稀缺对个体心理和行为的影响：基于一个更加整合视角下的阐释

doi:10.3724/SP.J.1042.2020.00833

摘要/Abstract

摘要：

稀缺是由资源的真实缺乏或感知缺乏所引起的个体欲望和需求得不到满足的一种状态。稀缺作为一种普遍存在的现象对个体的情感、认知、以及行为方式产生了重要的影响, 但是不同类型的稀缺(以食物、产品、资金为代表的有形资源稀缺vs.以时间为代表的无形资源稀缺)对个体心理和行为的影响是否存在共性与差异?梳理文献发现, 有形资源稀缺会使个体产生珍惜性行为、补偿性行为和趋近性行为, 而无形资源稀缺只会使个体产生珍惜性和补偿性行为。未来研究应关注稀缺影响个体行为的边界条件, 以及时间稀缺对个体心理和行为的影响。

关键词: 稀缺, 有形资源稀缺, 无形资源稀缺, 心理感知, 行为方式

Abstract:

Scarcity is a state due to dissatisfaction of individual desire and demand, which is resulted from real scarcity of resource or perceived scarcity of resource. As a universal phenomenon, scarcity plays an important role in individual emotion, perception and behavior. Tangible resource scarcity is represented by scarcity in food, product and capital, whereas intangible resource scarcity is represented by scarcity in time. Are there any similarities and differences in different kinds of scarcity? This question has not been addressed by past scarcity research. After combing theses, this paper found that tangible resource scarcity led to individual’s cherishing behavior, compensation behavior, and approaching behavior, whereas intangible resource scarcity only led to cherishing behavior and compensation behavior. Future research should focus on the boundary conditions under which scarcity would not affect individuals’ behavior, and the impact of time scarcity on individual psychology and behavior.

Key words: scarcity, tangible resource scarcity, intangible resource scarcity, perception, behavior

中图分类号:

B849: C91

雷亮, 王菁煜, 柳武妹. (2020). 稀缺对个体心理和行为的影响：基于一个更加整合视角下的阐释. 心理科学进展 , 28(5), 833-843.

LEI Liang, WANG Jingyu, LIU Wumei. (2020). The effect of scarcity on individuals’ psychology and behavior: An explanation from a more integrated perspective. Advances in Psychological Science, 28(5), 833-843.

图/表 3

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研究阶段	研究领域	研究内容及结论	代表性研究
第一阶段： 20世纪50年代至今	食物稀缺	食物稀缺情况下食物的发放问题	Keys et al., 1950
		食物稀缺会使消费者产生不耐烦的情绪	Read & van Leeuwen, 1998
		食物稀缺导致对非食物目标的追求	Xu et al., 2015
第二阶段： 20世纪70年代前后至今	产品稀缺	商品理论：稀缺性提高产品的价值	Brock, 1968; Inman, et al., 1997
		商品理论在营销中的应用	Lynn, 1991
		产品稀缺影响购买意愿	Bozzolo & Brock, 1992
		产品稀缺影响支付意愿	Eisend, 2008
		产品稀缺影响消费者购买意愿的中介探讨	Wu et al., 2012; 刘建新 & 李东进, 2017
第三阶段： 20世纪90年代至今	资金稀缺	储蓄的缓冲库存理论	Carroll et al., 1992
		贫困问题的稀缺理论	Shah et al., 2012
		资金稀缺导致稀缺商品的追求	Sharma & Alter, 2012
		资金稀缺导致口红效应	Hill et al., 2012
		资金稀缺导致压力和消极情绪状态	Haushofer & Fehr, 2014
第四阶段： 20世纪90年代至今	时间稀缺	繁忙使得个体更加关注任务的截止时间	Karau & Kelly, 1992
		时间的价值增加了个体的时间压力	Devoe & Pfeffer, 2011
		时间稀缺对目标追求的影响	Zhu et al., 2018
		时间稀缺对个体幸福感的影响	Layous et al., 2018

研究阶段	研究领域	研究内容及结论	代表性研究
第一阶段： 20世纪50年代至今	食物稀缺	食物稀缺情况下食物的发放问题	Keys et al., 1950
		食物稀缺会使消费者产生不耐烦的情绪	Read & van Leeuwen, 1998
		食物稀缺导致对非食物目标的追求	Xu et al., 2015
第二阶段： 20世纪70年代前后至今	产品稀缺	商品理论：稀缺性提高产品的价值	Brock, 1968; Inman, et al., 1997
		商品理论在营销中的应用	Lynn, 1991
		产品稀缺影响购买意愿	Bozzolo & Brock, 1992
		产品稀缺影响支付意愿	Eisend, 2008
		产品稀缺影响消费者购买意愿的中介探讨	Wu et al., 2012; 刘建新 & 李东进, 2017
第三阶段： 20世纪90年代至今	资金稀缺	储蓄的缓冲库存理论	Carroll et al., 1992
		贫困问题的稀缺理论	Shah et al., 2012
		资金稀缺导致稀缺商品的追求	Sharma & Alter, 2012
		资金稀缺导致口红效应	Hill et al., 2012
		资金稀缺导致压力和消极情绪状态	Haushofer & Fehr, 2014
第四阶段： 20世纪90年代至今	时间稀缺	繁忙使得个体更加关注任务的截止时间	Karau & Kelly, 1992
		时间的价值增加了个体的时间压力	Devoe & Pfeffer, 2011
		时间稀缺对目标追求的影响	Zhu et al., 2018
		时间稀缺对个体幸福感的影响	Layous et al., 2018

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