基于中国文化情境的心理账户探索性研究
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摘要
研究心理账户的基本原因是为了提高我们对于关于“选择”的心理学的理解。本文以在校大学生为样本,采用情境模拟实验的策略,对基于中国文化情境的心理账户机制,尤其是心理账户的重要属性非替代性,进行了探索性研究。第一项研究我们称之为心理账户的人际非替代性研究,分为两项子研究,证实了人际非替代性的存在,并分别考察了专业性与时间偏好对于人际非替代性的作用。第二项研究我们称之为心理账户的价值观非替代性的研究,也是分为两项子研究。第一项子研究考察了义利观(在具体研究中则操作化为“现实利益”与“象征性利益”)对于心理账户非替代性的影响;第二项子研究考察了情与理对心理账户的影响。总体而言,通过上述四项研究,我们得出如下结论:
第一,本研究发现,心理账户具有显著的文化属性。以往对心理账户认知机制的研究有绝对化的倾向,忽视了文化在人类认知机制中的重要影响。在本研究中,通过两项大研究所涵的4项子研究发现,中国人最为看重的人际关系与义利观念是影响中国人心理账户形式的重要认知成分。
第二,本文研究发现,作为心理账户重要属性之一的非替代性是有着系统的、可判别的文化情境偏好的。以往的研究一再证实,非替代性是心理账户最为本质的属性,但是对于非替代性本身的发生机制缺乏具体化的研究。本文研究发现,一定程度上心理账户现象中金钱或者货币的非替代性是基于人际关系或者价值观的差异性与非替代性的,并非人们对金钱或者货币本身的偏好。
第三,本文研究发现,人际关系的非替代性在心理账户的表现形式中是很稳定的,具有稳定的偏向,并且基本上不会受到人际关系中其他重要因素,譬如个人技能的专业性、时间流逝等因素的影响。本研究设置了四种人际关系:亲人、朋友、熟人、陌生人。研究发现,亲人、朋友、陌生人所开启的心理账户效应并无显著差异,而熟人关系则导致最为保守的心理账户。
第四,心理账户实际上是对机会成本或者风险的一种权衡机制,而非替代性则是对这种机会成本的价值评估。在研究一的第一项子研究中,我们发现人际关系作为一种潜在的机会成本比作为相对直接的专业性得到更多的关注,具有更显著的影响。这表明,以往研究者认为心理账户会低估机会成本是不恰当的结论。
第五,本文研究发现,传统文化价值观对于心理账户的发生有着重要的影响,尤其是我们的义利观。在研究中我们把“义”操作化为“象征性利益”,“利”操作化为“现实利益”。结果我们发现,我们中国人对于自己的现实利益、他人的现实利益、自己的象征性利益、他人的象征性利益,有着稳定的差异化的表达。在涉及到现实利益情境时,我们的表达更符合框架效应,规避风险;而在涉及到象征性利益时,却有风险偏好,这和国外研究结论是不同的。
第六,心理账户是一种基于“有限理性”或“生态理性”的决策行为,而非是“不理性”或“非理性”的,这种理性是由环境潜移默化造成的,文化价值观的启动具有举足轻重的作用。
The primary reason for studying mental accounting is to enhance our understanding the psychology of choice. With the university students as samples and situation-stimuli experiment, the article carries out an explorative study on the mental accounting mechanism based on the Chinese culturual situation, especially about non-funigibility,the important characteristic of mental accounting,. The frist research is to study the interpersonal non-fungiblity of mental accounting.There are two sub-researches in this research and they respectively explore the function of specialty and time-preference to interpersonal non-funigibility. The second research is value non-fungiblity of mental accounting which is also divided into two sub-researches. The first sub-research explores the non-fungiblity influence of righteousness-benefit trade-off (it is operationalized into“realistic benefit”and“symbolic benefit”)to mental accounting. The second sub-research explores the influence of emotion and rationality to mental accounting. In brief, we get following conclusions through the four researches mentioned above:
1.Mental accounting has its own prominent culture characteristic. Past researches on cognitive mechanism of mental accounting have some absolutization tendency and ignore the important influence of culture to human cognition. In this study, resarcher finds the interpersonal relationship and righteousness-benefit trade-off which are thought a lot by Chinese people are important cognitive elements .
2.In this article, as one of the important characteristics of mental accounting, non-fungiblity has its own systemic, discriminant culture situation preference. Past researches repeatedly proved that the non-fungiblity is the most essential characteristic of mental accounting, but there is few concrete research on the mechanism of non-fungiblity itself. In this article, it is proved that the non-fungiblity of money in mental accounting is based on the diversity and non-fungibility of interpersonal relationship and values, not on people’s prediction on money.
3.The article proves that the manifestation style of non-fungibility of interpersonal relationship in mental accounting is very stable and basically is not influenced by the other important factors, such as the specialty, time collapse, ect. There are four relationships in this article: relatives, friends, acquaintances and strangers. It is proved that there is no prominent difference in the mental accounting effects between relatives, friends and strangers, while the mental accounting caused by the acquaintance is the most conservative.
4.Mental accounting is a trade-off mechanism to the opportunity cost or risk and the non-fungibility is the evaluation to the value of the opportunity cost. In the first sub-research of the first research, we find that people unconsciously pay more attention to the latent opportunity cost of interpersonal relationship than its specialty, also the former has more prominent influence. This indicates that the conclusion made by past researchers that mental accounting will under evaluate the opportunity cost is not proper.
5.The traditional culture value, especially the righteousness-benefit trade-off, has important influence to the expression of mental accounting. In this article, we definite the righteousness as“symbolic benefit”and definite the“benefit”as“realistic benefit”. We find that we Chinese has stable different expression to our own realistic benefit, others’realistic benefit, our own symbolic benefit and others’symbolic benefit. When it comes to the realistic benefit, our expression is more conform to the framing effect and loss aversion, while to symbolic benefit, it is more risk reference. This conclusion is different to foreign researches.
