刷碗少的人请买花:夫妻贡献不均与家庭享乐性消费  

For those who wash less dishes,please buy flowers:Couple’s contribution imbalance and family hedonic consumption

作　　者：李世豪 张文悦 符国群[2] LI Shihao;ZHANG Wenyue;FU Guoqun(Business School,University of International Business and Economics,Beijing 100029,China;Guanghua School of Management,Peking University,Beijing 100871,China)

机构地区：[1]对外经济贸易大学国际商学院,北京100029 [2]北京大学光华管理学院,北京100871

出　　处：《心理科学进展》2024年第8期1250-1264,共15页Advances in Psychological Science

基　　金：国家自然科学基金项目(72202036)。

摘　　要：面对着家庭中各式各样的联合任务,夫妻贡献度不均的情况普遍存在。然而,鲜有研究关注其对消费行为的影响。由此,本研究系统研究:第一,基于动态公平视角和夫-妻二元互依模型,验证夫妻在家庭任务中的贡献不均对家庭享乐性消费的影响,同时验证感知公平的中介作用,以及内疚和自我奖赏的二重中介作用,深入理解感知公平这一心理机制;第二,基于性别角色理念、伴侣情绪支持、性别平等文化的调节作用,识别不同公平理论起作用的方式和条件。本研究将有助于丰富夫妻联合消费研究,加深对公平相关理论的理解,并为面向家庭用户的企业提供有效的营销决策指导。It is common for couples to make unequal contributions to a wide variety of joint tasks in the household.However,previous studies have paid little attention to the impact of contribution imbalance on consumption behavior.The present research documents that contribution imbalance in household tasks increases household hedonic consumption by integrating the dynamic equity perspective and the husband-wife dyadic model.This work reveals the underlying process by identifying the mediating role of perceived equity and the dichotomous mediating role of guilt and self-reward.Notably,this effect is mitigated when(1)the gender role concept is equal(2)the partner's emotional support is high(3)the culture of gender equality is equal.These findings advance the understanding of joint consumption and fairness-related theories,providing effective guidance for marketing decisions by companies targeting household users.

关 键 词：享乐性消费 家庭分工 家庭消费决策 感知公平 

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