伴随社会的快速变迁，个体角色转换日益频繁，角色转换会对个体的心理和行为产生重要影响，但现有文献鲜有对此的针对性研究。本研究聚焦角色转换这一关键生活事件对消费者产品偏好的影响，通过5个实验验证了角色转换可有效提升消费者对高努力程度产品的偏好，并检验了感知角色困难的中介作用，同时排除了自我概念模糊、辩证思维、感知控制、可取性关注和新起点思维的替代性解释。此外，本研究还发现该影响效应受到角色转换可逆性的调节，即角色转换对高努力程度产品购买意愿的影响在角色转换为暂时性时会被减弱，在永久性时会被增强。本研究结论拓展了角色转换的相关研究，也为企业根据角色转换情境确定目标受众并制订差异性广告策略提供了有益的借鉴。

With the rapid change of society, the frequency of individual role transitions has also increased significantly. Such transitions exert profound impacts on individuals' psychology and behavior. However, existing literature provides limited targeted research on this topic. This study focuses on the impact of role transition, a pivotal life event for consumers, on their product preferences. Based on five experimental studies, it was demonstrated that role transitions can effectively enhance consumers' preferences for high-effort products and the mediating role of perceived role difficulty was tested, while excluded the alternative explanations of self-concept clarity, dialectical thinking, perceived control, desirability concerns, and fresh start mindset. In addition, this study also found that the effect is moderated by the reversibility of role transitions, that is, the effect of role transitions on the purchase intention for high-effort products is weakened (enhanced) when the role transition is temporary (permanent). The research findings expand the relevant research on role transition and provide valuable insights for businesses to identify target audiences and develop differentiated advertising strategies based on role transition context.