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Abstract：
Attachment styles, originated from early childhood experience, have been documented to influence human behaviors among adults. Drawing on life history theory, we examined whether or not, and how, attachment styles impact risk-taking behaviors beyond evolutionary valid domains, and explored the moderation role of parental status. In the consumer behavior context, three correlational studies provide convergent evidence that insecurely attached (vs. securely attached) consumers are more risk-taking in consumption situations like dining in a toilet-themed restaurant or buying genetically modified products. Specifically, insecurely attached consumers were more likely to take risks in two experiential purchase scenarios (Study 1) and this effect was not domain-specific (Study 2). In Study 3, we showed that safety perception mediated the relationship between attachment insecurity and risk-taking, which was manifested by purchase intentions toward genetically modified products. Specifically, insecurely attached individuals perceived genetically modified products to be safer and were more willing to make a purchase. Additionally, parental status moderates the relationship (Studies 2 and 3). We conclude with a discussion on the implications of attachment theory on consumer risk-taking behaviors from a life history perspective.
摘要：
附件样式,起源于童年早期的经历，已经被证明会影响成年人的行为。借鉴生活史理论，我们检查了是否，以及如何，依恋风格影响进化有效域之外的冒险行为，并探讨了父母身份的调节作用。在消费者行为背景下，三项相关研究提供了不安全附着的趋同证据(与安全附加）消费者在消费情况下更冒险，例如在厕所主题餐厅用餐或购买转基因产品。具体来说,不安全依恋的消费者在两种体验式购买方案中更有可能承担风险(研究1),并且这种影响不是特定领域的(研究2).在研究3中，我们发现安全感知介导了依恋不安全感和冒险之间的关系，这表现在对转基因产品的购买意向上。具体来说,不安全的个人认为转基因产品更安全，更愿意购买。此外,父母身份缓和了这种关系(研究2和3)。最后，我们从生活史的角度讨论了依恋理论对消费者冒险行为的影响。
