时间与金钱概念对消费者购买决策的不同影响及其心理机制

doi:10.3724/SP.J.1042.2021.01684

摘要/Abstract

摘要：

时间与金钱是影响人们消费行为决策的两种不同的重要资源。消费者在进行产品购买时, 常常会受到商家广告语和购物环境中所隐含的时间或金钱概念的影响, 从而做出不同的决策。具体而言, 时间与金钱概念会对消费者的购前决策、购中决策及购后决策三个方面产生不同的影响。从双加工理论的角度来看, 产生这种不同影响背后的心理机制在于时间与金钱概念启动了个体不同的认知加工方式和思维定势, 进而影响了消费者不同的购买决策。未来的研究方向有：(1)细化时间和金钱概念启动对消费者购买决策的不同影响; (2)考虑时间与金钱的权衡对购买决策的影响; (3)进一步探究时间和金钱概念的激活对购前决策的不同影响; (4)探讨时间概念与金钱概念对购买决策不同影响的神经机制。

关键词: 时间, 金钱, 购买决策, 双加工理论

Abstract:

Time and money are two important resources that affect consumer decision-making differently. Based on the dual-process theory, this paper discusses the effect of time and money concepts on consumers' purchase decisions and its psychological mechanism through reviewing previous literature.

Specifically, the effect of time and money would be differential in consumers’ the purchase decision process such as pre-purchase stage, purchasing stage, and post purchase stage. For pre-purchase decisions stage, the concept of time and money will affect consumers' product search and product evaluation strategy. When consumers search for products, currency of search (time or money) will moderate the effect of magnitude of search costs on people’s willingness to search. When the currency is money, lower (vs. higher) search costs will result in higher willingness to search. When the currency is time, this effect of search costs on willingness to search will be relatively weaker. As for consumer’s product evaluation, they will adopt an alternative-based evaluation strategy to evaluate product information after they are activated time concept and adopt an attribute-based evaluation strategy to evaluate product information after they are activated money concept. For purchasing decision stage, the impacts of priming time and money on product selection are different. Consumers will make different choices between virtue and vice products, hedonic and utilitarian products, experiential purchases and material purchases, and anthropomorphized products when they are activated time or money concepts. That is, if the time concept is activated, consumers tend to choose a virtue product, hedonic product, experiential purchases and prefer anthropomorphic products with no prominent functional purpose. If money is activated, consumers tend to choose vice products, utilitarian products, material purchases and prefer the anthropomorphic products with prominent functional purpose. For post-purchase decision stage, the concepts of time and money also have different effects on consumers' product attitude and the consistency of product preferences. Time priming leads to a more positive attitude toward products and a higher degree of consistency in preferences than money priming. However, for luxury goods, free goods and high materialists, money priming has a better effect than time priming.

From the perspective of the dual-process theory, the psychological mechanism due to different cognitive processing modes and mindsets that are primed by time and money. Concretely, because of the value of time are more ambiguous, difficult to calculate, difficult to explain, irreplaceable and intangible than money, consumers are more dependent on the experience system to process time and product information heuristically, holistically and affectively and fall into emotional maximization mindset. Because the value of money is more specific, easy to analyze, replaceable and tangible than time, consumers are more dependent on the rational system to process money and product information analytically and fall into value maximization mindset. As a result, due to the difference of time and money concepts, different processing methods and thinking patterns further lead to consumers make different purchase decisions in three aspects: pre-purchase decision (product search and product evaluation strategy), purchasing decision (product selection) and post-purchase decision (product attitude and the consistency of product preferences).

Future research should further explore the following issues: (1) Elaborating the different effects of priming time and money on purchase decisions. (2) Considering the impact from the tradeoff between time and money on purchase decisions. (3) Further exploring the different influences of priming time and money on the pre-purchase decision. (4) Exploring the neural mechanisms underlying the different effects of time and money on purchase decisions.

