消费特权引致的嫉妒效应及对品牌关系的影响

消费特权引起的嫉妒效应对品牌关系有重要影响。基于特权营销效果的视角,利用心理学实验数据的研究表明:对特权消费者而言,凭身份获得的起点特权比凭消费贡献获得的结果特权更易引致被嫉妒效应及对品牌的忠诚;对一般消费者而言,起点特权引致的嫉妒效应可能会导致品牌关系断裂,结果特权则更有利于促进其与关系的升级;以VIP通道为代表的高强度特权所引致的特权消费者被嫉妒感知及品牌关系强化意向均明显优于以插队为代表的低强度特权,然而对一般消费者来说,直接损害其切身利益的低强度特权对嫉妒感知和品牌关系的破坏影响更大。

Research on the Envy Effect Incurred by Consumption Privileges and its Impact on Consumer-brand Relationships

Envy effects incurred by consumption privileges will inevitably affect brand relationships.Using the data collected from a psychology experiment,this paper proves that original privilege is superior to acquired privilege for privileged consumers,because the former incurs their perception of being envied by ordinary consumers,and reinforces their brand loyalty.Whereas,to ordinary consumers,original privilege would lead to more intensified envy and the dissolution of brand relationships.On the contrary,acquired privilege is useful in reinforcing ordinary consumers’ motivation to upgrade brand relationships.From the perspective of privilege intensity,high-intensity privilege is more beneficial to incurring the perception of being envied than low-intensity privilege,as well as to reinforcing the intention to strengthen brand relationships,but to ordinary consumers,the impact which high-intensity privileges incur is different from the result of theoretical analysis.In this situation,low-intensity privileges are more powerful.To a great extent,this research helps to rethink about the function of privileged marketing and its effectiveness.