The Impact Of Expenditure Size On Consumer Self-control

With the growing popularity of online shopping,people are more and more enjoying the fun of shopping at anywhere and anytime,but at the same time they began to deep in dilemma of self-control.They even shout "chop hand" to express the determination to keep self-control.And as they tend to buy small packages of cigarettes,eat small copies of tiramisu,they also tend to limit the expenditure size to maintain the perception of self-control.People are convinced that controlling the size of consumption is an effective way to avoid indulgence.External reasonable consumption size make consumers feel safe.But is that really work?This study further reveals the relationship between consumption size and self-control in consumer spending,which suggests that,compared to seemingly significant unreasonable large expenditure,those small expenditure which do not attract consumers attention is the culprit of impulsive consumption.The whole research contained four studies.Study 1a was about exploring the consumer decision-making behavior under the situation of large consumption expenditure.In study 1b,we compare the preference of consumers to different types of advertisement under different pricing.In Study 2,we contrast the preference of consumers to different types of advertisements under different perceived size of expenditure,and explored the inherent mechanism of the effect of consumption expenditure size;In study 3,we explore the boundary of the effect of consumption expenditure size by adjusting the source of money.We used ANOVA and Regression analysis to verify the experimental assumptions.Here are our study conclusions:(1)The size of consumer expenditure can significantly affect consumer decision-making.Consumers favor with the utilitarian advert when the perceived size of expenditure is relatively large,otherwise they would favor with the hedonic advert;(2)The effect of expenditure size to self-control is mainly based on self-monitoring.Large size of the expenditure will enhance consumers'self-monitoring,resulting in stronger self-control.But the small size of expenditure will be considered safe,and will not inspire consumers' self-monitoring,which is more likely to lead to indulgence;(3)The source of money will affect the effect of consumption expenditure size by influencing consumers mental account,and the effect will be weakened and even disappeared when the money is a windfall.