产品类型对购物冲量效应的调节作用分析

基于享乐品-实用品有关研究及购物冲量效应, 考察产品类型对购物冲量效应的调节作用及其内在机制。实验一通过现场研究验证购买实用品提高后续购买概率, 购买享乐品降低其概率; 实验二为实验室实验, 再次验证该调节作用, 并验证内在原因：购买享乐品更可能激发内疚感、花钱的痛苦甚至负面自我形象和高层次目标, 导致理由性思维占主导, 前次购买引发的应用思维定式受到削弱。相比于实用品, 购买享乐品引发购物冲量效应的可能性更低。     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

“电子钱包”让人花钱更多？——手机支付的心理账户效应

为探究手机支付使用者消费增加的现象及其心理账户效应,使用计算机程序对114名被试进行了三项模拟购物实验。实验发现：（1）手机支付组被试的商品消费次数和金额都显著高于现金支付组被试,且这种差异体现在功能型商品的消费上。（2）手机支付时被试不会倾向于对大金额的消费进行控制,对大钱和小钱的花费不存在显著差异。（3）手机支付时收到红包的被试消费次数和金额显著高于账户常规收入的被试,且更多用于享乐型消费。总的来看,手机支付减弱了对大额金钱和意外收入的消费控制,非现金支付让消费者花钱更多。     

To whom and when to give: Effects of intimacy and obligation on expressive motives,gift choice,and information search in gift giving

When consumers purchase gifts for others, their behaviors are different from those when they buy something for themselves. The present study aims to understand the entire gift purchase process including perception of the recipient and occasion, formation of motives, gift type choices, and information search. For this purpose, an expressive motive (motive to express the relationship or givers' self through a gift) was introduced and hypotheses were developed on how perceived intimacy and obligation influence expressive motives and how these motives affect consumers' choice of gift types (hedonic vs. utilitarian) and information search modes (online vs. offline). A memory‐based survey involving a student sample (n = 355) was conducted, and three major findings were revealed. First, more intimacy and less obligation increased expressive motives. Second, expressive motives influenced the giver's choice of a gift type. More specifically, givers with high expressive motives tended to choose a gift with a high level of hedonic quality and a low level of utilitarian quality. Finally, gift types that givers intended to purchase influenced information search. Givers searched for information online more when they purchased gifts with high utilitarian quality whereas they searched for offline information more when they purchased gifts with high hedonic quality. Results have practical implications for manufacturers and retailers whose businesses involve gifts.     

Influencing choice without awareness

Forcing occurs when a magician influences the audience’s decisions without their awareness. To investigate the mechanisms behind this effect, we examined several stimulus and personality predictors. In Study 1, a magician flipped through a deck of playing cards while participants were asked to choose one. Although the magician could influence the choice almost every time (98%), relatively few (9%) noticed this influence. In Study 2, participants observed rapid series of cards on a computer, with one target card shown longer than the rest. We expected people would tend to choose this card without noticing that it was shown longest. Both stimulus and personality factors predicted the choice of card, depending on whether the influence was noticed. These results show that combining real-world and laboratory research can be a powerful way to study magic and can provide new methods to study the feeling of free will.     

The Consumption Consequences of Couples Pooling Finances

When couples decide to share their lives, they must also decide how to pool their finances. In this article, we ask: Does the type of bank account from which one spends (joint vs. separate) affect the type of products one chooses to buy (utilitarian vs. hedonic)? Real‐world evidence from analyzing bank transaction records (study 5), as well as data collected from experiments in the field (studies 1 and 2) and lab (studies 3 and 4), converge to support the hypothesis that couple members who spend from a joint bank account are more likely to choose utilitarian (vs. hedonic) products, than those who spend from a separate bank account. We find that these different spending patterns are driven by an increased need to justify spending to one's partner that is experienced when money is pooled together. If a hedonic product becomes easier to justify (study 4), the effect of account type on spending patterns disappears. These findings have important theoretical and practical implications for better understanding financial decision‐making within romantic couples.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

