价格认知的心理机制:信息加工的视角  

An Information Processing Review of the Psychological Mechanism Underlying Price Cognition

作　　者：周正[1] 辛自强[2] 

机构地区：[1]北京师范大学心理学院,北京100875 [2]中央财经大学社会发展学院心理学系,北京100081

出　　处：《心理研究》2013年第6期57-65,共9页Psychological Research

摘　　要：价格的信息加工过程涉及价格的表征与比较、记忆、推理和情绪等一系列心理过程。除基本加工过程外,价格启发式以及相关影响因素也正成为研究热点,并发展出数学认知和决策研究两种研究取向。目前,关于价格加工仍存在整体加工说和部分加工说的争论,价格表征和一般数量表征的异同也有待进一步确定,对价格认知启发式的作用也有不同的看法。除解决以上争论外,未来的研究还可拓展研究价格的内隐记忆,并建立更为全面的价格认知模型。From an information processing perspective, price cognition involves psychological procedures including price representation, comparison, memory, inference and emotion. Nowadays, besides the funda- mental processes of price, the heuristics system and presenting patterns＇ impact on price cognition have also been the research focus of both mathematical cognition field and decision-making field. Currently, the holistic model and compositional model of price cognition process is disputed. In addition, the difference of price representation and numerical representation remains unclear, and the impact of price heuristics is al- so not determined. Besides, it is worthwhile for future research to explore implicit memory of prices and formulate a more comprehensive model of price cognition.

关 键 词：价格认知 信息加工 数学认知 决策 

分 类 号：B84[哲学宗教—心理学] F713.55[经济管理—市场营销]