怀旧对“金钱欲望”的影响—— 一个探索性研究

北京邮电大学学报(社科版) ›› 2017, Vol. 19 ›› Issue (5): 82-89.

怀旧对“金钱欲望”的影响—— 一个探索性研究

辽宁工程技术大学营销管理学院，辽宁葫芦岛125105

收稿日期:2017-04-12 出版日期:2017-10-31
基金资助:
辽宁经济社会发展立项课题青年课题（2017IsIktqn-066）；2016年辽宁省社科规划基金项目自选项目（L16DGL008）

The Influence of Nostalgia on People′s Desire for Money——An Exploratory Study#br#

School of Marketing Management, Liaoning Technical University, Huludao 125105, China

Received:2017-04-12 Online:2017-10-31

摘要/Abstract

摘要： 尝试将怀旧与金钱的研究领域相结合，通过3个实验证实了怀旧会降低个体对金钱的欲望。具体表现为：消费者在怀旧状态下会提高个体的社会支持感知，进而提高对产品的支付意愿（实验1）；在独裁者游戏中，怀旧会让个体舍弃更多的钱（实验2）；怀旧会降低个体对金钱重要性的评估（实验3）。这一研究丰富了现有关于怀旧和金钱的文献，结论对营销人员、政策制定者、慈善和政治组织有深远影响。

关键词: 怀旧, 金钱的拥有欲望, 社会支持感知

Abstract: The influence of nostalgia on the desire for money is explored, and through three experiments, it is demonstrated that nostalgic feeling decreases people′s desire for money Specifically, under nostalgic (vs neutral) condition, participants were willing to pay more for products due to its capacity to foster perceived social support (experiment 1), to spend more money but not more time (experiment 2), and value money less (experiments 3) This study enriches the existing literature on nostalgia and money, and conclusions have far-reaching implications for marketers, policy makers, charities and political organizations

Key words: nostalgia, desire for money, perceived social support

中图分类号:

F71355

高晓倩，李宝库，姚若羲. 怀旧对“金钱欲望”的影响—— 一个探索性研究[J]. 北京邮电大学学报(社科版), 2017, 19(5): 82-89.

GAO Xiao-qian，LI Bao-ku，YAO Ruo-xi. The Influence of Nostalgia on People′s Desire for Money——An Exploratory Study#br#[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(5): 82-89.

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