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随着跨国公司的发展,公司的品牌丑闻有可能跨越国界,影响不同文化的国家和消费者。那么,不同文化倾向的消费者对品牌丑闻的反应是否相同呢?学术界对这一问题缺少探讨。文章作者通过一个跨文化研究和一个启动实验发现,东方消费者(或互依型自我建构的消费者)比西方消费者(或独立型自我建构的消费者)有更大的负面溢出效应。这主要是由于互依型自我建构的消费者在面对关联品牌的负面丑闻时,倾向于采用整体性的思维方式,负面效应更易扩散到其他品牌;而独立型自我建构的消费者在面对关联品牌的负面丑闻时,倾向于采用分析性的思维方式,负面效应更易被隔离。
With the development of multinational corporations, the company’s brand scandal may cross national boundaries and affect different cultures and consumers. So, consumers with different cultural tendencies of the brand scandal reaction is the same? Academia lack of discussion on this issue. Through an intercultural study and a start-up experiment, the authors found that Eastern consumers (or self-constructed consumers) have a greater negative spillover effect than Western consumers (or self-constructed consumers). This is mainly due to the fact that interdependent self-constructed consumers tend to adopt a holistic way of thinking in the face of negative scandals related to affiliated brands, with the negative effect more likely to spread to other brands; whereas independent self-constructed consumers are faced with Negative scandals associated with the brand tend to use analytical thinking, the negative effects more easily isolated.