Xin Ziqiang, Liu Guofang, Zong Zheng
Department of Psychology, Renmin University of China, 59 Zhongguancun Street, Haidian District, 100872 Beijing, China.
School of Economics and Management, Shanghai Maritime University, 201306 Shanghai, China.
Curr Psychol. 2022 Sep 23:1-13. doi: 10.1007/s12144-022-03689-5.
Mental budgeting is a cognitive process that helps individuals control consumption expenditures. Previous literature has shown that mental budgeting is influenced by people's cognitive capabilities and emotions, which indicates a potential influence of thinking modes on mental budgeting. Under the view of lay rationalism, the present three studies investigated the relationship between thinking modes (i.e., calculation-based thinking and feeling-based thinking) and mental budgeting, as well as the moderating effect of product types that participants consume. It was found that, first, the scores of lay rationalism, which indicate calculation-based thinking, were positively correlated with the mental budgeting levels of college students (Study 1a) and newcomers in the workplace (Study 1b); second, the activation of calculation-based thinking (vs. feeling-based thinking) decreased participants' consumption willingness (Study 2); and third, the calculation-based thinking exhibited a stronger binding effect in participants who consumed only hedonic products than in participants who consumed only utilitarian products (Study 2). The results demonstrated the effects of lay rationalism thinking mode and product types on mental budgeting, which highlighted different implications for consumers and merchants.
The online version contains supplementary material available at 10.1007/s12144-022-03689-5.
心理预算是一种帮助个人控制消费支出的认知过程。以往文献表明，心理预算受人们认知能力和情绪的影响，这表明思维模式对心理预算有潜在影响。在朴素理性主义视角下，本三项研究考察了思维模式（即基于计算的思维和基于情感的思维）与心理预算之间的关系，以及参与者所消费产品类型的调节作用。研究发现，其一，表明基于计算思维的朴素理性主义得分与大学生（研究1a）和职场新人（研究1b）的心理预算水平呈正相关；其二，激活基于计算的思维（相对于基于情感的思维）会降低参与者的消费意愿（研究2）；其三，基于计算的思维在仅消费享乐型产品的参与者中比在仅消费实用型产品的参与者中表现出更强的约束效应（研究2）。结果证明了朴素理性主义思维模式和产品类型对心理预算的影响，这对消费者和商家具有不同的启示意义。
网络版包含可在10.1007/s12144-022-03689-5获取的补充材料。
