告诉我你喝什么,我告诉你你是谁:地位和时尚对消费者一致性的影响

Jailson Lana, Maria José Barbosa de Souza, Jeferson Lana, Raul Beal Partyka
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引用次数: 0

摘要

摘要消费者跟随其他消费者,通过消费追求社会红利,融入渴望的群体,融入群体。这些是整合现象,是一个个体的思想、感受和行为受到他人影响的认知过程。本研究调查了时尚和地位对创造消费者一致性的影响。以精酿啤酒为经验场进行了两个实验和随后的逻辑回归分析。结果表明:时尚影响消费一致性,但地位得到部分支持。在这两种情况下,结果都指出了对治疗变量选择的相关且非微不足道的影响。该研究扩展了消费一致性的证据和一致性刺激的实际适用性,以创造消费浪潮,聚集和理解精酿啤酒消费市场的形成。
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Tell Me What You Drink, I’ll Tell You Who You Are: Status and Fashion Effects on Consumer Conformity
ABSTRACT Consumers follow other consumers in the pursuit of social dividends through consumption, to fit in with aspiration groups, and to belong in the group. These are conformity phenomena which is the cognitive process where an individual’s thoughts, feelings, and actions are affected by other people. This study investigates the influence of fashion and status in creating consumer conformity. Two experiments and subsequent logistic regression analyses were carried out with craft beer as an empirical field. The results show that: fashion influences consumption conformity but status is partially supported. In both, the results point to a relevant and non-trivial effect on the choice of the treatment variable. The study expands the evidence of consumption conformity and the practical applicability of the conformity stimulus to create waves of consumption, with aggregation and understanding of the formation of the craft beer consumer market.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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