状态权力感对补偿消费的影响：特质权力感的调节作用

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	状态权力感对补偿消费的影响：特质权力感的调节作用
其他题名	The Effect of State of Power on Compensatory Consumption: The Moderating Role of Dispositional Power
	李信
	2016-05
摘要	随着社会竞争的日益激烈，人们在生活中不可避免的会面临各种不同的困扰和威胁，而很多威胁不能直接解决，人们需要寻求其他的方式去补偿，通过消费进行补偿就是一种有效的方式。权力威胁是人们生活中比较普遍的威胁，因而研究感知权力感对补偿消费的影响就比较重要。以往研究者对补偿消费的研究，仅探讨状态权力感或特质权力感，很少将二者结合起来，探究二者对消费的共同影响，因此本研究基于人-环境匹配理论和认知失调理论，主要探讨状态权力感和特质权力感对补偿消费的影响，以及选择集大小在此关系中的作用。本研究包含 3 个正式研究：研究 1 采用实验室研究在 48 名学生群体中操纵高低状态权力感，探讨了状态权力感、特质权力感和补偿消费的关系；研究 2在 72 名员工群体中探讨了状态权力感、特质权力感和补偿消费的关系，操纵同研究1，只是指导语有略微差异；研究 3采用 2 状态状态权力感（高 vs. 低）×2选择集大小（小 vs. 大）的组间设计，151 名员工参与了此研究，参与者在接受操纵后报告购买意向、出价水平、产品喜爱度和人口统计学信息。学生群体结果发现：状态权力感以及状态权力感与特质权力感的交互作用对补偿消费的影响均不显著。员工群体的结果发现状态权力感对补偿消费的影响不显著，特质权力感调节状态权力感对补偿消费的影响，对于高特质权力者，状态权力感越低，对地位相关产品出价水平越高；对于低特质权力者，状态权力感对补偿消费的影响不显著。选择集大小、状态权力感和特质权力感的交互作用不显著，即大选择集不能缓解低权力状态带来的威胁感。本研究发现状态权力感和特质权力感的交互作用影响补偿消费，这是以往相关研究中较少关注的，我们还发现大选择集不能有效修复低权力状态。该研究可为可为商家确定目标消费群体、社交媒体推荐广告提供一定建议。
其他摘要	With the increasingly fierce competition of society, people inevitably face all kinds of difficulties and threats. Moreover, the majority of these threats cannot be solved directly. Therefore, they need to seek other ways to compensate and consumption is one of the effective ways. Individuals often meet the state of powerless, so it is important to explore the influence of sense of power on compensatory consumption. In most of the previous studies, as with the majority of research on power and consumption, power has been operationalized in either dispositional power or state of power. However, past research rarely examined the joint effect on consumption. Based on Person-Environment fit theory and Theory of Cognitive Dissonance, the present study explored the effect of both state of power and dispositional power on compensatory consumption, and explored the moderating effect of assortment size. Three laboratory experiments were conducted. 48 undergraduate students and graduate students participated in Study 1. We manipulated the level of state of power to explore how different level of state of power affect consumption. 72 employees participated in Study 2. The procedure of the experiment closely followed that for study 1 except for some introductions. Study 3 explored how different level of state of power (low vs. high) and assortment size (small vs. large) influence compensatory consumption. 151 employees were randomly assigned to four groups and reported their purchase intention, willingness to pay, liking for product, dispositional power and demographic information. The result of students group showed the effect of state of power on consumption was not significant, and the interaction effect of state of power and dispositional power on consumption was not significant either. The result of employees group showed the effect of state of power on consumption was not significant. Dispositional power moderated the effect of state of power on consumption. Specifically, under high dispositional power, willingness to pay in the low state of power condition was higher than that in the high state of power condition. However, under low dispositional power, willingness to pay showed no significant differences beween two states of power condition. The three-way interaction among assortment size, state of power and dispositional power was not significant. Large assortment size cannot restore the threat of powerless. Our results verified the interaction effect between state of power and dispositional power on compensatory consumption, which had received little attention. Furthermore, we also found that large assortment size cannot restore the low power state effectively. The findings provide suggestions for practitioners in marketing and social media on how to define targeting consumer group and how to recommend relevant advertisements.
学科领域	应用心理学
关键词	状态权力感特质权力感补偿消费选择集大小
学位类型	硕士
语种	中文
学位专业	心理学
学位授予单位	中国科学院研究生院
学位授予地点	北京
文献类型	学位论文
条目标识符	http://ir.psych.ac.cn/handle/311026/19871
专题	社会与工程心理学研究室
作者单位	中国科学院心理研究所
推荐引用方式 GB/T 7714	李信. 状态权力感对补偿消费的影响：特质权力感的调节作用[D]. 北京. 中国科学院研究生院,2016.

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