品牌转换后悔的长期影响与认知机制  

The Long-Term Influence and Occurring Mechanism of Brand Switching Regret

作　　者：卢长宝 庄晓燕 LU Changbao;ZHUANG Xiaoyan(Fuzhou University,Fuzhou,China)

机构地区：[1]福州大学经济与管理学院

出　　处：《管理学报》2019年第2期249-262,共14页Chinese Journal of Management

基　　金：国家自然科学基金资助面上项目(71572039;71172085)

摘　　要：将品牌转换后悔分为"放弃选择的后悔、重要性改变的后悔和考虑不足的后悔"3个维度,将决策后促销负面认知分为"怀疑本次促销品牌、怀疑所有促销活动和怀疑所有促销品牌"3个维度,并借助心理学实验,对促销决策中品牌转换后悔的长期影响及认知机制进行了探索。研究表明,放弃选择的后悔与重要性改变的后悔,对后续促销负面认知有着深刻的影响。这一影响不仅会导致本次促销品牌受到质疑,而且质疑还会波及到所有促销活动及所有促销品牌上。此外,认知闭合需要不仅会影响品牌转换后悔的程度,而且会导致消费者对本次促销品牌、所有促销活动及所有促销品牌产生怀疑。其中,高认知闭合需要者体验到的品牌转换后悔不仅比低认知闭合需要者更强,而且更易对本次促销品牌和所有促销活动产生怀疑。而相对品牌实力对品牌转换后悔亦有影响,且总体上存在由高实力向低实力品牌转换的后悔程度最高的内在规律。Brand switching regret can be divided into three dimensions such as regret due to foregone alternatives,regret due to a change in significance and regret due to under-consideration.Also,cognition of sales promotion can be separated into three dimensions such as cognition of current brand,cognition of all sales promotion activities and cognition of all promotional brands.Based on these analysis,the data collected from a psychological experiment is used to testify the occurring mechanism and post-influences of brand switching regret in decision-making of sales promotion.The results prove that not only both need for cognitive closure and relative brand stature can influence the degree of brand switching regret,but also brand switching regrets can lead consumers to have negative cognition of current brand,all sales promotion activities and all promotional brands.Consequently,those consumers who have high needs for cognitive closure will experience more brand switching regrets,and they will be more likely to show cognitive bias against current brand and all sales promotion activities.Although the relative brand stature has a significant influence on brand switching regret,it takes on special regularities in three dimensions of regret.While regret due to foregone alternatives and regret due to a change in significance have important influences on the cognition of sales promotion,these influences will not only weaken the brand asset of sales promotion brand,but also lead to negative evaluations on all the sales promotion activities and all promotional brands in the future.

关 键 词：认知闭合需要 促销决策 品牌转换后悔 相对品牌实力 促销负面认知 

分 类 号：C93[经济管理—管理学]