“羊毛薅尽口味乏”：节俭心态如何影响食物预期享受与体验评估

doi:10.3724/SP.J.1041.2025.0152

摘要/Abstract

摘要：

节俭心态是一种广泛存在的思维模式, 但以往研究对其如何影响个体心理和行为仍知之甚少。基于6项研究和1个补充性元分析, 文章揭示了“羊毛薅尽口味乏”的现象、解释机制及边界条件。具体而言, 研究1通过分析来自美国大型外卖平台GRUBHUB的二手数据, 发现节俭心态与食物口味好评率呈负相关关系; 研究2通过模拟外卖点餐情景验证了节俭心态对预期享受的负面影响; 研究3以试吃活动的名义开展了一项实地实验, 证实了节俭心态削弱了个体对巧克力的预期享受, 并导致在吃完巧克力后整体评价更低; 研究4验证了认知资源耗竭在节俭心态对果蔬沙拉预期享受的影响中发挥中介作用; 研究5则识别了获利成本的边界条件, 即当获利成本较高时, 节俭心态对蛋糕预期享受的消极影响更明显; 研究6进一步为缓解这种负面效应提供了一种干预手段, 即当施以正念干预时, 节俭心态对火锅预期享受的消极影响被削弱。最后, 单文章元分析证实了节俭心态对食物预期享受和体验评估的效应稳健。文章不仅丰富和拓展了节俭心态和认知资源相关的理论研究, 同时为食物营销和饮食福祉提供实践启示。

关键词: 节俭心态, 食物评估, 预期享受, 认知资源, 正念, 饮食福祉

Abstract:

The frugal mindset is a widely prevalent cognitive pattern, yet little is known about how the frugal mindset affects individual psychology and behavior. Based on six studies and a supplementary meta-analysis, this article unveils the negative effect of a frugal mindset on anticipated enjoyment and experiential evaluation in the context of food consumption. We refer to this effect as the “diminished enjoyment with the best deal” effect.
In the current research, we also propose and test the underlying mechanism—cognitive depletion—that drives the core effect. Moreover, two boundary conditions (i.e., the cost of getting the best deal and mindfulness intervention) are identified. Specifically, Study 1 analyzed secondary data from the large American food delivery platform GRUBHUB, revealing a negative correlation between the frugal mindset and food taste rating. Study 2 simulated the online food ordering scenario and provided causal evidence for the negative impact of a frugal mindset on the expected enjoyment of food. Study 3 conducted a field experiment under the guise of a taste-testing event, confirming that the frugal mindset diminishes individuals’ anticipated enjoyment of chocolate and leads to lower overall evaluation after consuming chocolate.
Moving forward, Study 4 validated the mediating role of cognitive resource depletion in the impact of the frugal mindset on the anticipated enjoyment of fruit and vegetable salad. These findings provided consistent support for the proposed core effect. Furthermore, Studies 5 and 6 aimed to explore the situations in which the core effect would be intensified or attenuated. In particular, Study 5 identified a boundary condition—the cost of getting the best deal, showing that when the cost of getting the best deal is higher, the negative impact of the frugal mindset on the anticipated enjoyment of cake is more pronounced. Study 6 further provided an intervention to alleviate the core effect, demonstrating that mindfulness intervention weakens the negative impact of the frugal mindset on the anticipated enjoyment of hotpot. This occurs because mindfulness intervention assists in recovering one’s cognitive depletion induced by the frugal mindset.
Finally, employing the single paper meta-analysis (SPM) as a supplementary analysis, the study confirmed the robust effects of the frugal mindset on anticipated food enjoyment and experiential evaluation. The current research not only enriches and expands theoretical studies on the frugal mindset and cognitive resources but also offers practical implications for food marketing and dietary well-being.

Key words: frugal mindset, food evaluation, anticipated enjoyment, cognitive resources, mindfulness, dietary well- being

中图分类号:

B849: F713.55

陈斯允, 熊继伟, 彭凯平. (2025). “羊毛薅尽口味乏”：节俭心态如何影响食物预期享受与体验评估. 心理学报, 57(1), 152-172.

CHEN Siyun, XIONG Jiwei, PENG Kaiping. (2025). The “diminished enjoyment with the best deal” effect: How does frugal mindset impact the anticipated enjoyment and experiential evaluation in food consumption?. Acta Psychologica Sinica, 57(1), 152-172.

图/表 9

参考文献 64

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变量/观测项	模型1	模型2	模型3	模型4	模型5
订单准确率	0.453^***	0.414^***	0.413^***	0.414^***	0.414^***
	(0.008)	(0.014)	(0.014)	(0.014)	(0.014)
配送准时率	0.206^***	0.199^***	0.199^***	0.199^***	0.199^***
	(0.008)	(0.013)	(0.013)	(0.013)	(0.013)
商家推荐页面排序	0.000^***	0.000	0.000	0.000	0.000
	(0.000)	(0.000)	(0.000)	(0.000)	(0.000)
预期配送时间	−0.000^**	−0.000	−0.000	−0.000	−0.000
	(0.000)	(0.000)	(0.000)	(0.000)	(0.000)
总体评分	0.089^***	0.067^***	0.067^***	0.067^***	0.067^***
	(0.001)	(0.002)	(0.002)	(0.002)	(0.002)
重复评价比例				0.027^*	0.027^*
				(0.013)	(0.013)
外卖平均价格				−0.000	−0.000
				(0.000)	(0.000)
节俭心态(有无优惠活动)	−0.017^***	−0.009^*		−0.009^*
	(0.002)	(0.004)		(0.004)
节俭心态(有/无优惠活动) × 优惠类型(直接折扣/凑单满减优惠)			−0.013^**		−0.013^**
节俭心态(有/无优惠活动) × 优惠类型(直接折扣/凑单满减优惠)			(0.005)		(0.005)
常数项	−0.087^***	0.040^**	0.041^**	0.040^**	0.040^**
	(0.008)	(0.013)	(0.013)	(0.013)	(0.013)
品牌和城市固定效应	否	是	是	是	是
观测值	88268	66968	66968	66968	66968
R²	0.405	0.776	0.776	0.776	0.776

