不要被自我控制冲昏了头——业余理性与自我控制冲突决策对消费者幸福的交互影响

Don’t Blindly Pursue Self-control——The Interactive Effect of Lay Rationalism and Decision in Self-control Conflicts on Consumers’ Well-being

关于自我控制冲突决策对消费者幸福感的影响的研究存在结论不一致和影响机制不明确的问题,造成这一问题的一个重要原因是以上研究忽视了消费者的自身特质与自我控制冲突的交互作用,缺乏对业余理性、自我控制冲突决策和消费者幸福感的系统探究。在决策中依赖原因思维导向、排斥感觉思维导向的人格特质被称为业余理性。现有研究探讨了业余理性产生的选择偏差,但对其产生的溢出效应的探究较少。本研究通过四个实验探究了不同业余理性水平的消费者在做出自我控制冲突决策(自我控制VS.放纵)后,其个体差异对其幸福感的影响。实验一和实验二在不同场景中验证了相比于低(高)水平业余理性的消费者,高(低)水平业余理性的消费者在自我控制(放纵)后会产生更高的积极情绪、满意度与自我发展。积极情绪在自我控制冲突决策和业余理性的交互作用对自我发展的影响中起中介作用,但是,满意度仅在高水平业余理性者中起中介作用。实验三让被试回忆真实的自我控制冲突,再次验证了研究假设的稳定性。实验四证明了他人规范信息会削弱低水平业余理性的消费者自我放纵后产生的积极情绪和自我发展。本研究丰富了自我控制冲突、业余理性和消费者幸福感的相关文献,并为自我控制冲突相关研究的结论不一致提供了崭新的研究视角。

The researches on the impact of decision in self-control conflicts on consumers’ well-being has inconsistent conclusions and unclear mechanisms.One of the important reasons is that these researches ignored the interaction between consumers’ personal characteristics and self-control conflict, lacked systematic analysis of lay rationalism, self-control conflicts, and consumers’ well-being.Across 4 studies, we propose that the effect of decision in self-control conflicts(self-control versus self-indulgence) on consumers’ well-being depends on individual differences in lay rationalism.This paper found consistent evidence that compared with consumers with low(high)-level lay rationalism, consumers with high(low)-level lay rationalism will have higher positive emotions, satisfaction, and self-development after self-control(self-indulgence).Moreover, positive emotions and satisfaction play a different mediating role in the interactive effect between decision in self-control conflicts and lay rationalism on consumers’ well-being.In addition, when consumers indulge themselves in the condition of injunctive norms, consumers will have lower positive emotions and self-development.These findings enrich the research contents of self-control conflicts, lay rationalism and consumers’ well being, and also provide practical implications for consumers to realize themselves, and provide some enlightenments for enterprises in product recommendation and service recovery.