数字也能说话:数字元素的消费心理感知述评及营销展望  

Numbers Can Speak:A Literature Review and Marketing Prospects of Consumers’ Psychological Perception of Number Elements

作　　者：郭功星[1] 龚婵娟 苟万幸 GUO Gong-xing;GONG Chan-juan;GOU Wan-xing(School of Business,Shantou University,Shantou 515063,Guangdong,China)

机构地区：[1]汕头大学商学院,广东汕头515063

出　　处：《消费经济》2021年第1期87-94,共8页Consumer Economics

基　　金：广东省自然科学基金面上项目(2019A1515011464);广东省科技专项资金(大专项+任务清单)项目(2019ST002)。

摘　　要：数字是一种用来表示数量大小的书写符号,本身属于不带主观感情色彩的客观信息,但是在不同情境或在不同运用方式下,不同类型的数字能够启发消费者的差异化感知,最终对他们的消费决策行为产生重要影响,这是数字效应产生的过程。营销学界对数字的研究比较广泛,但也缺乏较为系统的梳理和总结。本文通过梳理几种不同分类方式下的数字类型及其引发的消费者感知偏差,对数字效应所产生的不同消费心理机制进行了归纳总结,并在此基础上全面梳理了数字元素及数字效应在营销活动中的应用,最后提出了未来值得进一步探索的方向。Number is a kind of writing symbol used to express the size of quantity, which is kind of objective information without subjective feelings. However, in different situations or in different means of application,different types of numbers can inspire consumers’ differentiated perception, and ultimately have an important impact on their consumption decision-making behaviors, which is the process of numerosity effect. Marketing researches on numbers are relatively extensive, while there is also a lack of systematic combing and summary. This paper summarizes several types of numbers under different classification methods and the consumers’ perception deviation caused by them, as well as the different consumer psychological mechanisms generated by the numerosity effect. Finally, on this basis, it comprehensively combs the application of numbers and numerosity effect in marketing activities, so as to expand the research of numbers and numerosity effect to the whole marketing field and put forward the direction of further exploration.

关 键 词：数字效应 锚定效应 隐喻联想 SNARC效应 

分 类 号：F713.55[经济管理—市场营销]