Key words: time concept, money concept, purchase decision, dual-process theory

中图分类号:

B849: F713.55

贺汝婉, 李斌, 张淑颖, 崔馨月, 雷励. (2021). 时间与金钱概念对消费者购买决策的不同影响及其心理机制. 心理科学进展 , 29(9), 1684-1695.

HE Ruwan, LI Bin, ZHANG Shuying, CUI Xinyue, LEI Li. (2021). The effect of time and money concepts on consumers’ purchase decision and its psychological mechanism. Advances in Psychological Science, 29(9), 1684-1695.

参考文献 72

[1]	侯清峰, 于洪彦, 梁剑平. (2018). 金钱与时间线索对品牌依恋的影响及其机制研究. 管理学报, 15(11), 130-137.
[2]	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.
[3]	李爱梅, 罗莹, 李斌. (2016). “金钱启动”让人理性还是非理性?——金钱启动与消费者行为决策. 外国经济与管理, 38(6), 100-112.
[4]	李斌, 卫海英, 李爱梅, 李方君, 陈晓曦. (2018). 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. 心理科学进展, 26(5), 761-769.
[5]	孙彦, 李纾, 殷晓莉. (2007). 决策与推理的双系统——启发式系统和分析系统. 心理科学进展, 15(5), 721-726.
[6]	童璐琼, 郑毓煌, 赵平. (2011). 借我一双时间的慧眼: 时间概念对消费者有益品和有害品选择的影响. 营销科学学报, 7(3), 42-50.
[7]	翁文静, 黄梦岚, 汤德聪, 许安心. (2020). 时间压力对消费者冲动性购买意愿的影响——基于淘宝直播情境的视角. 福建农林大学学报: 哲学社会科学版, 23(4), 61-70.
[8]	徐岚, 陈全, 崔楠, 陆凯丽. (2018). 享受当下, 还是留待未来?——时间观对跨期决策的影响. 心理学报, 51(1), 96-105.
[9]	杨权, 尹述飞, 胡兴. (2020). 跨期选择中的年龄差异及其机制. 心理科学进展, 28(6), 987-993.
[10]	张军伟, 徐富明, 刘腾飞, 陈雪玲, 蒋多. (2010). 行为决策中作为价值的时间: 基于与金钱的比较. 心理科学进展, 18(10), 1574-1579.
[11]	Aknin, L. B., Dunn, E. W., Proulx, J., Lok, I., & Norton, M. I. (2020). Does spending money on others promote happiness?: A registered replication report. Journal of Personality and Social Psychology, 119(2), e15-e26.
[12]	Alexander, D. L., & Sackett, A. M. (2013). If only I had the time! The impact of time salience on consumers' evaluations of product offers. Journal of Consumer Behaviour, 12(5), 382-388. doi: 10.1002/cb.v12.5 URL
[13]	Anderson, J. R., & Bower, G. H. (1974). Interference in memory for multiple contexts. Memory & Cognition, 2(3), 509-514. doi: 10.3758/BF03196913 URL
[14]	Baumgartner, H. (1993). An exploratory investigation of holistic and analytic modes of product perception. ACR North American Advances, 20(1), 673-677.
[15]	Carter, T. J., & Gilovich, T. (2012). I am what I do, not what I have: The differential centrality of experiential and material purchases to the self. Journal of Personality and Social Psychology, 102(6), 1304-1317. doi: 10.1037/a0027407 URL
[16]	Chatterjee, S., Rai, D., & Heath, T. B. (2016). Tradeoff between time and money: The asymmetric consideration of opportunity costs. Journal of Business Research, 69(7), 2560-2566. doi: 10.1016/j.jbusres.2015.10.136 URL
[17]	Chen, R. P., Wan, E. W., & Levy, E. (2017). The effect of social exclusion on consumer preference for anthropomorphized brands. Journal of Consumer Psychology, 27(1), 23-34. doi: 10.1016/j.jcps.2016.05.004 URL
[18]	Chen, S., & Chaiken, S. (1999). The heuristic-systematic model in its broader context. In S. Chaiken & Y. Trope (Eds.), Dual-process theories in social psychology (pp. 73-96). New York, NY: Guilford.
[19]	Chen, X., & Yu, H. (2020). The impacts of the personality attribute of time and money on customer engagement behavior: A self-concept perspective. International Business Research, 13(7), 1-14.
[20]	Cheng, J., & González-Vallejo, C. (2017). Action dynamics in intertemporal choice reveal different facets of decision process. Journal of Behavioral Decision Making, 30(1), 107-122. doi: 10.1002/bdm.v30.1 URL
