“老夫”“撩发”少年狂:初老感对年轻消费者冒险行为的影响  

Too“Old”to Do It?How Does Sense of Feeling Old Induce Young Consumer’s Risk-taking Behavior

作　　者：费显政[1] 王涯薇[1,2] 黄茜 Fei Xianzheng;Wang Yawei;Huang Qian(School of Business Administration,Zhongnan University of Economics and Law;School of Management,Wuhan Textile University;School of Business Administration,Wuhan Business University)

机构地区：[1]中南财经政法大学工商管理学院 [2]武汉纺织大学管理学院 [3]武汉商学院工商管理学院

出　　处：《南开管理评论》2023年第4期4-14,I0001,I0002,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72072182);教育部人文社会科学研究规划基金项目(20YJA630014);武汉纺织大学2023年度科技创新计划(校基金)资助。

摘　　要：年轻人的初老感是目前社会广泛讨论的一种现象。本文通过五个实验研究发现,外在环境线索带来的初老感会让年轻人(老夫)产生更高的冒险行为倾向(少年狂),这是因为冒险行为提供了一种补偿机制,满足了年轻人“希望恢复年轻的感觉”。这种效应在道德风险、身体风险、投资/赌博风险、娱乐消遣及社会风险等不同风险领域都存在。具体到消费领域,无论是新产品的购买和消费意愿,还是高刺激性服务消费意愿,以及高风险回报偏好,初老感对年轻消费者的作用都非常显著。上述效应仅在初老线索来自外部环境(撩发)时才显著,如果初老线索来自人们自身,该效应会减弱甚至消失。此外,该效应仅适用于年轻人群体,随着年龄的增长,该效应也会逐步减弱直至消失。本研究不仅对年轻人初老心理现象进行深入剖解,同时丰富了冒险行为的相关研究。The sense of feeling old among young people is ubiqui-tous nowadays.This sentiment can be triggered by external cues in daily life,such as unexpected addresses like“uncle”or“aunt”from younger children.The existing research focuses on the old people whose feel age is older than their chronological one,and claims that they will act in the way just as they are old,for example,prefer to avoid negative outcomes.However,limited attention has been giv-en to the phenomenon of“feeling old”among young people.The current research aims to reveal that young people may prefer more to take risk if they have the sense of feeling old temporally due to external cues than control group.This effect occurs because the young people who have the sense of feeling old hope to restore their feeling by risk-taking behavior.The current research also tested the moderating role of source of cues(external vs.internal cues),which induced sense of feeling old.Finally,it highlighted another managerially important boundary condition:consumer’s age.The documented effect only applies to young people,but is attenuated with age.This article makes important theoretical contributions.Firstly,it sheds light on the psychological process behind young people’s sense of feeling old and how it can induce risk-taking behavior.Secondly,the study expands the application range of the compen-sation consumption model.Finally,it enriches our understanding of situational factors that trigger risk-taking behavior.In addition,the findings of this research have significant practical implications for marketers.The marketers can appeal their products as a remedy for young consumer’s sense of feeling old induced by some external cues which are accessible in consumption scenario.Moreover,the current research has important implications for marketing practi-tioners in the development of risk-taking marketing offerings,such as new product,high risk investment,and adventurous experience.

关 键 词：初老感 心理年龄 自我差异 冒险行为 

分 类 号：F713.55[经济管理—市场营销]