這篇文章探討父母對子女教育產品的購買偏好，如何受到其對社會流動性的感知所影響。研究發現，認為社會流動性高的父母較重視提升子女優勢，而認為社會流動性低的父母則傾向於彌補子女弱點。 此偏好受到父母的地位目標設定所調節，並受到能力與地位相關性以及成功人士典範的影響。研究結果有助於行銷公司設計產品和行銷策略，以及政策制定者改善教育成果。這個效果會在子女的教育與「社會地位」有關時存在，即便是藝術文化類的教育也是如此。但是如果父母覺得專更可能在社會上成功，那不管什麼流動性知覺，都會更加喜愛「強化優點」的教育；反之，如果父母認為通才更可能成功，那麼「彌補弱點」會變成大家的共識。 This article explores how parents' preferences for purchasing educational products for their children are influenced by their perceptions of social mobility. The study reveals that parents who perceive high social mobility place greater emphasis on enhancing their children's advantages, while those who perceive low social mobility tend to focus on compensating for their children's weaknesses. These preferences are moderated by the parents' status goal-setting and are influenced by the perceived correlation between ability and status, as well as the exemplars of successful individuals. The findings provide valuable insights for marketing companies in designing products and strategies, as well as for policymakers aiming to improve educational outcomes. This effect emerges when children's education is linked to "social status," even in the case of arts and cultural education. However, if parents believe that specialists are more likely to succeed in society, they will favor "enhancing strengths" in education, regardless of their perception of social mobility. Conversely, if parents perceive that generalists are more likely to succeed, "compensating weaknesses" will become the common preference. Chen, Q., Wang, Y., & Zhang, Y. (2024). Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children's Educational Products. Journal of Marketing, 88(5), 46–62. https://journals.sagepub.com/doi/abs/10.1177/19485506241311347 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments