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首页> 外文期刊>Health Psychology Open >Put a limit on it: The protective effects of scarcity heuristics when self-control is low:
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Put a limit on it: The protective effects of scarcity heuristics when self-control is low:

机译：限制一下：自我控制能力低时稀疏启发式的保护作用：

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摘要

Low self-control is a state in which consumers are assumed to be vulnerable to making impulsive choices that hurt long-term goals. Rather than increasing self-control, the current research exploits the tendency for heuristic-based thinking in low self-control by employing scarcity heuristics to promote better consumption choices. Results indicate that consumers low in self-control especially benefited and selected more healthy choices when marketed as a??scarcea?? (Study 1), and that a demand (vs supply) scarcity heuristic was most effective in promoting utilitarian products (Study 2) suggests low self-control involves both an enhanced reward orientation and increased tendency to conform to descriptive norms.
机译：自我控制能力低下的状态是，假定消费者容易做出冲动性选择，从而损害长期目标。当前的研究并没有增加自我控制，而是通过采用稀缺启发法来促进更好的消费选择，从而在低自我控制中利用了基于启发式思考的趋势。结果表明，自我控制能力低的消费者作为“睫毛膏”销售时尤其受益并选择了更健康的选择。 （研究1），需求（相对于供应）稀缺性启发式方法在促进实用产品方面最为有效（研究2），表明自我控制能力低下既会增强奖励取向，又会增加遵循描述性规范的趋势。

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