企业管理决策行为中后悔因素的理论概述

企业管理决策过程中存在的各种主观偏差,使后悔情绪作为一种预期会改变决策效用。本文对以往决策行为中后悔理论的有关研究进行概述,发现决策者在决策过程中会作出力争把后悔情绪降低的决策行为。前人的后悔理论从不同角度考察后悔如何影响决策行为。决策者可能采取风险规避、风险寻求或者行动转移等策略。关于后悔的研究目前已获得了较为丰富的研究结果,但后悔研究中仍然存在着一些不足。     

论错过购买、消费者后悔与未来购买意向

消费者错过购买后产生后悔情绪是一个常见的现象,如何有效利用消费者后悔,激发其改正行为,在未来提高购买意向具有重要的研究意义。通过对后悔领域相关理论进行梳理整合,探索在错过购买情境下哪些因素会引起消费者后悔,并考察在未来遇到相同的购买机会时如何促进消费者采取购买行为。最后,为营销者提供一些营销建议。     

浅谈后悔理论在金融领域的拓展应用

后悔理论最早进行的是心理学方面的研究,后来派生到经济学领域。后悔是一种严重影响决策过程并且在不同个体和不同环境间有很大差异的一种情绪。投资者在未进行最优的货币对冲决策时会体验到后悔,因此,投资者预期他们在未来会体验到后悔,并将它们合并到目标函数当中去,笔者希望本文研究为投资者决策提供参考。     

消费者后悔理论研究综述

后悔的比较系统的研究最早起源于经济学和心理学。在经济学家和心理学家们的带动下,也扩展到许多其他的学科领域。本文以营销学的视角,首先阐述了后悔理论的提出和发展,接着介绍了其影响因素及在决策领域的后悔研究,最后指出了消费者后悔未来的研究方向。     

后悔中的顺序效应

本文旨在讨论后悔中所存在的顺序效应。在相关理论的基础上证明了在后悔的产生中,消费者对结果的比较顺序会影响后悔的程度,并对这一研究的意义做了阐述。     

如何减轻不良决策带来的后悔

后悔是日常生活中常见的一种消极情绪,深刻和长时间的后悔影响人们的身心健康.本文介绍了荷兰学者Marcel Zeelenberg的后悔调节理论,为人们作出正确决策、减轻后悔情绪提供了几项常用调节策略.     

满意情景下的消费者后悔对口传的影响研究

后悔是消费者在消费体验之后将购买品牌同放弃的品牌进行比较所得到的负面情感反应,它对于消费者的再购意愿有着重要的影响。本文在验证了消费者可以同时体验满意和后悔这一结论的基础上,进一步研究并证实了后悔不仅会增加对购买品牌的负面口传,而且会增加对放弃品牌的正面口传。在此过程中,消费者同购买品牌的关系质量起到了显著的调节作用。     

后悔中的顺序效应

本文旨在讨论后悔中所存在的顺序效应。在相关理论的基础上证明了在后悔的产生中,消费者对结果的比较顺序会影响后悔的程度,并对这一研究的意义做了阐述。     

浅析预期后悔对消费者购买决策的影响

在日常生活中,我们经常听到有后悔的事例,后悔即指做错了事,事后感到懊悔,后悔有不同的分类及其影响一本文首先论述了预期后悔对消费者购买决策的影响,在此基础上,论述了预期后悔对企业营销的启示     

基于消费者后悔心理的捆绑定价策略研究

消费者在进行消费选择时,会对自己的选择进行后悔预估,结合选择后悔所产生的心里效用损失,选择效用最大的选择方案进行购买。本文研究探析基于消费者后悔心理的捆绑定价问题,将消费者在选择商家提供的捆绑销售产品时所产生的后悔定义为预期后悔。结合后悔理论,分析现有的不同捆绑定价模式。基于以上定价模式,本文采用实证分析法分析出商家在捆绑定价时所产生的问题。研究表明,必须严厉打击购物节“先涨价后降价”的行为,利用消费者心理落差捆绑定价的行为会让市场混乱,让消费者再次进行选择时因担心商家的调价行为而产生预期后悔。捆绑定价会限制消费者的选择,消费者可能会因为无法达到最大的效用水平而产生预期后悔,最终不选择捆绑销售的商品,从而选择价格更高的单个商品,或是重新选择其他可以满足自己需求的商家。最后,基于以上问题,本文根据实际案例,提出了相应的解决办法。针对购物节部分商家“先涨价后降价“行为,本文认为,应该有一个合理的判断标准,并要求电商平台充分利用技术手段对这种异常行为进行监控,鼓励第三方网站收集相关数据,为消费者提供比价服务,严格执法,让商家和电商平台承担打折前涨价的行政处罚和民事赔偿责任。针对限制了消费者选...     

Search regret: Antecedents and consequences

Consumer search behavior has received considerable research attention in marketing. An area that has not been studied, however, is unsuccessful consumer search and the outcomes of such. This study proposes the concept of “search regret,” a postsearch dissonance that results from an unsuccessful prepurchase search. A pilot study is conducted to verify the existence of the search regret construct and to identify its potential antecedents and consequences. A conceptual model is then presented and tested. Based on the results, implications for retailers as well as suggestions for future research relating to search regret are discussed.     