[21]	Choi, I., Dalal, R., Kim-Prieto, C., & Park, H. (2003). Culture and judgement of causal relevance. Journal of Personality and Social Psychology, 84(1), 46-59. doi: 10.1037/0022-3514.84.1.46 URL
[22]	D’Ambrosio, C., Jäntti, M., & Lepinteur, A. (2020). Money and happiness: Income, wealth and subjective well-being. Social Indicators Research, 148(1), 47-66. doi: 10.1007/s11205-019-02186-w URL
[23]	Dshemuchadse, M., Scherbaum, S., & Goschke, T. (2013). How decisions emerge: Action dynamics in intertemporal decision making. Journal of Experimental Psychology: General, 142(1), 93-100. doi: 10.1037/a0028499 URL
[24]	Dunn, E. W., Whillans, A. V., Norton, M. I., & Aknin, L. B. (2020). Prosocial spending and buying time: Money as a tool for increasing subjective well-being. Advances in Experimental Social Psychology, 61, 67-126.
[25]	Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. New York, NY: Holt, Rinehart & Winston.
[26]	Epstein, S., Lipson, A., Holstein, C., & Huh, E. (1992). Irrational reactions to negative outcomes: Evidence for two conceptual systems. Journal of Personality and Social Psychology, 62(2), 328-339. pmid: 1556663
[27]	Epstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). Individual differences in intuitive-experiential and analytical-rational thinking styles. Journal of Personality and Social Psychology, 71(2), 390-405. pmid: 8765488
[28]	Evans, J. St. B. T. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annual Review of Psychology, 59, 255-278. doi: 10.1146/annurev.psych.59.103006.093629 URL
[29]	Frederick, S., Loewenstein, G., & O'donoghue, T. (2002). Time discounting and time preference: A critical review. Journal of Economic Literature, 40(2), 351-401. doi: 10.1257/jel.40.2.351 URL
[30]	Gino, F., & Mogilner, C. (2014). Time, money, and morality. Psychological Science, 25(2), 414-421. doi: 10.1177/0956797613506438 URL
[31]	Hershfield, H. E., Mogilner, C., & Barnea, U. (2016). People who choose time over money are happier. Social Psychological and Personality Science, 7(7), 697-706. doi: 10.1177/1948550616649239 URL
[32]	Hetts, J. J., Sakuma, M., & Pelham, B. W. (1999). Two roads to positive regard: Implicit and explicit self-evaluation and culture. Journal of Experimental Social Psychology, 35(6), 512-559. doi: 10.1006/jesp.1999.1391 URL
[33]	Kahneman, D., & Frederick, S. (2002). Representativeness revisited:Attribute substitution in intuitive judgment. In T. Gilovich, D. Griffin, & D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgment (pp.49-81). Cambridge, UK: Cambridge University Press.
[34]	Lea, S. E., & Webley, P. (2006). Money as tool, money as drug: The biological psychology of a strong incentive. Behavioral and Brain Sciences, 29(2), 161-209. doi: 10.1017/S0140525X06009046 URL
[35]	Leclerc, F., Schmitt, B. H., & Dube, L. (1995). Waiting time and decision making: Is time like money? Journal of Consumer Research, 22(1), 110-119. doi: 10.1086/jcr.1995.22.issue-1 URL
[36]	Lee, L., Amir, O., & Ariely, D. (2009). In search of homo economicus: Cognitive noise and the role of emotion in preference consistency. Journal of Consumer Research, 36(2), 173-187. doi: 10.1086/597160 URL
