时间稀缺是快速生活节奏下消费者购物时面临的环境，然而时间稀缺对消费者健康食品的购买是促进还是抑制尚未有定论，而且关于其作用机制的解读依旧缺乏。如何有效地促进消费者对健康食品的选择是重要的现实问题也是消费者行为领域面临的理论问题。本项目将综合运用消费者行为科学、管理科学、经济学和心理学的理论与方法，从消费者决策神经科学视角出发开展研究，明确时间稀缺在消费者健康食品购买决策中的作用效果；通过挖掘认知加工与信息加工过程，从微观层面揭示时间稀缺对消费者健康食品购买决策的作用机制;并基于漂移扩散模型，结合认知-行为的多模态数据，建立能有效预测消费者健康食品选择的决策模型;最后在上述研究基础上，制定基于时间稀缺感知和决策认知过程干预的消费者健康食品购买助推方案。本项目系统地揭示时间稀缺对消费者决策的作用机制及微观机理，有助于推动消费者决策理论的发展，并为促进消费者健康食品选择提供科学的参考方案。

As the pace of life accelerates, time scarcity becomes an important social context faced by the consumers when they are shopping. However, whether time scarcity can promote or inhibit consumer healthy food choices is still unknown, and the mechanism of how it works still needs further exploration. How to effectively promote consumers to buy healthy food is an important practical problem, as well as a theoretical question in the field of consumer behavior. This project, under the perspective of consumer neuroscience, will combine the theories and methods of consumer behavioral science, management science, economics and psychology to conduct several studies. Firstly, we will clarify how time scarcity impacts consumer’s healthy food choices. Secondly, by exploring the cognitive processing and information processing, we aim to reveal the effect of time scarcity on consumer’s healthy food choices at the micro level, then establish a decision-making model based on the drift diffusion model and combination of cognition-behavior data, which can effectively predict consumer’s choices of healthy food. Finally, we try to find the intervention strategies from the perspective of time scarcity perception and decision cognitive process to promote consumer’s healthy food choices.Our project systematically reveals the effect and underlying microscopic mechanism of time scarcity on consumer decision making, which can develop the theory of consumer decision-making, and provide scientific intervention strategies to promote consumer’s healthy food choices.