Research On The Influence Of Self-threat To Individual's Status Consumption

In daily life,negative self information has a significant impact on individual consumption behavior.For example,when the individual's ability to be questioned,or by the people around them will lead to rejection,individual consumer demand,especially the negative self harm to certain information,products,such as high level product.At present,many scholars have been of such specific threats were studied,but through further analysis of the relevant research results,this paper found that they follow a common mechanism,that they represent a series of aversive mental state,can be expressed as a potential threat to the concept of individual self-self threat.At present,there are few researches on self threat in China,and there is no solution to the relationship between self threat and status consumption.This article from the reality of the phenomenon and the experience of it based on the relevant theoretical research,to explore the relationship between self and threat status of consumption,through further research suggests that the sense of control as an intermediary mechanism,expounds the internal mechanism of this relationship.In addition,based on the analysis of various personality traits of consumers on the regulation of this implicit personality on the relationship between self and threat status consumption,explains why when the individual self is a threat,some individual status consumption tendency to strengthen,and some individual status consumption tendency is weakened.In this paper,three experiments were carried out,and the experimental results were statistically analyzed by using SPSS software under the influence of all kinds of possible interference variables by using the experimental data of three different commodities.The results showed that when the individual self is threatened,the status of consumption tends to increase(experiment one or two and three);and this causal relationship is established,the individual sense of control plays a mediating rolebetween self and threat status based on consumption,namely when the individual self is a threat,the internal control feeling is reduced,and improve the individual status consumption tendency(experiment two);however,different personality traits of the individual response to self threat,implicit personality plays a role in regulating the ego threat influence on the status of the process of consumption.When emphasizing the individual ontology oriented,individual subject to self threat status of product consumption is significantly higher than that under self threat;when stressed the individual gradient on the orientation,individual subject to self threat status of consumer products tend to be significantly lower than that of non affected by self threat(experiment three).Experiment 1 and 2 product types are divided into the status of product and non product status,test results prove that when the individual self is threatened,the status of the product consumption increased significantly,while no significant changes in the status of non product consumption thus,when the individual is self threat will respond to specific the status of products,while the non status of the products of the reaction is not strong.Finally,according to the experimental results,this study clarifies the theory on self threat and status consumption in two areas of contribution,enriches the existing research results;at the same time,put forward the feasible suggestions for the enterprise marketing management on the basis of this,to strengthen the enterprises and their products and the consumer's emotional link.At the same time,the limitations of this study are discussed,and the possible future research directions related to this study are presented.