心理会计对消费决策的影响:稀缺心态的不对称效应
Lin Cheng1, Yinqiang Yu2,3, Yizhi Wang4
1School of Tourism, Huangshan University, Huangshan, China.
Frontiers in psychology
|July 24, 2023
概括
稀缺心态影响消费者支出. 低稀缺性鼓励享乐性支出带来意外收益,而高稀缺性减少了这种效应,影响了营销策略.
科学领域:
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
- 营销科学 营销科学
背景情况:
- 稀缺心态,以有限资源的感知为特征,已知会影响消费者决策.
- 了解这种思维方式如何与财务感知 (如心理会计) 相互作用,对于解释消费模式至关重要.
- 之前的研究已经探讨了快乐与实用消费的对比,但稀缺心态的调节作用仍然未被充分探索.
研究的目的:
- 调查稀缺心态对心理会计和消费选择 (享乐主义与功利主义) 之间的联系的温和效应.
- 为了区分意外收益与艰苦取的收益对不同稀缺条件下的消费行为的影响.
- 提供关于心理因素如何影响消费者对不同类型的财务收益和产品类别的反应的见解.
主要方法:
- 采用了在线实验设计,操纵了心理会计 (意外与辛苦取的收益) 和消费类型 (快乐与实用性产品).
- 假设在两个不同的样本中进行了测试:一个学生组和一个成人组,确保了更广泛的概括性.
- 进行了统计分析,以评估稀缺性思维的缓和作用的重要性.
主要成果:
- 拥有意外收益的消费者更喜欢享乐消费,这种影响在高度稀缺的心态下显著减少.
- 经过艰苦取的消费者倾向于实用性消费,从稀缺心态来看没有明显的适度.
- 发现稀缺心态对享乐主义消费和功利主义消费产生了不对称的影响,而这种消费取决于对收益的心理核算.
结论:
- 稀缺心态在缓解心理会计与消费支出之间的关系方面发挥着重要,尽管不对称的作用.
- 针对享乐或实用性消费的营销策略可能需要考虑消费者感知到的资源可用性 (稀缺心态).
- 进一步的研究可以探索针对不同产品和消费者心理状态的细微营销推广策略.
相关概念视频
02:05Self-Presentation: Self-Monitoring and Self-Handicapping
39.1K
People can go to great lengths to protect their self-image and present themselves in ways that they want others to see them. Sociologist Erving Goffman presented the idea that a person is like an actor on a stage. Calling his theory dramaturgy, Goffman believed that we use “impression management” to present ourselves to others as we hope to be perceived. Each situation is a new scene, and individuals perform different roles depending on who is present (Goffman, 1959). Think about...
39.1K
02:45Self-Discrepancy Theory
18.4K
One influential perspective on what motivates people's behavior is detailed in Tory Higgin's self-discrepancy theory (Higgins, 1987). He proposed that people hold disagreeing internal representations of themselves that lead to different emotional states.
18.4K
01:25The Anchoring-and-Adjustment Heuristic
7.3K
In order to make good decisions, we use our knowledge and our reasoning. Often, this knowledge and reasoning is sound and solid. However, sometimes, we are swayed by biases or by others manipulating a situation. For example, let’s say you and three friends wanted to rent a house and had a combined target budget of $1,600. The realtor shows you only very run-down houses for $1,600 and then shows you a very nice house for $2,000. Might you ask each person to pay more in rent to get the...
7.3K
01:14Fundamental Attribution Error
12.9K
According to some social psychologists, people tend to overemphasize internal factors as explanations—or attributions—for the behavior of other people. They tend to assume that the behavior of another person is a trait of that person, and to underestimate the power of the situation on the behavior of others. They tend to fail to recognize when the behavior of another is due to situational variables, and thus to the person’s state. This erroneous assumption is...
12.9K
01:37Reason and Intuition
6.5K
The human brain processes information for decision-making using one of two routes: an intuitive system and a rational system (Epstein, 1994; popularized by Kahneman, 2011 as System 1 and System 2, respectively). The intuitive system is quick, impulsive, and operates with minimal effort, relying on emotions or habits to provide cues for what to do next, while the rational system is logical, analytical, deliberate, and methodical. Research in neuropsychology suggests that the...
6.5K
03:26Framing Effects
7.4K
Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
7.4K