消费者决策个性与产品信号启动效应的匹配性研究  

The Study on the Match between Consumer Decision-making Personality and Priming Effect of Product Signal

作　　者：陈周庆[1] 宋思根[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《兰州商学院学报》2012年第6期85-93,共9页Journal of Lanzhou Commercial College

基　　金：教育部人文社科研究青年项目"消费者产品信号组合内隐认知的启动效应研究"(10YJC630209);安徽省自然科学基金"产品信号内隐认知对消费者决策的影响研究"(11040606M21);安徽财经大学研究生创新基金项目"消费者决策个性与产品信号启动效应的一致性检验"(2011YJSCX030)

摘　　要：启动效应作为心理学一个重要的现象,理论界已经做了大量的研究。在消费者行为领域,学者们对消费者启动效应也进行了一定的研究。现有的文献主要是集中于对消费者启动效应的影响因素研究,但都没有考虑到消费者个性特征特别是心理因素的影响。因此,本文从消费者决策个性角度来解释产品信号启动效应对消费者的影响。结果表明,产品信号与消费者决策个性之间存在相关关系,部分产品信号与消费者决策个性之间相互匹配。The scholars have done a lot of researches on priming effect which is an important finding in the field of psychology.Some scholars of consumer behavior have been doing some work on priming effect on consumers.The existing literatures about priming effect on consumers are focusing on influencing factors of priming effect on consumers.But,they ignore consumer individual character,especially the influence of psychological factors.And,the theorists carry out a lot of researches on consumer decision-making personality by Consumer Style Inventory(CSI).So,the study interpret the priming effect on consumers by consumer decision-making personality.The result shows that there was a positive correlation between product signal with consumer decision-making personality,and some product signals match with consumers' decision-making personalityies.

关 键 词：消费者决策个性 产品信号 启动效应 

分 类 号：F27[经济管理—企业管理]