Sharma Eesha, Tully Stephanie M, Wang Xiang
Department of Marketing, Fowler College of Business, San Diego State University.
Department of Marketing, Marshall School of Business, University of Southern California.
J Pers Soc Psychol. 2023 Nov;125(5):1036-1054. doi: 10.1037/pspa0000353. Epub 2023 Sep 14.
Scarcity often encourages decisions that favor the present over the future. While prevailing theories largely attribute these decisions to myopic, impulsive decision making, five studies find support for an alternative, less prevalent perspective. We introduce the time horizon of threatened needs as an important determinant of scarcity's effect on intertemporal choice, demonstrating that people's decisions under scarcity reflect attempts to address threatened needs. Data from the Federal Reserve Bank of Philadelphia (Study 1) and preregistered studies ( = 10,297) show that time horizon moderates intertemporal decisions under scarcity. Study 2 manipulates scarcity perceptions among people engaged to be married, leading to increased preferences for sooner outcomes when wedding dates have shorter time horizons and a significant reversal when wedding dates have longer time horizons. Study 3 demonstrates that time horizon predicts intertemporal choice only when the intertemporal choice can help address threatened needs. Study 4 holds expense salience constant and replicates the moderation by time horizon using a paradigm that manipulates both scarcity and time horizon. Study 5 introduces multiple needs that vary in time horizon and importance, finding that decisions under scarcity reflect consideration of both the importance and temporal proximity of needs. These findings align with the perspective that people facing scarcity attempt to make decisions that are contextually appropriate. This work underscores the importance of understanding contextual variation in experiences of scarcity, suggests that decision making under scarcity is less thoughtless than presumed by the impulsive, myopic account, and offers recommendations for interventions for changing behavior under scarcity. (PsycInfo Database Record (c) 2023 APA, all rights reserved).
稀缺往往会促使人们做出偏向当下而非未来的决策。虽然主流理论大多将这些决策归因于短视、冲动的决策方式,但五项研究为另一种不太普遍的观点提供了支持。我们引入受威胁需求的时间跨度作为稀缺对跨期选择影响的一个重要决定因素,证明人们在稀缺情况下的决策反映了应对受威胁需求的尝试。来自费城联邦储备银行的数据(研究1)和预先注册的研究(N = 10297)表明,时间跨度会调节稀缺情况下的跨期决策。研究2操纵了准夫妻的稀缺感知,结果显示,当婚期时间跨度较短时,他们对更快结果的偏好增加;而当婚期时间跨度较长时,偏好则出现显著反转。研究3表明,只有当跨期选择有助于满足受威胁需求时,时间跨度才会预测跨期选择。研究4保持费用显著性不变,并使用一种同时操纵稀缺和时间跨度的范式,重现了时间跨度的调节作用。研究5引入了在时间跨度和重要性上各不相同的多种需求,发现稀缺情况下的决策反映了对需求的重要性和时间接近性的综合考虑。这些发现与这样一种观点一致,即面临稀缺的人试图做出符合情境的决策。这项工作强调了理解稀缺体验中情境变化的重要性,表明稀缺情况下的决策并不像冲动、短视观点所认为的那样缺乏思考,并为改变稀缺情况下的行为提供了干预建议。(PsycInfo数据库记录(c)2023美国心理学会,保留所有权利)