共有消费下“最大化”心理偏差的形成与后效:基于集体心理账户的视角  

The maximizing bias and behavioral effects of joint consumption:A perspective of group mental accounting

作　　者：冉雅璇 蔡慧 张蕴涵 韩馨颖 RAN Yaxuan;CAI Hui;ZHANG Yunhan;HAN Xinying(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073,China)

机构地区：[1]中南财经政法大学工商管理学院,武汉430073

出　　处：《心理科学进展》2023年第8期1429-1442,共14页Advances in Psychological Science

基　　金：国家自然科学基金(72272152,71802192);中央高校科研培育专项(2722022BY013,2722023EZ005)资助。

摘　　要：共有消费——一种“共买共用”的消费模式——是消费者在家庭、社交、工作中一种常见的消费模式。然而,现有文献缺乏有关共有消费一般化特征的系统性探索,阻碍了其研究的发展。研究基于心理账户理论,首次提出共有消费情景下的“集体心理账户”,将共有消费中的决策机制理解为多位个体的集体心理账户采用某种规则的集合,从而揭示了集体心理账户视角下共有消费的心理效应,即“最大化”心理偏差。在该心理偏差的逻辑基础上,研究分析了在两种共有消费情境(包括集体送礼和拼单购买)中,消费者的非理性行为以及具体心理机制和边界条件。研究结论将有助于加深理解共有消费中的消费者行为,充实和丰富共有消费研究和心理账户理论,为营销人员提供可能的助推策略。In the light of social development and technology advance,joint consumption—a kind of consumption in which multiple consumers jointly share the cost and the final product—becomes more frequent and engenders new phenomenon.However,extant literature mainly focuses on examining the effects of typical factors in joint consumption(e.g.,genders,roles),while neglecting the basic underlying characteristics of joint consumption(e.g.,the key difference between joint consumption and individual consumption).To fill this gap,the present project based on mental accounting theory proposes a new construct—group mental account.We illustrate the decision-making process of joint consumption as a collection of multiple people’s group mental accounts based on certain rules.Thus,joint consumption would lead to a maximizing bias according to the mental accounting theory.Based on the rationale of maximizing bias,the present project examines consumers irrational behaviors and corresponding psychological mechanisms and boundaries under two major joint consumption contexts,including group gift giving and joint purchase.The present research contributes literature in joint consumption and mental account theory,as well as providing marketing strategies to promote healthy and sustainable consumption.

关 键 词：共有消费 集体心理账户 最大化心理偏差 非理性行为 

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