Saving has an important impact on consumers’ lives and life satisfaction. However, various indices indicate that consumers do not save enough. This research shows that a simple change in the perception of money by imposing humanlike characteristics (i.e., money anthropomorphism) can significantly increase savings. Specifically, we posit that imbuing money with humanlike characteristics can enhance both saving intention and real saving behavior because humanized money is considered to be capable of experiences such as pain or joy (perception of experiences) and, as a result, is more vulnerable and in need of protection (perception of vulnerability). By inserting money clipart or using first-perception language to describe money, we manipulate money anthropomorphism in six studies. In behavioral studies, we show that these money anthropomorphism manipulations increase real saving behavior by 18%. In addition, several alternative accounts, including warmth perception of money, autonomy toward money, perceived control over money, feeling guilty about spending money, and perceived importance of money, are ruled out. Furthermore, the results show that when the target account to keep money is considered risky, the positive money anthropomorphism on saving disappears. The findings provide important and practical implications for increasing personal savings.

储蓄对消费者的生活和生活满意度有重要影响。然而，各种指标表明消费者储蓄不足。这项研究表明，通过施加类似人类的特征（即金钱拟人化）来简单地改变对金钱的看法可以显着增加储蓄。具体来说，我们假设为金钱注入人性化的特征可以增强储蓄意愿和实际储蓄行为，因为人性化的金钱被认为能够体验痛苦或快乐（对体验的感知）等体验，因此更脆弱，更容易受到伤害。需要保护（脆弱性感知）。通过插入金钱剪贴画或使用第一感知语言来描述金钱，我们在六项研究中操纵了金钱拟人化。在行为研究中，我们表明，这些货币拟人化操作使实际储蓄行为增加了 18%。此外，排除了几个替代帐户，包括对金钱的温暖感知、对金钱的自主权、对金钱的控制感、对花钱的内疚感以及对金钱重要性的感知。此外，结果表明，当存钱的目标账户被认为是有风险的时，正的货币拟人化对储蓄的影响消失了。这些发现为增加个人储蓄提供了重要而实际的启示。结果表明，当存钱的目标账户被认为是有风险的时，正的货币拟人化对储蓄的影响消失了。这些发现为增加个人储蓄提供了重要而实际的启示。结果表明，当存钱的目标账户被认为是有风险的时，正的货币拟人化对储蓄的影响消失了。这些发现为增加个人储蓄提供了重要而实际的启示。