自我控制目标对实用品与享乐品解释水平的影响

The Effect of Self-Control Goal on the Construal Level of Utilitarian Goods and Hedonic Goods

约束目标型自我控制的消费者,对实用品的心理距离近,会采取趋近策略,对享乐品的心理距离远,会采取远离策略,这使得他们在处理实用品时会采用低水平的解释,而处理享乐品时采用高水平的解释。放纵目标型自我控制的消费者的行为却与此相反,他们对实用品的心理距离远,会采取远离策略,对享乐品的心理距离近,会采取趋近策略,这使得他们在处理实用品时会采用高水平的解释,而处理享乐品时采用低水平的解释。

For consumers with restriction goal, their psychological distance is near to utilitarian goods but distant to hedonic goods. And they will adopt low level construal to process utilitarian goods and high level construal to process hedonic goods. However, for consumers with indulgence goal, their psychological distance is distant to utilitarian goods but near to hedonic goods. And they will adopt high level construal to process utilitarian goods and low level construal to process hedonic goods.