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针对中国很多消费者未富先奢的现象,基于消费心理学的视角,根据跨文化心理学的理论,提出在东方文化下,在他人心中可以很容易被衡量和比较的价格因素(而非奢侈品的独特性特征)是奢侈品的魅力之源。采用实验法,分别从在线调研平台获取消费者自陈式问卷的回答(实验1)和从实验室获取消费者的反应时数据(实验2)并使用SPSS工具进行方差分析。研究从外显(实验1)和内隐(实验2)的角度对假设进行了验证。实验1的结果表明,人们认为购买昂贵(vs.便宜)产品的消费者具有更高的社会地位,但是人们对购买奢侈品的消费者和购买非奢侈品的消费者在社会地位判断上并无显著差异。实验2采用内隐联想测验,在排除社会赞许性的条件下说明当人们从商品价格是否昂贵的角度考虑时,对昂贵(vs.便宜)的商品具有更积极的态度,但是是否为奢侈品并不显著影响人们对产品的内隐态度。
In view of the phenomenon of many unscrupulous consumers in China, based on the psychology of consumer psychology, based on the theory of intercultural psychology, the price factor (rather than luxury) that can be easily measured and compared under the eastern culture under the oriental culture is put forward. Product unique characteristics) is the source of the charm of luxury goods. The experimental method was used to obtain the responses from the self-administered questionnaires from the online research platform (Experiment 1) and the consumers’ response time from the laboratory (Experiment 2), and the variance analysis was performed using the SPSS tool. The study validates the hypothesis from the perspectives of explicit (experiment 1) and implicit (experiment 2). The results of Experiment 1 show that consumers consider the purchase of expensive (vs. cheap) products as having a higher social status, but people do not judge the social status of consumers who purchase luxury goods and consumers who buy non-luxury goods Significant differences. Experiment 2 uses Implicit Association Tests to show that under the condition of social approval, people have a more positive attitude toward expensive (vs. cheap) products when considered from the perspective of whether the product is expensive, but whether it is luxury and Does not significantly affect people’s implicit attitude to the product.