外文翻译消费者个性和情境品牌选择变化的其他因素.docx

外文翻译消费者个性和情境品牌选择变化的其他因素.docx

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外文翻译消费者个性和情境品牌选择变化的其他因素

标题：

Consumerpersonalityandotherfactorsinsituationalbrandchoicevariation

原文：

INTRODUCTION

Pastresearchandempiricalevidenceindicatethatindividualbehaviourvariesacrosssituations.Morespecifically,researchintoconsumerbehaviourhasshownhowindividualspreferdifferentbrandsfordifferentconsumptionoccasions.Thisvariationinconsumerchoicehasbeenreportedforbrandedproductssuchasclothing,snackfoods,4mineralwater,soupsandsodas,candy,fragrancesandwine.

Althoughasignificantamountofresearchhasexamineddriversofsituationalvariation,paststudiesalmostexclusivelyfocusedonproductattributesandfailedtoestablishlinkstobrandequitydimensionsintermsofthebenefitsdesiredbyindividualsinbrands.Closingthisknowledgegapisimportantbecauseformanyproductcategoriesconsumersbuybrandsratherthanproducts.Accordingly,brandmanagersneedtoknowhowtodesignanddeliverbrandmessagesthatareeitherrobustacrossanumberofconsumptionoccasionsorarespecificallytailoredtoadistinctivesituation,wheretheyoutperformmoregeneralbranddesigns.Long-termobjectivesofthisresearchthusaimatabetterunderstandingoftheconsumer–situation–brandinteractionsinconsumerchoice.Moreimmediateobjectivesfocusontheexaminationofhowconsumerpersonalityandotherfactorsinfluencedesiredbrandbenefitsandchoicewhendifferentconsumptionsituationsaresalient.Thecentralhypothesisisthatconsumercharacteristicsinteractwithsituationalcharacteristicsinaffectingthebenefitsthatconsumersdesireinbrands,andconsequentlytheirchoice.

BRANDBENEFITSANDCHOICE

Inthepast,marketingresearchershavefocusedontherelationshipbetweenconsumersandtheproductclasstopredictbrandchoice.Inparticular,theproductattributesdesiredbyconsumersattractedresearchers’interest,butresearchersgenerallydidnotdistinguishbetweentheeffectcausedbythebrandnameandtheeffectoriginatingintheproductintermsofattributelevelcombinations.Morerecently,scholarshaveadvancedtheideathattheproductaswellasthebrandnameiscapableofcontributingseveraltypesofbenefitstotheconsumer.

Thetheoreticalandempiricalliteratureonconsumer-perceivedordesiredbrandbenefitssuggestsclassifyingthosebenefitsaccordingtoanumberofbasicdimensions.Multiple-itemscalesforassessingindividualperceptionsanddesiredbrandbenefitshavebeendevelopedwithsixdistinctdimensionsemerging,termedquality/performance,price/valueformoney,social,emotional,environmentalandhealthbenefits.Recentapplicationsofthesescalestobrandedconsumergoodshavedemonstratedthatthebasicdimensionsaresuitableforassessingbrandimages,16brandpositioning,andforpredictingconsumerpreferences18andNostudycouldbefound,however,applyingthemodeltopredictconsumerchoice,avariableofstrongerinterestformarketingmanagersthanantecedentbutunobservableperceptions,intentionsorattitudes.Figure1showsthemodelutilisedinthisstudy.

SITUATIONALDRIVERS

AccordingtoHornik,neitherindividualdifferences（consumerpersonality）norsituationalfactorsareassumedtobeofexclusiveimportanceinpredictingsituationalvariationinconsumerbehaviour.Instead,itisthepersonwithinasituationalinteractionthatisexpectedtocontributemostofthevariance.

Thenotionthatconsumerstates,particularlytheirsituationaldisposition,influenceconsumerbehaviouriswidelyaccepted.Consumersituationaldispositionsarepositedassignificantmediatorsbetweensituationalstimuliandbehaviouraloutcomeswithpersonalitytraitsandaffectivestatesbeingtheirantecedents.Forvariousproductcategories,marketingresearchershavedemonstratedtheeffectsofconsumerdispositionssuchasindividualinclinationtotakearisk,toseekvarietyandcuriosityonacquisitionbehavioursincludingbrandswitching.Forexample,MitchellandGreatorexhavestressedtheimportanceofrisktakingandvariety-seekingtoconsumerchoiceofwinebrands.

DominatingthecurrentliteratureonconsumerexploratorytendenciesisRaju’sconceptualisationofthreesituationaldispositions.Risk-takingdescribesexploratorybehaviourexpressedthroughchoicesofinnovativeandunfamiliaralternativesthatareperceivedasrisky.Variety-seekingisexpressedthroughanindividual’sswitchingwithinfamiliaralternatives,includingbrandswitching,andanaversiontohabitualbehaviour.Curiosity-motivatedbehaviourinvolvesexploratoryinformation-seeking,interpersonalcommunicationandshopping.

