购买与自我良好声望或特质具有截然相反涵义的品牌，来展现消费者自我良好的声望或特质，称为反讽消费。反讽消费不仅是独特的消费现象，还具有强大的影响力与传播力。研究反讽消费的产生和社会影响，在理论与管理实践上均有较强的意义。然而，现有研究均聚焦于探讨反讽消费的特征与识别，还未有文献深入挖掘反讽消费的触发、消费者特征、心理机制和对观察者品牌态度的影响。因此，针对现有反讽消费行为研究的不足和空白点，本课题拟基于最优区分理论与社会影响理论视角，深入考察反讽消费的前因及后果。在反讽消费的前因层面，课题拟基于最优区分理论，进一步探索反讽消费的消费者特征、触发情境和心理动机；在反讽消费的后果层面，课题将基于社会影响理论，从被反讽品牌的使用者，及非品牌使用者双重视角，挖掘其中关键的影响机制和影响因素，研究反讽消费对观察者品牌态度的双边影响效应。

Buying brands that have opposite meanings to their reputations or characteristics show consumers' good reputation or trait, called ironic consumption. Ironic consumption is not only a unique consumption phenomenon, but also has a strong influence and communication power. It is of great significance in theory and management practice to study the production and social impact of ironic consumption. However, the existing research focuses on the characteristics and identification of ironic consumption, and there is no in-depth study on the trigger of ironic consumption, consumer characteristics, psychological mechanism and the impact on the brand attitude of observers. Therefore, in view of the deficiencies and gaps in the research field of ironic consumption behavior, this paper intends to study the causes and consequences of ironic consumption from the perspective of optimal differentiation theory and social impact theory. At the antecedent level of ironic consumption, the topic intends to further explore the consumer characteristics, triggering situation and psychological motivation of ironic consumption based on the optimal differentiation theory; at the consequence level of ironic consumption, the topic will study the bilateral effect of ironic consumption on the brand attitude of observers from the dual perspectives of users and non brand users of ironic brand based on the social impact theory, and The key influencing factors.