| In this paper, text analysis, the Single category Implicit Association Test (SC-IAT), money ethic scale and dilemmas questionnaire were used to make an overview of the money complex, then explore the differences in the cognitive assessment, emotional experience and behavioral tendencies of implicit money attitude and explicit money attitude of graduate students, lastly examine the factors which affect money complex. Throughout the study consists of three parts.Study I:Text study. The connotation, characterization and the reasons of money complex of Chinese people. Money complex connotations include three dimensions: cognitive evaluation, emotional experience and behavioral tendencies; The characterization of money complex are:believing in the God of Wealth, loving the things symbolized money, trying hard to earn much money, liking saving money; the causes of money complex are:lacking of sexual needs satisfied, respecting the rich values, regarding money as the tool of will realizing.Study II:The study of implicit and explicit money complex of Chinese people. 60 graduate students as subjects, taking the Single category Implicit Association Test and money ethic scale,3 (attribute word categories:cognitive evaluations, emotional experiences, behavioral tendencies) × 2 (gender:male, female), two factors mix design was conducted to test the attitude toward money. The results show that:(1) the subjects exhibited positive implicit attitudes of money attitude on cognitive evaluation, emotional experience, behavioral tendencies, indicating graduate students have a positive feeling of money; (2)the gender factor was significant which indicated that men participants expressed more positive attitude to money than the women participants; (3) the implicit and explicit money attitude were not significantly correlated.Study III:Questionnaire study of the factors of money complex. Take 420 undergraduate and graduate students as subjects,380 valid date, the results showed that:(1) the greater the amount of money, the greater possibility of money choosing behavioral response the participants will make. (2) the greater the obtained probability of money, the greater possibility of money choosing behavioral response the participants will make. (3) the greater personal meaning of money, the greater possibility of money choosing behavioral response the participants will make.Conclusions can be made from the three studies above:(1)the money complex of Chinese people has its own unique psychological and behavior characterization and causes. (2) Chinese people has positive both implicit and explicit money complex. (3)the amount of money, the probability of obtaining money, personal meaning of money are the three factors that affect the behavior of money complex. |
