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以往很多学者认为低自尊者拥有更显著的炫耀性消费倾向。然而我国学者却证明,中国消费恰恰与之相反,自尊越高,炫耀性消费就越明显,但是由于得到上述结论的研究采用问卷作为测量手段,导致了低自尊者有意回避了真实想法,所以本文通过内隐联想测验重新考察了自尊水平与炫耀性消费倾向的关系,结果发现中国低自尊者具有更明显的炫耀性消费倾向。
Many scholars in the past think low self-esteem has a more conspicuous conspicuous consumption tendency. However, scholars in our country have proved that the consumption in China is just the opposite. The higher the self-esteem, the more obvious the conspicuous conspicuous consumption. However, the questionnaire is used as the measuring method because of the above self-esteem, which leads to the low self-esteem deliberately avoided the true idea. The relationship between self-esteem level and conspicuous consumptive propensity was reexamined through the implicit association test. The results showed that Chinese low self-esteem had a more conspicuous conspicuous consumptive tendency.