需求威胁下的心理补偿:社会排斥对拟人化品牌角色偏好的影响  

Psychological Compensation Under Demand Threat:Research on the Influence of Social Exclusion on Anthropomorphized Brand Role Preference

作　　者：姜智彬[1] 杨冲 Jiang Zhibin;Yang Chong(Shanghai International Studies University)

机构地区：[1]上海外国语大学新闻传播学院,上海200083 [2]上海外国语大学国际工商管理学院

出　　处：《新闻与传播评论》2023年第3期101-113,共13页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(21BXW08)。

摘　　要：目前很多品牌通过拟人化的方式塑造品牌形象,以此来强化消费者的品牌偏好。拟人化品牌被赋予社会角色后,分为伙伴品牌和侍从品牌两种类型。基于需求-威胁模型和补偿消费理论,研究者构建了“社会排斥—需求威胁—品牌角色偏好”理论模型,通过两个实验探讨了社会排斥对消费者关于拟人化品牌角色偏好的影响。实验结果表明:与被社会接纳的消费者相比,遭遇社会排斥的消费者更偏好伙伴品牌和侍从品牌;在社会排斥的情境中,互依型自我建构消费者更偏好伙伴品牌,而独立型自我建构消费者更偏好侍从品牌;互依型自我建构消费者受排斥后更偏好伙伴品牌,这个过程受到归属需求威胁的中介作用,而独立型自我建构消费者受排斥后更偏好侍从品牌,这个过程受到控制需求威胁的中介作用。Many enterprises use brand anthropomorphism to create different brand images.In this paper,anthropomorphic brands are endowed social roles,divided into partner brands and servant brands.Based on need-threat model and compensatory consumption theory,this paper constructs a theoretical model of"social exclusion--demand threat--brand role preference".Two experiments are conducted to explore the influence of social exclusion on consumers'anthropomorphized preferences for brand role.The results show that compared with the context of social inclusion,in the context of social exclusion,consumers prefer partner brands and servant brands.In the context of social exclusion,different types of self-constructed consumers prefer different brand roles.Interdependent self-constructors prefer partner brands in the context of social exclusion,which is mediated by the threat of belonging needs,while independent self-constructors prefer servant brands in the context of social exclusion,which is mediated by the threat of control needs.The research conclusions provide useful reference and enlightenment for enterprises to carry out anthropomorphic brand marketing and pay attention to the psychological needs of consumers.

关 键 词：社会排斥 拟人化 品牌角色 需求威胁 自我建构 

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