[37]	Lee, L., Lee, M. P., Bertini, M., Zauberman, G., & Ariely, D. (2015). Money, time, and the stability of consumer preferences. Journal of Marketing Research, 52(2), 184-199. doi: 10.1509/jmr.10.0386 URL
[38]	Lehmann, S., & Reimann, M. (2012). Neural correlates of time versus money in product evaluation. Frontiers in Psychology, 3, 372.
[39]	Liu, J. E., Smeesters, D., & Vohs, K. D. (2012). Reminders of money elicit feelings of threat and reactance in response to social influence. Journal of Consumer Research, 38(6), 1030-1046. doi: 10.1086/661553 URL
[40]	Liu, W., & Aaker, J. (2008). The happiness of giving: The time-ask effect. Journal of Consumer Research, 35(3), 543-557. doi: 10.1086/588699 URL
[41]	Mogilner, C. (2010). The pursuit of happiness: Time, money, and social connection. Psychological Science, 21(9), 1348-1354. doi: 10.1177/0956797610380696 pmid: 20732902
[42]	Mogilner, C., & Aaker, J. (2009). “The time vs. money effect”: Shifting product attitudes and decisions through personal connection. Journal of Consumer Research, 36(2), 277-291. doi: 10.1086/597161 URL
[43]	Mogilner, C., Hershfield, H. E., & Aaker, J. (2018). Rethinking time: Implications for well-being. Consumer Psychology Review, 1(1), 41-53. doi: 10.1002/arcp.1003 URL
[44]	Mogilner, C., Whillans, A., & Norton, M. I. (2018). Time, money, and subjective well-being. In E. Diener, S. Oishi, & L. Tay (Eds.), Handbook of well-being. Salt Lake City, UT: DEF publishers.
[45]	Monga, A., May, F., & Bagchi, R. (2017). Eliciting time versus money: Time scarcity underlies asymmetric wage rates. Journal of Consumer Research, 44(4), 833-852. doi: 10.1093/jcr/ucx066 URL
[46]	Monga, A., & Saini, R. (2009). Currency of search: How spending time on search is not the same as spending money. Journal of Retailing, 85(3), 245-257. doi: 10.1016/j.jretai.2009.04.005 URL
[47]	Monga, A., & Zor, O. (2019). Time versus money. Current Opinion in Psychology, 26, 28-31. doi: 10.1016/j.copsyc.2018.04.011 URL
[48]	Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as pals: Engaging with anthropomorphic products mitigates the effects of social exclusion. Journal of Consumer Research, 44(2), 414-431.
[49]	Okada, E. M., & Hoch, S. J. (2004). Spending time versus spending money. Journal of Consumer Research, 31(2), 313-323. doi: 10.1086/422110 URL
[50]	Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The adaptive decision maker. New York: Cambridge university press.
[51]	Reimann, M., & Zimbardo, P. G. (2011). The dark side of social encounters: Prospects for a neuroscience of human evil. Journal of Neuroscience, Psychology, and Economics, 4(3), 174-180. doi: 10.1037/a0024654 URL
[52]	Reutner, L., & Greifeneder, R. (2018). It takes time (not money) to understand: Money reduces attentiveness to common ground in communication. Journal of Experimental Social Psychology, 74, 212-217. doi: 10.1016/j.jesp.2017.09.014 URL
[53]	Saini, R., & Monga, A. (2008). How I decide depends on what I spend: Use of heuristics is greater for time than for money. Journal of Consumer Research, 34(6), 914-922. doi: 10.1086/525503 URL
[54]	Schotter, A., & Braunstein, Y. M. (1981). Economic search: An experimental study. Economic Inquiry, 19(1), 1-25. doi: 10.1111/ecin.1981.19.issue-1 URL
