选购两难中折衷效应的发生规律  

Occurrence Rule of the Compromise Effect in Purchase Dilemma

作　　者：郭俊辉[1] 赫连志巍[2] 李长安[1] 

机构地区：[1]浙江科技学院经管学院工商管理系,杭州310023 [2]燕山大学经管学院工商管理系,秦皇岛066004

出　　处：《心理学探新》2014年第4期361-364,371,共5页Psychological Exploration

基　　金：教育部规划基金课题(12YJA630039);浙江省自然科学基金(Y6110048);浙江省哲社科(12JCGL26YB)

摘　　要：当人们置身于两难困境时,折衷策略是一个合理的解决方案。研究者分析选购两难中消费者的信息处理与折衷效应的关系。研究发现:选购两难中信息的低精致化处理更易导致折衷效应,产品涉入贡献于精致化处理从而抑制折衷效应,产品的认知相似性和情感抑制精致化处理从而促进折衷效应。研究结果表明,当消费者面对选购两难时,信息的精致化程度和心理水平影响他对于中性产品的选择。When people face a dilemma decision- making,the compromise strategy is a reasonable solution. This article analyzes the relation between information processing elements and compromise effect at consumer face to Purchase Dilemma. The study found that the information processing of lower elaborated level has more compromise effect at Purchase Dilemma. The products involvement contributes to higher elaborated processing and inhabits compromise effect. The perceived similarity of products and the affect inhabits elaborated processing and promotes compromise effect. At the same time,analytical display of information has more compromise effect than non-analytical display. The results show that elaborated level of information and psychological level will affect a consumer＇s choice to middle products when them faces a dilemma decision- making.

关 键 词：选购两难 精致化可能性模型 折衷效应 

分 类 号：B848[哲学宗教—心理学]