品牌排斥现象中的消费者自我保护动机研究

The current research focuses on the phenomenon of brand-initiated customer selection and exclusion. We explore both positive and negative customer reactions to the excluding brand, along with the underlying mechanism, external factors, and the boundary conditions. Borrowing from the need-threat model in the social exclusion literature, we proposed that customer reactions to the excluding brand would depend on the specific protection motivation activated by the exclusion. Social protection motivation would lead to negative reactions to the excluding brand, while efficacy protection motivation would result in positive reactions. On the basis of this protection motivation model, we brought forward brand appeal and customer self-construal as independent factors. We predicted that warmth-oriented brand appeal would result in more negative reactions towards the excluding brand, while competence-oriented brand appeal would generate more positive reactions; interdependent self-construal would lead to more negative reactions, while independent self-construal would generate more positive reactions. Customer self-brand connection and trust in the exclusion standard would act as boundary conditions. We would mainly adopt lab experiments to test the hypothesis, and we would also combine qualitative interview as well as field study to increase external validity. Our research took the stand of the excluded customer, proposing a new perspective to look into the customer relationship management process. We constructed a complete framework to integrate the different reactions of excluded customers, and helped in explaining the contradictory findings in previous literature. The research result would contribute to both the CRM literature and the exclusion literature, and provide direct guidance for brands to deliver impression management among the excluded customers.

本研究关注品牌对于消费者的选择和主动排斥，探索消费者对排斥品牌的态度行为反应及其内在机制、影响因素和边界条件。借鉴社会排斥领域的需求威胁模型，本研究提出消费者的排斥反应取决于品牌排斥所激发的是社交保护动机还是效能保护动机，社交保护动机将促使消费者对排斥品牌产生负面反应，而效能保护动机则会激发消费者对排斥品牌的正面反应。在此基础上，本研究从品牌诉求和消费者自我构念两方面入手探索激发消费者不同保护动机的影响因素，并提出消费者-品牌联系和排斥标准可信度作为边界条件。为了验证以上假设，本研究将主要采取实验室实验的方法，并增加质性调研和田野实验以增加实验效度。本研究从品牌自发排斥消费者这个新角度切入品牌-消费者关系体系的研究，并能反哺和拓展社会排斥的相关理论，对已有文献形成了有效补充。同时，本研究可以帮助企业在实施品牌排斥过程中更好的管理与被排斥消费者的关系，为商业实践提供支持。

本课题主要研究品牌排斥现象对消费者的影响及其作用机制。在真实营销场景中，品牌有时会主动拒绝与部分消费者建立联系，对消费者形成品牌排斥。对消费者进行主动细分和选择可以帮助企业更有效地利用营销资源，建立和维持高价值的顾客关系。以往研究大多关注品牌如何界定和识别目标顾客以及如何进行关系维持，对被排斥消费者的关注较少，且研究结论存在冲突。本研究从动机角度对两种不同的排斥反应进行了整合，提出消费者的品牌排斥反应取决于关系动机和效能动机的激活程度，并在此基础上探索了可以有效调节消费者反应的多项要素，并完善了其机制与边界条件。.本研究的主要研究内容包括以下几项。.1 性别对排斥反应的影响。研究发现品牌排斥现象给女性带来了更大的关系威胁，降低了其对于品牌的评价及后续交互意愿；品牌排斥现象给男性带来了更大的效能威胁，提高了其对于品牌的评价，保护了其对于品牌的后续交互意愿。.2 品牌诉求对排斥反应的影响。研究发现品牌排斥现象与品牌的温情诉求存在冲突，会降低消费者的品牌好感度和后续购买意愿，而品牌的能力诉求与品牌排斥行为更为相符，可以对品牌产生保护作用。.3 关系范式对排斥反应的影响。研究发现共有范式会引导消费者从关系视角看待品牌行为，使其对品牌的排斥行为产生更低的温情感知，进而对品牌产生更为负面的态度和行为反应；交易范式强调对等价值交换的视角，让被排斥的消费者感知到品牌更高的能力价值，进而降低其负面反应。.4 企业社会责任对排斥反应的影响。研究发现品牌排斥可以通过降低消费者对品牌的正当性感知而引发消费者的负面态度和行为，企业社会责任行为可以保护品牌的正当性感知进而降低品牌排斥的负面效应。.以上研究结果从多个角度支持了关系和效能的双动机框架。从关系角度出发品牌排斥往往会带来负面的品牌反应，而启发消费者从效能角度理解品牌排斥则可以对品牌产生保护作用。研究结果可以对当前文献形成有效补充，并具有明确的实践意义。