促销的心理与行为研究综述

被引：6

作者：

孙彦

李纾

王詠

机构：

[1] 中国科学院心理研究所

来源：

关键词：

促销; 购买决策; 个体差异;

D O I：

10.13837/j.issn.1006-8309.2007.04.019

中图分类号：

F717 [各种商业企业];

学科分类号：

摘要：

当前,促销的心理与行为研究一般可分为两类。一类关注的是对促销反应的个体差异;另一类关注的是不同的促销形式对购买决策产生的效果差异。文章综合论述了这两类研究的进展,并指出现存问题和未来的研究方向。

引用

页码：48 / 50+54 +54

页数：4

共 7 条

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