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目标冲突鼓励工作,不鼓励休闲

消费者研究杂志。 四月15,2020

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休闲是可取的,也是有益的,但是消费者经常放弃休闲而转而从事其他活动,即工作。 为什么? 我们认为目标冲突起着重要作用。 七个实验表明,感知更大的目标冲突会影响消费者如何分配时间来工作和休闲,即使这些活动与冲突的目标无关。 发生这种情况是因为目标冲突增加了对明显理由的依赖,从而影响了人们在后续无关活动上花费的时间。 由于工作往往更容易证明正当性,而休闲则更难证明正当性,因此目标冲突会增加工作时间并减少闲暇时间。 因此,尽管冲突的目标独立于所考虑的特定工作和休闲活动(即,尽管目标冲突是“偶然的”),但感知到更大的目标冲突仍会鼓励工作,并阻碍休闲。 调查结果进一步了解了消费者如何分配时间来工作和休闲,目标冲突对决策的附带影响以及合理性在消费者选择中的作用。 它们也对使用“节省时间”的技术和休闲活动的营销有影响。

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