Abstract： China has already entered an important stage of both the consumer demand sustained growth and consumption structure upgraded being speeded up, thus the question of how to make the happy consumption or how to “buy” happiness has caused wide concern in public and government. Psychologist found that people derive more happiness from experiential consumption than from material consumption. And money priming would activate “value maximization mindset”; time priming would activate “emotional mindset” on the other hand, then to influence consumer’s decision-making. Based on these findings, this project started from the perspective of dual-process theory, using both the method of behavioral science and cognitive neuroscience, to reveal essence of the phenomenon of dual cognitive processing in consumer decision, and to clarify the relationship between money, time, consumer and happiness.
李斌, 卫海英, 李爱梅, 李方君, 陈晓曦. 体验性消费与实物性消费的双加工理论模型： 现象、机制及影响因素[J]. 心理科学进展, 2018, 26(5): 761-769.
LI Bin, WEI Haiying, LI Aimei, LI Fangjun, CHEN Xiaoxi. Dual-theory of experiential consumption and material consumption: Phenomenon, mechanism, and influence factors. Advances in Psychological Science, 2018, 26(5): 761-769.