时间压力、认知闭合需要对促销决策中“不买后悔”的影响机制  

The Influence Mechanism of Time Pressure with Need for Cognitive Closure on Undoing Regrets Arising in Decision-making of Sales Promotion

作　　者：卢长宝[1,2] 黄彩凤[2] 

机构地区：[1]复旦大学管理学院,上海200433 [2]福州大学经济与管理学院,福建福州350108

出　　处：《经济管理》2014年第3期145-158,共14页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金面上项目"促销决策的情绪-认知交互作用机制:基于后悔;时间压力和认知闭合需要的视角"(71172085);中国博士后科学基金第六批特别资助"基于决策双系统的促销工具整合创新理论及实证研究"(2013T60421);福建省高等学校新世纪优秀人才支持计划(JA12033S)

摘　　要：充分激起消费者"不买后悔"是促销的核心诉求。作为一种预期情绪,促销决策中的"不买后悔"的发生会受到认知闭合需要以及个体感受到的时间压力的影响。为了理清这一影响机制,本文在将"不买后悔"分为情感反应、认知反应和行为倾向三个维度的基础上,编订了该情绪的测量量表;依据促销设计原理,以持续期长短反映客观时间压力大小,以折扣力度和品牌价值反映主观时间压力大小,设计了一个可测定促销时间压力与认知闭合需要共同影响"不买后悔"的心理学实验。结果显示,客观时间压力的大小对"不买后悔"强度的影响存在显著的差异。一般而言,促销持续期越短,"不买后悔"就越强烈,消费者对促销价值的认知反应就越高。在主客观时间压力共同发生作用时,不同折扣力度和品牌价值高低的诱因组合,也会产生不同的影响。总体来看,当客观时间压力大时,消费者会以折扣为主要参照点,存在折扣越大,"不买后悔"的倾向就会越强烈。而在客观时间压力小时,消费者的判断并没有呈现出更加理性的结果,相较于品牌价值,折扣力度仍然是重要的决策参照点。此外,认知闭合需要在客观时间压力影响"不买后悔"及情感反应、行为倾向维度中起到了明显的调节作用。这也再次证实了在促销时间压力的影响下,消费者更倾向于情感评估而不是认知评价的直觉决策的认知规律。Sales promotion, a key ingredient in marketing activities, consists of a collection of incentive toolkits, mostly short terms together with certain benefits,intended to induce consumers to feel undoing （unpurehasing） re- grets adequately thereby driving sales. To a large extent, undoing regret is an important concept which can be used to explain how and why sales promotions attract consumers, who are primarily looking for a good deal, to make pur- chasing decisions immediately. A review of the literature shows that, undoing regret is a kind of anticipated emo- tions, reflects a hot psychological mood or an anxious purchasing experience arising in decision-making process of sales promotion, and might not only be caused by time pressure, but also be influenced by need for cognitive closure of consumers themselves. In order to figure out the ingredients of this anticipated emotion and its mechanism, a se- ries of researches have been projected and launched as follows. Firstly, a theoretical model is brought forward in the light of contemporary researches, it assumes that undoing regrets are directly caused by objective and subjective time pressure which reflects time limitation with material incentives of sales promotions, and the intensity of undoing re- grets caused by time pressure is moderated by need for cognitive closure of different individuals. Secondly, a scale of undoing regret has been designed, and it divides undoing regret into three dimensions which include affection re- action, recognition reaction, and behavior tendency. Thirdly, a 2 （ longer or shorter promotion duration） x 2 （ higher or lower brand value） x 2 （higher or lower discount rating） psychological experiment scenario has been devised based on the designing principles of sales promotion, in order to measure the degrees of undoing regret incurred by time limitation and material incentives （discount rating and brand value） which embody the size of objective and subjective time pressure separately. Fourthly, a mature scale

关 键 词：促销决策 时间压力 物质诱因 不买后悔 认知闭合需要 

分 类 号：F713.50[经济管理—市场营销]