决策双系统理论在促销决策研究中的运用

被引：9

作者：

卢长宝

黄彩凤

机构：

[1] 福州大学管理学院

来源：

北京工商大学学报(社会科学版) | 2012年 / 27卷 / 04期

关键词：

决策双系统; 消费者促销决策; 直觉启发式; 直觉偏误;

D O I：

10.16299/j.1009-6116.2012.04.011

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

决策双系统理论为系统审视促销决策提供了基础。从直觉启发式来看,消费者往往会借助自己认为更有把握的象征性信息或刻板印象进行促销决策,并且过度关注品牌和价格信息。从直觉偏误来看,消费者在收集和接收促销信息时容易夸大感知利得,忽略有可能存在的风险,并且倾向于寻找支持其想法的证据,而不关注或很少关注否定其观点的证据。从决策特征来看,消费者既会受到不同促销信息框架的影响,也会受到群体以及其他人的影响。从认知闭合需要与认知主观能动性来看,不同消费者的促销决策质量存在着明显的差异。从时间压力来看,随着机会时间的减少,会引起消费者不做后悔的强度的增长。未来可综合促销特征、个体认知特质及直觉启发式对促销决策进行更深入地探索。

引用

页码：51 / 58

页数：8

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