Lin Yiqin, Zhang Nan, Sun Xiaomin
Beijing Key Laboratory of Applied Experimental Psychology, National Demonstration Center for Experimental Psychology Education (Beijing Normal University), Faculty of Psychology, Beijing Normal University, Beijing 100875, China; Academy of Military Sciences, Beijing 100166, China.
Beijing Key Laboratory of Applied Experimental Psychology, National Demonstration Center for Experimental Psychology Education (Beijing Normal University), Faculty of Psychology, Beijing Normal University, Beijing 100875, China.
Biol Psychol. 2024 Nov;193:108862. doi: 10.1016/j.biopsycho.2024.108862. Epub 2024 Sep 12.
Research on the impact of self-esteem on conspicuous consumption has shown inconsistent results. This study addresses this variability by examining how socioeconomic status (SES) moderates the relationship between self-esteem and conspicuous consumption. We hypothesized that the relationship varies with SES, predicting a positive relationship at high SES levels and a negative relationship at low SES levels. Our findings confirm this hypothesis. Using a Go/NoGo association task (GNAT) combined with event-related potentials (ERP), we investigated the cognitive processing speeds for congruent and incongruent pairings. This method provided insights into the implicit attitudes towards conspicuous products and revealed the complex dynamics between self-esteem and SES in influencing consumer behavior tendencies. This research advances our understanding of the interactions between self-esteem and SES in conspicuous consumption from an implicit cognitive perspective. It also offers significant practical implications, guiding the development of consumer marketing strategies that can be tailored to different socioeconomic contexts.
关于自尊对炫耀性消费影响的研究结果并不一致。本研究通过考察社会经济地位（SES）如何调节自尊与炫耀性消费之间的关系来解决这一变异性问题。我们假设这种关系会因社会经济地位而异，预测在高社会经济地位水平下呈正相关，而在低社会经济地位水平下呈负相关。我们的研究结果证实了这一假设。通过使用一项Go/NoGo联想任务（GNAT）并结合事件相关电位（ERP），我们研究了一致和不一致配对的认知处理速度。这种方法为对炫耀性产品的隐性态度提供了见解，并揭示了自尊和社会经济地位在影响消费者行为倾向方面的复杂动态。本研究从隐性认知角度推进了我们对自尊与社会经济地位在炫耀性消费中相互作用的理解。它还具有重要的实际意义，为制定可针对不同社会经济背景进行调整的消费者营销策略提供了指导。
