کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882569 | 911952 | 2006 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
The current research explores the effects of dissociative reference groups on consumer preferences. Males had more negative evaluations of, and were less inclined to choose, a product associated with a dissociative (i.e., female) reference group than a neutral product (Study 1). This finding was moderated by whether the product was consumed in public or private (Study 2) and public self-consciousness (Study 3). We suggest the mechanism underlying our effects is a desire to present a positive self-image to others. The role of dissociative reference groups in marketing communications is discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 16, Issue 4, 2006, Pages 404-414
Journal: Journal of Consumer Psychology - Volume 16, Issue 4, 2006, Pages 404-414