6.Mental accounting is a decision-making behavior based on“bounded rationality”or“ecological rationality”, not on“irrationality”or“non-rationality”. The rationality is shaped by the environment, and the prime of the culture value has its important effect.
第一,本研究发现,心理账户具有显著的文化属性。以往对心理账户认知机制的研究有绝对化的倾向,忽视了文化在人类认知机制中的重要影响。在本研究中,通过两项大研究所涵的4项子研究发现,中国人最为看重的人际关系与义利观念是影响中国人心理账户形式的重要认知成分。
第二,本文研究发现,作为心理账户重要属性之一的非替代性是有着系统的、可判别的文化情境偏好的。以往的研究一再证实,非替代性是心理账户最为本质的属性,但是对于非替代性本身的发生机制缺乏具体化的研究。本文研究发现,一定程度上心理账户现象中金钱或者货币的非替代性是基于人际关系或者价值观的差异性与非替代性的,并非人们对金钱或者货币本身的偏好。
第三,本文研究发现,人际关系的非替代性在心理账户的表现形式中是很稳定的,具有稳定的偏向,并且基本上不会受到人际关系中其他重要因素,譬如个人技能的专业性、时间流逝等因素的影响。本研究设置了四种人际关系:亲人、朋友、熟人、陌生人。研究发现,亲人、朋友、陌生人所开启的心理账户效应并无显著差异,而熟人关系则导致最为保守的心理账户。
第四,心理账户实际上是对机会成本或者风险的一种权衡机制,而非替代性则是对这种机会成本的价值评估。在研究一的第一项子研究中,我们发现人际关系作为一种潜在的机会成本比作为相对直接的专业性得到更多的关注,具有更显著的影响。这表明,以往研究者认为心理账户会低估机会成本是不恰当的结论。
第五,本文研究发现,传统文化价值观对于心理账户的发生有着重要的影响,尤其是我们的义利观。在研究中我们把“义”操作化为“象征性利益”,“利”操作化为“现实利益”。结果我们发现,我们中国人对于自己的现实利益、他人的现实利益、自己的象征性利益、他人的象征性利益,有着稳定的差异化的表达。在涉及到现实利益情境时,我们的表达更符合框架效应,规避风险;而在涉及到象征性利益时,却有风险偏好,这和国外研究结论是不同的。
第六,心理账户是一种基于“有限理性”或“生态理性”的决策行为,而非是“不理性”或“非理性”的,这种理性是由环境潜移默化造成的,文化价值观的启动具有举足轻重的作用。
The primary reason for studying mental accounting is to enhance our understanding the psychology of choice. With the university students as samples and situation-stimuli experiment, the article carries out an explorative study on the mental accounting mechanism based on the Chinese culturual situation, especially about non-funigibility,the important characteristic of mental accounting,. The frist research is to study the interpersonal non-fungiblity of mental accounting.There are two sub-researches in this research and they respectively explore the function of specialty and time-preference to interpersonal non-funigibility. The second research is value non-fungiblity of mental accounting which is also divided into two sub-researches. The first sub-research explores the non-fungiblity influence of righteousness-benefit trade-off (it is operationalized into“realistic benefit”and“symbolic benefit”)to mental accounting. The second sub-research explores the influence of emotion and rationality to mental accounting. In brief, we get following conclusions through the four researches mentioned above:
1.Mental accounting has its own prominent culture characteristic. Past researches on cognitive mechanism of mental accounting have some absolutization tendency and ignore the important influence of culture to human cognition. In this study, resarcher finds the interpersonal relationship and righteousness-benefit trade-off which are thought a lot by Chinese people are important cognitive elements .
2.In this article, as one of the important characteristics of mental accounting, non-fungiblity has its own systemic, discriminant culture situation preference. Past researches repeatedly proved that the non-fungiblity is the most essential characteristic of mental accounting, but there is few concrete research on the mechanism of non-fungiblity itself. In this article, it is proved that the non-fungiblity of money in mental accounting is based on the diversity and non-fungibility of interpersonal relationship and values, not on people’s prediction on money.
3.The article proves that the manifestation style of non-fungibility of interpersonal relationship in mental accounting is very stable and basically is not influenced by the other important factors, such as the specialty, time collapse, ect. There are four relationships in this article: relatives, friends, acquaintances and strangers. It is proved that there is no prominent difference in the mental accounting effects between relatives, friends and strangers, while the mental accounting caused by the acquaintance is the most conservative.
4.Mental accounting is a trade-off mechanism to the opportunity cost or risk and the non-fungibility is the evaluation to the value of the opportunity cost. In the first sub-research of the first research, we find that people unconsciously pay more attention to the latent opportunity cost of interpersonal relationship than its specialty, also the former has more prominent influence. This indicates that the conclusion made by past researchers that mental accounting will under evaluate the opportunity cost is not proper.
5.The traditional culture value, especially the righteousness-benefit trade-off, has important influence to the expression of mental accounting. In this article, we definite the righteousness as“symbolic benefit”and definite the“benefit”as“realistic benefit”. We find that we Chinese has stable different expression to our own realistic benefit, others’realistic benefit, our own symbolic benefit and others’symbolic benefit. When it comes to the realistic benefit, our expression is more conform to the framing effect and loss aversion, while to symbolic benefit, it is more risk reference. This conclusion is different to foreign researches.
6.Mental accounting is a decision-making behavior based on“bounded rationality”or“ecological rationality”, not on“irrationality”or“non-rationality”. The rationality is shaped by the environment, and the prime of the culture value has its important effect.
引文
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