个体权力状态对伦理属性产品偏好影响研究.pdfVIP

个体权力状态对伦理属性产品偏好影响研究 吴波 李东进 吴波（通讯作者）：南开大学商学院博士研究生 通讯地址：天津市南开大学西区公寓B-11-302,300071 手机号 电子邮箱：wubo212006@126.com 李东进：南开大学商学院教授、博士生导师 通讯地址：天津市南开大学商学院，300071 电话：022 电子邮箱：djli1280@163.com 本研究得到国家自然科学基金项目的资助 摘 要：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，因而更偏好伦理诉求的产品，也就是说，相对于高权力者， 低权力者更偏好对伦理属性进行宣传的产品。而当启动个体的自我担当时，这种高权力者与 低权力者对产品伦理诉求偏好的差异就会消失。对不购买伦理属性产品预期产生的愧疚感中 介自我担当与权力感知对伦理属性产品偏好的交互效应。这些发现对于理解影响伦理属性产 品偏好的因素和如何提高消费者对伦理属性产品的偏好有重要应用价值。 关键词：权力，伦理诉求，自我担当，愧疚 The Influence of Personal Power State on the Preference of Products with Ethical The Influence of Personal Power State on the Preference of Products with Ethical TThhee IInnfflluueennccee ooff PPeerrssoonnaall PPoowweerr SSttaattee oonn tthhee PPrreeffeerreennccee ooff PPrroodduuccttss wwiitthh EEtthhiiccaall Attributes Attributes AAttttrriibbuutteess Wu Bo, Li Dongjin (Business School, Nankai University) Abstract Abstract AAbbssttrraacctt This work examines how perceived power influences the preference of different product appeals. Based on accumulating evidence that sates of power increase focus on one’s own internal desires, so we find high power will lead a greater preference for products with self-benefits. In contrast, extending past research showed that powerlessness pays more attention to others in the environment, so they will prefer products with ethical appeals. In other words, versus people with high power, people with low power prefer products with ethical attributes. When self-accountability is activated, the difference of preference for ethical attribute products between people with high power and people with low power will disappear. The anticipated