营销互动中的消费者内疚——对关键事件的探索性研究

被引：16

作者：

费显政

游艳芬

杨辉

丁奕峰

机构：

[1] 中南财经政法大学工商管理学院

来源：

管理世界 | 2011年 / 09期

关键词：

消费者内疚; 抑制性内疚; 促进性内疚; 关键事件法;

D O I：

10.19744/j.cnki.11-1235/f.2011.09.012

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

本文从营销者和消费者互动的视角出发,对不同样本的消费者内疚关键事件进行了探索性研究。通过对关键事件的编码,本文得到了不同描述变量之间可能存在的关联关系。研究还表明:营销者的各种不同行为(积极行为或消极行为)都可能引发消费者内疚情绪;它们既可能带来消费者内疚程度的增加,也可能减少消费者内疚程度;面临内疚情绪,消费者有4种不同的反应模式,有的反应可以给营销者带来正面的结果(促进性内疚),有些反应则可能带来负面的效应(抑制性内疚);消费者内疚情绪存在一个动态发展的过程,在这个过程中,消费者内疚的类型可能发生变化,既可能从初期的抑制性内疚转化为促进性内疚,也可能相反。

引用

页码：116 / 126

页数：11

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