Consumer-perceivedriskinwinebuyingsituationshasbeenrelatedtofunctional（quality）andsocialbrandbenefits.Scholarshavealsoshownconsumerinformation-seeking（curiosity-motivatedbehaviour）toberelatedtowhatbenefitsconsumersdesireinwine.Examiningseveralotherbrandedconsumergoodsincludingsoups,sodas,beerandmineralwater,VanTrijpreportedthatinadditiontoindividualdifferencesinintrinsicdesireforvariety,expressionofvarietyseekingbehaviourwasalsoinfluencedbybrand-relatedfactors.

High-involvementdecisionsusuallyentailaconsiderabledegreeofperceivedriskinmakingasub-optimaldecision,asituationthathampersvariety-seekingbehaviour.Ontheotherhand,forbrandchoicesthataretotallyunimportanttotheconsumer,habit-basedrepetitivechoicebehaviourisbyfarthemostefficientheuristic,andconsequentlyvariety-seekingisnotlikelytooccur.

VanTrijpetal.suggestthattruevariety-seekingisrootedintheneedforchangeinanattempttoresolvetheboredomassociatedwithabrand.Differentfromthatisvariety-seekingtriggeredbyexternalfactorssuchasimpression-managementconcerns.Indeed,researchershavefoundthatconsumersincorporatemorevarietyin

theirbrandchoiceswhentheirbehaviourissubjecttopublicscrutinybecausetheyexpectotherstoevaluatetheirdecisionmorefavourablyiftheychoosevariety.

VARIATIONINDESIREDBRANDBENEFITSANDCHOICE

Anamplebodyofstudiesindicatesthattheawarenessthatotherswillobserveone’sdecisioninducesimpression-managementconcernsthatleadindividualstoaltertheirconsumptionchoices.Experimentalevidencehasconfirmedthatreferencegroupsinfluencebothindividualbrandandproductchoices.Thebenefitsdesiredbyconsumersinabrandhavebeenfoundtoplayaroleinthischoicebecausetheyaddtotheself-expressiveandsymbolicvalueofthebrandforthebuyer,andthustothatbuyer’simpressionmanagementefforts.BatraandHomerfurtherdemonstratedthatsuchbeliefshaveagreaterimpactonintentionsandactualbehaviour（behaviourthatotherscanobserve,suchaschoice）thanonbrandattitudes（whichareprivateandunobservable）.

Insituationswherereferencegroupsaresalient,purchaseandconsumptionarethusatleastpartlymotivatedbyaneedforpublicself-presentationandimpressionmanagement.Somebrandbenefitsspecificallypertaintosociallyvisibleaspectsofabrand,eghowclassy,trendyorfashionableitiswidelyperceivedtobeorhowcheap,valuefor-moneyitis.Accordingly,thedesiretoobtainoravoidthesebenefitsoughttobegreaterinconsumptionoccasionsinwhichareferencegroupissalient,iewhereimpressionmanagementneedsarehigher.Pastresearchhasindeedshownthatsocialbrandbenefitsofclothingaremoreimportantinsituationsinwhichtheoutcomeisvisibletoothers.Similarly,thesocialandvaluefor-moneybenefitsconsumersseekin

snackbrandshavebeenfoundtoaffectchoice.

Justasdifferentreferencegroupscanmakedifferentself-conceptionsmoresalientforanindividual,38theabsenceofthesegroupscouldalsoinfluencethesalienceofbrandbenefits.Inasituationwherethebrandisbeingchosenprivatelyforself-consumption,greatersalienceofmoreself-centredbenefitssuchasemotionalorhealthbenefitsmightleadtodifferentialeffectsonbrandchoice.

CONSUMERPERSONALITYANDBRANDCHOICEVARIATION

Beyondthesubstantialbodyofresearchindicatingthattheinfluenceofothers（interpersonalinfluence）affectsindividualbehaviour,researchershavearguedthatthesereferencegroupeffectswillbestrongerforcertainmoreinfluenceableindividuals,characterisedbyanindividualdifferenceconstructsometimescalledthesusceptibilitytointerpersonalinfluence.

Consumersusceptibilitytointerpersonalinfluencehasbeenconceptualisedasageneralpersonalitytraitthatvariesacrossindividualsandisrelatedtootherindividualtraitsandcharacteristics.Inhis1968review,McGuireconcludedthat‘aperson’srelativeinfluenceabilityinonesituationtendstohaveasignificantpositiverelationshiptohisorherinfluenceabilityinarangeofothersocialsituations’.Socialpsychologistsdistinguishbetweeninformationalinfluence,inwhichthegroupprovidesinformationabouttheissueinquestion,andnormativeinfluence,themotivationtomeshwiththegroup’sstandardsandnorms.Beardenetal.reportedthedevelopmentofatwodimensionalscaletomeasuresuchinterpersonalinfluenceability,includinganormativeandaninformationaldimension.Theauthorsdefinedtheconstructas:

‘theneedtoidentifywithorenhanceone’simageintheopinionofsignificantOthersthroughtheacquisitionanduseofproductsandbrands,thewillingnesstoconformtotheexpectationsofothersregardingpurchasedecisions,and/orthetendencytolearnaboutproductsandservicesbyobservingothersorseekinginformationfromothers.’

Aconsiderablenumberofarticlesfrompsychologicalandconsumerresearchhaveinvestigatedthetendencyofindividualstoconformtogroupnormsortomodifytheirjudgmentbasedu