimensional and the process of coping with self-threats involves cognitive,affective,and emotional factors,current research sometimes confounds the sources of self-threats and coping behaviors,resulting in dispersed,incoherent,and even conflicting conclusions.Hence,in this study,an integrated orientation-path model is proposed based on the review on the existing consumer studies related to self-threats.In the model,we summarized various types of consumers’coping strategies to self-threats,analyzed how different strategies compensate one another on multiple levels,and revealed the multiple associations between self-threats and consumption behaviors.The model can be applied to understand how individuals construct coping strategies based on the comprehensive value system of products and their perception system.This study contributes to current consumer research by providing extensive understandings on coping strategies to self-threats and the underlying mechanism,and at the same time,offering insights on how individuals react to threats(e.g.,Coronavirus)they encountered in everyday life.

关 键 词：自我威胁 社会自我 个人自我 补偿消费 炫耀消费 

分 类 号：B849[哲学宗教—应用心理学] F730[哲学宗教—心理学]