营销科学学报

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绿色消费的时间参照效应及其神经机制:冲突视角

王财玉,雷雳,吴波   

  1. 王财玉,信阳师范学院心理学系副教授。E-mail:wangcaiyu80@163.com。
    吴波,天津财经大学商学院副教授。E-mail: wubo@163.com。
    雷雳,中国人民大学心理学系教授,博士生导师。dr.leili@qq.com。
  • 出版日期:2018-03-30 发布日期:2019-04-19
  • 基金资助:

    本研究得到国家自然科学基金项目(71502157, 71502120)、信阳师范学院‘南湖学者奖励计划’青年项目(Nanhu Scholars Program for Young Scholars of XYNU)的资助。

The Effect of Temporal Distance of Green Consumption and Its Neural Mechanism

WANG Caiyu, LEI Li, WU Bo   

  1. WANG Caiyu,Department of Psychology, Xinyang Normal University, Xinyang 464000, China;
    LEI Li,Department of Psychology, Renmin University of China, Beijing 100872, China;
    WU Bo,Business School, Tianjin University of Finance & Economics, Tianjin 300222, China
  • Online:2018-03-30 Published:2019-04-19

摘要:

绿色消费虽然受到越来越多的关注但依然属于小众消费,表现为高环保-低流行的特征。本研究试图探讨个体是如何根据时间参照的变化来权衡产品属性的冲突,从而揭示绿色消费时间参照效应的表现及其神经机制。研究一发现,绿色产品的高环保-低流行矛盾特征,导致个体对绿色产品在近期购买情境评价低于远期。在此基础上,研究二采用ERP技术进一步揭示了冲突表征的三个系列阶段:危险警觉阶段-低流行让个体感到潜在风险,冲突产生阶段-高环保让个体产生心理冲突,冲突化解阶段-时间参照成为个体化解冲突的策略。结论:时间参照是个体化解绿色消费冲突的一种策略,这种策略导致个体更倾向于在将来而不是现在购买绿色产品,从而出现绿色消费的不作为。

关键词: 绿色消费, 解释水平理论, 时间距离, ERPs

Abstract:

Green consumption is full of conflict decision. Compared with the traditional based products, innovative green products have high environment-friendly characteristics, but also have high technology content and new function, so innovative green products are consistent with consumption and have low market share. The characteristics of innovative products are high environmental but low sales. This study attempted to discuss that consumers how to weigh attributes of green product between the sales and the popular according to the reference time, so as to reveal the green consumption is driven by morality or interpersonal influence. Study 1 found that consumers would weigh the importance between environmental protection of the products and product sales according to the changes of temporal distance, which led to the worse evaluation in near purchase situation than that in long purchase. Study 2 used ERP technology to explore the time course of the effect of construal level, covering three series stages of awareness, recognition, judgment and decision making.

Key words: Green consumption, Construal level, Temporal distance, ERP technology