摘要
虚位决策情境研究是通过控制选择集内不可得选项的时间维度影响消费者对事物的识解和表征规范,进而影响评价和选择过程,引发消费者偏好变化。基于虚位不对称占优诱导区(PAD)的虚位极差诱导策略PR和虚位非占优诱导区(PND)的虚位折衷诱导策略PC,运用E-Prime心理学实验软件设计消费者购买决策实验,研究不同消费者决策任务(价值决策vs.知觉决策)在不同时间压力(限定期限vs.机会成本)下对虚位诱导效应的影响。研究表明,不同消费者决策任务对PR和PC启动策略引发的虚位诱导效应产生差异性影响,延伸效应会影响知觉决策任务对PC启动策略引发的虚位诱导效应;并且在不同消费者决策任务中,不同类型的时间压力会对PR和PC启动策略引发虚位诱导效应产生差异性影响。
By controlling the time dimension of unavailable options in the selection set,the research of phantom decision-making situations affects consumers'understanding and representation norms of things,and then affects the evaluation and selection process,triggering changes in consumers'preferences.Based on the phantom range induction strategy PR of the phantom asymmetric dominant induction zone(PAD)and the phantom compromise induction strategy PC of the phantom non-dominant induction zone(PND),the consumer purchase decision experiment is designed by using E-Prime psychological experimental software to study the impact of different con-sumer decision-making tasks(value-based decision-making vs.perceptual decision-making)on the phantom effects under different time pressures(limited period vs.opportunity-cost).The results show that different consumer decision-making tasks have different effects on the phantom effects caused by PR and PC priming strategies.The extension effect can affect the phantom effect caused by perceptual decision-making tasks on PC priming strategies.Furthermore,in different consumer decision-making tasks,different types of time pressure have different effects on phantom effects caused by PR and PC starting strategies.
作者
郑军
刘丽云
张初兵
ZHENG Jun;LIU Li-yun;ZHANG Chu-bing(School of Economics and Management,Yanbian University,Yanji 133000,China;School of Business,Tianjin University of Finance and Economics,Tianjin 300071,China)
出处
《现代财经（天津财经大学学报）》
CSSCI
北大核心
2023年第5期100-113,共14页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
基金
国家自然科学基金地区基金项目(71862033)。
关键词
吸引力效应
虚位诱导效应
价值决策
知觉决策
机会成本时间压力
attraction effect
phantom effect
value-based decision-making
perceptual decisionmaking
opportunity-cost time pressure
作者简介
郑军,男,延边大学经济管理学院副教授,博士,主要从事消费者行为研究;刘丽云,女,延边大学经济管理学院硕士生,主要从事消费者行为研究;张初兵,男,天津财经大学商学院教授,博士,主要从事消费者行为研究。
