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
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摘要
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.
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.
引文
韩德昌,王艳芝.(2012).心理模拟:一种有效预防冲动购买行为的方法.南开管理评论,1,142-150.
景奉杰,岳海龙.(2005).中国消费者冲动性购买倾向量表的研究.财政研究,5,37-40.
克莱儿·麦克福尔.(2016).摆渡人插图纪念版.南昌:百花洲文艺出版社.
马丽丽,郭永玉.(2008).无意识目标:激活与追求.心理科学进展,16(6),919-925.
苗银宁.(2014).调节定向与促销框架对冲动购买意愿的影响.苏州大学硕士学位论文.
王一牛,周立明,罗跃嘉.(2008).汉语情感词系统的初步编制及评定.中國心理衛生雜誌,22(8),608-612.
熊素红,景奉杰.(2010).冲动性购买影响因素新探与模型构建.外国经济与管理,32(5),56-64.
杨文京.(2006).对顾客冲动型购买行为的研究.市场研究,4,46-49.
于斌,乐国安,刘惠军.(2013).自我控制的力量模型.心理科学进展,21(7),1272-1282.
Aarts,H.,Chartrand,T.L.,Custers,R.,Danner,U.,Dik,G.,Jefferis,V.E.,&Cheng,C.M.(2005).Social stereotypes and automatic goal pursuit.Social Cognition,23(6),465-490.
Bargh,J.A.(1990).Auto-motives:Preconscious determinants of social interaction.In E.T.Higgins&R.M.Sorrentino(Eds.),Handbook of motivation and cognition:Foundations of social behavior(pp.93-130).New York,NY,US:Guilford Press.
Bargh,J.A.,Gollwitzer,P.M.,Lee-Chai,A.,Barndollar,K.,&Tr?tschel,R.(2001).The automated will:Nonconscious activation and pursuit of behavioral goals.Journal of Personality and Social Psychology,81(6),1014-1027.
Baumeister,R.F.(2002).Yielding to temptation:Self-control failure,impulsive purchasing,and consumer behavior.Journal of Consumer Research,28(4),670-676.
Custers,R.,&Aarts,H.(2007).In search of the nonconscious sources of goal pursuit:Accessibility and positive affective valence of the goal state.Journal of Experimental Social Psychology,43(2),312-318.
Deci,E.L.,&Ryan,R.M.(2000).The"what"and"why"of goal pursuits:Human needs and the self-determination of behavior.Psychological Inquiry,11(4),227-268.
Fitzsimons,G.M.,Chartrand,T.L.,&Fitzsimons,G.J.(2008).Automatic effects of brand exposure on motivated behavior:How apple makes you“think different”.Journal of Consumer Research,35(1),21-35.
Higgins,E.T.,&Brendl,C.M.(1995).Accessibility and applicability:Some"activation rules"influencing judgment.Journal of Experimental Social Psychology,31(3),218-243.
Hoch,S.J.,&Loewenstein,G.F.(1991).Time-inconsistent preferences and consumer self-control.Journal of Consumer Research,17(4),492-507.
Inzlicht,M.,&Schmeichel,B.J.(2012).What is ego depletion?Toward a mechanistic revision of the resource model of self-control.Perspectives on Psychological Science,7(5),450-463.
Kollat,D.T.,&Willett,R.P.(1969).Is impulse purchasing really a useful concept for marketing decisions?Journal of Marketing,33(1),79-83.
Kwon,H.H.,&Armstrong,K.L.(2002).Factors influencing impulse buying of sport team licensed merchandise.Sport Marketing Quarterly,11(3),151-163.
Luo,X.(2005).How does shopping with others influence impulsive purchasing?Journal of Consumer Psychology,15(4),288-294.
Muraven,M.,&Slessareva,E.(2003).Mechanisms of self-control failure:Motivation and limited resources.Personality and Social Psychology Bulletin,29(7),894-906.
Papies,E.K.,Potjes,I.,Keesman,M.,Schwinghammer,S.,&van Koningsbruggen,G.M.(2014).Using health primes to reduce unhealthy snack purchases among overweight consumers in a grocery store.International Journal of Obesity,38(4),597-602.
