饿着的人顾不了明天：饥饿对跨期选择的影响

营销科学学报 ›› 2014, Vol. 10 ›› Issue (4): 85-96.

饿着的人顾不了明天：饥饿对跨期选择的影响

吕巍，赵宇皓，潘黎，段梦

吕巍，上海交通大学安泰经济与管理学院教授、博导，E-mail：wlu@sjtu.edu.cn。
赵宇皓，通讯作者，上海交通大学安泰经济与管理学院硕士，E-mail：zhao_yuhao@sina.com。
潘黎，上海交通大学安泰经济与管理学院博士，E-mail：sunny.panli@gmail.com。
段梦，上海交通大学安泰经济与管理学院博士，E-mail：rainy2006@126.com。

出版日期:2014-12-01 发布日期:2015-01-30
基金资助:
本研究得到国家自然科学基金项目（71072058）的资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Hungry People Prefer Immediate Rewards, the Effect of Hunger on Intertemporal Choice

Lv Wei，Zhao Yuhao，Pan Li，Duan Meng

Antai College of Economics & Management,Shanghai JiaoTong University

Online:2014-12-01 Published:2015-01-30

摘要/Abstract

摘要：

在日常生活中，人们经常要进行跨期选择，诸如储蓄和消费，这种决策并非总是理性的。本文将跨期选择与具身认知理论结合，研究了饥饿对跨期选择的影响，并探索了奖励敏感性的调节作用，发现：（1）饥饿程度越高，消费者进行跨期选择的折现越大；（2）奖励敏感性高的消费者，在饥饿程度高时进行跨期选择的折现较大。奖励敏感度低的消费者，在不同饥饿程度下进行跨期选择的折现变化不显著。研究结果将有助于探索中国居民消费储蓄决策的影响因素，对银行、保险公司等机构的工作有指导意义，也能帮助个人更合理地储蓄及理财。

关键词: 饥饿, 跨期选择, 折现, 储蓄与消费, 奖励敏感性

Abstract:

People often need to make intertemporal choices in their daily life, such as savings and consumption, but their decisions are not always totally rational. This paper combined intertemporal choice and embodied cognition to explore the effect of hunger on intertemporal choice and adjustment function of sensitivity to reward, we found that: (1) hungrier people prefer steeper delay discounting in the intertemporal choice; (2) this effect is significant only if people are sensitive to reward. The results will help to explore factors that can influence savings and consumption, guide the work of relative organizations, such as banks and insurance companies, and help consumers in their saving and financial management.

Key words: Hunger, Intertemporal Choice, Discounting, Savings and Consumption, Sensitivity to Reward

吕巍，赵宇皓，潘黎，段梦. 饿着的人顾不了明天：饥饿对跨期选择的影响[J]. 营销科学学报, 2014, 10(4): 85-96.

Lv Wei，Zhao Yuhao，Pan Li，Duan Meng. Hungry People Prefer Immediate Rewards, the Effect of Hunger on Intertemporal Choice[J]. Journal of Marketing Science, 2014, 10(4): 85-96.