Ariely Dan, Norton Michael I
Duke University, Durham, North Carolina 27708, USA.
Annu Rev Psychol. 2009;60:475-99. doi: 10.1146/annurev.psych.60.110707.163536.
As technology has simplified meeting basic needs, humans have cultivated increasingly psychological avenues for occupying their consumption energies, moving from consuming food to consuming concepts; we propose that consideration of such "conceptual consumption" is essential for understanding human consumption. We first review how four classes of conceptual consumption-consuming expectancies, goals, fluency, and regulatory fit-impact physical consumption. Next, we benchmark the power of conceptual consumption against physical consumption, reviewing research in which people forgo positive physical consumption-and even choose negative physical consumption-in order to engage in conceptual consumption. Finally, we outline how conceptual consumption informs research examining both preference formation and virtual consumption, and how it may be used to augment efforts to enhance consumer welfare.
随着技术简化了满足基本需求的方式，人类开辟了越来越多的心理途径来消耗其消费能量，从消费食物转向消费概念；我们认为，考虑这种“概念性消费”对于理解人类消费至关重要。我们首先回顾四类概念性消费——消费预期、目标、流畅性和调节匹配——如何影响物质消费。接下来，我们将概念性消费的影响力与物质消费进行对比，回顾一些研究，在这些研究中，人们为了进行概念性消费而放弃积极的物质消费，甚至选择消极的物质消费。最后，我们概述概念性消费如何为研究偏好形成和虚拟消费提供信息，以及它如何用于加强提高消费者福利的努力。