冲动购买对零售商和生产商忠诚的影响

目前零售商和生产商关注的是如何激发冲动性购买以增加产品销售量,但却忽视了激发冲动性购买对其忠诚的影响。本文在借鉴相关研究的基础上,构建了冲动购买通过影响引发消极情绪进而影响顾客忠诚的过程模型,证实冲动性购买程度与失望、后悔正相关;顾客失望同时消极影响其对零售商和生产商的忠诚;对时间后悔、地点后悔消极影响对零售商忠诚;对产品后悔仅消极影响对生产商忠诚。     

How anticipated regret influences the effect of economic animosity on consumers’ reactions towards a foreign product

We use regret theory to explain the negative effect of economic animosity on consumers’ reactions towards a foreign product (i.e., product judgment and reluctant to buy). We conduct our study in Taiwan by collecting data via an online survey. Our results show that consumers’ economic animosity increases their anticipated regret towards purchasing a foreign product originating from a target market of animosity. Specifically, anticipated regret is found to mediate the link between economic animosity and foreign product judgment, which in turns affects consumers’ reluctance to buy. Our study is the first to consider the role of anticipated regret in explaining the negative effect of economic animosity on consumers’ reactions towards a foreign product. We also contribute to research by introducing two antecedents of economic animosity: perceived economic competition and consumer ethnocentrism.     

“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理

影响“顾客重购倾向”的两种基本因素是顾客满意和顾客遗憾,二者对“顾客重购倾向”的作用机理是完全不同的。可用顾客满意和顾客遗憾这两个顾客心理变量构建一个影响“顾客重购倾向”的“顾客满意———顾客遗憾”矩阵,通过该矩阵企业可以把自己的产品在其中进行对号入座,以便发现企业产品存在的问题,并采取针对性的营销策略来有效控制和影响“顾客重购倾向”。     

Reference prices and consumers' feeling of regret: an investigation of consumers' use of an online price‐bidding method

The purpose of the research was to provide a better understanding of the impacts of relevant information on consumers' emotions when bidding their prices through an online Name‐Your‐Own‐Price method. Specifically, based on the tenets of the Decision Justification Theory, the study examined whether participants felt more regret about a negative outcome when reference prices were available. The research hypotheses were tested in two experiments. The results indicated that the availability of reference prices significantly affected participants' feelings of regret about a negative outcome.     

AN ONLINE PORTFOLIO SELECTION ALGORITHM WITH REGRET LOGARITHMIC IN PRICE VARIATION

We present a novel efficient algorithm for portfolio selection which theoretically attains two desirable properties:

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Consumer power and choice deferral: The role of anticipated regret

This paper examines the influence of social power on consumers' propensity to defer choice. Based on the notion that elevated power reduces regret anticipation—the fear of making a wrong choice—it is proposed that power influences the extent of choice deferral by reducing consumers' susceptibility to anticipated regret. Because of the regret-based mechanism, power can increase or decrease consumers' propensity to defer choice, depending upon the situational factors that are associated with anticipated regret, such as salience of regret, outcome reversibility (e.g., return policy), and locus-of-regret (postponing vs. choosing now). Using different manipulations of power, seven studies provide consistent support for the proposed effects and show that situational factors and marketing strategies can induce, turn off, or even reverse the effect of power on deferral. Theoretical contributions and managerial implications are discussed.     

Regret and Satisfaction as Determinants of Lapsed Donor Recommencement Decisions

Although a large amount of research has been undertaken into donor acquisition, relationship development, and the reasons why certain donors terminate their support for fundraising charities, few studies have examined the factors that encourage lapsed donors to resume giving to the organizations they have deserted. This empirical investigation sought to contribute to contemporary knowledge concerning this important matter via a survey of 310 lapsed donors (some of whom had resumed giving) to a hospice charity in the south east of England. The variables hypothesized to influence donor revival decisions comprised a person's satisfaction with the charity's work, past communications received from the organization, communications associated with the charity's revival efforts, the individual's donation history and reason for initial lapse, and the ex‐donor's degree of involvement with charity giving. A person's feelings of regret were posited to represent a critical mediating variable between several of the abovementioned factors and a lapsed donor's decision to resume or not to resume giving. The results suggest that regret did indeed play a major role in lapsed donors' revival processes and that an individual's satisfaction with the quality of a charity's communications requesting the recommencement of the individual's support was a crucial determinant of restart decisions.     

To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations

Prior research suggests that adoption decisions are primarily based on product features and experiential opportunities, like trial and observation. Our research follows inquiries that identify anticipated regret (AR) as an emotion integral to consumer decision making. Prior research and current retailing practice assume that AR can be alleviated by compelling product attribute-based rationales for immediate purchase. These rationales often take the form of direct attribute comparisons between the current best and the future technologies. Counter-intuitively, we find that giving consumers attribute-based justifications for immediate purchase produces a uniform level of AR and purchase delay regardless of the perceived rate of innovation (PRI). However, under conditions of low PRI and no justification, AR decreases significantly. A clear implication of our findings is that firms marketing current technology should not rush to provide consumers with justifications for immediate upgrade since such communications will remind consumers of what they might miss if they adopt now, resulting in increased AR and purchase delays. Instead, we suggest that retailers focus promotional efforts on highlighting the hedonic benefits consumers experience by adopting today.