关于心理账户对消费者决策的影响的研究综述

心理账户概念的提出在一定程度上解释了消费者的非理性决策。本文以前人研究结果为基础对心理账户影响消费者决策的原因进行了探讨,旨在揭示这些研究结果的现实意义,以期让商家获得更大的利润,让消费者得到更大的满意感;同时对以前研究的局限做了一些讨论,并提出了未来的研究方向。     

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。     

经济决策中零整钞间的心理账户效应研究

通过两个研究,证实了在消费、储蓄两个经济决策领域存在零整钞间的心理账户效应;与此同时研究还表明,被试的消费倾向除与消费的实质目的有关之外,确实与金钱自身的因素有关系,这些关系包括钱钞携带的方便性、个体维持大面额钱钞完整性的目的以及钱钞面额与商品价格之间的匹配性。     

心理账户:缘起、理论及应用

心理账户深刻地体现了心理学和经济学的结合,是在行为经济学的大背景下开始研究的。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。心理账户与经济账户的运算法则不同,它具有非替代性。心理账户与金融投资结合形成了行为资产组合理论,心理账户与消费经济结合,形成了行为生命周期理论。     

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     

心理账户的作用机制与儿童认知发展

心理账户是普遍存在于个体心理中的一套或者多套记账体系。这种体系往往是以非预期的形式存在,并对个体的行为决策产生潜在的影响。由于心理账户的存在,使得个体在行为决策时往往无意识地偏离正常的价值判断或者计算法则,从而做出非理性的决策。心理账户的非替代性作用机制可以解释儿童心理理论、价值判断、情感决策以及自我控制等认知能力的发展。     

中国人心理账户的内隐结构

“心理账户”是个人、家庭或企业集团在心理上对结果（尤其是经济结果）的记录、编码、分类和估价的心理过程,它揭示了人们进行资金（财富）决策时的内在认知编码。研究对全国9个省市1268名有效被试进行问卷调查,经过探索性因子分析、验证性因子分析以及二阶因子验证发现：中国人的心理账户系统有一个相对稳定的“3－4－2”分类结构。即收入账户有“工作相关的常规收入”、“非常规的额外收入”和“经营收入”三个账户;开支账户有“生活必需开支”、“家庭建设与个人发展开支”、“情感维系开支”和“享乐休闲开支”四个账户;存储账户有“安全型保障账户”和“风险型存储账户”两个账户。心理账户的分类研究对探究人们的经济决策行为有重要意义     

心理账户基本特征的影响因素

心理账户是指个体对经济行为进行编辑、分类、预算以及评估的过程。心理账户中的基本特征主要包括享乐主义编辑、非替代性和局部账户。这些特征又受到一些因素的影响, 如享乐主义编辑受事件框架和个体差异的影响, 非替代性和预算控制受模糊性的影响, 局部账户受价值原始水平、语义联系程度和评价方法的影响。未来对心理账户的研究需要进一步探讨心理账户特征的普遍性、心理账户的机制及其文化差异。     

心理账户的非替代性及其运算规则

心理账户理论(Mental accounting Theory)由萨勒(Thaler)教授提出,他认为：小到个体、家庭,大到企业集团,都有或明确或潜在的心理账户系统。心理账户有两个最本质的特征：一是非替代性;二是具有不同于经济学的特定运算规则。本文分析了心理帐户非替代性的三种表现,从值函数,得与失的编码规则和参照点效应探讨了心理帐户的特定运算规则。这对解释人的非理性经济行为有重要价值。     

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。     

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。     

“Symbol formation and the embodied self: A microgenetic case-study examination of the transition to symbolic communication in scribbling activities from 14 to 31 months of age”

In this article, a theoretical account for the early formation and production of graphic symbols is presented, along with an illustrative microgenetic case study that focuses on those key mechanisms related to the progressive formation of complex graphic schemata and on the underlying emerging transitions in the signifier-signified relation. This account proposes that the development of symbolic graphic functioning follows a series of recursive loops between action and production that gradually enable the fundamental distinction between instrumental action and perceived intentional production. Scribbling dynamics via mirroring processes push the child’s primary reactive space to be converted into the child’s interactive experiential space and in turn mapped on and gradually transformed to the “secondary-pictorial,” communicative/expressive space, which also controls its manifestation. Scribbling, then, may be the underlying basis for the emergence of the first “symbolic articulation” of an embodied action representation—“natural-symbol,” of the self and the world/other. These first undifferentiated “natural” symbols (i.e., image schemata), mostly seen as superfluous or motor devices to drawing, stand as the cornerstones of drawing symbolic development, since they function as the “missing” link between action, production, perception, visual representation, and symbol formation. In other words, scribbling, by its embodied anchor that substitutes the event/object, sustains the ability to coordinate action representations so as to become “schematized” reciprocally, initiating in turn conscious control and self-referential intentionality.     

