The prior literature suggests that money offers symbolic or exchange values, thereby directly or indirectly motivating behaviours (i.e., money as a direct or an indirect behavioural incentive). Building on this distinction, the current research argues that the way consumers perceive the value of money (i.e., money-view) affects their preferences for financial strategies in enhancing their financial positions. Specifically, our finding shows that consumers tend to prefer financial strategies that focus on financial gains (vs. losses) when they perceive money as a direct (vs. indirect) behavioural incentive (Study 1). We further show that consumers are more motivated to enhance their financial positions, that is, have a higher hypothetical savings rate (Study 2) or a higher self-reported savings rate (Study 3), when there is a fit between their preferences for financial strategies predicted by their money-views (e.g., direct or indirect) and by their self-views (e.g., independent or interdependent). This research contributes to existing knowledge on the psychology of money as well as consumer financial behaviour. Practically, the results offer valuable guidance in the development of more effective personal finance management.

中文翻译：

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省一分钱就是赚一分钱：金钱观和自我观如何共同影响消费者的财务行为

先前的文献表明，金钱提供象征或交换价值，从而直接或间接地激励行为（即，金钱作为直接或间接的行为激励）。基于这种区别，目前的研究认为，消费者感知金钱价值的方式（即金钱观）会影响他们对财务策略的偏好，以提高他们的财务状况。具体而言，我们的发现表明，当消费者将金钱视为直接（与间接）行为激励时，他们倾向于更喜欢关注财务收益（与损失）的财务策略（研究 1）。我们进一步表明，消费者更有动力提高他们的财务状况，即拥有更高的假设储蓄率（研究 2）或更高的自我报告储蓄率（研究 3），当他们的金钱观（例如，直接或间接）和他们的自我观（例如，独立或相互依存）预测的财务策略偏好之间存在契合度时。这项研究有助于现有关于金钱心理学和消费者金融行为的知识。实际上，这些结果为开发更有效的个人财务管理提供了宝贵的指导。