| 消费者决策行为的吸引效应及其形成机理探析 |
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| 引用本文： | 张全成,胡韬,周庭锐.消费者决策行为的吸引效应及其形成机理探析[J].商业研究,2012(3):67-71. |
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| 作者姓名： | 张全成 胡韬 周庭锐 |
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| 作者单位： | 西南交通大学经济管理学院;西华大学管理学院;中国人民大学商学院 |
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| 基金项目： | 国家自然科学基金项目(2010-2012)《展望理论框架下情绪驱动忠诚的动态机制研究》,项目编号:70972134;中国高校科研基金支持项目,项目编号:09QNW12 |
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| 摘 要： | 吸引效应反映了个体决策行为中的一种非理性行为,是指一特定备择项的加入会令选择集中某一备择项变得更有吸引力,从而被选概率提高的一种现象。本文主要介绍了吸引效应的基本含义及基本策略,探讨了影响吸引效应的主要因素以及吸引效应的形成机理,并对吸引效应的未来研究方向做出了展望。
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| 关 键 词： | 选择集 相似效应 吸引效应 市场定位 |
A Study on Attract Effect and Its Formation Mechanism of Customers’ Choice Behavior |
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| ZHANG Quan-cheng,HU Tao,ZHOU Ting-rui.A Study on Attract Effect and Its Formation Mechanism of Customers’ Choice Behavior[J].Commercial Research,2012(3):67-71. |
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| Authors: | ZHANG Quan-cheng HU Tao ZHOU Ting-rui |
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| Institution: | 1.School of Economics & Management,Southwest Jiaotong University,Chengdu 610031,China; 2.School of Management,Xihua University,Chengdu 610039,China; 3.School of Business,Renmin University of China,Beijing 100872,China) |
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| Abstract: | Attract effect is a kind of non-rational behavior in individual′s decision-making,which makes one alternative became attractive and raise its chosen probability when one specific alternative adds in the choice set.This paper introduced the concept of attract effect and some tactics to inspire it,then discussed influence factors and mechanism of attract effect,finally,it reviewed the past research and put forwards some advice about its future research prospect. |
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| Keywords: | choice set assimilation effect attract effect market positioning |
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