消费者行为心理学中英文外文文献翻译
(含：英文原文及中文译文)
英文原文
Frontiers of Social Psychology
Arie W. Kruglanski 、Joph P. Forgas
Frontiers of Social Psychology is a new ries of domain-specific handbooks. The purpo of each volume is to provide readers with a cutting-edge overview of the most recent theoretical, methodological, and practical developments in a substantive area of social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renowned scholars who work is at the cutting-edge of rearch.
Scholarly, yet accessible, the volumes in the Frontiers ries are an esntial resource for nior undergraduates, postgraduates, rearchers, and practitioners, and are suitable as texts in advanced cours in specific subareas of social psychology.
Some Social Asp ects of Living in a Consumer Society
The following sketches will illustrate that in a consumer society much of the behavior studied by social psychologists relates to consumer stimuli and consumer behavior. Thus, the consumer context provides a rich field for the study of social phenomena and behavior.
情志护理
总是的英文Consumer Decisions Are Ubiquitous
Whether we are in the supermarket or not, we are constantly making consumer decisions. We enroll in gyms, u our frequent-flyer miles for a vacation resort, buy health care, choo a restaurant, skip desrt for a healthier lifestyle. In fact, most of our daily decisions do not involve existential decisions such as whom to marry or whether to have children or not, but whether to have tea or coffee, u our credit card or pay cash, or other emingly trivial decisions. Moreover, many of our daily (consumer) behaviors do not even require intentional decisions. Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. A typical day of a typical person is filled with countless minor consumer decisions or the conquences of previous decisions, starting with the brand of toothpaste in the morning to choosing a movie after work.超轻粘土制作教程
Consumer Choices Fulfill a Social-Identity Function
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Although for most people being a consumer may not be central to their identity, many of their consumer decisions are nevertheless highly identity-relevant insofar as they correspond to a larger t of values and beliefs and express important aspects of the lf. Eating a vegetarian diet becau one does not want to endor cruelty to animals and boycotting clothes potentially made by child laborers are some examples. Some people buy a Prius out of environmental concerns; others boycott Japane cars —such as the Prius —in order to help the local car
industry. In this respect, even the choice between Coke and Pepsi is not necessarily trivial. People who cannot discriminate Coke from Pepsi in a blind test, or who prefer Pepsi, may nevertheless adhere to Coke as a cultural icon. Attempts to change the formula of Coke met with angry protests and opposition. Clearly, consumer products and brands do not only fulfill utilitarian needs (Olson & Mayo, 2000; Shavitt, 1990). In a world of oversupply and differentiating brands, many consumers choo brands in order to express their personality or to affiliate themlves with desired others. They do not simply u a Mac; they are Mac urs, and switching to another brand of PC would be akin to treason. From soft drinks to computers, brands may become an ideology. People may also perceive of products as extended lves (Belk, 1988); for example, they may identify with their cars just as they do with pets. Likewi, brands may define social groups. The Harley-Davidson Club is a
怀孕有哪些症状legendary example; an Internet arch revealed clubs for almost every car brand and model. In my hometown, I found a V olkswagen New Beetle Club who stated purpo is to cultivate contacts between New Beetle Drivers by organizing social events (among others, a visit to a car cemetery). On the road, drivers of the same car model often greet each other. Apparently, driving the same model is sufficient to establish social cloness. Brands, products, and consumption habits not only help to establish social connectivity but also rve as status symbols, defining vertical and
horizontal social boundaries. By using particular brands or consuming specific products, people can express a certain lifestyle or attempt to convey a particular social impression. Subscribing to the opera conveys one’s social position just as going to a monster truck race does. Whether your choice of drink is wine or beer, cappuccino or herbal tea, your order express more than merely your taste in beverages.
Consumer Choices Affect Social Perception
Given that brands and products are part of social expression, it is not surprising that people are judged by the brands and products they u. In particular, products of a social-identity function are ud as bas for inferences about a target’s personality traits (Shavitt & Nelson, 2000). Likewi, s
愉情moking, food choice and amount of food intake have all been shown to affect social impressions. Depending on the subculture of the perceiver (age, country), different personality traits are assumed in smokers compared with nonsmokers (e.g., Cooper & Kohn, 1989; Jones & Carroll, 1998). Various studies found that eaters of a healthier diet are perceived as more feminine and in general judged more favorably than eaters of unhealthy foods (for a review e V artanian, Herman, & Polivy, 2007). Arguing that a Pepsi drinker is to a Coke drinker what a Capulet was to a Montague is, of cour, an exaggeration, but clearly brands may distinguish ingroup from out-group members. Possibly this is most extreme among teenagers, where the brand of jeans is perceived to
抗皱紧肤determine coolness and popularity. Nevertheless, the phenomenon is not limited to teen culture, as testified by the previous examples of social communities defined by shared brands. In sum, from wet versus dry shaving to driving a Porsche versus a Smart, consumer behavior is ud as a cue in person perception. Most likely, such cues also manifest in behavior toward the consumers. Physical attacks on women who wear fur are a most extreme example.
Affective Conquences of Consumer Behavior
Obviously, consumption and the u of products and rvices may give pleasure and satisfaction or
家常菜花displeasure and dissatisfaction. People may experience joy from wearing a new sweater or suffer emotional conquences when products or rvices fail or cau inconvenience. Product u is only one source of affective consumer experiences. The mere act of choosing and acquisition is another. People enjoy or dislike the experience of shopping. They may take pleasure from the freedom of simply choosing between different options (e.g., Botti & Iyengar, 2004), feel overwhelmed and confud by an abundance of options (e.g., Huffman & Kahn, 1998), or feel frustrated by a limited assortment that does not meet their particular needs (e.g., Chernev, 2003). They may experience gratification and a boost in lf-esteem from the fact that they can afford a particular consumer lifestyle or grudge the fact that they cannot. Many daily sources of affective experiences involve consumer