A smart unconscious? Procedural origins of automatic partner attitudes in marriage

The paper examines potential origins of automatic (i.e., unconscious) attitudes toward one’s marital partner. It tests the hypothesis that early experiences in conflict-of-interest situations predict one’s later automatic inclination to approach (or avoid) the partner. A longitudinal study linked daily experiences in conflict-of-interest situations in the initial months of new marriages to automatic evaluations of the partner assessed four years later using the Implicit Associations Test. The results revealed that partners who were initially (1) treated less responsively and (2) evidenced more self-protective and less connectedness-promoting “if-then” contingencies in their thoughts and behavior later evidenced less positive automatic partner attitudes. However, these factors did not predict changes in love, satisfaction, or explicit beliefs about the partner. The findings hint at the existence of a “smart” relationship unconscious that captures behavioral realities conscious reflection can miss.     

From early markers to neuro-developmental mechanisms of autism

A fast growing field, the study of infants at risk because of having an older sibling with autism (i.e. infant sibs) aims to identify the earliest signs of this disorder, which would allow for earlier diagnosis and intervention. More importantly, we argue, these studies offer the opportunity to validate existing neuro-developmental models of autism against experimental evidence. Although autism is mainly seen as a disorder of social interaction and communication, emerging early markers do not exclusively reflect impairments of the “social brain”. Evidence for atypical development of sensory and attentional systems highlight the need to move away from localized deficits to models suggesting brain-wide involvement in autism pathology. We discuss the implications infant sibs findings have for future work into the biology of autism and the development of interventions.     

“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。     

“Where is the sun” for hemi-neglect patients?

Human observers use prior constraints to disambiguate a scene; in particular, light is preferentially seen as coming from above but also slightly from the left. One explanation of this lateral bias could be a cerebral hemispheric difference. The aim of the present study was to determine the preferred light source position for neglect patients. For this purpose, we used the ambiguous shaded “Polo Mint” stimulus, a ring divided into eight equal sectors. All sectors but one were the same shape, convex or concave, as determined by the light source position. Participants had to report the side (left or right) of the odd sector or, in a separate experiment, to report its shape (convex or concave). Eight patients with spatial neglect (left neglect N = 7, right neglect N = 1) after a right or left temporo-parietal or thalamic lesion and 14 control participants ran the experiment. Left neglect patients showed a significantly different light bias from the bias observed for controls and for the right neglect patient (i.e., a reduction of the left bias or a right bias rather than a left bias). We conclude that some disabilities presented by patients with spatial neglect may be due to difficulties processing information that is not present in the visual field or imagined in the representational scene.     

A general response style factor: Evidence from a multi-ethnic study in the Netherlands

In a cross-cultural study we addressed commonalities and differences of acquiescence, extremity, midpoint responding, and socially desirable responding that can be taken to constitute a single underlying response style. Participants were 548 Dutch nationals and 1116 first- and second-generation immigrants of Western and Non-Western origins in the Netherlands. Self-report measures of the four response styles, and personality traits were administered. Conventional, indirect measures of acquiescence, extremity, and midpoint responding were also calculated. A multigroup confirmatory factor analysis showed support for a general response style factor with positive loadings of extremity and socially desirable responding, and negative loadings of acquiescence and midpoint responding. The response style factor was strongly associated with personality (notably the “Big One” factor). Furthermore, acquiescence and impression management were related to agreeableness, extremity and midpoint responding to extraversion, and self-deceptive enhancement to neuroticism. These findings support a view that there is a general response style factor and that, in addition, each response style has some unique meaning. The ethnic groups differed significantly on response style use, with Non-Western immigrants showing higher acquiescence and midpoint responding than the other groups. The general response style factor can be interpreted as a communication filter that moderates self-reports. Implications are discussed.