当前我国已进入消费需求持续增长、消费结构快速升级的重要阶段，如何快乐消费——如何花钱“购买”幸福的问题引起了政府和民众的广泛关注。研究发现相比实物性消费，消费者从体验性消费（如旅行）得到的快乐体验更好更持久。而且金钱与时间概念启动会激活“经济效用”与“情感效用”这两种不同思维定势，进而影响行为决策。基于此，本项目从双加工理论视角出发，结合行为科学和认知神经科学研究方法，从“消费行为－认知加工－脑神经基础”三个层次，深入揭示消费决策双认知加工现象的本质特点和规律，阐明金钱、时间、消费与幸福间的内在机理。项目拟达到：（1）了解各消费类型的现状；（2）深入探究各消费类型的认知加工机制；（3）以双加工理论为基础，挖掘增强快乐消费的有效因素；（4）建立快乐消费模型，提出促进快乐消费的公共管理对策。项目成果不仅可为消费决策行为的理论发展做出贡献；亦可为个人消费决策、市场营销策略和政府公共政策提供参考。

China has already entered an important stage of both the consumer demand sustained growth and consumption structure upgraded being speeded up, the question of how to make the happy consumption or how to “buy” happiness has caused wide concern in public and government. Psychologist found that people derive more happiness from experiential consumption than from material consumption. And money priming would activate “value maximization mindset”, time priming would activate “emotional mindset” on the other hand, then to influence consumer’s decision-making. Based on these findings, this project starting from the perspective of dual-process theory, using both the method of behavioral science and cognitive neuroscience, to reveal essence of the phenomenon of dual cognitive processing in consumer decision, and to make clearly of the relationship between money, time, consumer and happiness. The project intends to achieve four targets: (1) to understand of status of consumption types in China; (2) further to explore the cognitive processing mechanism of consumption types; (3) based on dual-processing theory, found out the effective factors of how to promote happy consumption; (4) to set up a model of happy consumption, put forward some advice to the public management policy of happy consumption. This project can not only contribute to the development of consumer decision-making theory, but also benefit for consumer decision-making, strategy of marketing, and government public policy.