消费者决策的折中效应与偏好逆转——基于心理距离视角  

Compromise Effect of Consumers’ Decision-making and Preference Derail

作　　者：杨宇科[1] 张全成[2] 赖天豪 Yang Yuke1;Zhang Quancheng2;Lai Tianhao3

机构地区：[1]西南财经大学工商管理学院 [2]四川师范大学商学院

出　　处：《财经科学》2018年第7期109-120,共12页Finance & Economics

基　　金：国家自然科学基金项目“基于情境效应的消费者决策行为分析”(71202166)

摘　　要：本文基于心理距离视角本文基于心理距离视角,通过消费者决策情境实验探索了社会距离、时间距离、空间距离以及概率对折中效应的影响及概率对折中效应的影响。研究发现：在时间距离（现在现在-未来）、空间距离（远远-近）和概率（大概率大概率-小概率事件小概率事件）三个心理距离维度上,距离越近,折中效应越大,而在社会距离维度（自我-他人决策）则恰恰相反恰恰相反;社会距离维度和偏好信心对折中效应有显著交互作用,在高偏好信心下社会距离对折中效应的影响与其他三个维度一致的影响与其他三个维度一致,但随着偏好信心的降低,社会距离越远,其折中效应的增加幅度反而越大大,同时,消费者偏好信心越高,越不易受折中项影响。Based on the psychological distance perspective, this paper explores the influence of the social distance, the time distance, the spatial distance and the probability of compromise effect by manipulating the psychological distance of context of consumer decision-making. The results manifest that with the time distance（now-future）,the spatial disdistance（far-near） and the probability（large probability-small probability event） dimensions of psychological distance,the decision-making compromise effect is stronger when the distance is closer,and in the social distance dimension（self-other decision-making） is exactly the opposite; there is a significant interactive effect between self-others decidecision-making and preference confidence, under the high preference confidence, the effect of social distance of comproompromise effect is consistent with the other three dimensions. However, as the preference confidence decreases and the sosocial distance increases, the compromise effect increases bigger; at the same time, the higher the consumer preference confidence, the less likely to be compromised.

关 键 词：折中效应 心理距离 偏好信心 

分 类 号：F713.55[经济管理—市场营销]