Malika Malika, Maheswaran Durairaj, Jain Shailendra Pratap
Stern School of Business, New York University, 40, West 4th Street, New York, NY 10012 USA.
Foster School of Business, University of Washington, Seattle, WA 98195 USA.
J Acad Mark Sci. 2022;50(2):252-271. doi: 10.1007/s11747-021-00814-x. Epub 2021 Oct 12.
Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient reverses their preference for solitary purchases, resulting in a preference for social purchases. Our findings suggest how managers can effectively promote different types of purchases under varying financial resource conditions in their global communication strategy.
The online version contains supplementary material available at 10.1007/s11747-021-00814-x.
五项研究探讨了感知到的经济约束和充裕程度如何决定消费者何时会进行独自购买或社交性购买。在经济受限的情况下，消费者更喜欢独自购买（而非社交性购买）。我们还将自我建构确定为消费者如何支配可自由支配收入的调节变量。独立型消费者更喜欢独自购买（而非社交性购买），而相互依赖型消费者更喜欢社交性购买（而非独自购买）。有趣的是，当消费者有足够的可自由支配收入时，独立型和相互依赖型消费者对独自购买和社交性购买的偏好相似。此外，对于相互依赖型消费者而言，群体规范调节着对社交性购买的偏好。最后，对于独立型消费者来说，突出群体规范会扭转他们对独自购买的偏好，从而产生对社交性购买的偏好。我们的研究结果表明，管理者在其全球沟通策略中，如何在不同的财务资源条件下有效地促进不同类型的购买。
在线版本包含可在10.1007/s11747-021-00814-x获取的补充材料。
