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

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。     

“时间贫穷”对跨期决策和前瞻行为的影响及其认知机制

紧张的社会节奏使人们感觉时间正在变少,从而产生时间匮乏的心理感知和思维模式,这一现象概括为"时间贫穷"。"时间贫穷"会对个体认知判断、情绪和行为控制力产生重要影响。通过行为科学和认知神经科学相结合的研究方法,从行为反应-心理机制-神经机制三个层面研究时间贫穷对跨期决策和前瞻行为的影响。研究分为3个部分:(1)时间贫穷对个体认知判断、情绪和行为控制力的影响;(2)时间贫穷对跨期决策的影响;(3)组织中时间贫穷对前瞻行为的影响。通过系列研究,拟解决3个关键问题:(1)时间贫穷如何影响人们的认知判断,导致非理性决策行为?(2)时间贫穷影响认知判断和跨期决策的神经机制究竟是什么?(3)时间贫穷对管理决策带来哪些挑战?对这些问题的深入探讨,不仅对行为决策理论的发展有重要贡献;而且对组织如何进行有效的管理制度设计,避免个体和组织陷入"时间贫穷陷阱",同样有很强的实践意义。     

社会认知神经科学研究范式述评

社会认知神经科学是社会科学和神经科学的交叉学科,其研究范式可以概括为三个研究层次和三种研究推论。三个研究层次分别是社会行为层次、信息加工层次和脑神经层次。三种研究推论为把社会行为现象归结为心理机制的心理推论,把心理机制归结为脑神经机制的机能推论,从心理机制或神经机制中推论社会行为的社会推论。在机能推论中,可以从三个维度区分三类脑神机制,即支持内源性和外源性加工的大脑内侧-外侧结构,支持自动化和控制性加工的大脑腹侧-背侧结构,支持高复杂性和低复杂性加工的大脑前部-后部结构。     

主观幸福感的脑机制

主观幸福感是社会认知领域一直关注的重要问题。Kahneman等人提出的评价系统模型为主观幸福感的研究提供了基本框架。主观幸福感形成过程中,评价系统的主要产物包括即时效用、回忆效用、抉择效用和预期效用,这些效用都有着各自特殊的神经机制。主观幸福感的影响因素分为内部和外部因素,它们也对应着各异的神经基础。未来主观幸福感领域的研究应遵循生理机制和心理机制相结合的整合研究思路。     

情绪与决策的关系

该文对情绪与决策关系的研究进行了较为全面的阐述：早期的决策理论完全排斥情绪的影响作用,研究者们热衷于建立理性决策的数学模型;自Kahneman和Tversky提出前景理论后,产生了以预期情绪为主的后悔和失望理论,以及主观预期愉悦理论;20世纪90年代后,随着神经科学和社会心理学家们对情绪与认知关系研究的深入,一些学者意识到决策过程中不仅存在作为效用的预期情绪,还存在“即时”情绪,它们可以在没有认知评估参与的情况下产生,可以反过来影响认知评估,可以直接影响决策行为。     

亲社会行为的认知过程及脑神经基础

亲社会行为是指有利于他人和社会的行为,包括合作、分享、助人、安慰等。亲社会行为产生主要涉及几种认知过程:对他人行为和情绪的注意、社会信息加工、对结果的奖赏预期、社会规范表征、自我控制、以及社会信息整合与价值计算等。基于这些认知过程,研究发现,亲社会行为主要与前脑岛和前扣带回、默认网络背内侧子系统、奖赏系统以及前额叶皮层等神经区域有关,因此提出亲社会行为共同的认知-脑神经回路。未来可以对亲社会行为脑神经基础的共性、功能连接以及跨文化研究等方面做进一步探讨。     

儿童攻击行为的短期追踪干预研究:从社会信息加工的角度

以社会信息加工模型(Social Information-Processing Model,简称SIP)为理论依据设计社会认知干预方案,将被试(包括132名攻击性儿童)分为实验组、安慰剂(阅读)组和控制组进行短期追踪干预研究,在此基础上考察该干预方案对减少儿童的攻击行为以及提高社会信息加工能力的作用。研究结果表明:(1)该干预方案对提高攻击性儿童的社会信息加工能力有明显的即时效果和持续效果,具体表现为该方案有效地减少了攻击性儿童的敌意归因偏见和攻击行为的产生,有助于攻击性儿童建立关系目标并正确认知攻击行为的后果;(2)班主任评定三组儿童的攻击行为显著减少,评定结果可能受到期望效应的影响。     

预期如何影响人们对不愉快事件的体验?