变量/观测项	模型1	模型2	模型3	模型4	模型5
订单准确率	0.453^***	0.414^***	0.413^***	0.414^***	0.414^***
	(0.008)	(0.014)	(0.014)	(0.014)	(0.014)
配送准时率	0.206^***	0.199^***	0.199^***	0.199^***	0.199^***
	(0.008)	(0.013)	(0.013)	(0.013)	(0.013)
商家推荐页面排序	0.000^***	0.000	0.000	0.000	0.000
	(0.000)	(0.000)	(0.000)	(0.000)	(0.000)
预期配送时间	−0.000^**	−0.000	−0.000	−0.000	−0.000
	(0.000)	(0.000)	(0.000)	(0.000)	(0.000)
总体评分	0.089^***	0.067^***	0.067^***	0.067^***	0.067^***
	(0.001)	(0.002)	(0.002)	(0.002)	(0.002)
重复评价比例				0.027^*	0.027^*
				(0.013)	(0.013)
外卖平均价格				−0.000	−0.000
				(0.000)	(0.000)
节俭心态(有无优惠活动)	−0.017^***	−0.009^*		−0.009^*
	(0.002)	(0.004)		(0.004)
节俭心态(有/无优惠活动) × 优惠类型(直接折扣/凑单满减优惠)			−0.013^**		−0.013^**
节俭心态(有/无优惠活动) × 优惠类型(直接折扣/凑单满减优惠)			(0.005)		(0.005)
常数项	−0.087^***	0.040^**	0.041^**	0.040^**	0.040^**
	(0.008)	(0.013)	(0.013)	(0.013)	(0.013)
品牌和城市固定效应	否	是	是	是	是
观测值	88268	66968	66968	66968	66968
R²	0.405	0.776	0.776	0.776	0.776

研究	分组	因变量	均值	标准差	Estimate	SE
研究1	节俭控制	实际评价	0.86	0.15	−0.21	0.01
研究1	节俭启动	实际评价	0.82	0.19	−0.21	0.01
研究2	节俭控制	预期享受	6.10	0.53	−0.52	0.14
研究2	节俭启动	预期享受	5.76	0.76	−0.52	0.14
研究3	节俭控制	预期享受	5.01	0.96	−0.84	0.17
	节俭启动	预期享受	4.13	1.12	−0.84	0.17
	节俭控制	实际评价	5.26	1.04	−0.90	0.17
	节俭启动	实际评价	4.19	1.32	−0.90	0.17
研究4	节俭控制	预期享受	5.37	1.26	−0.38	0.15
研究4	节俭启动	预期享受	4.84	1.49	−0.38	0.15
研究5	节俭控制	预期享受	5.87	1.02	−0.38	0.13
	节俭启动	预期享受	5.53	0.75	−0.38	0.13
	节俭控制	购买可能性	5.75	1.11	−0.30	0.13
	节俭启动	购买可能性	5.38	1.35	−0.30	0.13
研究6	节俭控制	预期享受	5.91	0.84	−0.19	0.10
研究6	节俭启动	预期享受	5.74	0.95	−0.19	0.10
SPM	N/A				−0.44	0.09

研究	分组	因变量	均值	标准差	Estimate	SE
研究1	节俭控制	实际评价	0.86	0.15	−0.21	0.01
研究1	节俭启动	实际评价	0.82	0.19	−0.21	0.01
研究2	节俭控制	预期享受	6.10	0.53	−0.52	0.14
研究2	节俭启动	预期享受	5.76	0.76	−0.52	0.14
研究3	节俭控制	预期享受	5.01	0.96	−0.84	0.17
	节俭启动	预期享受	4.13	1.12	−0.84	0.17
	节俭控制	实际评价	5.26	1.04	−0.90	0.17
	节俭启动	实际评价	4.19	1.32	−0.90	0.17
研究4	节俭控制	预期享受	5.37	1.26	−0.38	0.15
研究4	节俭启动	预期享受	4.84	1.49	−0.38	0.15
研究5	节俭控制	预期享受	5.87	1.02	−0.38	0.13
	节俭启动	预期享受	5.53	0.75	−0.38	0.13
	节俭控制	购买可能性	5.75	1.11	−0.30	0.13
	节俭启动	购买可能性	5.38	1.35	−0.30	0.13
研究6	节俭控制	预期享受	5.91	0.84	−0.19	0.10
研究6	节俭启动	预期享受	5.74	0.95	−0.19	0.10
SPM	N/A				−0.44	0.09