易得性直觉偏差的消费影响及其应对措施

易得性直觉偏差是影响消费的重要因素,它通过影响消费者的主观风险认知来影响其消费行为。在易得性直觉偏差水平不断提高的前提下,我国消费者的主观风险认知变得日益敏锐,并由此降低了消费者的消费驱动力,促使其消费行为回归传统,在一定程度上影响了消费率的提高,不利于我国消费水平的提升。为改善这种状况,应尊重感知风险认知偏差的客观事实,改善民众的主观感受;从消费领域入手,提高消费者的消费信心;减少因经营者主观故意而引起的消费风险,增强经济惩罚的威慑力;顺应消费者感性化消费趋势,树立政府在产品安全管理工作方面的形象。

Consumption Influences of Availability Deviation and Its Intervention Measures

The availability deviation is one of the important factors that will have impact on consumption;it has impact on consumers’ consumption behavior by having impact on their subjective perception of consumption.Under the precondition of the rising level of availability deviation,the subjective perception of Chinese consumers is becoming more sensitive;and the driving forces of consumption has been decreased which makes the consumption behavior to be traditional;and this will have adverse impact on the improvement of China’s consumption level.To make this to be perfect,we should,first,respect the fact of psychological biases of perceived risk,and improve people’s objective perception;second,we should improve consumers’ confidence of consumption;third,we should reduce the consumption risk cased by managers’ subject intention and enhance the deterrent force of economic penalty;and fourth,we should comply with the trend of sensible consumption and improve government image in food safety management.