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本研究考察了权力感知对不同产品诉求偏好的影响,根据以往研究,拥有权力的状态会使个体更加注意自身内部需要,所以高权力者会更偏好自利诉求的产品,而低权力者由于更易注意到环境中的他人,而更偏好利他诉求的产品,也就是说,相对于高权力者,低权力者更偏好通过利他诉求进行宣传的产品。而当启动个体的自我担当时,这种高权力者与低权力者对产品利他诉求偏好的差异就会消失。对不购买利他诉求产品预期产生的愧疚感中介自我担当与权力感知对利他诉求产品偏好的交互效应。这些发现对于理解影响利他诉求产品偏好的因素和如何提高消费者对利他诉求产品的偏好有重要应用价值。
This study examines the influence of power perception on preferences of different products. According to previous studies, the state of power ownership will make individuals pay more attention to their own internal needs, so the power of high power will prefer the products that self-interest demands, while the power of low power may be more easily Noticing other people in the environment and preferring products that altruism claims, that is to say, those with lower power than precontributors prefer products advertised through altruism. When starting the individual’s self-fulfillment, the difference between the preferences of the high-power and the low-power of the product altruism will disappear. Guilt for Expectations of Not Purchasing Altruism Claims Intermediary effects of self-dealing and power perception on altruism claims. These findings are of great value in understanding the factors that affect altruism’s appetite for products and how to improve consumer preferences for altruistic demands.