|其他题名||The Effect of State of Power on Compensatory Consumption: The Moderating Role of Dispositional Power|
|关键词||状态权力感 特质权力感 补偿消费 选择集大小|
本研究包含 3 个正式研究：研究 1 采用实验室研究在 48 名学生群体中操纵高低状态权力感，探讨了状态权力感、特质权力感和补偿消费的关系；研究 2在 72 名员工群体中探讨了状态权力感、特质权力感和补偿消费的关系，操纵同研究1，只是指导语有略微差异；研究 3采用 2 状态状态权力感（高 vs. 低）×2选择集大小（小 vs. 大）的组间设计，151 名员工参与了此研究，参与者在接受操纵后报告购买意向、出价水平、产品喜爱度和人口统计学信息。
|其他摘要||With the increasingly fierce competition of society, people inevitably face all kinds of difficulties and threats. Moreover, the majority of these threats cannot be solved directly. Therefore, they need to seek other ways to compensate and consumption is one of the effective ways. Individuals often meet the state of powerless, so it is important to explore the influence of sense of power on compensatory consumption.|
In most of the previous studies, as with the majority of research on power and consumption, power has been operationalized in either dispositional power or state of power. However, past research rarely examined the joint effect on consumption. Based on Person-Environment fit theory and Theory of Cognitive Dissonance, the present study explored the effect of both state of power and dispositional power on compensatory consumption, and explored the moderating effect of assortment size.
Three laboratory experiments were conducted. 48 undergraduate students and graduate students participated in Study 1. We manipulated the level of state of power to explore how different level of state of power affect consumption. 72 employees participated in Study 2. The procedure of the experiment closely followed that for study 1 except for some introductions. Study 3 explored how different level of state of power (low vs. high) and assortment size (small vs. large) influence compensatory consumption. 151 employees were randomly assigned to four groups and reported their purchase intention, willingness to pay, liking for product, dispositional power and demographic information.
The result of students group showed the effect of state of power on consumption was not significant, and the interaction effect of state of power and dispositional power on consumption was not significant either. The result of employees group showed the effect of state of power on consumption was not significant. Dispositional power moderated the effect of state of power on consumption. Specifically, under high dispositional power, willingness to pay in the low state of power condition was higher than that in the high state of power condition. However, under low dispositional power, willingness to pay showed no significant differences beween two states of power condition. The three-way interaction among assortment size, state of power and dispositional power was not significant. Large assortment size cannot restore the threat of powerless.
Our results verified the interaction effect between state of power and dispositional power on compensatory consumption, which had received little attention. Furthermore, we also found that large assortment size cannot restore the low power state effectively. The findings provide suggestions for practitioners in marketing and social media on how to define targeting consumer group and how to recommend relevant advertisements.
|李信. 状态权力感对补偿消费的影响：特质权力感的调节作用[D]. 北京. 中国科学院研究生院,2016.|
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