心理科学

心理科学 ›› 2023, Vol. 46 ›› Issue (6): 1408-1416.DOI: 10.16719/j.cnki.1671-6981.20230617

• 社会、人格与管理 • 上一篇    下一篇

剥夺型好奇心对消费者多样化寻求行为的影响研究*

杨翩翩1, 赵雅婷1, 杨葱葱2， 王雪华**3, 蒋雨帆1   

  1. 1深圳大学管理学院，深圳，518055;
    2东莞理工学院经济与管理学院，东莞，523808;
    3同济大学经济与管理学院，上海，200092
  • 出版日期:2023-11-20 发布日期:2023-12-25
  • 通讯作者: **，王雪华，E-mail：wangxuehua@tongji.edu.cn
  • 基金资助:
    *本研究得到国家自然科学基金面上项目(72272052, 71602122, 71772108)、广东省哲学社会科学规划项目一般项目（GD23CGL13）、广东省哲学社会科学规划项目2023年度共建项目（GD23XGL004）、广东省自然科学基金面上项目(2022A1515012130)和广东省基础与应用基础研究粤莞联合基金项目(2019A1515110805)的资助。

The Influence of Deprivation Curiosity on Consumers' Variety-Seeking Behavior

Yang Pianpian1, Zhao Yating1, Yang Congcong2, Wang Xuehua3, Jiang Yufan1   

  1. 1School of Management, Shenzhen University, Shenzhen, 518055;
    2School of Economics and Management, Dongguan University of Technology, Dongguan, 523808;
    3School of Economics and Management, Tongji University, Shanghai, 200092
  • Online:2023-11-20 Published:2023-12-25

PDF

摘要： 本文探讨了剥夺型好奇心对消费者多样化寻求行为的影响，提出了控制感缺失的中介机制及结构需求的调节作用。本文采用5个实验验证假设。结果表明：（1）高（vs低）剥夺型好奇心会增加（vs减少）多样化寻求行为；（2）控制感缺失在剥夺型好奇心对多样化寻求行为的影响中起中介作用；（3）结构需求在剥夺型好奇心对多样化寻求行为的影响中起调节作用。本文首次提出并验证了剥夺型好奇心对多样化寻求行为的影响，揭示了多样化寻求行为的一个新前因。研究结论能帮助企业更好地了解消费者剥夺型好奇心并改进相关营销策略。

关键词: 剥夺型好奇心, 多样化寻求, 控制感缺失, 补偿控制理论, 结构需求

Abstract: Based on the compensatory control theory, this research explores the effect of deprivation curiosity on variety-seeking behavior. It proposes the mediating role of loss of control and the moderating role of the need for structure. We conducted five experiments to test the hypotheses. Study 1 tested whether deprived curiosity would increase variety-seeking behavior. In study 1, participants were randomly assigned to one of the two conditions (deprived curiosity: high vs. low). This study followed the method of Wang et al. (2018) to manipulate participants’ deprived curiosity. All participants were presented with four riddles. Participants in the low-deprived curiosity condition were told the answers, while those in the high-deprived curiosity condition were not. Participants were then asked to select 5 out of 6 lollipops of different flavors. The results showed that, participants in the high-deprived curiosity condition revealed higher variety-seeking tendency than those in the low-deprived curiosity condition, which supported hypothesis 1.
Study 1b aimed to replicate the results of study 1a by using a different method to manipulate deprived curiosity and a different way to measure variety-seeking tendency. Study 1b adapted the method of Kashdan et al. (2004) to manipulate deprived curiosity. Participants were presented with a TV drama. In the low-deprived curiosity condition, participants were told the end of TV drama while those in the high-deprived curiosity condition were not. Next, participants were asked to select 3 out of 4 packages of tissues of different brands. The results showed that participants in the high-deprived curiosity condition showed higher variety-seeking tendency than those in the low-deprived curiosity condition. The results of study 1a were thus replicated.
Study 2a examined the mediating effect of loss of control. Participants were randomly assigned to one of the two conditions (deprived curiosity: high vs. low). The procedure of study 2a was similar to that in study 1b. The results showed that participants in the high-deprived curiosity condition showed higher variety-seeking tendency than those in the low-deprived curiosity condition. Bootstrapping analysis results showed that loss of control mediated the effect of deprived curiosity on variety-seeking.
Study 2b manipulated loss of control to examine its mediation effect. The results showed that for participants with weak personal control, those in the high-deprived curiosity (vs. low-deprived curiosity) condition revealed higher variety-seeking tendency. For participants with strong personal control, there was no significant difference in variety-seeking edency between the high- vs. low-deprived curiosity conditions. The results showed that the need for structure moderated the effect of deprived curiosity on variety-seeking .
Overall, this research found that: (1) High (vs. low) deprivation curiosity would increase (vs. decrease) variety-seeking behavior; (2) Loss of control mediated the effect of deprivation curiosity on variety-seeking behavior; and (3) The need for structure moderated the effect of deprivation curiosity on variety-seeking behavior. To the best of our knowledge, this article is among the first to examine the effect of deprivation curiosity on variety-seeking behavior. Moreover, this research demonstrates a novel antecedent for variety-seeking behavior: deprivation curiosity. The findings of this research could help marketers to better understand how deprivation curiosity affects variety-seeking behavior and thus enhance marketing effectiveness.

Key words: deprivation curiosity, variety-seeking, loss of control, compensatory control theory, need for structure