本研究以味觉和痛觉两种感觉通道的体验为对象,探讨预期效价和预期信心如何影响知觉体验的结果及其作用机制。通过基于味觉和痛觉的两个实验,发现预期会影响即时知觉体验,并且预期信心在其中起到调节作用——对预期充满信心时,即时体验和对结果的预期保持一致,预期越积极即时体验越好,预期越消极即时体验越差;而对预期缺乏信心时,即时体验和预期之间呈现背离趋势,预期越积极即时体验越差,预期越消极即时体验则越好。研究结果阐明了预期影响即时体验的机制,对我们理解身心关系也具有重要的理论意义。     

心理学家Daniel Kahneman获2002年诺贝尔经济学奖

心理学家Daniel Kahneman被授予2002年诺贝尔经济学奖。他遵循1978年诺贝尔经济学奖获得者Herbert A. Simon的“有限理性”理论和启发式的思想,提出3种常见的启发式:代表性、可得性以及锚定和调整。Kahneman发现人类的决策行为常常是非理性和有偏差的,这与传统经济学理论 (期望效用理论)的预期不符,而且这种偏差是有规律的。Kahneman提出前景理论以解释人类在不确定条件下的判断和决策行为。他获得诺贝尔经济学奖是因为他“把心理学的,特别是关于不确定条件下人的判断和决策的研究思想,结合到了经济科学中。”该文列举实例简单介绍了Daniel Kahneman对心理学和经济学的贡献。     

文物艺术品拍卖中竞拍人的非理性行为分析

非理性行为是文物艺术品拍卖中普遍存在的现象。本文从羊群效应和认知偏差两个视角,分析了文物艺术品拍卖中非理性行为的表现及产生的原因,对文物艺术品拍卖中非理性行为的激发机制进行了研究。     

数字效应对消费者行为的影响及其心理机制

经济学理性人假说判定, 个体对同一个事物的认知和需求不会随事物表征方式以及个体信息处理方式的改变而改变。同时, 消费者旨在运用最低成本获得最大收益, 实现经济效用最大化。然而消费者行为领域的学者对此提出了相反的主张。他们指出, 当个体解读刺激物数量化属性时, 不仅会对用不同数字和单位表征的同一数量判断出现偏差, 还会受到数字启动的影响, 对用不同数字表示的同一商品产生不同的需求, 甚至做出违反经济效用最大化的决策, 产生了数字效应。不同的心理机制对数字效应如何导致消费者非理性行为进行了解释。在此基础上, 对数字效应在消费者行为领域的未来研究方向进行了展望。     

Limited Experienced Happiness or Unlimited Expected Utility,What About the Differences?

Happiness and utility are two types of subjective well-being, but measured in different ways. Happiness is measured by asking people questions about their subjective appreciation of their life as a whole. Utility is measured by an assessment of their subjective priorities, as revealed in their actual behaviour. Both methods have specific pros and cons and additional value. These methodological issues are important in an epistemological way: how to obtain knowledge about subjective well-being. There are, however, also three important ontological differences between happiness and utility in the actual nature of these phenomena in reality. (1) Happiness depends on available market and non-market commodities and living-conditions; utility depends only on available market-commodities. (2) Happiness is about experienced well-being, utility is about expected well-being. (3) Happiness is limited because it is related to the fulfilment of a limited number of needs, utility is unlimited because behaviour always reveals preferences in terms of expected well-being. Economists and happiness-researchers tend to neglect the last two differences. Their analysis, the analysis of Carol Graham included, could gain strength if more attention would be paid to these last two differences.     

Lapsed attention to elapsed time? Individual differences in working memory capacity and temporal reproduction

Working memory capacity (WMC) predicts individual differences in a wide range of mental abilities. In three experiments we examined whether WMC would predict temporal judgment. Low-WMC temporal reproductions were consistently too long for the shortest duration and too short for the longest, but were accurate (unbiased) for the intermediate. In contrast, high-WMC temporal reproductions were more accurate (unbiased) across the range. Thus low-WMC showed a classic “migration effect” (Vierordt's Law) to a greater extent than high-WMC. Furthermore reproduction errors depended more on temporal context than the absolute durations of “shortest,” “longest,” and “intermediate.” Low-WMC reproductions were overall more variable than high-WMC. General fluid intelligence (gF) was also related to temporal bias and variability. However, WMC-related timing differences were only attenuated and not eliminated with gF as covariate. Results are discussed in terms of attention, memory, and other psychological constructs.     

Subjective expected utility without preferences

This paper proposes a theory of subjective expected utility based on primitives only involving the fact that an act can be judged either “attractive” or “unattractive”. We give conditions implying that there are a utility function on the set of consequences and a probability distribution on the set of states such that attractive acts have a subjective expected utility above some threshold. The numerical representation that is obtained has strong uniqueness properties.     

