独立自我“啬于人”,相依自我“啬于己”——为自己消费还是为他人消费与自我建构对储蓄和消费选择的影响

The Independent's Stinginess to Others and the Interdependent's Stinginess to Self:Impacts of Self-Construal and Spending on Self versus Others on the Saving and Spending

已有研究发现,自我建构会影响储蓄和消费的选择,独立自我主导的西方人倾向于消费,相依自我主导的中国人倾向于储蓄;但很少有学者关注热衷储蓄的中国人在为别人消费时为何出手大方。本文从中国传统文化思想"啬于己,不啬于人"出发,研究为自己消费还是为他人消费与自我建构对个体储蓄和消费选择的影响;并进一步从心理效用角度进行机理分析。两组实验发现:为自己消费时,独立自我比相依自我更倾向于消费;为他人消费时,相依自我比独立自我更倾向于消费;为自己消费时,自我重要感中介了自我建构对储蓄和消费的选择,表现出独立自我比相依自我更倾向于消费,为他人消费时,他人依赖感中介了自我建构对储蓄和消费的选择,表现出相依自我比独立自我更倾向于消费。

The effect of self-construal on the choice of saving and spending has been explored but it is seldom studied why Chinese shows generosity while spending on others.Combining with the Chinese traditional philosophies,＂stinginess to self and generosity to others＂,this paper proposes that the saving and spending will be affected by self-construal and spending on self versus others,and it can be explained by the psychological utility.Two experiments are conducted to test the hypotheses.The results show that the independent spends more than the interdependent when spending on self,in contrast,the interdependent spends more than the independent when spending on the others.When spending on self,self-importance mediates the effect of self-construal on the saving and spending,and it demonstrates that the independent is inclined to spend more than interdependent.Whereas,when spending on others,dependence on others mediates the effect of self-construal on the saving and spending,and it demonstrates that the interdependent is inclined to spend more than independent.