时间定价激活经济效用心理定势:来自电生理学的证据

Accounting for Time Activating Economic Utility Mindsets: Evidence from Electrophysiology

目的:从电生理学角度探讨时间定价是否激活经济效用心理定势。方法:采用脑电α波、皮肤电、心率作为经济效用定势的指标,考察时间定价组被试与控制组被试的差异。结果:与控制组相比,时间定价使个体大脑α波功率值和功率百分比更低、皮肤电更大、心率更快,个体更不平静、更不耐烦(P<0.05或P<0.01)。结论:时间定价可能激活了经济效用心理定势。

Objective： To investigate whether accounting for time activates economic utility mindsets from the perspective of physiology. Methods： Using alpha power, galvanic skin response, and heart rate as indicators of economic utility mindsets, we tested differences of the indicators between participants in billing-time condition and ones in no billing-time condition. Results： Subjects in experimental condition showed lower alpha power, faster heart rate, and larger galvanic skin response which indicate higher impatience（P0.05 or P0.01）. Conclusion： Putting a price on time activates a mindset of economic maximizing utility.