領導者可見行為與接地氣感知: 構念界定及其在品牌評價中的角色

Abstract

傳統的執行長常被認為是能幹但社交疏離的。這項研究將接地氣 (DTE) 概念化為一種評價性的人際印象，這種印象產生於高地位者表現出關係平等且易於親近的行為，進而偏離了基於角色的層級距離預期。透過兩個實驗，我們展示了誘發接地氣印象能藉由減少心理距離來增強品牌態度與品牌信任。這些效果在人口統計控制變數下是穩健的。我們進一步證明資訊來源塑造了接地氣印象的影響：官方來源會削弱其轉化為自我—品牌連結與品牌評估的效果，而非官方來源則會促進這一過程。總體而言，接地氣發揮了軟化距離感的印象作用，其效果取決於情境性的詮釋。

Traditional CEOs are often perceived as competent yet socially distant. This research conceptualizes down-to-earth (DTE) as an evaluative interpersonal impression that arises when a higher-status actor behaves in a relationally equal and accessible way, deviating from role-based expectations of hierarchical distance. Across two experiments, we show that eliciting a DTE impression enhances brand attitude and brand trust by reducing psychological distance. These effects are robust to demographic controls. We further demonstrate that information source shapes the impact of DTE impressions: official sources weaken their translation into self–brand connection and brand evaluation, whereas unofficial sources facilitate this process. Overall, DTE functions as a distance-softening impression whose effects depend on contextual interpretation.