消费决策中羊群行为的启发式加工及产生根源  

Heuristic Processing and Cause of the Herd Behavior in Consumption Decision

作　　者：蒋多[1] 徐富明[1] 黄宝珍[1] 马向阳[1] 吴修良[1] 

机构地区：[1]华中师范大学心理学院暨湖北省人的发展与心理健康重点实验室,武汉430079

出　　处：《应用心理学》2011年第4期371-377,共7页Chinese Journal of Applied Psychology

摘　　要：消费决策中的羊群行为是消费市场上的一种典型现象。它是指在不确定情境中,消费者模仿他人进行消费决策的行为。本研究通过两个实验逐步揭示了消费决策中羊群行为的产生根源。实验1研究表明,消费决策中的羊群行为是消费者利用一致性启发式或能力启发式加工信息的结果。实验2通过内隐联想测验进一步研究表明,个体使用两种启发式的原因在于消费者对大众和专家的刻板印象:他们总是认为大众和专家的决策是正确的。The herd behavior performed by consumers is a typical phenomenon in the consumption decision. It refers to the behavior that consumers follow others＇ decisions in uncertain situations. We conducted two experiments to explore the cause of herd behavior in consumption decision. The first one demonstrated the herd behavior of consumers was the result of using consensus heuristic or competence heuristic. In the second experiment, we explored the cause of u-sing consensus heuristic and competence heuristic by Brief Implicit Association Test （BIAT）. The resuhs suggested that the cause of using the two kinds of heuristic was the stereotypical thinking that people always believe the decision of majority or experts is right.

关 键 词：消费决策 羊群行为 启发式加工 内隐态度 

分 类 号：B842[哲学宗教—基础心理学] C93[哲学宗教—心理学]