时间与金钱概念对消费者购买决策的不同影响及其心理机制

The effect of time and money concepts on consumers’purchase decision and its psychological mechanism

时间与金钱是影响人们消费行为决策的两种不同的重要资源。消费者在进行产品购买时,常常会受到商家广告语和购物环境中所隐含的时间或金钱概念的影响,从而做出不同的决策。具体而言,时间与金钱概念会对消费者的购前决策、购中决策及购后决策三个方面产生不同的影响。从双加工理论的角度来看,产生这种不同影响背后的心理机制在于时间与金钱概念启动了个体不同的认知加工方式和思维定势,进而影响了消费者不同的购买决策。未来的研究方向有:(1)细化时间和金钱概念启动对消费者购买决策的不同影响;(2)考虑时间与金钱的权衡对购买决策的影响;(3)进一步探究时间和金钱概念的激活对购前决策的不同影响;(4)探讨时间概念与金钱概念对购买决策不同影响的神经机制。

Time and money are two important resources which could affect consumer decision-making differently.When consumers making purchase decisions,they are usually influenced by the information of time or money which implied in the merchant’s slogan and the shopping environment.And these effects would be differential in consumers’purchase decision process such as pre-purchase stage,purchasing stage,and post purchase stage.From the perspective of dual-process theory,the psychological mechanism may be due to different cognitive processing mindsets that primed by time and money.Future research should further explore the following issues:(1)Elaborating the different effects of priming time and money on purchase decisions.(2)Considering the impact from the trade-off between time and money on purchase decisions.(3)Further exploring the different influences of priming time and money on the pre-purchase decision.(4)Exploring the neural mechanisms underlying the different effects of time and money on purchase decisions.