心理距离视角下消费者虚位决策研究 -基于虚位诱导效应启动策略模型- = The Study of Psychological Distance on Consumer Phantom Decision-making Based on the Priming Strategies Model of Phantom Effects

다국어 초록 (Multilingual Abstract)

虚位情境消费者决策研究, 通过控制选择集内不可得选项的时间维度以及选项外的心理距离(包括时间 距离、空间距离、社会距离)影响消费者对事物的识解和表征规范, 进而影响评价和选择过程, 引发消费 者偏好变化。基于不同属性空间位置PR和PC虚位诱导选项, 运用E-Prime心理学实验软件设计消费者购 买决策实验, 研究消费者感知到的不同解释水平心理距离如何影响虚位决策中消费者偏好反转及其内在 认知机制。结果表明, 高(VS.低)解释水平心理距离会增强PR虚位诱导策略引发的消费者偏好反转, 消费 者加工流畅性更高; 低(VS.高)解释水平心理距离会增强PC虚位诱导策略引发的消费者偏好反转, 消费者 加工流畅性更高。结论不仅弥补和丰富了消费者决策行为中的虚位诱导效应的理论框架, 而且提供一个 能够更加深层次理解虚位诱导效应中消费者偏好反转和内在机制的新的视角和路径, 进而提高虚位营销 策略的效率和效益。

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