社会拥挤对消费者感官刺激偏好的影响及机制研究  

Research on the Influence and Mechanism of Social Crowding on Consumers’ Sensory Stimulation Preference

作　　者：柳武妹[1] 叶富荣 贾明琪[1] Liu Wumei;Ye Furong;Jia Mingqi(School of Management,Lanzhou University,Lanzhou,730000)

机构地区：[1]兰州大学管理学院,兰州730000

出　　处：《心理科学》2023年第1期196-202,共7页Journal of Psychological Science

基　　金：国家自然科学基金面上项目(71972092)的资助。

摘　　要：本研究通过1个田野实验和2个实验室实验探讨了社会拥挤对消费者感官刺激偏好的影响及内在机制。相比于不拥挤,社会拥挤会增加消费者对强(vs.弱)感官刺激的偏好(实验1),这一效应受感知控制缺失驱动(实验2)。权力感对社会拥挤与消费者感官刺激偏好的关系起到调节作用(实验3),即当个体的权力感较高时,社会拥挤对强感官刺激偏好的促进作用才成立;反之,这种效应便会消失。Social crowding is everywhere. Although many empirical studies on social crowding have been carried out, few studies to explore social crowding from sensory perspective. This paper argued that social crowding can increase consumers’ preference for strong(vs. weak) sensory stimulation(hypothesis 1), and this effect was driven by the perceived loss of control(hypothesis 2). In addition, this study also proposed that the influence of social crowding on consumers’ sensory stimulation preference was moderated by the sense of power(hypothesis 3).In order to verify the above hypotheses, 3 experiments were carried out. Experiment 1(N = 125) examined hypothesis 1. Experiment adopted social crowding(crowded group vs. non-crowded group) one-factor between-subjects design. Experiment 2(N = 223) demonstrated hypothesis 2. This experiment also adopted social crowding(crowded group vs. non-crowded group) one-factor between-subjects design. Experiment 3(N = 193) testified hypothesis 3. This experiment was a 2(social crowding: crowded group vs. un-crowded group) ×2(sense of power: high vs. low) two-factor between-subjects design.The results of experiment 1 indicated that social crowding can increase consumers’ preference for intense sensory stimulation compared with non-crowding(M_(crowded)= 5.70 vs. M_(uncrowded)= 5.15, F(1, 120) = 4.46, p <.05, η^(2) =.02). Hypothesis 1 was confirmed. Experiment 2 not only found that social crowding increased consumers’ preference for sensory stimulation(M_(crowded)= 4.23 vs. M_(uncrowded)= 3.76, t(221) =-2.09, p <0.05, Cohen’s d =0.28), but also found that main effect was driven by perceived loss of control(LLCI =0-.60, ULCI =-0.03), in other words, social crowding will reduce the sense of control, and lead individuals to seek strong sensory stimulation to restore the sense of control. Hypothesis 2 was verified. The results of experiment 3 showed that the main effect of social crowding on consumers’ sensory stimulation preference was still significant(M_(crowded)= 3.58 vs. M_(unc

关 键 词：社会拥挤 感知控制缺失 感官刺激 权力感 

分 类 号：B842[哲学宗教—基础心理学]