Research On The Influence Mechanism Of Social Exclusion And Self-esteem On Anthropomorphic Consumption

With the advancement of technology and the increase of people's disposable income,the pursuit of enterprises is no longer limited to the soaring of profits,but the first appeal is to take the lead in capturing the minds of consumers.With the emergence of new marketing models such as the Internet,companies tend to narrow the distance between consumers and products through an anthropomorphic approach to reduce consumer resistance to products and potential threat awareness,so as to enhance consumers' awareness of products or brands Degree of preference.In the process of combing the literature on anthropomorphic brand consumer preference behaviors,we found that the subsequent emotional response caused by social exclusion is not only one of social needs.Other follow-up reactions.Through literature review,we propose that the self-state and self-awareness of individuals when confronted with current threats will affect their response to social exclusion.Having a strong self-awareness will reduce the threat posed by social exclusion,and encourage social exclusion of individuals to highlight their uniqueness,and then choose a unique brand.When excluded individuals are at a high self-esteem level,they believe that they have a higher ability to successfully deal with threats caused by social exclusion.They will tend to show their unique selves and try to display unique sexual behaviors.Therefore,when choosing products,they tend to choose brands that make them different from most others.Contrary to this,when excluded individuals are at low self-esteem levels,they believe that their ability to successfully deal with threats caused by social exclusion is low,and they tend to follow other people 's choices.In this study,SPSS 21.0 statistical software was used to verify the relationship between various variables through experimental research,and the following conclusions were finally obtained.(1)After consumers are socially excluded,the consumer preference level of anthropomorphic brands will increase.(2)The level of self-esteem plays an adjustment role between social exclusion and anthropomorphicbrand consumption preference.The degree of anthropomorphic brand consumption preference of high self-esteem consumers will decrease.(3)The pursuit of uniqueness plays an intermediary role between social exclusion and anthropomorphic brand consumption preference.When the uniqueness of high self-esteem excluded individuals is triggered,the level of anthropomorphic brand consumption preference decreases.In terms of research contributions,this study proposes that after high self-esteem consumers are socially excluded,when they have a unique motivation for seeking brands,their preference for anthropomorphic brands decreases.At the same time,this article explores the effective conditions of an anthropomorphic brand strategy,whose effectiveness depends on both the individual's social status and the consumer's self-perception.In the contribution of corporate practice,the anthropomorphic brand is applied in a general way,and the possible results will be ignored,which will affect the brand recognition of the company,affect the brand marketing decision,and reduce the efficiency of the company's capital use in brand management and operation.Realizing high-precision services for thousands of people through the Internet and providing consumers with more refined and accurate anthropomorphic strategies is a magic weapon for enterprise marketers to truly capture consumers.