摘要
"金钱启动"是一种心理学实验研究范式,是指通过给予个体有关金钱的提示或暗示,来激活个体关于金钱的想法,进而研究个体的行为决策所受到的影响。金钱启动可以分为金钱概念启动、金钱富足感启动和金钱剥夺感启动等。在人们的日常消费活动中,很多情境线索能起到金钱启动的作用。研究表明,金钱概念启动会增加实用性消费,金钱富足感启动会增加独特性消费,金钱剥夺感启动会增加补偿性消费。本文运用心理定势理论、调节定向理论和解释水平理论,解释了金钱启动导致消费者做出理性或者非理性行为决策的心理机制,探讨了该领域研究的实践启示意义,并对未来研究方向进行了展望。
Money priming is a concept which is initially derived from psychology experiment. It is used to activate someone＇s ideas about money through offering some tips on money and thereby study its influence on behavioral decision making. Money priming could be divided into several different types such as reminders of money concept, reminders of a great deal of money and reminders of financial deprivation. A great of environmental factors in our daily consumption activities could play the role of money priming. It reveals that reminders of money concept, reminders of a great deal of money and reminders of financial deprivation lead to the increase in utilitarian consumption, uniqueness consumption and compensatory consumption respectively. Based on mind-set theory, regulatory focus theory and construal level theory, this paper provides an explanation of the psychological mechanism of rational or irrational consumer decisions resulting from money priming, and also useful insights for governments, marketing companies and consumers, and points out the directions in future research.
出处
《外国经济与管理》
CSSCI
北大核心
2016年第6期100-112,共13页
Foreign Economics & Management
基金
国家自然科学基金项目(71271101
71571087)
教育部人文社科青年基金项目(14YJCZH068)
中国博士后科学基金项目(2015T80941
2014M560696)
关键词
金钱启动
金钱概念启动
金钱富足感启动
金钱剥夺感启动
money priming
reminder of money concept
reminder of a great deal of money
reminder of financial deprivation
