自我控制目标对实用品与享乐品解释水平的影响  

The Effect of Self-Control Goal on the Construal Level of Utilitarian Goods and Hedonic Goods

作　　者：宋卓昭[1] 冯蛟[1,2] 吕一林[1] 

机构地区：[1]中国人民大学商学院,北京市100872 [2]宁夏大学经济管理学院,宁夏银川750021

出　　处：《中国流通经济》2013年第2期96-102,共7页China Business and Market

基　　金：国家自然科学基金项目"消费后立即和延迟评价与消费者忠诚--基于享乐和实用维度的实证研究"(项目编号:71072146)资助

摘　　要：约束目标型自我控制的消费者,对实用品的心理距离近,会采取趋近策略,对享乐品的心理距离远,会采取远离策略,这使得他们在处理实用品时会采用低水平的解释,而处理享乐品时采用高水平的解释。放纵目标型自我控制的消费者的行为却与此相反,他们对实用品的心理距离远,会采取远离策略,对享乐品的心理距离近,会采取趋近策略,这使得他们在处理实用品时会采用高水平的解释,而处理享乐品时采用低水平的解释。For consumers with restriction goal, their psychological distance is near to utilitarian goods but distant to hedonic goods. And they will adopt low level construal to process utilitarian goods and high level construal to process hedonic goods. However, for consumers with indulgence goal, their psychological distance is distant to utilitarian goods but near to hedonic goods. And they will adopt high level construal to process utilitarian goods and low level construal to process hedonic goods.

关 键 词：自我控制 实用品 享乐品 心理距离 解释水平 

分 类 号：F713.50[经济管理—市场营销]