感知
感觉
经济
资金管理
自治
货币经济学
金融交易
脆弱性(计算)
心理学
社会心理学
财务
计算机安全
计算机科学
法学
数据库事务
神经科学
程序设计语言
政治学
作者
Lili Wang,Sara Kim,Xinyue Zhou
标识
DOI:10.1016/j.ijresmar.2022.02.001
摘要
Saving has an important impact on consumers' lives and life satisfaction. However, various indices indicate that consumers do not save enough. This research shows that a simple change in the perception of money by imposing humanlike characteristics (i.e., money anthropomorphism) can significantly increase savings. Specifically, we posit that imbuing money with humanlike characteristics can enhance both saving intention and real saving behavior because humanized money is considered to be capable of experiences such as pain or joy (perception of experiences) and, as a result, is more vulnerable and in need of protection (perception of vulnerability). By inserting money clipart or using first-perception language to describe money, we manipulate money anthropomorphism in six studies. In behavioral studies, we show that these money anthropomorphism manipulations increase real saving behavior by 18%. In addition, several alternative accounts, including warmth perception of money, autonomy toward money, perceived control over money, feeling guilty about spending money, and perceived importance of money, are ruled out. Furthermore, the results show that when the target account to keep money is considered risky, the positive money anthropomorphism on saving disappears. The findings provide important and practical implications for increasing personal savings.
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