摘要
跨期选择是人们对未来不同时间点上出现的损益结果进行权衡与博弈的问题解决过程。本研究主要探讨味觉感受对消费者跨期选择偏好的影响,发现:(1)味觉感受会影响消费者的金钱跨期选择,甜味使人们更偏好"近而小"选项,薄荷味使人们更偏好"远而大"选项;(2)甜味可以激活"享乐"概念,薄荷味可以激活"冷静"概念,进而影响消费者跨期决策偏好;(3)特质性自控力得分会影响跨期选择,相比于高自控力,低自控力被试更倾向于及时享乐,从而偏好"近而小"选项;(4)特质性自控力在味觉感受与跨期选择偏好关系中起调节作用,高自控力被试的跨期决策折现率不受味觉感受影响,而低自控力被试受其影响较大。
Intertemporal choice is a problem-solving process in which people make trade-offs between the outcomes of profits and losses at different points in the future.This study explore the influence of taste perception on intertemporal choice preferences.Though two experiments,this study found that:(1)taste perceptions can affect consumers’intertemporal choice,sweet taste induce participants prefer the SSR option,while peppermint taste induce participants prefer LLR option;(2)trait self-control can be influenced by taste perceptions,a savour lump sugar or peppermint piece in mouth reduced participants’self-control scale(SCR)score;(3)trait self-control impact intertemporal choice,participants with low SCR score prefer SSR potion more than high SCR score participants;(4)trait self-control plays a regulatory role in the relationship between taste perception and intertemporal choice,taste perception have no impact on intertemporal choice within high self-control participants,while low self-control participants are significantly affected by taste perceptions.
作者
张全成
赖天豪
孙洪杰
Zhang Quancheng;Lai Tianhao;Sun Hongjie(School of Business,Sichuan Normal University;Strategical Planning College,Chongqing Technology and Business University)
出处
《营销科学学报（辑刊）》
CSSCI
2018年第3期97-114,共18页
Journal of Marketing Science
基金
国家自然科学基金面上项目(71672120,71472018)资助.
关键词
感官营销
味觉感受
跨期选择
具身认知
特质性自控力
sensory marketing
taste perception
intertemporal choice
embodied cognition
trait self-control