叙事传输的说服机制

叙事传输是人们沉浸在故事情景中的独特心理过程,也是故事信息特有的说服机制.叙事传输会使决策者产生与现实世界脱离的感觉,体验到强烈的情绪,然后对故事产生认同,改变态度.本文在界定叙事加工、叙事传输等理论概念基础上,重点比较叙事传输与分析加工的差异,认为两者在信息内容组织、作用途径、判断逻辑、认知努力及问题距离上都有区别.进一步研究叙事传输与分析加工、自我控制、情景决策等理论领域的关系具有重要价值.     

Diminishing Returns to Income, Companionship – and Happiness

From philosophical and intuitive sources, I find three goods that should serve as ultimate ends in assessing a high quality of life: subjective well-being, human development, and justice. With acknowledged plural ends (we use them whether we acknowledge them or not), each takes its value from its scarcity relative to the other two – a version of diminishing marginal utility. Contrary to economists' belief that income (together with leisure) is the source of all utility, evidence shows that companionship, which does not pass through the market, has higher utility and contributes more to well-being than does income. But if money income has diminishing marginal utility, so does this competing good, companionship. With arguments drawn from the meaning of happiness, I show that happiness, too, may have diminishing marginal utility and that often it must rely for its hedonic and social value on such other goods as human development and justice.     

Career decision making: The limits of rationality and the abundance of non-conscious processes

The terms of work have changed, with multiple transitions now characterizing the arc of a typical career. This article examines an ongoing shift in the area of vocational decision making, as it moves from a place where “it’s all about the match” to one closer to “it’s all about adapting to change”. We review literatures on judgment and decision making, 2-system models of decisional thought, the neuroanatomy of decision making, and the role of non-conscious processes in decision making. Acknowledging the limits of rationality, and the abundance of non-conscious processes in decision making, obliges us to act in ways that mitigate the inherent difficulties to which those processes make us vulnerable. We conclude that both rational and intuitive processes seem dialectically intertwined in effective decision making, and we offer a trilateral model of career decision making that includes rational and intuitive mechanisms, both of which are funded and kept in check by occupational engagement.     

Electrophysiological difference between the representations of causal judgment and associative judgment in semantic memory

Causally related concepts like “virus” and “epidemic” and general associatively related concepts like “ring” and “emerald” are represented and accessed separately. The Evoked Response Potential (ERP) procedure was used to examine the representations of causal judgment and associative judgment in semantic memory. Participants were required to remember a task cue (causal or associative) presented at the beginning of each trial, and assess whether the relationship between subsequently presented words matched the initial task cue. The ERP data showed that an N400 effect (250–450 ms) was more negative for unrelated words than for all related words. Furthermore, the N400 effect elicited by causal relations was more positive than for associative relations in causal cue condition, whereas no significant difference was found in the associative cue condition. The centrally distributed late ERP component (650–750 ms) elicited by the causal cue condition was more positive than for the associative cue condition. These results suggested that the processing of causal judgment and associative judgment in semantic memory recruited different degrees of attentional and executive resources.     

The Human Function Compunction: Teleological explanation in adults

Research has found that children possess a broad bias in favor of teleological - or purpose-based - explanations of natural phenomena. The current two experiments explored whether adults implicitly possess a similar bias. In Study 1, undergraduates judged a series of statements as “good” (i.e., correct) or “bad” (i.e., incorrect) explanations for why different phenomena occur. Judgments occurred in one of three conditions: fast speeded, moderately speeded, or unspeeded. Participants in speeded conditions judged significantly more scientifically unwarranted teleological explanations as correct (e.g., “the sun radiates heat because warmth nurtures life”), but were not more error-prone on control items (e.g., unwarranted physical explanations such as “hills form because floodwater freezes”). Study 2 extended these findings by examining the relationship between different aspects of adults’ “promiscuous teleology” and other variables such as scientific knowledge, religious beliefs, and inhibitory control. Implications of these findings for scientific literacy are discussed.     

消费者决策分析的新视角:双通道心理账户理论

双通道心理账户是指人们在购买决策时具有一个双向通道的心理账户,其中一个通道记录了付款后消费者剩余的正效用,而另一个通道则记录了除去消费后付款带来的负效用.当消费与支付联结紧密时,会让人们更易想起支付的痛苦,从而降低消费快感,此时快乐弱化系数(α)大;当消费与支付联结较弱时,人们更不易记起支付的金额,从而在消费时拥有更多快乐,此时痛苦钝化系数(β)大.文章通过整理已有研究发现:先付款后消费的α系数更小,而先消费后付款的β系数更小;奢侈品的α系数更大,而必需品的β系数更大;吝啬者的α系数更大,而挥霍者的β系数更大.文章进一步阐述了影响消费者购买联结的心理机制是债务规避和负的时间偏好、支付贬值等.在此基础上为消费者做出购买决策以及商家选择促销方式提出了建议.同时也为消费者决策行为研究提供了新的视角和研究课题.