朋友的干扰:社会分离后的团聚如何激发身体上的转变消费者行为

IF 2.1 Q3 BUSINESS Journal of the Association for Consumer Research Pub Date : 2022-12-06 DOI:10.1086/723737
Carter Morgan, Cait Lamberton, R. W. Reczek, C. Townsend
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引用次数: 0

摘要

COVID-19大流行迫使大规模的社会分离,这在现代社会中是前所未有的。虽然对许多人来说是痛苦的,但这种经历为我们提供了一个机会,让我们了解面对这种社会分离时消费的变化方式。在这篇文章中,我们报告了三项研究,揭示了社会分离的时间越长,人们越有可能将他们的团聚视为刷新他人对他们印象的机会。反过来,参与有形可见的变革行为的可能性也会增加。这项研究不仅有助于我们更好地了解与covid -19相关的分离的直接影响,而且还强调了长期社会分离的一般影响,这意味着需要更多地了解此类经历。此外,研究结果确定了“新开始”效应的一个新的触发因素,显示了它们在人际关系中发挥作用的潜力。
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Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior
The COVID-19 pandemic forced large-scale social separation in a way not previously seen in modern societies. Though painful for many, this experience offers us the opportunity to learn about the way that consumption changes in the face of such social separation. In this article, we report three studies revealing that the greater the length of social separation, the more likely people are to perceive their reunion as an opportunity to refresh the impressions that others hold of them. In turn, the likelihood to engage in physically visible transformative behavior increases. Not only does this research help us to better understand the direct effects of COVID-19-related separation, but it also highlights an undocumented effect of lengthy social separation in general, implying the need to learn more about such experiences. Furthermore, results identify a new trigger for “fresh start” effects, showing their potential to play a role in interpersonal relationships.
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来源期刊
Journal of the Association for Consumer Research
Journal of the Association for Consumer Research Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
4.60
自引率
7.70%
发文量
54
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