目标体验对消费者选择的影响及其作用机制研究

Consumer choice is influenced by the dynamics of multiple goals. Ignoring the influence may lead to irrational decisions, while taking advantages of the influence can improve consumer welfare as well as marketing efficiency. Hence it is necessary and mandatory to investigate the effects of goals on consumer choice. Previous research mainly focuses on how specific content of goals influences consumer behavior, while the other dimension of goals—goal experiences—are under studied. Goal experiences denote a series of psychological activities that people experience during the whole process of a goal pursuit. Goals have varied content, but work through a similar path. Hence goal experiences can function independently from goal content, as a new dimension in predicting consumer choices. Using behavioral experiments, this research will separately test the effects of three types of goal experiences on consumer choice: 1) how goal completion status influences the choice of task triviality. 2) how goal urgency influences the choice of unfavorable options. 3) how goal results influence the choice of product feature levels. These findings will contribute to the decision model about how goal influences consumer choice, by developing the research branch of goal experiences in addition to goal content.

消费者的选择受到多目标的动态影响。忽略这些影响可能导致一系列非理性的决策，合理利用这些影响则可以改善消费者福利并提高营销管理效率。因此，有必要系统的研究目标对消费者选择的影响。然而，过去有关目标影响的研究主要专注于目标内容，对于目标的另一个维度——目标体验——却研究不足。目标体验即人们在目标追求的过程中所经历的一系列心理活动。每个目标的内容不尽相同，但每个目标追求所经历的过程却大体一致。因此，目标体验是独立于目标内容的另一个预测消费者选择的维度。通过行为科学实验的方法，本研究将分别检验以下三种目标体验对消费者选择的影响，1) 目标完成状态如何影响消费者对任务细碎程度的选择，2)目标紧迫性如何影响消费者对非偏好选项的选择，3)目标结果如何影响消费者对产品性能水平的选择。这些发现将在原有目标内容的基础上，发展目标体验的这一分支，从而完善整个有关目标的决策体系。

本课题旨在探索目标体验（相对于传统的目标内容）对消费者选择的影响。项目总共包含四个相关子项目，目前其中三项的研究已完成。简介如下：.子项目一通过五个实验验证了消费者的一种偏好逆转现象：在追求一个当前紧迫的目标时，人们往往会更偏好那些违背他们长期目标的选项作为当前任务的奖励物，以此来更好的激励自己完成当前目标；而当该目标实现之后，人们对之前选择的奖励物的偏好则会受到他们长期目标的抑制，使得他们不再会继续选择该产品作为奖励。.子项目二通过五个实验中发现：经历目标失败的消费者更有可能选择那些高性能的产品来弥补自己缺失的自我效能；并且只有高性能产品（而非简单高价或者复杂功能的产品）才有这一效应。.子项目三通过一个调查和三个实验发现：当人们被唤起其他目标的未完成状态，人们更有可能选择细碎的任务安排来完成当前目标，尽管这种细碎的安排甚至可能有害于他们当前目标的实现。