基于艾尔斯伯格悖论的确定性品牌诉求策略选择

艾尔斯伯格悖论认为,人们是模糊厌恶的,即,人们更加倾向于选择确定性的事物,而对不确定的事物天生排斥。文章引用该结论于品牌诉求的策略中,并通过实验法进行假设检验,结果显示在文章所研究的若干产品品类的领域内,人们更加青睐于选择由确定性的品牌诉求策略所推介的品牌及其产品。最后,提出了基于该结论的营销策略建议,并总结了本研究的结论在外部效度方面所存在的不足,以及对未来研究的展望。

Selection of Certain Brand Proposition Tactics Based on Ellsberg Paradox

The conclusion of Ellsberg paradox is that people are always averse to ambiguity,that is to say,people prefer certainty to ambiguity. This paper attempts to apply Ellsberg paradox to brand proposition tactics,and put it to the test of experiment. The conclusion is that the people prefer to these brands which been proposed by the certain brand proposition tactics. This paper concludes that it is applicable to brand proposition tactics,and put forwards suggestions on marketing strategies.