促销策略与认知闭合需要对模糊消费决策的影响  

Effect of Promotion Strategy and Need for Cognitive Closure on Ambiguity Consumption Decision Making

作　　者：牟兵兵[1] 司继伟[1] 邬钟灵[1] 

机构地区：[1]山东师范大学心理学院,济南250014

出　　处：《心理研究》2012年第3期61-69,共9页Psychological Research

基　　金：教育部人文社会科学研究项目基金(09YJAXLX014);山东省强化建设重点学科"发展与教育心理学"专项经费资助

摘　　要：在模糊决策情境中,个体的认知特征会对决策行为产生重要影响。通过问卷与实验相结合的方法,考察认知闭合需要与促销策略(赠送vs.打折)对240名大学生模糊消费决策的影响。结果如下:(1)高认知闭合者在模糊消费情境中偏好立刻做出决策,低认知闭合者偏好暂缓做出决策;(2)促销策略与认知闭合需要对消费决策存在边际交互作用,表现为高认知闭合组更偏好赠送,低认知闭合组对两种促销策略未表现出此类分离。上述结果证实促销策略与认知闭合需要不仅对个体的消费决策存在独立影响,且存在一定交互影响。本研究关注不同认知闭合需要的消费者在不同促销策略下模糊消费决策的差异性,丰富了消费者行为决策理论,对营销实践者亦提供了借鉴。One of the most interesting implications of prospect theory is that choices are affected by whether the alternatives are framed as gains or as reduced losses. Consumer researchers have adopted part of this theory to hypothesize consumer preferences. Over the past decade, many of them have proved the use of this theory is effective, which means if two sales promotions have the same monetary value, the promotion which is framed by the consumer as a gain will ＂feel＂ more valuable than a promotion framed as a reduced loss. Consumer researchers asserted that the framing of sale promotions should affect whether they are chosen by consumers. The need for cognitive closure （NFCC） is one of individual＇s stable cogni- tive characteristics. When consumers are exposed to an ambiguity consumption situation, as one of individ- ual＇s cognitive characteristics, NFCC should play an important role in their decision-making. The lay epis- temic theory in cognitive psychology has asserted that, individuals with high dispositional NFCC prefer to make instant decisions under uncertain situations and are more easily affected by the framing effect. Based on this theory and related research findings, we hypothesized that consumers with high dispositional NFCC would spend less time making decisions under the ambiguity consumption situation. We also predicted that high dispositional NFCC consumers would prefer the nonmonetary （framed as gain） version of the promo- tion to the monetary （framed as reduced loss） version of the promotion. The research combines the method of questionnaires with lab experiments. 240 students were selected to administrate the NFCC scale and were distributed into high dispositional NFCC group or low disposi- tional NFCC group. One week later, the participants were asked to participate in a decision making exper- iment on the computer. Each of them was presented with one fuzzy consumption scenario, in which the nonmonetary （framed as gain） / the monetary （framed as reduced loss） versi

关 键 词：认知闭合需要 促销策略 框架效应 模糊消费决策 

分 类 号：B842.1[哲学宗教—基础心理学]