关键词: 自我品牌联结 时间距离 解释水平

Abstract: Self-brand connections (SBC) measure the extent to which consumers have incorporated brands into their self-concept.Construal level theory holds that individuals construct different representations of stimuli in their environments, which vary in terms of the degree of abstraction.Research have shown that temporal distance is a primary determinant of construal level.Construal levels influence individual’s judgement and decision making by a preference for information that match the individual's abstract or concrete mindset.Recently, researchers have linked construal levels to important aspects of consumer behaviour,this research adds to this line of inquiry by examining the role of construal level in consumer response to Self-brand Connections. In Experiment One, 2(temporal distance: now, the coming month,the next five year)×2(brand value: mass-market brand, luxury brands)was conducted. The results of variance analysis showed that the main effect of brand value was not significant,F (1,89) = 1.934, p > 0.05; The main effect of temporal distance was also not significant,F (1,89) = 0.540, p > 0.05;the interaction between brand value and temporal distance was significant,F (1,89) = 3.987, p < 0.05.In "now" level,Value Orientation of mass-market brand was better than luxury brands,t (28) = 2.095, p < 0.05; In "the coming month" level, there was no significant difference, t (32) = 1.727, p > 0.05; In "the next five years" level,Value Orientation of luxury brands was better than mass-market brand,t (29) = 2.971, p < 0.01.Experiment One through manipulation of temporal distance revealed that self-brand connections was based on functional attributes in distal temporal distance, but in proximal temporal distance it was based on the symbol properties. In Experiment two,2(temporal distance:now,in the coming month,in the next five year)×2(brand value: mass-market brand,luxury brands)×2(feedback situation:the positive feedback situation,the negative feedback situation) was conducted.the study through the manipulation of success or failure situation explored the mechanism. the triple interaction of brand value,temporal distance and feedback situation was significant, F (1,175) = 5.265, p < 0.05,we made further analysis, and the results were as follows:in the positive feedback situation, Value Orientation of mass-market brand was better than luxury brands in"now" level,t (28) = 2.556, p < 0.05; In "the coming month" level, there was no significant difference, t (30) = 1.458, p > 0.05; In "the next five years" level,Value Orientation of luxury brands was better than mass-market brand, t (29) = 3.914, p < 0.01.In Negative feedback situation, variance analysis of 2(Brand value) ×2(temporal distance ) was made that,the main effect of brand value was significant, F (1,89) = 53.561, p < 0.01; the main effect of temporal distance was not significant, F (1,89) = 0.351, p > 0.05;the interaction of brand value and temporal distance was not significant,F (1,89) = 0.356, p > 0.05.The results indicated that in the positive feedback situation, with the extension of temporal distance, Value Orientation of luxury brands was better than mass-market brand gradually; but In the negative feedback situations whether distal temporal distance or proximal temporal distance,value orientation of mass-market brand was better than luxury brands. Conclusion:temporal distance influence value orientation of college students' self-brand connections, its mechanism is self-enhancement.

Key words: self-brand connections,temporal distance,construal Level