《JCP》| 不耐烦、品味vs.恐惧:预期中的不对称性解释了消费者对积极事件vs.消极事件的时间偏好

中国草业发展战略研究中心 2022-12-31

收录于合集

摘要：对于积极的体验(例如，什么时候吃零食)，消费者通常喜欢立即吃，而对于消极的体验(例如，什么时候付账单)，消费者通常喜欢延迟。然而，在三项研究(加上12项补充研究)中，我们发现预期情绪会朝着相反的方向发展，并且对积极事件和消极事件的反应不同，导致不同的时间偏好：对立即积极事件的渴望比延迟消极事件的渴望更强烈。对于消极事件，预期效用具有强负性，减少延迟不好的事情的欲望(例如，消费者想要“赶快结束”以减少心理不适)，但对于积极事件，总体预期效用是弱正的，因此对减少消费者加速好事发生的欲望作用不大。这个预期不对称是因为当消费者思考未来的积极事件,他们都喜欢想象它(品味),同时不喜欢等待的感觉(不耐烦),但当消费者想到负面事件,他们都不喜欢想象它(恐惧)和不喜欢等待的感觉。我们通过使用在线广告进行退休计划的两项实地研究，证明了这些发现的管理含义。

关键词: 影响；延迟折扣；框架；跨期选择

Abstract ：For positive experiences (e.g., when to eat a snack), consumers generally prefer to have them immediately, and for negative experiences (e.g., when to pay a bill), consumers often prefer to delay. Yet, across three studies (plus twelve supplemental studies) we find that anticipatory feelings push in the opposite direction, and do so differently for positive vs. negative events, leading to different time preferences: The desire for immediate positives is stronger than the desire to delay negatives. For negative events, anticipatory utility is strongly negative, reducing the desire to delay bad things (i.e., consumers want to “get it over with” to minimize the psychological discomfort), but for positive events, overall anticipatory utility is weakly positive, and therefore does little to reduce consumers’ desire to expedite good things. This anticipatory asymmetry happens because when consumers think about a future positive event, they both enjoy imagining it (savoring) while simultaneously disliking the feeling of waiting for it (impatience), but when consumers think about a negative event, they both dislike imagining it (dread) and dislike the feeling of waiting for it. We demonstrate the managerial implications of these findings in a pair of field studies using online advertisements for retirement planning.

Keywords： affect; delay discounting; framing; intertemporal choice