Shavitt Sharon, Torelli Carlos J, Wong Jimmy
University of Illinois at Urbana-Champaign.
J Consum Psychol. 2009 Jul 1;19(3):261-266. doi: 10.1016/j.jcps.2009.05.009.
This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, 2009). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product- and brand-based affordances constrain identity-based motivation processes and, 2) the mindsets and action tendencies that can be triggered by specific cultural identities in pursuit of consumer goals. Future opportunities are suggested for researching the antecedents of product meanings and relevant identities.
这篇评论强调了基于身份认同的动机模型的整合性（奥伊瑟曼，2009年）。我们将该模型置于心理学和消费者行为的现有文献中，并通过研究实例阐述其新颖之处。特别关注以下两点：1）基于产品和品牌的可供性如何限制基于身份认同的动机过程；2）在追求消费者目标时，特定文化身份可能引发的思维模式和行动倾向。文中还提出了研究产品意义和相关身份认同的 antecedents 的未来机会。 （注：原文中“antecedents”未翻译，可能是因为其具体含义需结合上下文确定，若有更准确的信息可进一步完善翻译。）
