鐩綍锛?/h4>

蹇冪悊瀛sci鏈熷垔

涓栫晫鏉厤璐圭洿鎾鐪?/h4>

蹇冪悊瀛sci鏈熷垔

1銆佸寳浜ぇ瀛﹀浗瀹跺彂灞曠爺绌堕櫌甯傚満钀ラ攢瀛﹀姪鐞嗘暀鎺堥┈浜櫠鐨勬枃绔犫€淲hen Seeking the Best Brings out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior锛堝綋娑堣垂鑰呭姹傛渶浣虫椂甯︽潵鏈€绯熺殑鎯呭锛氱悊瑙ｆ渶浼樺寲鎬濈淮妯″紡涓庝笉閬撳痉琛屼负涔嬮棿鐨勫叧绯伙級鈥濊钀ラ攢棰嗗煙鍥介檯鍒婄墿Journal of Consumer Psychology 姝ｅ紡鎺ュ彈銆傞┈浜櫠鑰佸笀浜?015骞村湪缇庡浗瑗垮寳澶у鍑礇鏍煎晢瀛﹂櫌甯傚満钀ラ攢绯昏幏鍙栧崥澹浣嶏紝2015骞?鏈堝姞鍏ュ寳浜ぇ瀛﹀浗瀹跺彂灞曠爺绌堕櫌銆傚ス鐨勪富瑕佺爺绌堕鍩熸槸娑堣垂鑰呭喅绛栦笌鍒ゆ柇锛屾秷璐硅€呯綉涓婅喘鐗╀笌鐪煎姩鍒嗘瀽, 娑堣垂鑰呭ぇ鏁版嵁鍒嗘瀽銆?/p>

2銆丄bstract: Consumers often adopt a goal to choose 鈥渢he best鈥?option: be it the best value for their money, the product with the highest quality, or the product that offers the best OOtch to their idiosyncratic preferences. Prior work has characterized this orientation as a 鈥渕aximizing mindset,鈥?and has demonstrated that the adoption of a OOximizing mindset can lead to both positive and negative consequences for the self. However, to date, little is kOOOn about if a OOximizing mindset might have consequences beyond the self (i.e., for others and/or society). The current article addresses this gap by demonstrating that consumers who adopt a OOximizing mindset (vs. a neutral mindset) are subsequently more likely to engage in immoral behaviors. Further, we demonstrate that this effect occurs because a OOximizing mindset activates cognitions related to scarcity. In doing so, the current research offers a more nuanced understanding of the psychological and behavioral consequences of a OOximizing mindset, and identifies a OOximizing mindset as an antecedent to cognitions related to scarcity and immoral behaviors.

3銆佹憳瑕佷腑鏂囩炕璇戯細娑堣垂鑰呴€氬父鐨勭洰鏍囨槸鍋氣€滄渶濂解€濈殑閫夋嫨锛氳繖涓洰鏍囧彲浠ユ槸閫夋嫨鏈€鐗╄秴鎵€鍊肩殑浜у搧锛屼篃鍙互鏄€夋嫨鏈€楂樿川閲忕殑浜у搧锛岃繕鍙互鏄€夋嫨鏈€鍖归厤娑堣垂鑰呯壒娈婂亸濂界殑浜у搧銆傝繃寰€鐨勭爺绌舵妸杩欑鍊惧悜鎻忚堪涓衡€滄渶浼樺寲鎬濈淮妯″紡鈥濓紝骞朵笖鐮旂┒琛ㄦ槑锛岄噰鐢ㄦ渶浼樺寲鎬濈淮灏嗗悓鏃剁粰鑷韩甯︽潵绉瀬鐨勫拰娑堟瀬鐨勫弻閲嶅悗鏋溿€傜劧鑰岋紝鍒扮洰鍓嶄负姝紝浜轰滑瀵逛簬鏈€浼樺寲鎬濈淮妯″紡鏄惁鍙兘浼氬鑷韩浠ュ锛堝锛氬浠栦汉鍜?鎴栫ぞ浼氾級浜х敓褰卞搷鐭ヤ箣鐢氬皯銆傛湰鏂囬€氳繃鎻ず閲囩敤鏈€浼樺寲鎬濈淮锛堢浉瀵逛簬涓€ф€濈淮锛夌殑娑堣垂鑰呴殢鍚庢洿鍙兘鍙備笌涓嶉亾寰疯涓虹殑鐜拌薄寮ヨˉ浜嗚繖涓€鐮旂┒鐨勭己澶便€傛澶栵紝鎴戜滑璁鸿瘉浜嗚繖绉嶆晥搴旂殑鍙戠敓鏄洜涓烘渶浼樺寲鎬濈淮妯″紡婵€娲讳簡涓庣█缂烘€х浉鍏崇殑璁ょ煡銆傚熀浜庢锛屾湰鐮旂┒涓烘渶浼樺寲鎬濈淮妯″紡甯︽潵鐨勫績鐞嗗拰琛屼负鐨勫悗鏋滄彁渚涗簡鏇寸粏鑷村叆寰殑璁よ瘑锛屽苟鏄庣‘浜嗘渶浼樺寲鎬濈淮妯″紡鏄笌绋€缂烘€у拰涓嶉亾寰疯涓虹浉鍏宠鐭ョ殑鍓嶆彁銆?/p>