补偿性消费行为：概念、类型与心理机制

2014,Vol.22,No.9,1513–1520AdvancesinPsychologicalScienceDOI:10.3724/SP.J.1042.2014.015131513补偿性消费行为：概念、类型与心理机制*(,100871)补偿性消费行为是指为了弥补某种心理缺失或自我威胁而发生的消费行为,是一种替代的心理需求满足工具。补偿性机制作为看待行为的重要视角,可以解释许多看似不理性或不合常理的消费现象。自尊威胁、控制感缺失和归属感缺失是导致补偿性消费的3种动机来源。未来研究可以从以下4个方面对补偿性消费行为进行深入探讨：1)根据补偿机制的不同,对补偿性消费的表现形式和类型进行细分;2)评估消费行为的心理补偿效果;3)探讨除消费外其他替代性的心理补偿方式,以及消费补偿与其他补偿方式之间的关系;4)挖掘中国社会文化环境下的补偿性消费行为的特点与产生机制。补偿;补偿性消费;自我概念;自我威胁B849:C93“”,,,“”“”,,“”,,(,)()(Banerjee&Duflo,2007;Moav&Neeman,2010),Charles,HurstRoussanov(2009)1986-2002,30%Kaus(2013),,“”(,Charlesetal.,2009;Kaus,2013):2013-12-10*(71372025)(CZ201209):,E-mail:[e-mail](wealthsignalingtheory),,,,(,Rucker,2009;Sivanathan&Pettit,2010),“”,,,10,,,(),,,,,1514221补偿性消费的概念内涵：消费作为替代的补偿工具“”(compensation),,“”,,(Adler,1917)“”,2080,,“(compensatoryconsumption)”,Gronmo(1988),(lack)Gronmo,,,Gronmo,,,Gronmo,,Grunert(1993),,xx,yyx,,,;,,Woodruffe(1997),,,,RuckerGalinsky(2013),Gronmo(1988),“”,“”(),(,)(retailtherapy,Atalay,&Meloy,2011),,Woodruffe(1997),,,Woodruffe-Burton(1998),,Grunert(1993),,(SukhdevShallu,2013),,,,(,,,2008)2补偿性消费研究的理论基础,,(Tesser,1988),,,,2.1物质与自我概念“”,,“”,“”,,(Tuan,1980)(possession),9:1515,,,(Belk,1988;Ahuvia,2005),,,(Solomon,1983)2.2象征性自我完成理论WicklundGollwitzer(1981,1982)(symbolicselfcompletiontheory)(self-symbolizingbehaviors)WicklundGollwitzer(1981),,“”,,,,,,,,,,,,“”Harmon-Jones,SchmeichelHarmon-Jones(2009),,,,,,;,,,,,WicklundGollwitzer(1981),,“”“”,“”(symbolsofcompleteness),,,3补偿性消费的动机来源3(needforcompetence)(needforautonomy),(needforrelatedness)(Deci&Ryan,2012),,3,,,3.1自尊威胁,(Tesser,1988)Dalton(2008),,,,,SivanathanPettit(2010),,(),(2011),,Gao,WheelerShiv(2009),151622,“”,,,LeeShrum(2012),,,,,,Willer,Rogalin,ConlonWojnowicz(2013),(masculinity),,,(2012),“”(2012),3.2控制感缺失(Rotter,1966),(powerless)(lossoffreedom)(helpless),RuckerGalinsky(2008,2009),,(),,,,,Dubois,RuckerGalinsky(2012),,,,,,,LevavZhu(2009),(confinedspace),,,,633.573.5,,3.5,GargLerner(2013),(),,,,3.3归属感缺失,(Baumeister&Leary,1995)(),,(Maner,DeWall,Baumeister,&Schaller,2007);()(Shrum&Lee,2013)Mead,Baumeister,Stillman,RawnVohs(2011),,,“9:1517”/,/,/(),(),,,,,(Brown,Kozinets,&Sherry,2003),,(Loveland,Smeesters,&Mandel,2010)Min(2012),“”,,(Aaker,1999),,4未来研究方向20,,,,5,,,,KimRucker(2012),,,,,(proactivecompensatory)(reactivecompensatory)(),,;,,(distraction),,(Mandel&Smeester,2008);(threat-specific),,,(bufferself)KimRucker(2012),,,,“”“(symbolicconsumption)”“”,,,(symbolicconsumption),(),1),,,,(Rucker&Galinsky,2008,2009)2),,,(Levav&Zhu,2009),(Garg&Lerner,2013),KimRucker(2012)151822(proactivecompensatory)(reactivecompensatory),,3),,,,,Grunert(1993),x,,,,,,,,,,,,,,,,,,-,,,,Banfield(2011),,,,,,,,,4%,,40%(McKinsey&Company,2011)“”,,宋晓兵,聂春艳,徐丽丽.