时间标志对消费者产品偏好的影响

摘要/Abstract

摘要： 近些年，市场经济与电子商务的快速发展极大地丰富了消费者的购物选择。但是，与之相伴的产品信息过剩则增加了消费者的决策困难并引发非理性消费的风险。本文关注消费者在产品的愿望性属性和可行性属性之间的权衡，首次提出时间标志这一细微的环境因素会影响消费者在两种属性之间的权衡结果以及最终的产品偏好。通过五个实验，结果证实：（1）开端时间标志使消费者赋予产品愿望性属性更高的权重并因此更加偏好在愿望性属性上表现更好的产品选项；（2）促进定向是上述影响关系的解释机制；（3）消费者的年龄在上述影响关系中起调节作用。研究结论不仅进一步深化与拓展了现有的时间标志文献，并且有助于企业选择正确的营销时点提升营销活动的效果，同时有助于消费者正确认识影响其自身产品偏好的环境因素，增加理性消费。

关键词: 时间标志, 促进定向, 愿望性属性, 可行性属性

Abstract: In recent years, the rapid development of market economy and electronic commerce has greatly enriched consumers' product choices. However, the excessive information accompanied with the development increases the difficulty of making choices and the risk of irrational consumption. This paper examines consumers' trade-offs between desirability and feasibility. We propose that temporal landmarks affect the relative importance of desirability and feasibility, and consequently impact consumers' product choices. Across five studies, we show that the starting temporal landmarks increase the relative importance of desirability, leading consumers to prefer desirability-superior products over feasibility-superior products. In addition, we identify promotion focus as the underlying process and age of consumers as the moderators. Our research extends the literature on temporal landmarks, and provides important implications for companies to decide how to choose the right time for product promotion. It also helps consumers better understand the influencing factors of their decision making and make right choices at the right time.

Key words: temporal landmarks, promotion focus, desirability, feasibility

尚子琦, 庞隽, 刘晓梅. 时间标志对消费者产品偏好的影响[J]. 管理评论, 2021, 33(10): 145-158.

Shang Ziqi, Pang Jun, Liu Xiaomei. The Effect of Temporal Landmarks on Consumers' Product Preference[J]. Management Review, 2021, 33(10): 145-158.

