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对于社会身份的需求使得消费者在一些与群体密切相关的维度上做出从众选择,同时对个体独特性的需求使得消费者在那些与群体相关性不强的维度上使自己与团队其他成员相区别。本文通过实验说明了消费者能够在不同维度上通过唯一的选择同时满足趋同化与差异化两种需求同时探讨了多重的认同动机如何联合影响消费者的选择行为。
The need for social identities enables consumers to make subtle choices in some dimensions that are closely related to the group while the need for individual distinctiveness allows consumers to align themselves with other members of the team in a dimensionally less relevant the difference. This paper shows that consumers can meet the needs of both convergence and differentiation through the only choice in different dimensions through experiments. It also explores how multiple identity motivations can jointly influence consumers’ choices.