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炫耀性消费行为常常被认为源自于财富的攀比,其目的是显示自身的社会经济地位。本研究从心理补偿的视角提出,除财富的直接攀比外,其他与消费无关的能力领域的社会比较也会引发炫耀性消费。此时,炫耀性消费是为了弥补由于比较而产生的心理劣势和自我威胁,是一种替代性的心理需求满足工具。当这种劣势感和威胁感经由其他自我肯定途径得以应对之后,人们便不会再通过炫耀性消费行为进行心理补偿。本文通过两个实验对上述机制加以验证。实验一结果表明,与比自己学习成绩好的他人进行比较(向上社会比较)之后,消费者会更倾向于将钱花费在炫耀性产品上;实验二通过测量更一般的炫耀性消费倾向进一步验证了上述结果,并且发现,进行自我肯定之后,向上比较对炫耀性消费行为的影响便会消失。
Conspicuous consumer behavior is often thought of as a compilation of wealth that aims to show its own socio-economic status. From the perspective of psychological compensation, this study suggests that in addition to the direct comparisons of wealth, other social comparisons in areas of competence that are not related to consumption also lead to conspicuous consumption. At this point, conspicuous consumption is to make up for the psychological disadvantage and self-threat caused by the comparison, is an alternative psychological needs to meet the tools. When this sense of inferiority and threat is met by other ways of self-affirmation, people will no longer be mentally compensated for conspicuous consumption. In this paper, two experiments to verify the above mechanism. The results of experiment 1 show that consumers tend to spend more on conspicuous products than those who have good grades on their own (compared to the upper class). Experiment two further tests by measuring more general conspicuous consumption propensity The above results, and found that self-affirmation, the upward comparison of conspicuous consumer behavior will disappear.