Chen Di, Qu Weiguo, Xiang Yanhui, Zhao Jiaxu, Shen Guyu
Department of Psychology, Hunan Normal University, Changsha, China.
Cognition and Human Behavior Key Laboratory of Hunan Province, Hunan Normal University, Changsha, China.
Front Hum Neurosci. 2019 May 15;13:147. doi: 10.3389/fnhum.2019.00147. eCollection 2019.
Consumer psychology research has shown that individuals of different social statuses have distinctive purchase intentions for different products. Individuals of a high social status will simultaneously measure the symbolic status meaning and utilitarian value of a product, but they will not show strong preferences for any attributes. However, individuals of a low social status show strong purchasing tendency for hedonic products that are associated with symbolic status meaning and could satisfy their spiritual needs. This phenomenon may be due to self-threat, which caused by hedonic products. Based on the above, this study compares the cognitive processing differences of hedonic and utilitarian label products between high- and low-social-status groups by recording event related potentials (ERPs). The results showed that under the P2, P3, and LPP components, the low-social-status group elicited smaller deflections in hedonic label stimuli than in utilitarian label stimuli. The high-social-status group did not show a significant difference in these components. These results suggested that individuals with a low social status are more sensitive to hedonic product information, because high-status information contained in the hedonic label induces a sense of threat in them and generates certain negative emotions.
消费者心理学研究表明，不同社会地位的个体对不同产品有着独特的购买意图。社会地位高的个体在衡量产品时，会同时考量产品的象征地位意义和实用价值，但他们不会对任何属性表现出强烈偏好。然而，社会地位低的个体对与象征地位意义相关且能满足其精神需求的享乐产品表现出强烈的购买倾向。这种现象可能是由享乐产品引发的自我威胁导致的。基于上述情况，本研究通过记录事件相关电位（ERP）来比较高社会地位组和低社会地位组在享乐型和实用型标签产品上的认知加工差异。结果显示，在P2、P3和LPP成分下，低社会地位组在享乐型标签刺激下引发的偏转小于实用型标签刺激。高社会地位组在这些成分上未表现出显著差异。这些结果表明，社会地位低的个体对享乐产品信息更为敏感，因为享乐型标签中包含的高地位信息会在他们心中引发威胁感并产生一定的负面情绪。