(2012).炫耀还是低调?面子损失对消费者品牌标识偏好的影响研究.营销科学学报,8(3),63–75.王靖惠,王丛桂.(2011).社会比较与产品类别对补偿性消费意愿之影响:以状态自尊为中介变项.应用心理研究,(52),215–240.叶敏,张波,平宇伟.(2008).消费者行为学.北京:北京邮电大学出版社.张新安.(2012).中国人的面子观与炫耀性奢侈品消费行为.营销科学学报,8(1),76–94.Aaker,J.L.(1999).Themalleableself:Theroleofself–expressioninpersuasion.JournalofMarketingResearch,36,45–57.Adler,A.(1917).Studyoforganinferiorityanditspsychicalcompensation:Acontributiontoclinicalmedicine.InE.Jelliffe&W.A.White(Eds.),Nervousandmentaldiseasemonographseries(Vol.24).NewYork:NervousandMentalDiseasePublishingCompany.Ahuvia,A.C.(2005).Beyondtheextendedself:Lovedobjectsandconsumers’identitynarratives.JournalofConsumerResearch,32(1),171–184.Atalay,A.S.,&Meloy,M.G.(2011).Retailtherapy:Astrategicefforttoimprovemood.Psychology&Marketing,28(6),638–659.Banerjee,A.V.,&Duflo,E.(2007).Theeconomiclivesofthepoor.TheJournalofEconomicPerspectives,21(1),141–167.Banfield,J.(2011).Helpinginarandomworld:Evidencethatprosocialintentionsandbehaviorcansatiatecompensatorycontrolneeds(Unpublisheddoctoraldissertation).UniversityofWaterloo.Baumeister,R.F.,&Leary,M.R.(1995).Theneedtobelong:Desireforinterpersonalattachmentsasafundamentalhumanmotivation.PsychologicalBulletin,117(3),9:1519497–529.Belk,R.(1988).Possessionsandself.JournalofConsumerResearch,12(2),139–168.Brown,S.,Kozinets,R.V.,&SherryJr,J.F.(2003).Teachingoldbrandsnewtricks:Retrobrandingandtherevivalbrandmeaning.JournalofMarketing,67(3),19–33.Charles,K.K.,Hurst,E.,&Roussanov,N.(2009).Conspicuousconsumptionandrace.TheQuarterlyJournalofEconomics,124(2),425–467.Dalton,A.N.(2008).Lookonthebrightside:self-expressiveconsumptionandconsumerself-worth(Unpulisheddoctoraldissertation).DukeUniversity.Deci,E.L.,&Ryan,R.M.(2012).Motivation,personalityanddevelopmentwithinsocialcontexts:Anoverviewofself-determinationtheory.InR.M.Ryan(Ed.),TheOxfordhandbookofhumanmotivation.NewYork:OxfordUniversityPress.Dubois,D.,Rucker,D.D.,&Galinsky,A.D.(2012).Supersizeme:Productsizeasasignalofstatus.JournalofConsumerResearch,38(6),1047–1062.Gao,L.,Wheeler,S.C.,&Shiv,B.(2009).The“shakenself”:Productchoicesasameansofrestoringself-viewconfidence.JournalofConsumerResearch,36(1),29–38.Garg,N.,&Lerner,J.S.(2013).Sadnessandconsumption.JournalofConsumerPsychology,23(1),106–113.Gronmo,S.(1988).Compensatoryconsumerbehavior:Elementsofacriticalsociologyofconsumption.InP.Otnes(Ed.),Thes