社会排斥能够影响人们的炫耀性消费行为,其影响可能会因消费者自身所具备的内隐自我观的不同而表现出差异性。实验一发现,与未受排斥相比,受到排斥的实体论者更容易产生炫耀性消费倾向,渐变论者则不会受到排斥与否的影响。同时,受到排斥后,实体论者也比渐变论者更偏爱炫耀性产品。实验二则考虑了品牌熟悉度的作用,研究进一步表明实验一的结论仅对消费者熟悉度较高的品牌产品成立。 Social exclusion can affect people’s conspicuous consumption behavior, the impact may be due to consumers have their own hidden self-perspective difference. Experiment 1 found that compared with the non-excluded, the excluded substantive theorists tend to produce conspicuous consumptive tendencies, and the graduatedists are not affected by the exclusion or not. At the same time, after being excluded, the substantiveists prefer to show off their products more than the gradualists. Experiment 2 considered the role of brand familiarity. The research further shows that the conclusion of experiment 1 is only established for the brand products with high familiarity with consumers.