“不要给谨慎的消费者糖果，他会把钱包抓更紧”—消费者血糖变化和购物自控力

营销科学学报 ›› 2016, Vol. 12 ›› Issue (3): 115-129.

“不要给谨慎的消费者糖果，他会把钱包抓更紧”—消费者血糖变化和购物自控力

许志炜，黄静

许志炜，湖北大学商学院电子商务与市场营销系讲师，E-mail: zwxu@whu.edu.cn。
黄静，武汉大学经济与管理学院市场营销与旅游管理系主任、教授、博导，E-mail:huangjing877@whu.edu.cn。

出版日期:2016-09-01 发布日期:2017-03-15
基金资助:
非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Consumers' blood glucose levels changes and shopping self-control

Xu Zhiwei, Huang Jing

Xu Zhiwei, Electronic Commerce & Marketing Department, School of Business, Hubei University.
Huang Jing, Marketing Department, Economics and Management School, Wuhan University.

Online:2016-09-01 Published:2017-03-15

摘要/Abstract

摘要：

有关血糖浓度变化和消费者购物自控力的实证研究，通过一个实验室试验和一个在线试验，检验320名受试者在血糖变化时购物自控力的差异。研究结果表明，当消费者面对诱惑出现明确的消费自控意识时，商家在营销上的免费的“糖果诱饵”，结果很可能会适得其反，消费者突然增高的血糖，会显著增强其自控力。“糖果诱饵”不仅不能起到诱饵的效果，反而会让消费者在购物上更加自制、冷静，更难做出冲动的购买决定。通过本研究，营销人员可以明确如何正确的为消费者提供诱饵性食物提升其购物冲动、降低购物自控力。

关键词: 自控力, 大脑前额皮质, 血糖, 消费者自控力

Abstract:

This is an article about blood glucose levels and consumer shopping self-control. Through a lab test and an online test, we examined 320 subjects in blood glucose changes which lead to different shopping self-control. In this paper, the research results show that when consumer has definite self-control willpower, the ‘free candy bait’ may lead to a reverse result, it will make the consumer more self-control, more resistant to temptation. Through this research, the marketing staff could have a clear idea that how to provide the exactly free food to consumers to Improve their shopping impulse and reduce their shopping self-control.

Key words: self-control, prefrontal cortex, blood glucose, shopping self-control

许志炜,黄静. “不要给谨慎的消费者糖果，他会把钱包抓更紧”—消费者血糖变化和购物自控力[J]. 营销科学学报, 2016, 12(3): 115-129.

Xu Zhiwei, Huang Jing. Consumers' blood glucose levels changes and shopping self-control[J]. Journal of Marketing Science, 2016, 12(3): 115-129.