居住流动性对消费者易得型产品偏好的影响  

The impact of residential mobility on consumers’preference for feasible products

作　　者：王丽丽[1] 苏笑 梁可茵 WANG Lili;SU Xiao;LIANG Keyin(Department of Marketing,School of Management,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学管理学院,杭州310058

出　　处：《心理学报》2025年第5期896-914,I0013-I0020,共27页Acta Psychologica Sinica

基　　金：国家自然科学基金优青项目(72222018);国家自然科学基金面上项目(71972169);国家自然科学基金杰青项目(72332006)。

摘　　要：当今居住流动是一个非常普遍的现象。然而现有研究并没有深入探讨居住流动性对消费者产品选择和决策的影响。本研究发现激活居住流动性会导致消费者偏好那些易得性属性相对高而理想性属性相对低的产品(我们称之为“易得型”产品)。同时,我们提出过程关注是这一效应的内在机制。研究1a通过二手数据验证了居住流动性与个体的易得型产品偏好之间具有相关关系,研究1b通过操纵感知居住流动性,验证了感知居住流动性与易得型产品偏好间的因果关系。研究1c在真实的产品选择情境中进一步证明了主效应的稳健性。研究2证明了过程关注的中介效应,并排除了可能的替代解释。研究3a证明了最大化者特质的调节作用。研究3b证明了决策对象是感知居住流动性影响易得型产品偏好的边界条件。Nowadays,billions of people frequently change their residence,and residential mobility has become an essential part of consumers’lives all over the world.Researchers have recognized the importance of residential mobility and prior research mainly focused on how residential mobility affected individuals’self-concept and their interactions with others.There are also some research investigating the long-term effects of residential mobility on individuals’health and education.However,little is known about how residential mobility influences consumers’product preferences.To fill this research void,this research focused on the feasible and desirable attributes of products and proposed that residential mobility strengthened consumers’process focus mind-set,which in turn increased their preferences for feasible(rather than desirable)products.In addition,we believed that this effect would not be significant for maximizers,and this effect would also be attenuated when consumers made decisions for others rather than for themselves.We conducted ten studies(4 in appendix)to test our hypotheses.Study 1a used secondary data from CHFS to provide preliminary evidence for the relationship between residential mobility and preference for feasible product.Study 1b employed a single factor(residential mobility:high vs.low)between-subjects design and 150 Credamo workers were recruited.We manipulated participants’residential mobility through a writing task and then measured their preferences for four pairs of products.The results showed that residential mobility increased consumers’preference for feasible products.In Study 1c,we aimed to measure participants’preference in a real product choice context to test the robustness of our main effect.This study employed a single factor(residential mobility:high vs.low)between-subjects design,and we randomly recruited university students.We manipulated residential mobility in a different way and told participants that they had the extra chance to win a puzzle to measure their rea

关 键 词：居住流动性 易得型产品 过程关注 最大化者 决策对象 

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