中文摘要：

在消费者与营销人员之间的人际；中突中，文化信念深深地影响消费者的行为意愿（报复和修复关系意愿）。本研究通过三个实验研究发现：在冲突的发生和解决过程中，不同的文化信念对消费者行为意向影响存在情境性和个体差异性特点。实验1和实验2发现消费者在不同情境（冲突或文化信念启动情境）中的行为意向存在显著差异；并受到认识动机的影响，高认知闭合需要的消费者更容易受到文化信念的影响。实验3说明在冲突解决过程中，不同文化信念启动情境下的消费者偏好的冲突解决方式不一致。

英文摘要：

During interpersonal conflict between consumers and marketers, cultural belief will affect consumer＇s behavioral intention （retaliation and demanding for reparation ）; however such effect is not direct. Three empirical studies show that in the conflict occurrence and settlement, the effects of different cultural belief on individual behavioral intention have two keys features： contextual and individually different. Study 1 and study 2 show that under different contexts （conflict or experimental priming conditions ）, consumer behavioral intention significantly differ, and influenced by epidemic motive of which high level （Vs. low level ） consumer will exhibit more cultural characteristics. Study 3 indicates that under different experimental priming condition of cultural belief, consumer prefer different patterns for conflict resolution.