[55]	Sharma, E., & Alter, A. L. (2012). Financial deprivation prompts consumers to seek scarce goods. Journal of Consumer Research, 39(3), 545-560. doi: 10.1086/664038 URL
[56]	Sohn, H. K., & Lee, T. J. (2017). Tourists’ impulse buying behavior at duty-free shops: The moderating effects of time pressure and shopping involvement. Journal of Travel & Tourism Marketing, 34(3), 341-356.
[57]	Soman, D. (2001). The mental accounting of sunk time costs: Why time is not like money. Journal of Behavioral Decision Making, 14(3), 169-185. doi: 10.1002/(ISSN)1099-0771 URL
[58]	Soster, R. L., Monga, A., & Bearden, W. O. (2010). Tracking costs of time and money: How accounting periods affect mental accounting. Journal of Consumer Research, 37(4), 712-721. doi: 10.1086/656388 URL
[59]	Stanovich, K. E. (1999). Who is rational? Studies of individual differences in reasoning. Mahwah, NJ: Erlbaum.
[60]	Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225. doi: 10.1086/258464 URL
[61]	Su, L., & Gao, L. (2014). Strategy compatibility: The time versus money effect on product evaluation strategies. Journal of Consumer Psychology, 24(4), 549-556. doi: 10.1016/j.jcps.2014.04.006 URL
[62]	Taylor, S. E., & Brown, J. D. (1988). Illusion and well-being: A social psychological perspective on mental health. Psychological Bulletin, 103(2), 193-210. pmid: 3283814
[63]	Tong, L., Zheng, Y., & Zhao, P. (2013). Is money really the root of all evil? The impact of priming money on consumer choice. Marketing Letters, 24(2), 119-129. doi: 10.1007/s11002-013-9224-7 URL
[64]	Vohs, K. D., Mead, N. L., & Goode, M. R. (2006). The psychological consequences of money. Science, 314(5802), 1154-1156. doi: 10.1126/science.1132491 URL
[65]	Wan, J. (2018). Paying the doughboy: The effect of time and money mind-sets on preference for anthropomorphized products. Journal of the Association for Consumer Research, 3(4), 466-476. doi: 10.1086/699673 URL
[66]	Whillans, A. V., & Dunn, E. W. (2019). Valuing time over money is associated with greater social connection. Journal of Social and Personal Relationships, 36(8), 2549-2565. doi: 10.1177/0265407518791322
[67]	Whillans, A. V., Macchia, L., & Dunn, E. (2019). Valuing time over money predicts happiness after a major life transition: A preregistered longitudinal study of graduating students. Science Advances, 5(9), eaax2615. doi: 10.1126/sciadv.aax2615 URL
[68]	Whillans, A. V., Weidman, A. C., & Dunn, E. W. (2016). Valuing time over money is associated with greater happiness. Social Psychological and Personality Science, 7(3), 213-222. doi: 10.1177/1948550615623842 URL
[69]	Zauberman, G., & Lynch, J. G. (2005). Resource slack and propensity to discount delayed investments of time versus money. Journal of Experimental Psychology: General, 134(1), 23-37. doi: 10.1037/0096-3445.134.1.23 URL
[70]	Zhang, H., Zhu, J., Wei, L., & Zhang, W. (2021). A comparison between the psychological benefits of giving money vs. giving time. Journal of Happiness Studies, 1-25.
[71]	Zhang, Y., Lin, C., & Yang, J. (2019). Time or money? The influence of warm and competent appeals on donation intentions. Sustainability, 11(22), 1-17.
[72]	Zhu, M., Bagchi, R., & Hock, S. J. (2019). The mere deadline effect: Why more time might sabotage goal pursuit. Journal of Consumer Research, 45(5), 1068-1084. doi: 10.1093/jcr/ucy030 URL