“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。     

心理会计与推理选择研究的新进展

心理会计与推理选择是行为决策理论的两个重要领域,本文主要综述它们在消费者偏好建构中的作用。研究表明,心理会计的原则常常调节对奢侈品的购买与消费;在这一调节过程中,推理可能发挥重要作用。本文还评述,在建构消费偏好的过程中,消费者有时选择最充分的理由,而不是选择最佳的选项;在其它一些情况下,消费者聚焦理由可能导致购买决策与消费体验之间的矛盾,以及偏好的非传递性。     

辛苦所得与意外所得的非理性消费偏差：基于IAT检测和ERP证据

不同来源的财富因其在人们心理的权重差异会导致对其消费态度与方式的不同。前人运用一系列行为实验已发现意外所得更容易消费、辛苦所得则不容易消费。基于心理账户和内隐社会认知等理论, 运用IAT和ERP考察财富的意外所得与辛苦所得在人们心理引起的内在消费偏差, 进而对内隐消费态度和脑加工机制进行间接检测。IAT研究结果表明, 意外所得与容易消费的联结更加紧密, 辛苦所得与不易消费的联结更加紧密, 从内隐层面验证了前人的行为研究结论; ERP研究结果发现辛苦所得与意外所得这两个不同收入来源可能建立了不同脑加工机制, 且在P3和LPC成分得到反映, P3成分可能是反映辛苦所得组偏好难消费型消费方式的ERP成分, LPC反映了意外所得收入条件下个体偏好易消费型消费方式的特点。     

心理账户：理论与应用启示

“心理账户”是人们在心理上对结果（尤其是经济结果）的编码、分类和估价的过程,它揭示了人们在进行（资金）财富决策时的心理认知过程。心理账户的理论成果主要集中在“非替代性”的本质特征以及特殊的心理运算规则,心理账户在各个应用领域的研究成果主要包括：价格感知;行为资产组合理论;行为生命周期理论以及消费预算的研究。未来将在多元化研究方法的基础上,开展跨文化研究,对心理账户的内在心理机制和认知规律深入探讨     

社会排斥对消费选择偏向的影响：怀旧的调节作用及社会联结的中介作用

社会排斥会导致许多消极影响,人们会尝试通过各种策略对此进行缓解,而消费是其中重要的一种应对方式。本文通过3个实验考察了社会排斥和消费选择偏向（体验性消费vs.实物性消费）的关系,同时探讨了怀旧的调节作用和社会联结的中介作用。结果发现,社会排斥可以提高消费者对体验性消费的偏好,怀旧调节了社会排斥与体验性消费偏向的关系,并通过社会联结的中介作用进一步缓冲了社会排斥对消费选择偏向的影响。     

揭秘经济管理中的行为异象：心理账户理论的应用启示

2017年Richard H. Thaler获得诺贝尔经济学奖, 其重要的研究贡献之一是催生并发展了心理账户理论。心理账户理论被广泛用于解释经济管理中的行为异象。文章以消费决策、金融管理决策两大领域的应用研究为外在逻辑, 以心理账户的设立、运算和关闭过程的特点为内在逻辑, 重点探讨了消费决策中的“标签效应”、“预算效应”、“价格幻觉”、“解耦效应”和“效用偏差”; 金融管理决策中的“粘蝇纸效应”、“薪酬感知之谜”、“税收-投资之谜”、“会计信息披露之谜”和“处置效应”十大行为异象。文章进一步提出未来可能的两个研究方向, 一是通过眼动技术和认知神经科学方法揭示心理账户影响行为决策的内在过程及神经机制; 二是将心理账户理论应用于“以小拨大”的行为助推, 助力政府公共管理和企业管理决策。     

克龙巴赫α系数研究述评

克龙巴赫α系数足表征测验内部一致性信度的重要指标,在心理和教育测量中应用十分广泛,而其理论上的局限性也备受研究工作者的关注.本文就近年来关于α系数的应用和研究做了简要梳理,并对α系数在实际应用中需要注意的问题进行了总结和探讨.     

心理账户和薪酬激励的实验研究

心理账户是人们在心理上对结果,尤其是经济结果的编码,分类和估价的过程,它反映了人们在进行资金财富决策过程中的心理认知过程。心理账户有着有别于经济账户的运算法则。实验研究发现,改变薪酬的预期参照点,可以改变人们对同一结果的认知评价,从而达到不同的激励效果;低金额奖酬时人们倾向于选择物品,而高金额奖酬是人们倾向与选择现金。     

