时间定价激活经济效用心理定势

Time Pricing Activates the Mindset of Economic Effects

时间定价是将金钱价格赋予时间之上。经济效用的心理定势是以经济效用最大化为目标的心理定势,处于该心理定势下的个体更关注事物或行为的经济实用性。分别采用时间分配决策和金钱消费决策作为经济效用心理定势的指标,本研究通过两个实验来探讨时间定价是否激活经济效用的心理定势。实验一结果表明,时间定价使个体分配更多时间在具有高经济效用的学习工作上,更少时间在具有低经济效用的休闲娱乐和志愿者活动上;实验二结果表明,时间定价组个体更倾向于选择实用品而非享乐品。在本实验条件下进一步验证了时间定价激活经济效用的心理定势。至于经济效用心理定势的程度与时间定价高低是怎样的关系,能否用电生理学指标来衡量经济效用心理定势,尚需进一步的研究探讨。

Time pricing is to put a price on time.We define the mindset of economic effects as a mentality of pursuing maximized economic utility of one’s resources.Individuals with this mindset usually attach more importance to the economic effectiveness of particular things or acts.This research,adopting decision-makings in time allocation and money spending as indexes,investigates whether time pricing is able to activate the mindset of economic effects through two experiments.The first study indicates that time pricing impels individuals to spend more time on study or work which is of high economic effectiveness and less time on recreational or volunteer activities which is of little economic effectiveness.The results of the second study indicate that individuals in a time pricing situation are inclined to choose utilitarian goods instead of products for enjoyment.In conclusion,the results of this research suggest that putting aprice on time activates a mindset of economic effects.Future research may examine the relationship between the price of time accounted for and economic effects mindsets and should investigate whether time pricing activates economic effects mindsets from the perspective of electrophysiology.