我能买来爱吗——配偶吸引目标对女性炫耀性消费倾向的影响

营销科学学报 ›› 2013, Vol. 9 ›› Issue (2): 39-55.

我能买来爱吗——配偶吸引目标对女性炫耀性消费倾向的影响

袁少锋，郑毓煌，李宝库

袁少锋，辽宁工程技术大学营销管理学院讲师，博士，E-mail：shaofengyuan@hotmail.com。
郑毓煌，清华大学经济管理学院副教授，博士生导师，E-mail：zhengyh@sem.tsinghua.edu.cn。
李宝库，辽宁工程技术大学营销管理学院教授，博士生导师，Email: libk2@sem.tsinghua.edu.cn。

出版日期:2013-06-01 发布日期:2013-08-09
基金资助:
本研究得到国家自然科学基金（70772051，71272027）和辽宁省教育厅人文社科研究项目“辽宁城市消费者的物质主义、炫耀性消费与主观幸福感关系实证研究”（W2011022）资助；非常感谢两位匿名评审人的宝贵意见，及2012年JMS中国营销科学学术年会上各位与会学者对本文的讨论与评议。

Can Buy Me Love: Effects of Mate Attraction Goal on Female’s Conspicuous Consumption Tendency

Yuan Shaofeng, Zheng Yuhuang, Li Baok

Yuan Shaofeng, School of Marketing Management, Liaoning Technical University;
Zheng Yuhuang, School of Economics and Management, Tsinghua University;
Li Baok, School of Marketing Management, Liaoning Technical University.

Online:2013-06-01 Published:2013-08-09

摘要/Abstract

摘要：

从进化心理学人类终极需求的角度，探讨配偶获取对人们消费的影响，是当前消费行为领域的一个前沿问题。本文从这一角度出发，通过四项研究揭示了女性的独特炫耀性消费心理机制：配偶吸引目标越强的女性，越相信炫耀性消费有助于提升美丽与吸引力，从而表现出更强的炫耀性消费倾向（研究一、三）；进一步，激发女性的配偶吸引目标，能显著提升她们对炫耀性产品（研究二、三）和美丽产品（研究三）的消费倾向，但不能提升其对非炫耀产品的支付意愿（研究三）；此外，与单身被试相比，恋爱中的女性对宣传能提升美丽与吸引力的商品具有更强的获取欲望；两组被试在功能广告商品上的获取欲望没有显著差异（研究四）。以上发现表明，本质上无论是为了获取（针对单身女性）、还是为了维系（针对恋爱中女性），配偶吸引目标被激发的女性，会出于提升美丽与吸引力的需要，炫耀性地消费特定的商品或服务。

关键词: 配偶吸引, 炫耀性消费, 非炫耀消费, 美丽消费

Abstract:

Exploring the effects of mate attraction goal based on evolutionary psychology on individuals’ consumption is a new prospering research topic in consumer behavior. This article conducted four studies and revealed female’s (vs. male) different psychological mechanism of conspicuous consumption: Female who have strong (vs. weak) desire for a romantic mate showed stronger endorsement on the belief that conspicuous consumption can enhance their beauty and attractiveness, thereby reported higher willingness to pay (WTP) on conspicuous items (study 1 and 3). Inducing female’s mate attraction goal can increase their WTP on conspicuous items (study 2 and 3) and beauty items (study 3) but not inconspicuous product (e.g. underclothes) (study 3). Additionally, female who in committed relationship (vs. single) reported higher desire for product which was advertised can enhancing females’ beauty and attractiveness (study 4). Overall, these findings suggested that female will take conspicuous consumption as a way to enhance their beauty and attractiveness so as to acquiring (for single) or keeping (for female in committed relationship) a desired mate, but not a way to displaying status and wealth like man.

Key words: Mate attraction, Conspicuous consumption, Inconspicuous consumption, Beauty consumption

袁少锋，郑毓煌，李宝库. 我能买来爱吗——配偶吸引目标对女性炫耀性消费倾向的影响[J]. 营销科学学报, 2013, 9(2): 39-55.

Yuan Shaofeng, Zheng Yuhuang, Li Baok. Can Buy Me Love: Effects of Mate Attraction Goal on Female’s Conspicuous Consumption Tendency[J]. Journal of Marketing Science, 2013, 9(2): 39-55.