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

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。     

是单纯享乐还是自我实现?顾客参与生产性消费的体验价值

随着民众生活水平的提高及心理需求的增加,越来越多消费者不再满足于物质消费或被动娱乐消费,而希望通过参与产品的生产过程以追求更高层次的心理体验。本研究提出生产性消费这一议题,关注诸如手工DIY、采摘、垂钓等需要顾客利用自身知识、技能,通过劳动将商业化产品作为原料或工具生产自己想要结果的消费现象,借助积极心理学"实现型快乐vs.享受型快乐"的最新研究成果,采用行为实验、实证调查及神经营销学等多种研究方法,深入解读顾客在生产性消费过程中付出辛苦却乐在其中的心理体验机制,并从企业产品或服务设计的角度,关注顾客参与生产过程中快乐感的形成机制,及其对消费决策和购买行为的影响。预期成果有助于了解顾客在生产性消费这一新兴消费现象中的心理感受和需求,帮助相关企业更加科学有效地进行体验产品的开发与管理。     

移动支付对大学生冲动性消费行为的影响——来自ERP的实验证据

为寻找移动支付影响冲动性消费的电生理证据,实验采用两难选择的虚拟购物任务,通过2(支付方式)×2(产品类型)被试内实验设计,结合ERP技术比较移动支付和现金支付下的冲动消费及相关电生理指标。实验数据显示:(1)移动支付下参与者的购买意愿高于现金条件;(2)对享乐品的购买,移动支付下的购买意愿、购买率高于现金支付,而对实用品两种支付下无差异;(3)决策阶段头皮左侧发现,移动支付下享乐品的LPP波幅正于实用品,而现金支付下二者LPP波幅无差异;(4)N2波幅上存在Buy/No Buy效应。结果表明:移动支付促进了享乐品的冲动性消费,决策阶段左侧脑区的LPP波幅可作为其电生理指标,N2波幅表征买与不买。     

An adaptive network model for pain and pleasure through spicy food and its desensitization

This paper aims to map out the adaptive causal pathways of processes underlying capsaicin consumption and the desensitization process of the TRPV1 receptor as a feedback loop together with pain and pleasure perception. In order to map out these causal capsaicin pathways, adaptive causal network modeling was applied, which is a way of modeling biological, neural, mental and social processes from an adaptive causal modeling perspective.     

The Good Life: A Defense of Attitudinal Hedonism

What makes a life go well for the one who lives it? Hedonists hold that pleasure enhances the value of a life; pain diminishes it. Hedonism has been subjected to a number of objections. Some are (a) based on the claim that hedonism is a form of “mental statism”. Others are (b) based on the claim that some pleasures are base or degrading. Yet others are (c) based on the claim that when a bad person enjoys a pleasure, his receipt of that pleasure seem not to make the world better. It is important to keep in mind that hedonism is a theory about the value of a person's life for the person who lives it, and not for the world or for others. It is also important to distinguish between sensory hedonism and attitudinal hedonism. “Desert Adjusted Intrinsic Attitudinal Hedonism” appears to be immune to objections (a) and (b). A variant appears to be immune to all of them. Perhaps it is the answer to the question about the value of a life.     

The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions

Although mental accounting principles are generally robust, the integration‐of‐losses principle often fails. This research argues that when information salience is high, people actively segregate. To demonstrate that effect, this research uses purchase decision making for which the total payment is a key decision factor and compares examples such as the following equivalent total payments: “$120.95 for a stroller plus $19.95 for shipping” (i.e., segregation) versus “$140.90 for a stroller including shipping” (i.e., integration). Two studies demonstrate that integration increases purchase intentions when the salience of the smaller payment is higher. Specifically, integration leads to higher purchase intentions than does segregation when (1) the surcharge is visually more salient, (2) the surcharge is easy to process, and (3) price perceptions are stimulus instead of recall driven. Therefore, this research extends mental accounting by identifying conditions in which the integration‐of‐losses principle is likely to prevail. Copyright © 2006 John Wiley & Sons, Ltd.     

Why do right-wing adherents engage in more animal exploitation and meat consumption?

Despite the well-documented implications of right-wing ideological dispositions for human intergroup relations, surprisingly little is understood about the implications for human–animal relations. We investigate why right-wing ideologies – social dominance orientation (SDO) and right-wing authoritarianism (RWA) – positively predict attitudes toward animal exploitation and meat consumption. Two survey studies conducted in heterogeneous community samples (Study 1, N = 260; Study 2, N = 489) demonstrated that right-wing ideologies predict greater acceptance of animal exploitation and more meat consumption through two explaining mechanisms: (a) perceived threat from non-exploitive ideologies to the dominant carnist ideology (for both SDO and RWA) and (b) belief in human superiority over animals (for SDO). These findings hold after controlling for hedonistic pleasure from eating meat. Right-wing adherents do not simply consume more animals because they enjoy the taste of meat, but because doing so supports dominance ideologies and resistance to cultural change. Psychological parallels between human intergroup relations and human–animal relations are considered.     