Papies,E.K.,&Veling,H.(2013).Healthy dining.Subtle diet reminders at the point of purchase increase low-calorie food choices among both chronic and current dieters.Appetite,61(1),1-7.
Roberts,J.A.,&Manolis,C.(2012).Cooking up a recipe for self-control:The three ingredients of self-control and its impact on impulse buying.Journal of Marketing Theory and Practice,20(2),173-188.
Rook,D.W.(1987).The buying impulse.Journal of Consumer Research,14(2),189-199.
Rook,D.W.,&Fisher,R.J.(1995).Normative influences on impulsive buying behavior.Journal of Consumer Research,22(3),305-313.
Ryan,R.M.,&Deci,E.L.(2008).From ego depletion to vitality:Theory and findings concerning the facilitation of energy available to the self.Social and Personality Psychology Compass,2(2),702-717.
Shantz,A.,&Latham,G.P.(2009).An exploratory field experiment of the effect of subconscious and conscious goals on employee performance.Organizational Behavior and Human Decision Processes,109(1),9-17.
Strack,F.,&Deutsch,R.(2004).Reflective and impulsive determinants of social behavior.Personality and Social Psychology Review,8(3),220-247.
Strack,F.,Werth’,L.,&Deutsch,R.(2006).Reflective and impulsive determinants of consumer behavior.Journal of Consumer Psychology,16(3),205-216.
Strahan,E.J.,Spencer,S.J.,&Zanna,M.P.(2002).Subliminal priming and persuasion:Striking while the iron is hot.Journal of Experimental Social Psychology,38(6),556-568.
Sultan,A.J.,Joireman,J.,&Sprott,D.E.(2012).Building consumer self-control:The effect of self-control exercises on impulse buying urges.Marketing Letters,23(1),61-72.
Walsh,D.(2014).Attenuating depletion using goal priming.Journal of Consumer Psychology,24(4),497-505.
Xiao,S.H.,&Nicholson,M.(2013).A multidisciplinary cognitive behavioural framework of impulse buying:A systematic review of the literature.International Journal of Management Reviews,15(3),333-356.
Zhou,L.,&Wong,A.(2004).Consumer impulse buying and in-store stimuli in Chinese supermarkets.Journal of International Consumer Marketing,16(2),37-53.
景奉杰,岳海龙.(2005).中国消费者冲动性购买倾向量表的研究.财政研究,5,37-40.
克莱儿·麦克福尔.(2016).摆渡人插图纪念版.南昌:百花洲文艺出版社.
马丽丽,郭永玉.(2008).无意识目标:激活与追求.心理科学进展,16(6),919-925.
苗银宁.(2014).调节定向与促销框架对冲动购买意愿的影响.苏州大学硕士学位论文.
王一牛,周立明,罗跃嘉.(2008).汉语情感词系统的初步编制及评定.中國心理衛生雜誌,22(8),608-612.
熊素红,景奉杰.(2010).冲动性购买影响因素新探与模型构建.外国经济与管理,32(5),56-64.
杨文京.(2006).对顾客冲动型购买行为的研究.市场研究,4,46-49.
于斌,乐国安,刘惠军.(2013).自我控制的力量模型.心理科学进展,21(7),1272-1282.
Aarts,H.,Chartrand,T.L.,Custers,R.,Danner,U.,Dik,G.,Jefferis,V.E.,&Cheng,C.M.(2005).Social stereotypes and automatic goal pursuit.Social Cognition,23(6),465-490.
Bargh,J.A.(1990).Auto-motives:Preconscious determinants of social interaction.In E.T.Higgins&R.M.Sorrentino(Eds.),Handbook of motivation and cognition:Foundations of social behavior(pp.93-130).New York,NY,US:Guilford Press.
Bargh,J.A.,Gollwitzer,P.M.,Lee-Chai,A.,Barndollar,K.,&Tr?tschel,R.(2001).The automated will:Nonconscious activation and pursuit of behavioral goals.Journal of Personality and Social Psychology,81(6),1014-1027.
Baumeister,R.F.(2002).Yielding to temptation:Self-control failure,impulsive purchasing,and consumer behavior.Journal of Consumer Research,28(4),670-676.
Custers,R.,&Aarts,H.(2007).In search of the nonconscious sources of goal pursuit:Accessibility and positive affective valence of the goal state.Journal of Experimental Social Psychology,43(2),312-318.
