ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2018, Vol. 26 ›› Issue (5): 761-769.doi: 10.3724/SP.J.1042.2018.00761

• 研究构想 •    下一篇

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

李斌1,2;卫海英1,2; 李爱梅2;李方君2;陈晓曦2   

  1.  (1暨南大学企业发展研究所; 2暨南大学管理学院, 广州 510632)
  • 收稿日期:2017-05-23 出版日期:2018-05-15 发布日期:2018-03-30
  • 通讯作者: 李斌, E-mail: bingoli@jnu.edu.cn; 陈晓曦, E-mail: txiaoxi@jnu.edu.cn E-mail:E-mail: bingoli@jnu.edu.cn; E-mail: txiaoxi@jnu.edu.cn
  • 基金资助:
     国家自然科学基金项目(71601084, 71602076, 71701080, 71571087, 71772077); 广东省自然科学基金项目(2016A030313113, 2017A030313398, 2017A030308013); 暨南大学双百英才计划及广东省普通高校人文社会科学重点研究基地暨南大学企业发展研究所经费资助。

 Dual-theory of experiential consumption and material consumption: Phenomenon, mechanism, and influence factors

 LI Bin1,2; WEI Haiying1,2; LI Aimei2; LI Fangjun2; CHEN Xiaoxi2   

  1.  (1 The Institute of Enterprise Development, Jinan University; 2 Management School, Jinan University, Guangzhou 510632, China)
  • Received:2017-05-23 Online:2018-05-15 Published:2018-03-30
  • Contact: LI Bin, E-mail: bingoli@jnu.edu.cn; CHEN Xiaoxi, E-mail: txiaoxi@jnu.edu.cn E-mail:E-mail: bingoli@jnu.edu.cn; E-mail: txiaoxi@jnu.edu.cn
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摘要：  当前我国已进入消费需求持续增长、消费结构快速升级的重要阶段, 如何快乐消费——如何花钱“购买”幸福的问题引起了政府和民众的广泛关注。研究发现相比实物性消费, 消费者从体验性消费(如旅行)得到的快乐体验更好更持久。而且金钱启动与时间启动会激活“经济价值最大化”与“情感效用最大化”这两种不同思维定势, 进而影响行为决策。基于此, 本项目从双加工理论视角出发, 结合行为科学和认知神经科学研究方法, 从“消费行为－认知加工－脑神经基础”三个层次, 深入揭示消费决策双认知加工现象的本质特点和规律, 阐明金钱、时间、消费与幸福间的内在机理。

关键词: 体验性消费, 实物性消费, 双加工理论, 金钱启动, 时间启动, 心理定势理论

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.

Key words: experiential consumption, material consumption, dual-process theory, money priming, time priming, mindset theory

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