保持一致还是维持平衡——抑制放纵消费对后续放纵倾向的影响研究  

To Keep Consistency or Balance: Research on the Influence of Inhibition of Indulgent Consumption on Subsequent Indulgent Tendency

作　　者：李倩倩[1] 宋文静 Li Qianqian;Song Wenjing(School of Management,Shanghai University;Business School,Nanjing University)

机构地区：[1]上海大学管理学院 [2]南京大学商学院

出　　处：《南开管理评论》2022年第6期128-138,I0027,I0028,共13页Nankai Business Review

基　　金：上海市社科规划项目(2020BGL021);国家社会科学基金项目(21FGLB034)资助。

摘　　要：放纵消费是指为了获得短期愉悦而牺牲长期目标的消费行为,传统上被认为应该抑制以提升个体长期幸福。不同于此,本研究提出一个有中介的交互模型,通过四个实验揭示了抑制放纵消费对后续放纵倾向的权变影响及其边界条件。实验一和实验二在不同功能价值消费情境下,验证了抑制放纵消费会带来更强的后续放纵倾向。实验三检验了低特质自控个体在消极功能价值情境下,抑制放纵消费会产生自豪的自我意识情绪,从而降低后续放纵倾向。实验四证明了高特质自控个体在积极功能价值情境下,抑制放纵消费会产生后悔的自我意识情绪,从而提升后续放纵倾向。研究揭示了不同特质自控个体抑制放纵消费的后续影响及机制,为消费者理性决策提供建议。In real life, consumers often encounter decision-making situations with conflicting goals. For example, one may not only want to eat delicious snacks, but also want to keep fit;and people may not only want to have high-end luxury goods, but also want to accumulate a large amount of savings. Interestingly, in the face of the same dilemma, some people follow the consistent strategy,either choosing to restrain to the end by rational self-control, or choosing to continue indulgence by desire. Others follow the balanced strategy, choosing to restrain and indulge once a while. In the context of consumption, in the face of conflicting selves, should we keep consistent with the past, indulge or restrain to the end, or should we maintain the balance between reason and desire?To explore this question, this paper focuses on the consumption decision-making situation in which the desire for indulgence conflicts with the goal of self-control. It reveals the impact of individual inhibition of indulgence on subsequent indulgence through four experiments, and focuses on the mediating role of self-conscious emotions(pride or regret) and the moderating role of the match between trait self-control and consumption situation.This paper finds that individuals’ inhibition of indulgent consumption will enhance their subsequent indulgence tendency. Inhibition of indulgence needs to consume self-control resources, and even lead to ego depletion, thus reducing the performance of consumers in subsequent self-control tasks, and increasing the tendency of subsequent indulgence. At the same time, self-conscious emotions(pride or regret) play a mediating role in the above effects. Specifically, the positive emotion of pride can inhibit the tendency of subsequent indulgence, because pride can enhance individual resources and help resist temptation. Whereas, the negative emotion of regret can promote the tendency of subsequent indulgence, because individuals will give priority to fixing bad emotions and give up other goals,leading to the failure

关 键 词：放纵消费 特质自控 自我意识情绪 消费情境 

分 类 号：F713.55[经济管理—市场营销]