心理預算對自我控制影響之研究

The Impact of Mental Budget on Consumer’s Self-Control

李閔純(Min-Chun Li)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00165

摘要

本研究主要是探討心理預算是否有助於自我控制？又不同目標導向之消費者，其自我控制程度是否存在著差異？本研究共分為三個實驗來進行。經過研究與分析之後，我們發現於實驗一中，單獨只有心理預算之存在對於自我控制不具顯著的影響。若心理預算結合任務框架時，其交互作用對自我控制有顯著之影響。在實驗二裡，我們將心理預算做進一步的劃分，並加入新一變數—衡量單位來檢視。結果顯示，當心理預算與目標物的衡量單位兩者呈現一致時，其自我控制的程度較高。然而在衡量單位不一致的情況下，其自我控制的程度較低。最後，實驗三以心理預算結合外部參考點，再加入調節焦點為一干擾變數來進行。經過分析之後，得知當心理預算外部參考點共同存在時，求成焦點類型的自我控制程度會高於避敗焦點；當心理預算與外部參考點其中有一方不存在時，避敗焦點者的自我控制程度略高於求成焦點者。最後，當心理預算與外部參考點皆不存在時，求成焦點者與避敗焦點者的自我控制沒有差異。

關鍵字

心理預算 ； 自我控制 ； 任務框架 ； 調節焦點 ； 外部參考點

並列摘要

This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the deci-sion context allows easy monitoring of one’s own behavior. Study 1 finds that there is a sig-nificant interaction effect between mental budgets and task frame on self-control. And if just mental budget existence alone, there is no a significant on self-control. Study 2 finds that when the units in which the budget is denominated and the information about the option are compatible, the mental budget will have the most pronounced effect on self-control. Study 3 finds that external reference points play a critical role in reducing consumption. Otherwise, we also find that mental budgets are effective in enhancing self-control if the person also has a promotion focus.

並列關鍵字

External Reference ； Regulatory Focus ； Task Frame ； Self-Control ； Mental Budget

參考文獻

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