基于道德认同理论的绿色消费心理机制

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。     

有“新”同享：共有消费促进对不熟悉产品的选择*

共有消费是多位消费者共同参与并承担开销的一种常见的消费活动。本研究基于风险转移理论, 探究了消费情境(单独消费vs.共有消费)对不熟悉产品偏好的作用机理及边界条件。通过5个实验, 结果发现：相比于单独消费情境下的消费者, 在共有消费情境下的消费者更愿意尝试不熟悉的产品。原因在于共有消费情境会转移消费风险, 使得消费者对不熟悉产品的感知风险降低。但是该效应仅发生于产品风险较低的产品。同时, 当共有消费群体的关系较为疏远时, 该效应会消失甚至逆转。     

低阶层大学生的炫耀性消费:自尊补偿与地位追求

近年来低阶层大学生炫耀性消费负性事件频发,研究以补偿性消费理论为基础,考察低阶层大学生炫耀性消费的内因与外因。实验一通过比较高、低状态自尊条件下不同阶层被试的炫耀性消费倾向来考察自尊的作用,结果表明低阶层大学生的炫耀性消费倾向受到其状态自尊的调节; 实验二通过比较不同阶层被试对地位及非地位符号商品的支付意愿来考察商品符号价值的作用,结果表明低阶层大学生只有在商品具有地位符号价值时,才会表现出比高阶层大学生更强烈的炫耀性消费倾向。     

权力感对炫耀性亲社会行为的影响

基于高成本价值信号理论,本文探究了权力感对炫耀性亲社会行为的影响。5个实验的结果表明:权力感促使个体更愿意从事炫耀性亲社会行为,高(vs.低)权力感个体更倾向购买炫耀性亲社会产品,更愿意进行炫耀性捐赠且捐赠金额较高,也更愿意参与炫耀性善行,其机制在于高权力感者具有较高的自我矫饰动机。本文对理解权力感对个体行为的影响、丰富权力感与亲社会行为的研究文献有理论贡献,对有效引导高权力感者从事亲社会行为具有实践价值。     

时间贴现的性质与脑机制

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     

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.     

直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角

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。     

Does snobbish service generate better sales? The case of luxury goods

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.