The Congruence Between Self-concept and Product Image and the Consuming and Using of Counterfeits: the Action and Reaction

Abstract

Abstract: By conducting a correlation study and an experimental study, this research explores the influence of the congruity between self-concept and product-image on the purchase intention and aftereffect of counterfeits. In study 1, subjects evaluated the congruity between self-concept and product-image on three couples of genuine product and its counterfeit, and the correlation result reveals that self-congruity of counterfeits was positively associated with the purchase intention toward counterfeits. In study 2, subjects were manipulated to fulfill a matrix puzzle task with a genuine or faked pen, and redeemed their awards by themselves. The result shows that participants using faked pen lied more on their performance than those using a genuine pen. These results support the idea that self-concept has an impact all along through the purchase process. The congruity between self-concept and product-image leads people to purchase counterfeits, and in turn, the consumption of counterfeits exerts a silent influence on self-concept to make the two consistent.

Key words: counterfeits, self-concept, self-congruity, consumer behavior.

摘要： 通过一个相关研究和一个实验研究探索自我概念与仿制商品形象的一致性与消费者对仿制商品消费意愿的关系，以及反过来个体在使用仿制商品后对其行为的影响。研究一中，呈现给被试三组同一品牌的正品和仿制商品，让被试评价，相对于正品，其自我概念与仿制商品形象一致的程度以及对仿制商品的购买意愿，结果发现被试评价其自我概念与仿制商品形象一致性程度越高，其对仿制商品的购买意愿越高；研究二中，被试被要求使用正品或仿品钢笔完成矩阵谜题任务，并根据成绩自行兑换奖励，结果发现，相比使用正品钢笔，被试使用仿制商品后更倾向于谎报成绩，表现出与仿制商品相一致的虚假欺骗属性。以上研究结果说明，自我概念的影响贯穿于消费行为始终，自我概念和仿制商品形象的一致性会促进消费行为，而对仿制商品的消费也会反过来作用于自我，使消费者的行为倾向和仿制商品的负面特征趋于一致。

关键词: 仿制商品, 自我概念, 形象一致性, 消费者行为。

CLC Number:

B849

Yu Chenyi, Zhang Xiao, Wang Fang, Zuo Shijiang. The Congruence Between Self-concept and Product Image and the Consuming and Using of Counterfeits: the Action and Reaction[J]. Studies of Psychology and Behavior, 2016, 14(5): 685-690.

俞晨怡,张啸,王芳,左世江. 自我概念与商品形象的一致性和仿制商品消费及使用的关系: 作用与反作用[J]. 心理与行为研究, 2016, 14(5): 685-690.

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