末端时间标志对消费者风险决策的影响  

The Ending Temporal Landmark Effect on Risky Decision-making

作　　者：庞隽[1] 尚子琦 刘晓梅[1] Pang Jun;Shang Ziqi;Liu Xiaomei(Business School,Renmin University of China;School of Management,Hainan University)

机构地区：[1]中国人民大学商学院 [2]海南大学管理学院

出　　处：《南开管理评论》2022年第1期74-82,I0014,I0015,共11页Nankai Business Review

基　　金：国家自然科学基金项目(72072179、72002226)资助。

摘　　要：近些年,随着市场经济的发展,诸如房产投资、股权众筹等具有较高风险的决策逐渐成为消费者日常生活的主要话题。本文探讨影响消费者风险决策的环境因素。立足于时间标志的文献,本文提出末端时间点影响消费者在风险决策行为中的偏好,并阐明消费者在末端时间点所感知到的心理资源耗竭是其中的解释机制。文章通过三个实验,采用不同的时间点启动消费者的末端感知,并在风险决策选择、理财投资及新产品购买的不同情境中,论证了末端时间标志导致消费者在风险决策的行为中更加保守,也验证了心理资源耗竭的感知在其中的中介作用。本文推进了时间标志与风险决策的研究进展,为企业推广新产品与投资产品的时间点选择提供了营销启示。Risky decision-making is ubiquitous in everyday life.A number of studies have been conducted to understand how people make risk decisions,and they have identified three types of influencing factors of the decisions,namely,decision environment(e.g.,culture and time pressure),decision task(e.g.,information frame and decision recipients),and decision-makers(e.g.,emotion and self-efficacy).This paper extended this line of work by proposing temporal landmarks as a new factor influencing consumers’evaluation of risks.Temporal landmarks refer to distinct time or occurrences that stand out from other ordinary times in one’s life.The existing research in this area has focused on the beginning of a period(e.g.,Chinese New Year or birthday)and investigated its effect on individuals’motivations and behaviors,known as the fresh start effect.In contrast,this paper focused on the end of a period and explored how this special time point influences consumers’risk perception.We proposed and demonstrated that when consumers realized themselves at the end of a period,they perceived a higher level of psychological depletion and thus became more risk-averse in making risk decisions.We conducted three studies to test our hypotheses.Studies 1 and 2 tested the main effect that a salient end temporal landmark increased consumers’tendency to make riskaverse decisions.Study 3 revealed perceptions of psychological resource depletion as the underlying mechanism of the above-mentioned effect.And it was found that when the psychological resources of consumers at the end point of a period were replenished,their aversion to risks would be alleviated.Study 1 adopted a single factor(temporal landmark:ending vs.control)between-subjects design.A total of 82 undergraduates(77%female,Mage=22.67 years)from a university in China took part in the experiment with monetary compensation,and they were randomly assigned to one of the two conditions.We manipulated temporal landmarks by asking participants to indicate when they attended the experiment.

关 键 词：时间标志 心理资源耗竭 风险规避 决策制定 

分 类 号：F713.55[经济管理—市场营销]