参考文献

[1] Liberman N., Trope Y. The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions:A Test of Temporal Construal Theory[J]. Journal of Personality & Social Psychology, 1998,75(1):5-18
[2] Trope Y., Liberman N. Construal-Level Theory of Psychological Distance[J]. Psychological Review, 2010,117(2):440-463
[3] Liu W. Focusing on Desirability:The Effect of Decision Interruption and Suspension on Preferences[J]. Journal of Consumer Research, 2008,35(4):640-652
[4] Baskin E., Wakslak C. J., Trope Y., et al. Why Feasibility Matters More to Gift Receivers than to Givers:A Construal-Level Approach to Gift Giving[J]. Journal of Consumer Research, 2014,41(1):169-182
[5] Goodman J. K., Malkoc S. A. Choosing Here and Now versus There and Later:The Moderating Role of Psychological Distance on Assortment Size Preferences[J]. Journal of Consumer Research, 2012,39(4):751-768
[6] Todorov A., Goren A., Trope Y. Probability as a Psychological Distance:Construal and Preferences[J]. Journal of Experimental Social Psychology, 2007,43(3):473-482
[7] Cohen J. B., Belyavsky J., Silk T. Using Visualization to Alter the Balance between Desirability and Feasibility During Choice[J]. Journal of Consumer Psychology, 2008,18(4):270-275
[8] Hamilton R. W., Thompson D. V. Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences[J]. Journal of Consumer Research, 2007,34(4):546-555
[9] Sevincer A. T., Oettingen G. Spontaneous Mental Contrasting and Selective Goal Pursuit[J]. Personality & Social Psychology Bulletin, 2013,39(9):1240-1254
[10] Wan E. W., Agrawal N. Carryover Effects of Self-Control on Decision Making:A Construal-Level Perspective[J]. Journal of Consumer Research, 2011,38(1):199-214
[11] Goldenberg J. L., McCoy S. K., Pyszczynski T., et al. The Body as a Source of Self-Esteem:The Effect of Mortality Salience on Identification with One's Body, Interest in Sex, and Appearance Monitoring[J]. Journal of Personality and Social Psychology, 2000,79(1):118-130
[12] Khan U., Dhar R. Where There Is a Way, Is There a Will? The Effect of Future Choices on Self-Control[J]. Journal of Experimental Psychology:General, 2007,136(2):277-288
[13] Norcross J. C., Ratzin A. C., Payne D. Ringing in the New Year:The Change Processes and Reported Outcomes of Resolutions[J]. Addictive Behaviors, 1989,14(2):205-212
[14] Dai H., Milkman K. L., Riis J. The Fresh Start Effect:Temporal Landmarks Motivate Aspirational Behavior[J]. Social Science Electronic Publishing, 2014,60(10):2563-2582
[15] Peetz J., Wilson A. E. The Post-Birthday World:Consequences of Temporal Landmarks for Temporal Self-Appraisal and Motivation[J]. Journal of Personality & Social Psychology, 2013,104(2):249-266
[16] 袁国方,张钢. 时间框架效应下时间个性差异对知识团队创新的影响机制研究[J]. 南开管理评论, 2015,18(3):102-110
[17] Shum M. S. The Role of Temporal Landmarks in Autobiographical Memory Processes[J]. Psychological Bulletin, 1998,124(3):423-442
[18] Dai H., Li C. How Experiencing and Anticipating Temporal Landmarks Influence Motivation[J]. Current Opinion in Psychology, 2018,26:44-48
[19] Peetz J., Wilson A. E. Marking Time:Selective Use of Temporal Landmarks as Barriers between Current and Future Selves[J]. Personality and Social Psychology Bulletin, 2014,40(1):44-56
[20] Wilson A. E., Ross M. From Chump to Champ:People's Appraisals of Their Earlier and Present Selves[J]. Journal of Personality & Social Psychology, 2005,80(4):572-584
[21] Dai H., Milkman K. L., Riis J. Put Your Imperfections Behind You:Temporal Landmarks Spur Goal Initiation When They Signal New Beginnings[J]. Psychological Science, 2015,26(12):1927-1936
[22] Aquino K., Reed II A. The Self-Importance of Moral Identity[J]. Journal of Personality and Social Psychology, 2002,83(6):1423-1440
[23] Schultz A., Price L., Coulter R. Embracing A "Fresh Start":How Consumers Engage to Change Their Lives[C]. ACR North American Advances, 2014
[24] Price L. L., Coulter R. A., Strizhakova Y., et al. The Fresh Start Mindset:Transforming Consumers' Lives[J]. Journal of Consumer Research, 2017,45(1):21-48
[25] Ersner-Hershfield H., Wimmer G. E., Knutson B. Saving for The Future Self:Neural Measures of Future Self-Continuity Predict Temporal Discounting[J]. Social Cognitive & Affective Neuroscience, 2009,4(1):85-92
[26] Koo M., Fishbach A. Dynamics of Self-Regulation:How (Un) Accomplished Goal Actions Affect Motivation[J]. Journal of Personality and Social Psychology, 2014,94(2):183-195
[27] Oettingen G., Mayer D., Timur Sevincer A., et al. Mental Contrasting and Goal Commitment:The Mediating Role of Energization[J]. Personality and Social Psychology Bulletin, 2009,35(5):608-622
