| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士專班 === 106 === The results of this paper point out that moral permission is one of the most
important variables affecting consumption and moral identity, while prosocial
behavior is the main motivation and medium in self-concept and pursuit of moral identity, when resources are limited, environmental pollution, climate In the environment of change, terrorism crisis, etc., prosocial behavior is more concerned and desired by everyone. It is like an oasis in the desert, which makes people want to have the benefits of altruistic behavior for a long time.Therefore, when there are issues and situations involving prosocial behavior, it is enough to awaken the licensing psychology, such as good cause marketing activities,in the process of consumer participation, the consumer's internal self-concept into a license. Therefore, enterprises are more likely to win the favor of consumers because they are good at marketing activities, but they also bring indulgence of luxury goods,prejudice, cheating and cheating, tougher, and to pay for the benefits of doing good, to
avoid future Bad behavior, indicating that we are in the process of pursuing moral identity or reducing cognitive disability (Fenigstein 1975) in society, culture or group,when the self-identity and desire for identity are high, the accompanying permission The higher the psychological will be.
In this study, it is pointed out that moral permission increases the choice of luxury goods. Religious people have a higher psychological burden than those who believe in the faith. It seems that the straightforward good deeds have become precious only. But understanding the theory of licensing can also prevent us from falling into the trap of permission, such as doing good deeds in pro-social behavior (not for identity, status,or winning the perception of society or others); in consumption, knowing It is necessary (reducing the idea of making a contribution, participating in altruistic marketing activities, and acquiescing in purchasing luxury goods and enjoyment); in faith, living in nothing (pursuing the truth of religious connotation without obsessing the superficial teachings, such as: big love) And the spirit of selflessness can all reduce the confusion of self-conceptual cognitive imbalance. The above is the result of this stud
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