时间拟人化倾向及其对亲社会行为的影响

Tendency to time anthropomorphism and its impact on prosocial behavior

消费场景经常触发消费者的拟人化想象,营销实践也越来越多地运用拟人化元素。时间作为一种重要的生活要素,对时间的拟人化加工常常出现在我们的生活中。而从心理学、消费行为学视角来探究时间拟人化倾向的研究较为缺乏,甚至并未有研究进行时间拟人化倾向差异及其产生原因的探讨。因此本研究提出,时间拟人化倾向在成因上具有特殊性且在消费决策与行为中发挥着独特的作用。首先,从区别于其他拟人化对象的时间的本质特征出发,本研究提出结构需求动机影响消费者的时间拟人化倾向。其次,当消费者产生时间拟人化倾向后,会激发基于情感的决策模式,从而强化了亲社会行为。此外基于这一路径本研究探讨了相关边界条件,认为个体情绪状态可以对其产生调节作用。从营销实践来说,本研究增加了对时间拟人化的理解,对更好地运用时间拟人化进行营销具有重要的指导意义。

Consumption scenarios often trigger consumers'anthropomorphic imagination,and marketing practices are increasingly using anthropomorphic elements.As an important element of life,the anthropomorphic processing of time often appears in our lives.However,from the perspective of psychology and consumer behavior,studies exploring time anthropomorphism are relatively scarce,and there is not even a study to explore the individual differences in time anthropomorphism tendency and its causes.First,starting from the essential characteristics of time that distinguish it from other anthropomorphic objects,this study proposes that need for structure motivation influences consumers'tendency to anthropomorphize time.Second,when consumers are exposed to temporal anthropomorphic cues,they stimulate emotion-based decision-making patterns that reinforce pro-social behavior.Furthermore based on this path,this study explores the relevant boundary conditions and argues that individual emotional states can have a moderating effect on them.In terms of marketing practice,this study adds to the understanding of time anthropomorphism and provides important guidance for marketing to use time anthropomorphism better.