解释水平对消费选择影响的实证研究

被引：8

作者：

赵建彬 ^{[1
]}

陶建蓉 ^{[2
]}

机构：

[1] 华中科技大学管理学院

[2] 江西财经职业学院会计一系

来源：

经济与管理评论 | 2015年 / 31卷 / 02期

关键词：

实用消费; 享乐消费; 心理距离; 解释水平;

D O I：

10.13962/j.cnki.37-1486/f.2015.02.001

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

产品可以分为享乐品和实用品,人们对它们的选择会受到解释水平的影响,通过三个研究检验了解释水平对享乐消费和实用消费选择的影响。研究一显示在高解释水平下,人们对享乐消费有更多的偏好,在低解释水平下,人们则偏好实用消费。研究二和研究三分别检验了社会距离和可能性对享乐消费和实用消费的影响,在社会距离远或可能性低时,人们对享乐消费有更多的偏好,而在社会距离近或可能性高时,人们表现出更多的实用偏好。

引用

页码：5 / 10

页数：6

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