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拥挤使人傲慢吗？社会拥挤如何影响傲慢品牌消费？
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Abstract:
本研究探讨了社会拥挤对傲慢品牌消费偏好的影响及其作用机理。通过两个线上问卷实验，采用两种不同的刺激物操纵社会拥挤，并测量消费者品牌偏好，其结果一致表明消费者在社会拥挤的情境下更倾向于购买傲慢品牌。竞争性思维在这一效应中起到中介作用，即个体在社会拥挤情境下竞争性思维被激活，更倾向于选择傲慢品牌。最后，我们讨论了本研究的理论贡献和现实意义并提出了研究不足和未来展望。
This study explores the impact of social crowding on the consumption preference of arrogant brands and its mechanism. Through two online questionnaire experiments, using two different stimuli to manipulate social crowding and measure consumer brand preference, the results consistently show that consumers tend to buy arrogant brands in the context of social crowding. Competitive thinking plays an intermediary role in this effect, that is, individuals are more inclined to choose arrogant brands when their competitive thinking is activated in the social crowded situation. Finally, we discussed the theoretical contributions and practical significance of this study, and put forward the research deficiencies and future prospects.
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