[28] 王海忠,胡桂梅,欧阳建颖. 时间导向的概念内涵及营销学术研究评析与前瞻[J]. 外国经济与管理, 2017,39(5):3-18
[29] Ersner-Hershfield H., Garton M. T., Ballard K., et al. Don't Stop Thinking about Tomorrow:Individual Differences in Future Self-continuity Account for Saving[J]. Judgment & Decision Making, 2009,4(4):280-286
[30] Higgins E. T. Self-Discrepancy:A Theory Relating Self and Affect[J]. Psychological Review, 1987,94(3):319-340
[31] 姚琦,乐国安. 动机理论的新发展:调节定向理论[J]. 心理科学进展, 2009,17(6):1264-1273
[32] Förster J., Tory H. E. How Global versus Local Perception Fits Regulatory Focus[J]. Psychological Science, 2010,16(8):631-636
[33] Pennington G. L., Roese N. J. Regulatory Focus and Temporal Distance[J]. Journal of Experimental Social Psychology, 2003,39(6):563-576
[34] Trope Y., Liberman N. Temporal Construal[J]. Psychological Review, 2003,110(3):403-421
[35] 徐惊蛰,谢晓非. 解释水平视角下的自己-他人决策差异[J]. 心理学报, 2011,43(1):11-20
[36] Fujita K., Eyal T., Chaiken S., et al. Influencing Attitudes Toward Near and Distant Objects[J]. Journal of Experimental Social Psychology, 2008,44(3):562-572
[37] He Y., Chen Q. M., Alden D. L. Time will Tell:Managing Post-Purchase Changes in Brand Attitude[J]. Journal of the Academy of Marketing Science, 2016,44(6):791-805
[38] Lu J., Xie X., Xu J. Desirability or Feasibility:Self-Other Decision-Making Differences[J]. Personality and Social Psychology Bulletin, 2013,39(2):144-155
[39] Gregoire Y. The Impact of Aging on Consumer Responses:What do We Know?[C]. Association for Consumer Research, 2003,30(1):19-26
[40] Williams P., Drolet A. Age-related Differences in Responses to Emotional Advertisements[J]. Journal of Consumer Research, 2005,32(3):343-354
[41] Micu C. C., Chowdhury T. G. The Effect of Ageing and Time Horizon Perspective on Consumers' Response to Promotion versus Prevention Focus Advertisements[J]. International Journal of Advertising, 2010,29(4):621-642
[42] Sheppes G., Scheibe S., Suri G., et al. Emotion-Regulation Choice[J]. Psychological Science, 2011,22(11):1391-1396
[43] Fellner B., Holler M., Kirchler E., et al. Regulatory Focus Scale (RFS):Development of a Scale to Record Dispositional Regulatory Focus[J]. Swiss Journal of Psychology, 2007,66(2):109-116
[44] Hayes A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis:A Regression-Based Approach[J]. Journal of Educational Measurement, 2013,51(3):335-337
[45] 陈瑞,郑毓煌,刘文静. 中介效应分析:原理, 程序, Bootstrap方法及其应用[J]. 营销科学学报, 2013,9(4):120-135
[46] Sengupta J., Zhou R. Understanding Impulsive Eaters' Choice Behaviors:The Motivational Influences of Regulatory Focus[J]. Journal of Marketing Research, 2007,44(2):297-308
[47] Hennecke M., Converse B. A. Next Week, Next Month, Next Year:How Perceived Temporal Boundaries Affect Initiation Expectations[J]. Social Psychological and Personality Science, 2017,8(8):918-926
[48] Krishna A. A Clearer Spotlight on Spotlight:Understanding, Conducting and Reporting[J]. Journal of Consumer Psychology, 2016,26(3):315-324
[49] 王丹萍,庄贵军,周茵. 信息框架与产品风险的交互效应及影响条件[J]. 管理评论, 2013,25(12):125-137
[50] 郭帅,银成钺. 基于调节定向的不同面子观消费者对营销信息框架的反应[J]. 管理学报, 2015,12(10):1529-1552
[51] 杜晓梦,赵占波,崔晓. 评论效价, 新产品类型与调节定向对在线评论有用性的影响[J]. 心理学报, 2015,47(4):555-568
[52] 熊素红. 调节匹配对消费者的劝说性影响研究综述[J]. 外国经济与管理, 2011,33(12):58-64
[53] Herzenstein M., Posavac S. S., Brakus J. J. Adoption of New and Really New Products:The Effects of Self-regulation Systems and Risk Salience[J]. Journal of Marketing Research, 2007,44(2):251-260
[54] Lee A. Y., Aaker J. L. Bringing the Frame into Focus:The Influence of Regulatory Fit on Processing Fluency and Persuasion[J]. Journal of Personality and Social Psychology, 2004,86(2):205-218
[55] Sengupta J., Zhou R. Understanding Impulsive Eaters' Choice Behaviors:The Motivational Influences of Regulatory Focus[J]. Journal of Marketing Research, 2007,44(2):297-308
[56] 尚子琦,庞隽,刘晓梅. 时间标志对消费者的积极幻想及风险型新产品偏好的影响[J]. 营销科学学报, 2017,13(2):9-55
[57] Karpas E., Wang D., Williams B. C., et al. Temporal Landmarks:What Must Happen, and When[C]. International Conference on Automated Planning and Scheduling, 2015
[58] Peetz J., Wilson A. E. Marking Time:Selective Use of Temporal Landmarks as Barriers between Current and Future Selves[J]. Personality and Social Psychology Bulletin, 2014,40(1):44-56
[59] Shiv B., Nowlis S. M. The Effect of Distractions While Tasting a Food Sample:The Interplay of Informational and Affective Components in Subsequent Choice[J]. Journal of Consumer Research, 2004,31(3):599-608