Effects of payment notifications on consumer purchase decisions: The role of pain of payment

Payment notifications are becoming ubiquitous due to the popularity of online payment, which are usually considered to be records of consumption. However, the effect of payment notifications on consumer behavior has not been fully understood. Given this research void, this study explores the effects of payment notifications on consumers' consumption amount during a multiple-purchase shopping journey. Considering the prevalence of online payment in China, we conducted four experiments using Chinese samples. The results confirm that payment notifications can evoke consumers' pain of payment, which consequently reduces consumers' subsequent shopping amount. Additionally, we argue that the effects of payment notifications on consumer behavior are different in the early/late stage of the shopping journey or in the gift-purchasing/self-purchasing conditions. The findings of this article could help payment application developers to better design payment notification functions.     

Perceived self-efficacy and pain control: opioid and nonopioid mechanisms

In this experiment, we tested for opioid and nonopioid mechanisms of pain control through cognitive means and the relation of opioid involvement to perceived coping efficacy. Subjects were taught cognitive methods of pain control, were administered a placebo, or received no intervention. Their pain tolerance was then measured at periodic intervals after they were administered either a saline solution or naloxone, an opiate antagonist that blocks the effects of endogenous opiates. Training in cognitive control strengthened perceived self-efficacy both to withstand and to reduce pain; placebo medication enhanced perceived efficacy to withstand pain but not reductive efficacy; and neither form of perceived self-efficacy changed without any intervention. Regardless of condition, the stronger the perceived self-efficacy to withstand pain, the longer subjects endured mounting pain stimulation. The findings provide evidence that attenuation of the impact of pain stimulation through cognitive control is mediated by both opioid and nonopioid mechanisms. Cognitive copers administered naloxone were less able to tolerate pain stimulation than were their saline counterparts. The stronger the perceived self-efficacy to reduce pain, the greater was the opioid activation. Cognitive copers were also able to achieve some increase in pain tolerance even when opioid mechanisms were blocked by naloxone, which is in keeping with a nonopioid component in cognitive pain control. We found suggestive evidence that placebo medication may also activate some opioid involvement. Because placebos do not impart pain reduction skills, it was perceived self-efficacy to endure pain that predicted degree of opioid activation.     

When Sharing Is Not Caring: Does (un)Certainty About Bill Payment Method Lead Diners to Consume More and Spend More Money?

Previous work has demonstrated that unacquainted participants in an experimental, restaurant‐like setting consume more when they know in advance that the bill will be split evenly rather than paid according to individual consumption. Real life, however, often differs from these experimental settings in two important ways. First, unlike random groups of participants, diners who eat together are frequently friends or colleagues. Second, payment method (even vs. individual payment) is usually unknown (i.e. uncertain) at the time people place their orders, and is determined when the check arrives. The current research tests the ecological validity of the association between consumption amount and payment method. Study 1 was conducted in a natural setting with organic groups of diners. Some were asked to state their desired payment method before ordering (Certain condition); others did so only after asking for the check (Uncertain condition). In both conditions, even payment (as opposed to individual payment) was associated with greater consumption amount. However, overall, consumption amount was lower among diners in the Uncertain condition than among those in the Certain condition. Study 2 presents a controlled follow‐up experiment showing that eliminating diners' prior expectations regarding the payment method—by informing them that the payment method will be randomly determined after the consumption decision—eliminates the relationship between payment method and consumption amount. This study further indicates that when diners are uncertain what the payment method will be, even bill‐splitting has negative implications for their subsequent social interactions, expressed in retribution tendencies. Copyright © 2016 John Wiley & Sons, Ltd.     

Higher chronic psychological stress is associated with blunted affective responses to strenuous resistance exercise: RPE,pleasure, pain

The aim of this study was to determine whether mental stress moderates perceptions of muscular pain, exertion, pleasure and arousal during a bout of strenuous resistance exercise. Two hundred and ten undergraduate students recruited from resistance exercise classes were screened with the Perceived Stress Scale (PSS). Fifty-seven individuals (age = 20.1 ± 1.2 y) were invited to complete the Undergraduate Stress Questionnaire (USQ), a measure of life event stress, and fitness testing. They later performed a two-phase, acute heavy-resistance exercise protocol: first phase: 10-repetition maximum (RM) leg press test; second phase: six sets at 80–100% of 10-RM. During exercise, participants responded to the Feeling Scale (pleasure), Felt Arousal Scale, Omni-RPE and the Pain Intensity Scale. Affective responses and heart rate were analyzed with a hierarchical linear modeling (HLM) growth curve analysis. USQ moderated the trajectories of affective responses and heart rate during exercise. Higher stress (USQ) levels were significantly related to lower rise in RPE (time², p = .002; time³, p < .001) and heart rate (time², p < .001; time³, p < .001). USQ had a main effect on pleasure and arousal (p values < .001), in which higher levels of stress were related to less affect. Models using the PSS scale produced similar results. PSS, but not USQ, interacted with time to predict pain (time², p = .048; time³, p = .024). Relationships held even after adjusting for covariates, such as depression. Future research should determine if differential responses to exercise by stress have implications for behavioral interventions and mental health outcomes.