Cultural differences in process and person focus: Congratulations on your hard work versus celebrating your exceptional brain

Cultural differences in process-focused versus person-focused themes were examined using both cultural artifacts (Study 1) and self-reports (Study 2). In Study 1, the contents of Chinese and American graduation and encouragement cards were analyzed for their relative emphasis on person- versus process-focused themes. Person-focused themes center on recipients' stable traits and abilities, and their emotional well-being. In contrast, process-focused themes dwell on the recipients' hard work and effort, and emphasize the importance of continued self-improvement and growth. Messages on Chinese cards were significantly more process than person focused. The reverse was true of American cards. Chinese cards also contained more process-focused (e.g., winding roads) than person-focused images (e.g., student standing on a pedestal). American cards contained more person-focused than process-focused images, although this difference was significant only among encouragement cards. In Study 2, we presented Chinese and American participants with graduation card messages differing in focus. Chinese parents indicated that they would be more likely to select and Chinese students indicated that they would be more likely to receive process- than person-themed graduation card messages. American parents and students showed no effects of message focus. The findings illustrate how cultural beliefs are reflected in cultural artifacts and personal preferences.     

Monopoly money: the effect of payment coupling and form on spending behavior

This article examines consumer spending as a function of payment mode both when the modes differ in terms of payment coupling (association between purchase decision and actual parting of money) and physical form as well as when the modes differ only in terms of form. Study 1 demonstrates that consumers are willing to spend more when a credit card logo is present versus absent. Study 2 shows that the credit card effect can be attenuated when people estimate their expenses using a decomposition strategy (vs. a holistic one). Noting that credit card and cash payments differ in terms of payment coupling and form, Studies 3 and 4 examine consumer spending when the payment mode differs only in physical form. Study 3 demonstrates that consumers spend more when they are spending scrip (a form of stored value certificate) versus cash of the same face value. Study 4 shows that the difference in spending across payment modes (cash and gift certificates) is attenuated by altering the salience of parting with money through contextual manipulations of the differences between cash and gift certificates.     

Subjective Well-Being and Hedonic Editing: How Happy People Maximize Joint Outcomes of Loss and Gain

Hedonic editing refers to the decision strategy of arranging multiple events in time to maximize hedonic outcomes (Thaler in Market Sci 4:199–214, 1985). The present research investigated the relationship between subjective well-being and hedonic editing. In Study 1, we gave participants pairs of social or financial events and asked them to indicate their preferences regarding the sequence and interval length between the two events. Compared to participants with lower subjective well-being, those with higher subjective well-being preferred to experience a social gain (e.g., chatting with a close friend) temporally closer to a financial loss, suggesting that happy individuals are more inclined than less happy individuals to use positive social events as cross-domain buffers against loss. In Study 2, participants were asked to select the type of positive event they would want to experience after a negative event. Happy individuals displayed a stronger preference for social events. Implications and directions for future research are discussed.     

I want to be creative: exploring the role of hedonic contingency theory in the positive mood-cognitive flexibility link

Three studies explored the role of hedonic contingency theory as an explanation for the link between positive mood and cognitive flexibility. Study 1 examined the determinants of activity choice for participants in happy, sad, or neutral moods. Consistent with hedonic contingency theory, happy participants weighted potential for creativity as well as the pleasantness of the task more heavily in their preference ratings. In Study 2, participants were given either a neutral or mood-threatening item generation task to perform. Results illustrated that happy participants exhibited greater cognitive flexibility in all cases; when confronted with a potentially mood-threatening task, happy participants were able to creatively transform the task so as to maintain positive mood and interest. Finally, Study 3 manipulated participants' beliefs that moods could or could not be altered. Results replicated the standard positive mood-increased cognitive flexibility effect in the nonmood-freezing condition, but no effects of mood on creativity were found in the mood-freezing condition. These studies indicate that the hedonic contingency theory may be an important contributing mechanism behind the positive mood-cognitive flexibility link.     

