不同金钱启动下心理账户对消费决策的影响

发布时间：2018-07-17 07:35

【摘要】：随着商品经济的迅速发展,金钱在人们的日常生活中起着越来越重要的作用,并对人们的心理和行为产生广泛和深远的影响,尤其是在消费决策情景中,人们常要面临享乐品和实用品的两难选择,但是哪些因素影响了消费品的选择仍处在争论之中。其中一些研究者关注金钱线索对消费者决策的影响,并发现启动金钱概念的个体更倾向于关注商品的实用性特征。另外一部分研究者则关注金钱来源对消费者决策的影响,他们发现消费者更倾向于将常规收入用于日常、储蓄和实用消费等方面,而将意外之财用于娱乐休闲、享乐消费等方面。而本研究则将金钱线索和金钱来源这两个因素结合起来探讨它们对实用品和享乐品选择的影响。研究分为两个实验:实验一采用混合词句任务,并设置了两个不同金钱来源情境,以探查金钱概念启动下心理账户对消费者决策的影响。实验采用2(启动方式:金钱启动组vs.控制组)×2(金钱来源:努力所得vS.意外之财)两因素完全随机实验设计。实验二采用金钱影像法,并设置了两个不同金钱来源情境,以探查不同金钱富裕程度和心理账户对消费者决策的影响。实验采用3(启动方式:金钱富裕组vs.金钱贫乏组vS.控制组)×2(金钱来源:努力所得vs.意外之财)两因素完全随机实验设计。研究表明:(1)金钱概念的启动方式和金钱来源的交互作用显著:对于控制组,人们将按照心理账户理论的预期进行享乐品和实用品的选择,即努力所得情境下更倾向于选择实用品,意外之财情境下更倾向于选择享乐品;对于金钱启动组,人们在努力所得情境和意外之财情境下都更倾向于选择实用品而不是享乐品。(2)金钱富裕程度的启动方式和金钱来源的交互作用显著:对于金钱贫乏组和控制组,人们将按照心理账户理论的预期进行产品选择,即努力所得情境中更倾向于选择实用品,意外之财情境中更倾向于选择享乐品,且这两组对产品选择的影响不存在显著差异;对于金钱富裕组,人们在努力所得情境和意外之财情境中都更倾向于选择实用品而不是享乐品。
[Abstract]:With the rapid development of commodity economy, money plays a more and more important role in people's daily life, and has a wide and far-reaching influence on people's psychology and behavior, especially in the situation of consumer decision-making. People often have to face the dilemma between hedonic and practical goods, but the factors that affect the choice of consumer goods are still in dispute. Some of them pay attention to the influence of money cues on consumers' decision-making and find that individuals who initiate the concept of money tend to pay more attention to the practical characteristics of goods. Another group of researchers focused on the impact of money sources on consumers' decisions. They found that consumers were more likely to spend their regular income on everyday, savings and practical consumption, and to use windfall money for entertainment and leisure. Enjoyment, consumption, etc. In this study, money cues and money sources were combined to explore their effects on the choice of practical and hedonic goods. The study was divided into two experiments: in experiment one, we used mixed words and sentences task and set up two different money source situations to explore the influence of psychological account on consumers' decision under the concept of money. The experiment was carried out in 2 (priming mode: money priming group vs. Control group) 脳 2 (money source: VSs from hard work. Two factors are completely randomized experimental design. Experiment two used money image method and set up two different money source situations to explore the influence of different money affluence and psychological account on consumer's decision. The experiment adopted 3 (priming method: money rich group vs. Poor money group vs. Control group) 脳 2 (money source: effort vs. Two factors are completely randomized experimental design. The results show that: (1) the interaction between the initiation of the money concept and the source of money is significant: for the control group, people will choose the enjoyment and utility according to the expectation of the psychological account theory. That is, in the context of effort, they tend to choose utility products, and in the case of windfall, they are more likely to choose hedonic goods; for money priming groups, People were more likely to choose utility than hedonic goods in situations of effort and windfall. (2) there was significant interaction between the initiation of money wealth and the source of money: for the money poor group and the control group, People will choose products according to the expectation of psychological account theory, that is to say, people are more inclined to choose practical products in the situation of hard work, and those in unexpected financial situations are more inclined to choose hedonic goods, and there is no significant difference between the two groups on the choice of products. For the wealthy, people tend to choose utility rather than pleasure in the context of hard work and windfall.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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