信息模糊：消费决策领域中的有限理性

信息模糊（obfuscation）是行为经济学研究的重要领域,主要解释了在商品买卖过程中,销售商通过把商品信息复杂化等手段,让人们的消费过程变得更加复杂和困难,从而使消费者在购买商品时面对信息模糊做出种种不明智的选择的现象问题。本文从以往的研究成果出发,就信息模糊、有限理性和销售者的决策行为的关系进行了探讨,以期为信息模糊的跨学科研究提供可借鉴的思路和方法。

Obfuscation:Bounded Rationality in Consumer Decision Making

Obfuscation refers to behaviors in which firms deliberately complicate product information to make con- sumers＇ shopping process sophisticated, difficult, or confusing. Firms take advantage of consumers＇ bounded rationality, as consumers make more suboptimal choices in obfuscated shopping situation, to raise profit. This ar-ticle reviewed the latest theories of obfuscation, bound- ed rationality and consumer decision making with the purpose of providing advisable interdisciplinary research views for obfuscation studies.