Saving And Spending: The Influence Of Group Norm On Self-construal

Saving and spending have a great impact on the development ofnational economy. Represented by the United States, the countries inEurope and America have very high spending rate and low saving rate,however, China is exactly the opposite. If China’s current status of lowratio of spending and high ratio savings wants to be changed，except fortaking measures from the aspect of national macroeconomic, to study thefactors which influence consumers’ personal saving and spendingbehaviours and to try to change consumers spending and saving behavioursthrough the findings will also play a very good effect. From theperspective of consumer behaviour, this paper studies the influence of theinteraction of self-construction and group norm on people’s saving andspending behaviours. The literature review mainly contains four parts:saving and spending, self-construal, social identity and group norm.Experimental section consists of three small2×2experiments. Threeexperiments gradually deepen the discussion and understanding of thetheme. The study finally finds:（1）when group norm shows saving andspending respectively， the consuming intention of interdependentself-construal people’s under different group norm has significantdifference，but independent self-construal people’s consuming intention isnot significantly different;（2）when group norm is further divided intoinjunctive group norm and descriptive group norm, the impact of theinjunctive group norm will be more significant than descriptive groupnorm. The study explores the factors that influence people’s saving andspending behaviours，enrichs the theory of self-construal and the theory of saving and spending，and has a certain practical significance of reducingsavings and promoting consumptions.