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31.
环境问题的加剧使得人们广泛关注如何保护人类赖以生存的生态环境。消费者在环保事业中扮演着举足轻重的角色。虽然,国内外已有一些关于绿色消费的研究,但是,对绿色消费心理机制的探究还不够系统和深入。借助社会认知视角下的道德认同理论探讨影响消费者绿色消费的心理机制,主要包括三方面的内容:(1)探索道德认同与绿色消费的中间机制,以及这一中间机制发挥作用的边界条件;(2)考察调节道德认同与绿色消费关系的变量;(3)检验道德认同表征与道德认同内化对绿色消费影响有何差异。基于社会认知视角下道德认同理论探讨绿色消费心理机制不仅可以丰富和发展道德认同和绿色消费相关理论体系,而且为政府和企业如何引导消费者的绿色消费提供了切实可行的建议。 相似文献
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时间贴现是指个人对事件的价值量估计随着时间的流逝而下降的心理现象,它是行为选择理论的一个重要组成部分。着重介绍了时间贴现的数学模型(指数模型、双曲线模型族、非双曲线模型)、时间贴现现象和概率贴现现象的联系、延迟兑现与提前兑现时间贴现不对称现象及其理论解释,还讨论了时间贴现现象的神经机制研究。提出了时间贴现未来研究的几个主要问题 相似文献
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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. 相似文献
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研究以直播营销为背景, 引入产生于通讯领域的社会临场感概念, 在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成; 之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制; 进一步, 根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用; 最后基于社会助长理论, 利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理, 为直播播主和电商卖家提供指导的同时, 帮助消费者了解自我, 以做出更理性的消费决策。 相似文献
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The objective of this study is to explore whether a “bad” service encounter triggers a consumer's impulse purchase in a luxury goods store in an Asian emerging market. A 2 (service encounter: favorable vs. snobbish) × 2 (shopping companion: alone vs. with a close friend) between‐group factorial design was employed with 160 female consumers in an Asian emerging market to examine the antecedents of both the urge to save social identity and the impulse purchase of luxury goods. The results show that consumers in an Asian emerging market can be triggered to make an impulse purchase of a luxury good, not because they received excellent service in the store but because they encountered snobbish service, especially when shopping with a close friend. Research implications and limitations are also discussed. 相似文献
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The importance of the symbolic properties of goods has been explored in depth among adult consumers, but there has been less attention given to the symbolic consumption of young people. This study explores the subject of symbolic consumption with specific reference to clothing in the teenage market. Thirty‐eight young people were interviewed, and age, sex and social position variations were considered. The results of this study suggest that conspicuous consumption is relevant for young people, and that they are a group which is adept at reading the signals represented in clothing choices. The authors found that the clothes choices made by young people are closely bound to their self‐concept, and are used both as a means of self‐expression and as a way of judging the people and situations they face. Evidence was also found that clothing has a function in role fulfilment, making the wearer more confident and capable. Overall, clothing can be viewed as an essential social tool in the lives of teenagers. Copyright © 2004 Henry Stewart Publications Ltd. 相似文献