自我调节定向对消费价格不公平的情感预测偏差—参考标准为调节变量

The Deviation of Self-Adjustment Orientation to Consumer Price Inequality—Reference Standard as a Moderator Variable

摘要: 目的：本部分研究试图探究消费者面对消费价格不公平是否存在情感预测偏差的现象，进一步探究启动自我调节定向是否会影响消费价格不公平的情感预测偏差以及自我调节定向与不同参考标准之间是否存在交互作用。结果：(1) 面对消费价格不公平时，自我调节定向对情感预测偏差的主效应显著，F = 14.55*** (P < 0.001)。(2) 参考目标对情感预测偏差的情感预测偏差主效应显著，F = 4.80* (P < 0.05)。(3) 自我调节定向与不同参考标准的交互作用显著，F = 3.29 (P < 0.1)结论：(1) 消费者面对消费价格不公平后存在情感预测偏差。(2) 自我调节定向(促进定向/防御定向)与参考标准对消费价格不公平的情感预测偏差存在交互影响。

Abstract: Objective: This study attempts to explore consumers spending in face of unfair price. Furthermore, we explore the self-regulation orientation will evoke the emotion prediction error and affect consumer price unfairness. What’s more, we also explore whether there is interaction between self-adjustment orientation and different reference standard. Results: (1) In face of unfair consumer prices, the main effect of self regulatory orientation on affective forecasting bias was significant, F = 14.55***, P = 0.000 (P < 0.001). (2) The main effect of the prediction error of the reference target on affective forecasting bias is significant, F = 4.80*, P = 0.031 (P < 0.05). (3) The interaction between self regulatory orientation and different reference standards is significant, F = 3.29, P = 0.073 (P < 0.1). Conclusion: (1) There is an emotional prediction bias in face of consumer price inequality. (2) There is an interaction effect between self-regulatory orientation (promotion orientation/defensive orientation) and the reference standard on consumer price inequality.