利用无意识目标启动降低个体的冲动购买行为:个体目标状态的调节作用

Reducing Impulse Buying by Unconscious Goal Priming: The Regulating Effect of Individual's Recent Goal State

冲动购买会给个体和社会带来诸多不良影响,而探讨如何降低冲动购买的研究报道却很少。此外,仅有的少数研究都是从提升自我控制能力的角度来开展,其干预方法具有一定的局限性。本研究从提升自我控制的动机角度出发,考察利用无意识目标启动能否降低冲动购买,并考察其适用条件。研究发现,无意识目标启动可以显著降低有省钱目标个体的冲动购买行为,而对无省钱目标个体的冲动购买行为没有显著影响。研究结果提示,无意识目标启动有希望成为一种简单、便捷的降低冲动购买行为的有效干预方式,特别是对有省钱目标的个体而言。

Impulse buying is always accompanied by many negative outcomes to individuals and society, yet there have been few studies exploring how to reduce it. Previous studies were conducted from the perspective of enhancing self-control ability to control impulse buying, which showed limitations in its intervention method. Unconscious Goal Priming(UGP) refers to activating individuals’ mental representation related to goal in an unconscious way. Due to its ease of implementation and similar effects as the conscious goal priming, UGP has been used for diet controlling in obese people. However, there is no evidence about whether it can effectively reduce impulse buying. In this current study, we aimed to examine the effect of unconscious goal priming to reduce the impulse buying for individuals who have the goal of saving money and those who do not have the goal of saving money. 86 college students(43 with recent saving goal and 43 without recent saving goal) participated in this experiment. The experiment contained generally two parts: the target activation stage and the target pursuit stage. In the first stage(target activating), the goal of saving money was unconsciously activated through the priming task. All participants were randomly assigned to the priming group(the priming words flashed in the priming task were related to money-saving goal) or the control group(the words flashed in the priming task were not related to money-saving goal). In the second stage(target pursuing), participants were required to complete a simulated shopping task in which they were instructed to imagine an impulse buying situation. The amount they would buy was recorded as a measurement of their impulse buying behavior. The main results of the present research were as follows: there was a significant interaction between 'priming'(priming vs. control group) and 'individual’s goal state'(with vs. without money-saving goal), F(1,79) = 4.117, p <.05, η2 =.050. For individuals who have the goal of saving money, people in the priming group showed less impulse buying behavior than those in the non-priming group, F(1,79) = 4.688, p <.05, η2 =.056;However, for those who do not have the goal of saving money, there was no significant difference in impulse buying behavior between the priming and no-priming groups, F(1,79) =.455, p >.05. Our results revealed that unconscious goal priming could only reduce the impulse buying behavior of individuals who have the goal of saving money, while showing no significant effect on individuals who do not have the goal of saving money.The current study confirmed that unconscious goal priming can reduce impulse buying, but the priming effect was regulated by individual’s goal state, which was in agreement with the findings of unconscious goal priming in the field of diet controlling. Importantly, this current research first attempted to reduce impulse buying from the perspective of acting on the motivation of self-control rather than directly enhancing individuals’ selfcontrol abilities. Our findings suggested that unconscious goal priming had the prospect to become a simple and convenient intervention for reducing impulse buying behavior, especially for those with money-saving goals.