Memory for words as a function of spelling transparency

The authors investigated the impact of spelling transparency on memory for words written in Persian orthography. Adult Persian university students (N = 212) performed in a memory recall experiment on 160 monosyllabic words printed on 8 cards (20 on each card) manipulated for spelling transparency, frequency, and imageability. Each card was presented randomly to the participants and they were asked to read the words aloud as quickly as possible. After reading each card, the participants were asked to engage in a digital addition task for 20 s (as a distracter), which was immediately followed by a request to write down as many words as possible from the cards in 40 s. No significant difference was found in the time to name aloud the opaque and transparent words, whereas on the memory recall task there were main effects for spelling, frequency, and imageability and significant 2-way and 3-way interactions. The effects were greatest for transparent spellings when they were of high frequency and high imageability or low frequency and low imageability. The implications of these findings are discussed.     

Not all gifts are good: The potential practical costs of motivated gifts

People rely on support from others to accomplish mundane and momentous tasks. When asking for assistance, is it beneficial to incentivize a helper by offering a motivated gift (i.e., a gift with the hope of getting support in return)? Six studies (N > 2,500) examine the frequency and potential costs of motivated gifts. In Study 1, a third of Americans indicated that they had given a motivated gift at least once, while nearly two‐thirds believed they had received one. In Studies 2a–d, most participants who imagined receiving a motivated gift before a favor request reported lower willingness to help and anticipated satisfaction from helping than participants who imagined simply being asked for a favor. Finally, Study 3 replicates these findings with actual help provided among friends in a laboratory setting. Findings suggest that motivated gifts are relatively common but may sometimes undermine the assistance that people hope to receive.     

The peculiar longevity of things not so bad

Abstract— Intense hedonic states trigger psychological processes that are designed to attenuate them, and thus intense states may abate more quickly than mild states. Because people are unaware of these psychological processes, they may mistakenly expect intense states to last longer than mild ones. In Study 1, participants predicted that the more they initially disliked a transgressor, the longer their dislike would last. In Study 2, participants predicted that their dislike for a transgressor who hurt them a lot would last longer than their dislike for a transgressor who hurt them a little, but precisely the opposite was the case. In Study 3, participants predicted that their dislike for a transgressor who hurt them a lot would last longer than their dislike for a transgressor who hurt someone else a lot, but precisely the opposite was the case. These errors of prediction are discussed as instances of a more general phenomenon known as the region-β paradox.     

Business or pleasure? Utilitarian versus hedonic considerations in emotion regulation

It is widely accepted that emotions have utilitarian as well as hedonic consequences. Nevertheless, it is typically assumed that individuals regulate emotions to obtain hedonic, rather than utilitarian, benefits. In this study, the authors tested whether individuals represent the utility of pleasant and unpleasant emotions and whether they would be motivated to experience unpleasant emotions if they believed they could be useful. First, findings revealed that participants explicitly viewed approach emotions (e.g., excitement) as useful for obtaining rewards, but viewed avoidance emotions (e.g., worry) as useful for avoiding threats. Second, this pattern was replicated in implicit representations of emotional utility, which were dissociated from explicit ones. Third, implicit, but not explicit, representations of emotional utility predicted motives for emotion regulation. When anticipating a threatening task, participants who viewed emotions such as worry and fear as useful for avoiding threats preferred to engage in activities that were likely to increase worry and fear (vs. excitement) before the task. These findings demonstrate that utilitarian considerations play an important, if underappreciated, role in emotion regulation.     

