), 王菁煜, 柳武妹 兰州大学管理学院, 兰州 730000
收稿日期:2019-05-13出版日期:2020-04-26发布日期:2020-03-27通讯作者:雷亮E-mail:leil@lzu.edu.cn基金资助:* 国家自然科学基金面上项目(71972092);国家自然科学基金重点项目(71832015, 71832010);中央高校基本科研业务费专项资金项目(人文社科类 2020jbkyt d003)The effect of scarcity on individuals’ psychology and behavior: An explanation from a more integrated perspective
LEI Liang(), WANG Jingyu, LIU Wumei School of Management, Lanzhou University, Lanzhou 730000, China
Received:2019-05-13Online:2020-04-26Published:2020-03-27Contact:LEI Liang E-mail:leil@lzu.edu.cn摘要/Abstract
摘要： 稀缺是由资源的真实缺乏或感知缺乏所引起的个体欲望和需求得不到满足的一种状态。稀缺作为一种普遍存在的现象对个体的情感、认知、以及行为方式产生了重要的影响, 但是不同类型的稀缺(以食物、产品、资金为代表的有形资源稀缺vs.以时间为代表的无形资源稀缺)对个体心理和行为的影响是否存在共性与差异?梳理文献发现, 有形资源稀缺会使个体产生珍惜性行为、补偿性行为和趋近性行为, 而无形资源稀缺只会使个体产生珍惜性和补偿性行为。未来研究应关注稀缺影响个体行为的边界条件, 以及时间稀缺对个体心理和行为的影响。
图/表 3
图1根据稀缺来源对稀缺的分类
图1根据稀缺来源对稀缺的分类表1稀缺的研究脉络
| 研究阶段 | 研究领域 | 研究内容及结论 | 代表性研究 |
|---|---|---|---|
| 第一阶段： 20世纪50年代至今 | 食物稀缺 | 食物稀缺情况下食物的发放问题 | Keys et al., 1950 |
| 食物稀缺会使消费者产生不耐烦的情绪 | Read & van Leeuwen, 1998 | ||
| 食物稀缺导致对非食物目标的追求 | Xu et al., 2015 | ||
| 第二阶段： 20世纪70年代前后至今 | 产品稀缺 | 商品理论：稀缺性提高产品的价值 | Brock, 1968; Inman, et al., 1997 |
| 商品理论在营销中的应用 | Lynn, 1991 | ||
| 产品稀缺影响购买意愿 | Bozzolo & Brock, 1992 | ||
| 产品稀缺影响支付意愿 | Eisend, 2008 | ||
| 产品稀缺影响消费者购买意愿的中介探讨 | Wu et al., 2012; 刘建新 & 李东进, 2017 | ||
| 第三阶段： 20世纪90年代至今 | 资金稀缺 | 储蓄的缓冲库存理论 | Carroll et al., 1992 |
| 贫困问题的稀缺理论 | Shah et al., 2012 | ||
| 资金稀缺导致稀缺商品的追求 | Sharma & Alter, 2012 | ||
| 资金稀缺导致口红效应 | Hill et al., 2012 | ||
| 资金稀缺导致压力和消极情绪状态 | Haushofer & Fehr, 2014 | ||
| 第四阶段： 20世纪90年代至今 | 时间稀缺 | 繁忙使得个体更加关注任务的截止时间 | Karau & Kelly, 1992 |
| 时间的价值增加了个体的时间压力 | Devoe & Pfeffer, 2011 | ||
| 时间稀缺对目标追求的影响 | Zhu et al., 2018 | ||
| 时间稀缺对个体幸福感的影响 | Layous et al., 2018 |
表1稀缺的研究脉络
| 研究阶段 | 研究领域 | 研究内容及结论 | 代表性研究 |
|---|---|---|---|
| 第一阶段： 20世纪50年代至今 | 食物稀缺 | 食物稀缺情况下食物的发放问题 | Keys et al., 1950 |
| 食物稀缺会使消费者产生不耐烦的情绪 | Read & van Leeuwen, 1998 | ||
| 食物稀缺导致对非食物目标的追求 | Xu et al., 2015 | ||
| 第二阶段： 20世纪70年代前后至今 | 产品稀缺 | 商品理论：稀缺性提高产品的价值 | Brock, 1968; Inman, et al., 1997 |
| 商品理论在营销中的应用 | Lynn, 1991 | ||
| 产品稀缺影响购买意愿 | Bozzolo & Brock, 1992 | ||
| 产品稀缺影响支付意愿 | Eisend, 2008 | ||
| 产品稀缺影响消费者购买意愿的中介探讨 | Wu et al., 2012; 刘建新 & 李东进, 2017 | ||
| 第三阶段： 20世纪90年代至今 | 资金稀缺 | 储蓄的缓冲库存理论 | Carroll et al., 1992 |
| 贫困问题的稀缺理论 | Shah et al., 2012 | ||
| 资金稀缺导致稀缺商品的追求 | Sharma & Alter, 2012 | ||
| 资金稀缺导致口红效应 | Hill et al., 2012 | ||
| 资金稀缺导致压力和消极情绪状态 | Haushofer & Fehr, 2014 | ||
| 第四阶段： 20世纪90年代至今 | 时间稀缺 | 繁忙使得个体更加关注任务的截止时间 | Karau & Kelly, 1992 |
| 时间的价值增加了个体的时间压力 | Devoe & Pfeffer, 2011 | ||
| 时间稀缺对目标追求的影响 | Zhu et al., 2018 | ||
| 时间稀缺对个体幸福感的影响 | Layous et al., 2018 |
图2稀缺对个体心理和行为产生影响的概念框架图
图2稀缺对个体心理和行为产生影响的概念框架图参考文献 63
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