Deci,E.L.,&Ryan,R.M.(2000).The"what"and"why"of goal pursuits:Human needs and the self-determination of behavior.Psychological Inquiry,11(4),227-268.
Fitzsimons,G.M.,Chartrand,T.L.,&Fitzsimons,G.J.(2008).Automatic effects of brand exposure on motivated behavior:How apple makes you“think different”.Journal of Consumer Research,35(1),21-35.
Higgins,E.T.,&Brendl,C.M.(1995).Accessibility and applicability:Some"activation rules"influencing judgment.Journal of Experimental Social Psychology,31(3),218-243.
Hoch,S.J.,&Loewenstein,G.F.(1991).Time-inconsistent preferences and consumer self-control.Journal of Consumer Research,17(4),492-507.
Inzlicht,M.,&Schmeichel,B.J.(2012).What is ego depletion?Toward a mechanistic revision of the resource model of self-control.Perspectives on Psychological Science,7(5),450-463.
Kollat,D.T.,&Willett,R.P.(1969).Is impulse purchasing really a useful concept for marketing decisions?Journal of Marketing,33(1),79-83.
Kwon,H.H.,&Armstrong,K.L.(2002).Factors influencing impulse buying of sport team licensed merchandise.Sport Marketing Quarterly,11(3),151-163.
Luo,X.(2005).How does shopping with others influence impulsive purchasing?Journal of Consumer Psychology,15(4),288-294.
Muraven,M.,&Slessareva,E.(2003).Mechanisms of self-control failure:Motivation and limited resources.Personality and Social Psychology Bulletin,29(7),894-906.
Papies,E.K.,Potjes,I.,Keesman,M.,Schwinghammer,S.,&van Koningsbruggen,G.M.(2014).Using health primes to reduce unhealthy snack purchases among overweight consumers in a grocery store.International Journal of Obesity,38(4),597-602.
Papies,E.K.,&Veling,H.(2013).Healthy dining.Subtle diet reminders at the point of purchase increase low-calorie food choices among both chronic and current dieters.Appetite,61(1),1-7.
Roberts,J.A.,&Manolis,C.(2012).Cooking up a recipe for self-control:The three ingredients of self-control and its impact on impulse buying.Journal of Marketing Theory and Practice,20(2),173-188.
Rook,D.W.(1987).The buying impulse.Journal of Consumer Research,14(2),189-199.
Rook,D.W.,&Fisher,R.J.(1995).Normative influences on impulsive buying behavior.Journal of Consumer Research,22(3),305-313.
Ryan,R.M.,&Deci,E.L.(2008).From ego depletion to vitality:Theory and findings concerning the facilitation of energy available to the self.Social and Personality Psychology Compass,2(2),702-717.
Shantz,A.,&Latham,G.P.(2009).An exploratory field experiment of the effect of subconscious and conscious goals on employee performance.Organizational Behavior and Human Decision Processes,109(1),9-17.
Strack,F.,&Deutsch,R.(2004).Reflective and impulsive determinants of social behavior.Personality and Social Psychology Review,8(3),220-247.
Strack,F.,Werth’,L.,&Deutsch,R.(2006).Reflective and impulsive determinants of consumer behavior.Journal of Consumer Psychology,16(3),205-216.
Strahan,E.J.,Spencer,S.J.,&Zanna,M.P.(2002).Subliminal priming and persuasion:Striking while the iron is hot.Journal of Experimental Social Psychology,38(6),556-568.
Sultan,A.J.,Joireman,J.,&Sprott,D.E.(2012).Building consumer self-control:The effect of self-control exercises on impulse buying urges.Marketing Letters,23(1),61-72.
Walsh,D.(2014).Attenuating depletion using goal priming.Journal of Consumer Psychology,24(4),497-505.
Xiao,S.H.,&Nicholson,M.(2013).A multidisciplinary cognitive behavioural framework of impulse buying:A systematic review of the literature.International Journal of Management Reviews,15(3),333-356.
Zhou,L.,&Wong,A.(2004).Consumer impulse buying and in-store stimuli in Chinese supermarkets.Journal of International Consumer Marketing,16(2),37-53.