做会后悔还是不做会后悔?——自我调节模式对不作为惯性的影响  

Which one makes you regret, to do or not to do?The effect of self-regulatory mode on inaction inertia

作　　者：崔楠[1] 徐岚[1] 谢雯婷[1] 

机构地区：[1]武汉大学经济与管理学院,武汉430072

出　　处：《心理学报》2016年第4期423-434,共12页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(71472142;71472141;71532011)资助

摘　　要：从消费者的不作为惯性反应差异出发,探讨运动模式和评估模式的消费者在错过第一次合意机会、面对第二次次优机会时购买可能性的差异及原因。通过3个研究发现,相比评估模式的消费者而言,运动模式的消费者具有更高的二次购买可能性。在自我调节模式影响次优购买可能性的过程中,预期后悔起到重要的中介作用。此外,研究还发现,当第二次次优机会中提供了与第一次机会中的产品类似但不同的替代产品时,运动模式和评估模式消费者之间的购买可能性差异消失了。＂Inaction inertia＂, the phenomenon that a person continues forgoing a positive but less attractive opportunity after missing an initial attractive one, has attracted much attention from scholars from various disciplines. A detailed review of the literature reveals that much of the research on inertia effect has focused on the characteristics of opportunities and the relationships among different opportunities. However, few studies have investigated this phenomenon from the characteristics of decision-makers perspective. In line with this view, this paper aims to examine how self-regulatory modes（i.e., locomotion and assessment） of decision-makers influence the ＂inaction inertia＂ effect in a consumption context. We propose that consumers with high locomotion mode are more likely to take the second opportunity than consumers with high assessment mode after missing a more attractive opportunity. This effect can be explained by the perception of anticipated regret,which is defined as the tradeoff between the anticipated inaction regret and the anticipated action regret, of consumers. In addition, we propose that the effect is moderated by product types provided in the second opportunity. If the product in the second opportunity is an alternative product that is similar to but somewhat different from that in the first opportunity, the effects of self-regulatory on the likelihood of action will be attenuated.We conducted three experiments to test the proposed hypotheses. Eighty-seven undergraduate students participated in Study 1 to examine the effect of regulatory mode on the likelihood of taking the second opportunity. In this study, participants read a scenario about missing an opportunity to buy an LED lamp and facing a second less attractive opportunity. We measured participants＇ regulatory mode and the likelihood of action, and used linear regression model and ANOVA to analyze the results. Study 2 used a 2（regulatory mode：locomotion vs. assessment） by 2（attractiveness difference： large vs.

关 键 词：不作为惯性 自我调节模式 预期后悔 购买可能性 产品类型 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]