Under The Conditions Of Trait And Situational Self-construal The Impact Of Non Member Groups On Self-brand Connection

Self-brand connection refers to the degree to which individuals construct and convey their self-concept through brand building,and is a key research object in the field of consumer behavior.Non member group refers to a group of individuals who can provide guidance in their consumption behavior,but do not belong to their internal members.It is an important source of information for establishing a Self-brand connection between individuals and brands.Research has shown that self construction and non member groups have an interactive effect on Self-brand connection.However,previous studies on the impact of Self-construal and non member groups on Self-brand connection mostly used trait Self-construal as the criteria for dividing the types of Selfconstrual,and only examined non member groups as a whole,ignoring the existence of more detailed classification types within non member groups(desire,avoidance,and neutral groups).Therefore,this study aims to enrich the division conditions of Selfconstrual and the connotation of non member groups in such studies,and examine the differences in Self-brand connections between individuals and three non member groups in brand image related brands under trait and situational Self-construal conditions.In addition,this study also explored the mediating role of interpersonal influence susceptibility in the influence of non member groups on Self-brand connection.Two experimental studies were designed and conducted in this study.Experiment1 adopts mixed design 2(Self construction: independent and interdependent)× 3(Non member groups: desire,avoidance,neutrality)× 2(Brand image matching degree:consistent image,inconsistent image),in which Self-construal is an inter subject variable,and non member groups and brand image matching degree are intra subject variables.Through the Trait Self Construction Scale,the subjects of different types of self construction were grouped to investigate the interaction of non member groups and brand image matching on the influence of Self-brand connection under the condition of trait self construction.The results showed that the Main effect of non member groups on Self-brand connection was significant;The interactive effects of trait Self-construal,non member groups,and brand image matching on Self-brand connection are significant.Experiment 2 adopts mixed design 2(Self construction: independent and interdependent)× 3(Non member groups: desire,avoidance,neutrality)× 2(Brand image matching degree: consistent image,inconsistent image),in which Self-construal is an inter subject variable,and non member groups and brand image matching degree are intra subject variables.By randomly activating the types of Self-construal of participants through situational Self-construal guidelines,this study explores the interactive effects of non member groups and brand image matching on Self-brand connection under situational Self-construal conditions,as well as the mediating role of interpersonal influence susceptibility in the influence of non member groups on Selfbrand connection.The results show that situational Self-construal,non member groups,and brand image matching have a significant interaction effect on the Self-brand connection;The susceptibility to interpersonal influence is partially mediated by the influence of non member groups on Self-brand connection.Based on Research 1 and Research 2,the following conclusions are drawn:(1)In different non member groups,different types of Self-construal and brand image matching have different impacts on Self-brand connection.(2)The normative influence in interpersonal influence susceptibility partially mediates the influence of non member groups on Self-brand connection,while the informational influence in interpersonal influence susceptibility does not mediate the influence of non member groups on Selfbrand connection.(3)Traits and situational self construction play the same role in the influence of non member groups on Self-brand connection.(4)There is a degree of difference in the impact of non member groups of Self-brand connection under the conditions of trait and situational Self-construal.