Forcing you to experience wonder: Unconsciously biasing people’s choice through strategic physical positioning

Magicians have developed powerful tools to covertly force a spectator to choose a specific card. We investigate the physical location force, in which four cards (from left to right: 1-2-3-4) are placed face-down on the table in a line, after which participants are asked to push out one card. The force is thought to rely on a behavioural bias in that people are more likely to choose the third card from their left. Participants felt that their choice was extremely free, yet 60% selected the 3rd card. There was no significant difference in estimates and feelings of freedom between those who chose the target card (i.e. 3rd card) and those who selected a different card, and they underestimated the actual proportion of people who selected the target card. These results illustrate that participants’ behaviour was heavily biased towards choosing the third card, but were oblivious to this bias.     

The suppression of q card selections: Evidence for deductive inference in Wason's Selection Task

The results of three experiments investigating the role of deductive inference in Wason's selection task are reported. In Experiment 1, participants received either a standard one-rule problem or a task containing a second rule, which specified an alternative antecedent. Both groups of participants were asked to select those cards that they considered were necessary to test whether the rule common to both problems was true or false. The results showed a significant suppression of q card selections in the two-rule condition. In addition there was weak evidence for both decreased p selection and increased not-q selection. In Experiment 2 we again manipulated number of rules and found suppression of q card selections only. Finally, in Experiment 3 we compared one- and two-rule conditions with a two-rule condition where the second rule specified two alternative antecedents in the form of a disjunction. The q card selections were suppressed in both of the two-rule conditions but there was no effect of whether the second rule contained one or two alternative antecedents. We argue that our results support the claimthat people make inferences about the unseen side of the cards when engaging with the indicative selection task.     

Temporal distinctiveness and repetition benefits in task switching: Disentangling stimulus-related and response-related contributions

Despite the popularity of the Wason selection task in the psychology of reasoning, doubt remains as to whether card choices actually reflect a process of reasoning. One view is that while participants reason about the cards and their hidden sides—as indicated by protocol analysis—this reasoning merely confabulates explanations for cards that were preconsciously cued. This hypothesis has apparently been supported by studies that show that participants predominantly inspect cards which they end up selecting. In this paper, we reanalyse the data of one such study, which used eye-movement tracking to record card inspection times (Ball, Lucas, Miles, & Gale, 2003). We show that while cards favoured by matching bias are inspected for roughly equal lengths of times, their selection rates are strongly affected by their logical status. These findings strongly support a two-stage account in which attention is necessary but not sufficient for card selections. Hence, reasoning does indeed affect participants' choices on this task.     

The Role of Guessing and Verbal Response Type in Psychophysiological Detection of Concealed Information

I used a card test to study the effect of guessing on psychophysiological responsivity. Results indicated that subjects who were aware of the card they chose were more responsive to the relevant card than subjects without knowledge of the card they were asked to guess. Psychophysiological responsivity to the guessed cards was greater than to the neutral cards and to chance expectancy. In a verbal response type effect, the combination of the verbal response (yes or no) and the act of lying (no) increased differential responsivity compared with silence. I found no interaction effect between the knowledge of concealed information and the type of verbal response.     

The role of potential loss in the influence of affect on risk-taking behavior

In three experiments the influence of positive affect on risk-taking behavior was examined. In Experiment 1 subjects who received a free gift of candy, compared to those in a control group, were willing to pay increasingly more for lottery tickets as the prize rose from $10 to $90 and as the probability of winning rose from .10 to .90. In Experiment 2 subjects who received a free gift of candy, compared to those in a control group, were willing to pay more to buy insurance against loss, and were particularly more likely to do so when the potential loss was large. A third study, which found that subjects who received a free gift of candy were not willing to pay more for an item than were control subjects, led us to conclude that the results of the first two experiments are not best interpreted as merely due to a general increase in the willingness to spend as a consequence of having received a gift. Instead it was concluded that positive feelings can foster both risk-prone behavior (Experiment 1) and risk-averse behavior (Experiment 2). When a positive-affect subject faces a risk situation in which the potential loss is emphasized, the subject demonstrates risk aversion; when the potential loss is minimized, then risk proneness is observed.