物理环境和社会环境对消费者自我控制和亲社会行为的影响

With the rapid development in economy and urbanization in China, environmental disorder and crowdedness have become major concerns for the whole society. Will these environmental issues change people's self-control and prosocial behavior? To answer this interesting and crucial question, the current research will integrate theories in marketing, psychology, sociology and other related fields and systematically examine the impact of physical and social environments on consumer self-control and prosocial behavior. Specifically, this research will focus on two important environmental factors- - "disorder" and "density", and investigate two important issues：1) the impact of disordered physical environment and disordered social environment on consumer self-control and prosocial behavior; 2) the impact of density in physical environment (spatial density) and density in social environment (population density) on consumer self-control and prosocial behavior. By bridging the gap in previous literature, this research will make significant theoretical contributions to the marketing and consumer behavior domain. Findings of this research will have important practical implications for consumers to utilize environmental elements to enhance their self-control, consequently decreasing their likelihood of overweight, obesity and financial liabilities and increasing their health and consumer welfare. Our findings will also have important marketing implications for firms to design better marketing strategies for their products and services. Finally, findings of this research will help Chinese government and public administrators design effective public policies that facilitate the development of a harmonious society, which is filled with friendly interpersonal relationship and sustainable human-nature relations.

随着中国经济和城市化进程的飞速发展，城市环境混乱、人口拥挤等已成为社会关心的问题。这些环境变化是否会影响到人们的自我控制和亲社会行为？本项目试图在营销学、心理学、社会学及相关领域现有研究的基础上，系统性地研究物理环境和社会环境对消费者自我控制与亲社会行为的影响及其内在机制。我们的研究将以物理环境与社会环境中的"混乱"与"密度"两因素为突破口，聚焦于混乱的物理环境和社会环境对消费者自我控制与亲社会行为的影响，以及物理环境和社会环境的密度对消费者自我控制与亲社会行为的影响，从而填补前人研究的空白，这不仅将对市场营销和消费者行为研究等学术界产生十分重要的理论意义，而且可以帮助我国消费者降低因自我控制能力低下而导致的超重、肥胖、负债等问题的可能性，并对我国企业如何利用环境因素更好的营销其产品和服务具有重要的管理启示，同时也对我国政府研究如何建立人与环境、人与人之间的和谐社会等提供有益的政策参考。

随着中国经济和城市化进程的飞速发展，城市环境混乱、人口拥挤等已成为社会关心的问题。这些环境变化是否会影响到人们的自我控制和亲社会行为？本项目试图在营销学、心理学、社会学及相关领域现有研究的基础上，系统性地研究物理环境和社会环境对消费者自我控制与亲社会行为的影响及其内在机制。我们的研究将以物理环境与社会环境中的"混乱"与"密度"两因素为突破口，聚焦于混乱的物理环境和社会环境对消费者自我控制与亲社会行为的影响，以及物理环境和社会环境的密度对消费者自我控制与亲社会行为的影响，从而填补前人研究的空白，这不仅将对市场营销和消费者行为研究等学术界产生十分重要的理论意义，而且可以帮助我国消费者降低因自我控制能力低下而导致的超重、肥胖、负债等问题的可能性，并对我国企业如何利用环境因素更好的营销其产品和服务具有重要的管理启示，同时也对我国政府研究如何建立人与环境、人与人之间的和谐社会等提供有益的政策参考。

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