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J4  2016, Vol. 13 Issue (7): 1028-    DOI:
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Research on the Formation Mechanism of Self Identity’s Dual-Path Effects on Status Consumption Behavior Intention
CUI Hongjing,JIN Xiaotong,ZHAO Taiyang,WANG Tianxin3
1. Jilin University of Finance and Ecnomics, Changchun, China; 2. Jilin University, Changchun, China; 3. Jilin Academy of Social Sciences, Changchun, China

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Abstract  

This research takes self-identity as the research perspective, divides the situations of status consumption into self-identity promotion and threat, and tests the effects of self-identity promotion and self-identity threat on status consumption. Four experiments are designed in this study, Experiment 1 shows that both self-identity promotion and self-identity threat have positive effect to status consumption. Experiment 2 shows that self-identity promotion affects status consumption through the mediation of sustaining self-gift motivation. Experiment 3 shows that self-identity threat affects status consumption through the mediation of compensatory self-gift motivation. Experiment 4 reexamines the result with different participants and different materials.

Key wordsstatus consumption behavior intention      self-identity promotion      self-identity threat      sustaining self-gift motivation      compensatory self-gift motivation     
Received: 28 March 2016     
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