文献类型：期刊文献

中文题名：自我差异对消费者产品属性选择偏好的影响

英文题名：Effects of Self-Discrepancy on Consumer Preference for Product Attributes

作者：杜伟宇[1];卢晓艳[1]

机构：[1]华东理工大学商学院,上海200237

年份：2011

卷号：34

期号：6

起止页码：1422

中文期刊名：心理科学

外文期刊名：Journal of Psychological Science

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2008】；社科基金资助期刊;CSCD:【CSCD2011_2012】；CSSCI:【CSSCI2010_2011】；

基金：2009年度教育部人文社会科学研究项目基金"消费者的自我概念对产品选择偏好的影响"(09JYC630073);2011年上海市哲学社会科学项目"理想和现实自我差异的启动对消费时间偏好的影响"(2011BGL004)的资助

语种：中文

中文关键词：自我差异;理想自我;现实自我;享乐属性;实用属性

外文关键词：Self-Discrepancy; Actual Self; Ideal Self; Utilitarian Attributes; Hedonic Attributes

摘要：自我是一个人所持有的关于自我特征的信念,不同的理想和现实自我差异可能带来不同的消费选择。本研究以在校大学生作为被试,通过阅读不同的理想与现实自我材料,启动被试的理想与现实的自我差异,考察其对消费者产品实用和享乐属性选择偏好的影响。结果发现:现实与理想自我差异小的被试,更偏好享乐属性强的产品;现实与理想自我差异大的被试,更偏好功能属性强的产品。
Self is the characteristics of self-belief held by a person.There is a small or large discrepancy between the ideal self and the actual self.Does the discrepancy affect consumer preference for product attributes？ There are two parts including manipulation tests （MS） and formal experiments in this research.MS checked the utilitarian and hedonic attributes and the priming effect of the actual or the ideal self. MS1 recruited 36 college students and required them to fill out a questionnaire.The questionnaire included 6 products with hedonic and utilitarian attributes.And the subjects evaluated these attributes.The results showed there were significant differences between hedonic and utilitarian attributes（P1,t=-7.315,p.001;P2,t=9.051,p.001;P3,t=-8.723,p.001;P4,t=13.459, p.001;P5,t=-16.197;P6,t=5.836,p.001）.MS2 recruited 82 college students and required them to fill out a questionnaire including materials of self discrepancy priming and the Selves Questionnaire.The results showed materials of self discrepancy priming were effective. The formal experiment recruited 59 college students as subjects.In a computer room they were randomly assigned to different computers according to the arriving sequence,then received the actual or ideal self-discrepancy priming material which had been tested in MS2.Later all the subjects saw 4 couples of products which had been tested in MS1 and gave scores to each product in each couple. The total scores were 100 points.High scores signified more preference for the product.As one-way ANOVA showed,the subjects in the large self discrepancy group preferred the product whose utilitarian attribute was stronger in P1（71.00 vs.56.04,F=9.37, p.01）、P2（40.86 vs.31.88,F=5.19,p.05）,P3（54.29 vs.37.92 F=17.97,p.001） and P4（62.60 vs.34.88,F=29. 80,p.001）.It is concluded that the subjects whose actual and ideal self-discrepancy is small are more likely to choose the product whose hedonic attribute is stronger and the subjects whose actual and ideal self-discrepancy is large are more likely to choose the product whose utilitarian attribute is stronger.The research extends self to the actual and ideal dimensions on consumer preference for product attributes and has implication for marketing practice.But the research has several shortcomings.Firstly,it doesn＇ t discuss the internal mechanism of this phenomenon.Emotion may be a mediator between self discrepancy and consumer preference.Secondly,the subjects are mainly college students.Will the results be applicable to other populations？ Thirdly,products are low-valued and familiar in life. Are the results applicable to in high-valued and unfamiliar products？ Finally,as the research was carried out in the lab,will they be appicable to the real field？