On College Students' impulsive consumption psychology——the influence of trait power and money priming
Abstract
Two experiments were conducted to explore the effects of trait power and money priming on College Students' impulse buying. In both experiments, Sense of Power Scale (SPS) was used to select subjects with high and low trait power to participate in the experiment; in Experiment 1, scrambled-words task was used to activate the concept of money; in Experiment 2, the method of mindset priming was used to activate the amount of money. The results show that: (1) After the concept of money is activated, individuals with low trait power have higher impulse purchase intention than those with high trait power, regardless of whether they are rich or poor; however, there is no significant difference between high and low power groups in no money concept priming group. (2) No matter whether the level of individual's trait power is high or low, compared with the condition of lack of money, individuals have higher impulse purchase intention under the condition of money abundance.References
[1] Duan Yi. (2014). Money enhances sense of control: from the perspective of social resource theory, master thesis of Hunan Normal University
[2] Jiang Hongyan, Liu BANGSHUN, sun Peizhen. (2018). The influence of sense of power on consumer behavior and its theoretical explanation. Progress in psychological science, 26 (1), 1 – 13
[3] Li Aimei, Luo Ying, Li Bin. (2016). "money priming" makes people rational or irrational? ——Money priming and consumer behavior decision. Foreign economics and management, 38 (6), 100-112
[4] Wa Yu (2014). A study on the influence of online reviews on the purchase intention of consumers -- Based on the perspective of information communication, master's thesis of Zhejiang University
[5] Yang Wenqi, Li Qiang, Guo Mingyang, fan Qian, he Yili. (2017). The influence of sense of power on individuals: the perspective of regulatory orientation. Acta psychologica Sinica, 49 (3), 404-415
[6] Li linyao, Zhang Mian. (2013). Research on the formation mechanism of College Students' impulsive consumption -- Based on the psychological perspective, modern business industry, 25 (6), 132-134
[7] Anderson, C., John, O. P., & Keltner, D. (2012). The personal sense of power. Journal of Personality, 80(2), 313-344.
[8] Fishbach, A., & Dhar, R. (2005). Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice. Journal of Consumer Research, 32(3), 370-377.
[9] Baumeister, R. F., Bratslavsky, E., Muraven, M., & Tice, D. M. (1998). Ego depletion: Is the active self a limited resource? Journal of Personality and Social Psychology, 74, 1252–1265.
[10] Cutright, K. M., Bettman, J. R., & Fitzsimons, G. J. (2013). Putting brands in their place: How a lack of control keeps brands contained. Journal of Marketing Research, 50(3), 365–377.
[11] Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305-313.
[12] Gal, D. (2012). A mouth-watering prospect: Salivation to material reward. Journal of Consumer Research, 38(6), 1022–1029.
[13] Galinsky, A. D., Gmenfeld, D. H., & Magee, J. C. (2003). From power to action. Journal of personality and social psychology, 85(3), 453-466.
[14] Garbinsky, E. N., Klesse, A. K., & Aaker, J. (2014). Money in the bank: Feeling powerful increases saving. Journal of Consumer Research, 41(3), 610–623.
[15] Garbinsky, E. N., Klesse, A. K., & Huang, S. (2016). The Power to know what you have: Feeling powerful increases money monitoring. Paper presented at the annual meeting of the Association for Consumer Research, Berlin.
[16] Giner-Sorolla, R. (2001). Guilty pleasures and grim necessities: Affective attitudes in dilemmas of self-control. Journal of Personality and Social Psychology, 80, 206–221.
[17] Gronmo, S. (1988). Compensatory consumer behavior: Elements of a critical sociology of consumption. The Sociology of Consumption, 65-85.
[18] Guinote, A. (2007). Behaviour variability and the situatedfocus theory of power. European Review of Social Psychology, 18(1), 256–295.
[19] Hansen, J., Kutzner, F., & Wänke, M. (2013). Money and thinking: Reminders of money trigger abstract Construal and shape consumer judgments. Journal of Consumer Research, 39(6), 1154–1166.
[20] Keltner, D. J., Gruenfeld, D. H., & Anderson, C．(2003)． Power, approach, and inhibition. Psychological Review, 110, 265 ï¼ 284．
[21] Kim, J., Shin, Y., & Lee, S. (2017). Built on stone or sand: The stable powerful are unethical, the unstable powerful are not. Journal of Business Ethics, 144(2), 437–447.
[22] Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523–534.
[23] Liu, W., & Aaker, J.（2008）. The happiness of giving：The time-ask effect. Journal of Consumer Research, 35(3), 543–557.
[24] Abdolvand, M. A., Hanzaee, K. H., Rahnama, A., & Khoshpanjeh, M. (2011). The effects of situational and individual factors on impulse buying. World Applied Sciences Journal, 13(9), 2108-2117.
[25] McCullough, M. E., & Willoughby, B. L. (2009). Religion,self-Regulation, and Self-Control: Associations, Explanations, and Implications. Psychological Bulletin, 135(1), 69-93.
[26] Mogilner, C., & Aaker, J. (2009). “The time vs. money effectâ€: Shifting product attitudes and decisions through personal connection. Journal of Consumer Research, 36(2), 277-291.
[27] Shukla, P., Banerjee, M., & Adidam, P. T. (2013). The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands. Journal of Consumer Behaviour, 12(6), 423–435.
[28] Rucker, D. D., & Galinsky, A. D. (2008). Desire to acquire: Powerlessness and compensatory consumption. Journal of Consumer Research, 35(2), 257-267.
[29] Rucker, D. D., Galinsky, A. D., & Dubois, D. (2012). Power and consumer behavior: How power shapes who and what consumers value. Journal of Consumer Psychology, 22(3), 352-368.
[30] Sharma, E., & Alter, A. L.（2012）. Financial deprivation prompts consumers to seek scarce goods. Journal of Consumer Research, 39（3）, 545–560.
[31] Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3), 278-292.
[32] Smith, P. K., & Trope, Y. (2006). You focus on the forest when you’re in charge of the trees: Power priming and abstract information processing. Journal of Personality and Social Psychology, 90(4), 578–596.
[33] Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and valid ation. Journal of Consumer Research, 28(1), 50–66.
[34] Tong, L., Zheng, Y., & Zhao, P. (2013). Is money really the root of all evil? The impact of priming on consumer money choice. Marketing Letters, 24(2), 119-129.
[35] Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.
[36] Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955–982.
[37] Van Dijke, M., & Poppe, M. (2006). Striving for personal power as a basis for social power dynamics. European Journal of Social Psychology, 36(4), 537–556.
[38] Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4), 537-547.
[39] Vohs, K. D., Mead, N. L., & Goode, M. R. (2006). The psychological consequences of money. Science, 314(5802), 1154-1156.
[40] Zhou, R., & Pham, M. T. (2004). Promotion and prevention across mental accounts: When financial prouduts dictate consumers &investment goal. Jouranl of Consumer Research, 31(1), 125-135.
1.jpg)
