中文摘要：

自我认同威胁是影响消费者行为策略选择的重要因素,它会影响消费者的心理需求、购买行为和产品选择等。自我认同威胁会导致消费者产生自我补偿型的消费选择或自我防御型的消费选择。这些不同的消费行为对应着不同的策略动机,在行为表现上,具有不同人格特征的个体会在消费选择上反映出规避策略和联合策略间的区别;在行为成因上,自我认同不同方面的威胁则会使消费者基于趋近动机选择问题聚焦策略,或者基于规避动机选择情感聚焦策略。文章运用象征性自我完成理论、自我肯定理论以及补偿和自我差异转移相关理论解释了自我认同威胁情境下的消费行为策略选择的形成过程,并对未来研究方向进行了展望。

英文摘要：

Self-identity threat is an important factor that affect consumer＇ s behavior strategy choice. It will impact consumer＇ s psychologi- cal need, purchasing behavior and product choice, etc. Self-identity threat can lead to consumer＇ s choice of self-compensative consump- tion or self-defensive consumption. Different consumption behaviors have the corresponding strategic motivations. In behavior perfor- mance, individuals with different personality traits will reflect behavioral differences between dissociative and associative strategies on the choice of consumption; On the causes of behavior, different aspects of self-identity threat will drive individuals to choose problem-focus coping strategy based on approach motivation, or choose emotion-focus coping strategy based on avoidance motivation. Based on symbolic self-completion theory, self-affirmation theory and compensation and self-discrepancy transfer theory, this paper explains the formation mechanism of consumer＇ behavior strategy choice in the context of self-identity threat, and points out the directions in the future research.