天下父母心：養育動機對消費者從眾傾向的影響

Parenting Motivation Salience Effect on Consumer Conformity

以演化心理學之基本動機架構為基礎，本研究探討消費者在接觸養育動機顯要性線索後，是否會更加傾向互依自我建構而展現出從眾消費傾向。五個實驗的結果顯示：不論是透過事先喚起父母身份（實驗一）、或是讓消費者接觸到帶有人類嬰兒或兒童面孔的圖片（實驗二至五），都會使消費者展現出較高的從眾消費傾向，更加願意選擇受大多數消費者喜愛的產品（實驗一至三）、對高受歡迎性產品有較高購買意圖（實驗四）、特別是在產品是受內群體歡迎時（實驗五）。而此種養育動機顯要性對從眾消費的效果，乃是受消費者互依自我建構傾向中介（實驗二至五）。本研究也排除其他可能的替代解釋與干擾因素（實驗二至五），並根據結果說明對消費者行為研究之理論貢獻與行銷實務意涵。

By applying the fundamental motive framework of evolutionary psychology, this research investigated the effects of parenting motivation salience on consumer conformity. A series of five experiments revealed that parenting motivation salience enhanced consumers' preference for products selected by the majority (Studies 1-3) and purchase intention for products with high-popularity cues (Study 4). However, this effect was weakened when the product was popular among out-groups (Study 5). Consumers' interdependent self-construal orientation mediated the relationship between parenting motivation salience and consumer conformity. This research contributes to the related literature on the fundamental motives framework, consumer conformity, and self-construal theory. Managerial implications and future research directions are discussed.