越近越诱惑?感知食物空间距离对消费欲望的影响  

The Nearer,the More Tempting?Effects of Perceived Spatial Proximity of Food on Desire for Consumption

作　　者：熊素红[1] 张全成[2] Xiong Suhong;Zhang Quancheng(School of Business Planning,Chongqing Technology and Business University,Chongqing,400067;Business School,Sichuan Normal University,Chengdu,610101)

机构地区：[1]重庆工商大学商务策划学院,重庆400067 [2]四川师范大学商学院,成都610101

出　　处：《心理科学》2021年第2期398-404,共7页Journal of Psychological Science

基　　金：国家自然科学基金项目(71672120);教育部人文社会科学研究规划基金项目(17YJAZH096);重庆市社会科学规划重点项目(2018ZDGL06);重庆市基础研究与前沿探索项目(cstc2018jcyjAX0044)的资助。

摘　　要：探讨消费欲望的影响因素及影响机制对解决个体非健康饮食问题具有重要意义。采用2个实验考察感知食物空间距离是否及如何影响消费欲望,以及感知资源口腔占用是否会降低感知空间距离对消费欲望的影响。结果发现:(1)感知空间距离越近,消费欲望越强;(2)感知空间距离通过心理模拟影响消费欲望;(3)占用感知资源口腔会阻碍心理模拟从而降低感知食物空间距离对消费欲望的影响。因此,操纵食物的感知空间距离会通过心理模拟影响个体的消费欲望。Exploring factors that influence desire for food and underlying mechanisms is important for preventing unhealthy eating behavior.From the mental simulation perspective,the current research investigates the effects of perceived spatial proximity of food on desire and the underlying mechanism.The authors propose that perceived spatial proximity negatively affects individuals’desire through mental simulation.Limiting an individual’s perceptual resource(mouths)impedes mental simulation,and thus decreases the effect of perceived spatial proximity on desire.To test the above hypotheses,two experiments were conducted.The first experiment was conducted to test the effect of perceived spatial proximity on desire and the mediating role of mental simulation.This experiment was a one-factor(perceived spatial proximity:near vs.far)betweensubjects design,and 95 college students participated in the experiment.The participants were randomly assigned into two groups(near vs.far).The stimulus was a print advertisement of a piece of cake.The perceived spatial proximity was manipulated as follows:The participants were told that the cake advertisement was from a store either near or far from their university.After viewing the advertisement,the participants indicated their desire and mental simulation on scales.The results of this experiment revealed that the participants in the near group reported a higher level of mental simulation and desire than those in a far group.Further analysis revealed that the mental simulation mediates the effect of perceived spatial proximity on desire.The second experiment was conducted to test the change of the effect of perceived spatial proximity on desire after limiting the individuals’perceptual resource(mouths).In this experiment,the stimulus was an advertisement of an apple,and the perceived spatial proximity was manipulated by visually depicting the apple either near or far in the advertisement.This experiment was a 2(perceived spatial proximity:near vs.far)×2(perceptual resource limitatio

关 键 词：消费欲望 心理模拟 感知空间距离 

分 类 号：B842[哲学宗教—基础心理学]