时间压力和产品价格对消费者百分比差异混淆的影响

消费过程中,决策者往往不能正确理解以百分比形式呈现的价格信息,出现"百分比差异混淆"这一非理性现象。本研究对186名大学生被试开展实验,探讨了我国消费者的百分比差异混淆现象及其影响因素。结果表明:消费者存在百分比差异混淆现象,但是这一现象受时间压力和产品价格影响,它主要发生在决策面临时间压力或价格利害不高的情况下,反之则有助于消除百分比差异混淆。     

人情压力对决策的影响

研究从理性选择理论的角度出发,设计了两个情境决策的实验考察人情压力对决策的影响。实验1用定势启动的方法对人情压力进行启动,结果发现,启动组与控制组被试在决策结果上并未存在显著的差异。实验2通过控制人际亲疏程度并给予反馈信息使被试产生高、中、低不同人情压力程度,结果发现不同人情压力下被试的决策也不存在显著的差异,但是发现了人情压力下不同性别被试存在决策差异。两个实验的结果表明,本研究并未以实证的手段发现人情压力对于决策的影响。     

直觉性建议对建议采纳的影响

本研究通过两个实验探讨被试对来自直觉的建议和来自理性的建议采纳程度的差异以及采纳直觉性建议的条件。实验1采用定性选择任务,考察不同来源的建议和时间压力对个体建议采纳的影响;实验2采用定量判断任务,考察不同来源的建议和任务难度对建议采纳的影响。结果发现:(1)在无时间压力和任务难度小的条件下,相对于直觉性建议,被试对来自理性分析的建议采纳程度更高;(2)在有时间压力和任务难度较大的条件下,被试对来自直觉的建议的采纳程度会提高。     

经济学与心理学实验的差异及其借鉴意义

经济学与心理学实验在报酬给付、实验情境、欺骗被试和数据分析四个方面存在差异 ,本文分析了导致这些差异的原因和心理学家可以从经济学实验的这些不同做法中得到的启示.     

时间压力对错误记忆的影响:情绪的调节作用

考察时间压力下不同类型的情绪刺激和情绪状态对错误记忆的影响,并进一步探讨时间压力对心境一致性错误记忆的影响。实验1采用经典的DRM范式,记录被试对情绪关键诱饵的错误再认数。结果发现时间压力增强了被试对负性关键诱饵的错误再认。实验2先在测试阶段启动被试的情绪,再记录关键诱饵的错误再认数。结果发现,在时间压力下,正性情绪组的被试有更多的错误记忆。实验3采用带有情绪效价的DRM词表,并在测试阶段启动被试的正负情绪,然后再记录情绪关键诱饵的错误再认数。结果发现,压力组和控制组被试都表现出了明显的心境一致性错误记忆。研究结果表明,时间压力对错误记忆具有增强作用,尤其对负性心境一致性错误记忆具有更为明显的增强作用,但个体的负性情绪会削弱在时间压力下错误记忆的产生。这些结果进一步发展了激活监控理论和情感信息等价假设理论。     

物质主义价值观与时间压力对个体风险决策的影响

本研究考察物质主义价值观和时间压力对个体风险决策的影响。根据被试在物质主义问卷上的得分,以27%为标准筛选出高低物质主义倾向被试,采用有无时间压力情境下的爱荷华赌博任务和仿真气球冒险任务对高低物质主义价值观被试的风险决策行为进行研究。实验结果显示,在两种决策任务中,物质主义倾向和时间压力间均存在显著的交互作用,有时间压力的情境下高物质主义倾向个体比低物质主义倾向个体表现出更多的风险寻求,无时间压力情境下,高低物质主义倾向个体在风险决策上无显著差异。时间压力增加了高物质主义倾向个体的风险寻求。时间压力对风险决策的影响与决策任务有关,在仿真气球冒险任务中,时间压力使决策者表现出现风险规避;在爱荷华赌博任务中,时间压力使决策者表现出风险寻求。     

物质主义价值观与时间压力对个体风险决策的影响

本研究考察物质主义价值观和时间压力对个体风险决策的影响。根据被试在物质主义问卷上的得分,以27%为标准筛选出高低物质主义倾向被试,采用有无时间压力情境下的爱荷华赌博任务和仿真气球冒险任务对高低物质主义价值观被试的风险决策行为进行研究。实验结果显示,在两种决策任务中,物质主义倾向和时间压力间均存在显著的交互作用,有时间压力的情境下高物质主义倾向个体比低物质主义倾向个体表现出更多的风险寻求,无时间压力情境下,高低物质主义倾向个体在风险决策上无显著差异。时间压力增加了高物质主义倾向个体的风险寻求。时间压力对风险决策的影响与决策任务有关,在仿真气球冒险任务中,时间压力使决策者表现出现风险规避;在爱荷华赌博任务中,时间压力使决策者表现出风险寻求。     

时间压力对品牌决策中图形框架效应的影响

本研究以大学生为被试,以孙彦等人（2012）所研究的”MP3购买问题”为实验材料,采用2（时间压力：有时间压力/无时间压力）×2（图形版本：图形版本1/图形版本2）×2（品牌类型：品牌A/品牌B）三因素混合设计探讨了时间压力对品牌决策中图形框架效应的影响。结果表明：（1）在无时间压力条件下被试的品牌决策偏好受到了图形版本的影响,即出现了图形框架效应;（2）在有时间压力条件下图形框架效应对品牌决策偏好的影响被弱化了,说明图形框架效应是一个精细加工的过程。     

时间压力和相似性对类比推理直觉加工的影响

通过两个实验探讨了时间压力对类比推理的直觉加工的影响。实验1采用三因素混合实验设计,以48名大学生为被试,在不同时间压力条件下对不同相似性言语类比推理题进行喜好度判断和类比推理逻辑判断。实验2是在实验1的基础上用图形类比推理题代替语义类比推理题,以56名大学生为被试。结果发现:(1)时间压力下,对跨领域言语类比推理的直觉加工效应显著高于逻辑加工效应;(2)时间压力下,低难度图形类比推理题的直觉加工效应显著高于逻辑加工效应。无时间压力条件下,图形类比推理的逻辑加工效应优势明显;(3)时间压力对类比推理的直觉加工和逻辑加工均有影响     

不同情境下临场自我调节学习活动对学习结果的中介影响

探讨在两种学习目标（大致浏览与全面掌握）与两种时间压力（无时间限制提示与有时间限制提示）的情境下,６０名被试的临场自我调节学习活动水平对两种学习结果（选择题测验与作文）的中介影响。结果表明,在不同情境下,无论学习目标高低或时间压力大小,被试的选择题测验成绩均不存在显著差异;而作文成绩均存在显著差异;被试的临场自我调节学习活动存在显著差异;被试的部分临场自我调节学习活动对学习结果具有中介影响。     

Mixed interpretations of sales proposal signals

Long-term relationships with customers are critical determinants of a sales organization’s success. However, research tends to assess relational approaches from the salesperson or sales organization’s perspective and often neglects to capture customers’ perspectives which lead to the evaluative success or failure of buyer–seller relationships. This study assesses the seller’s bid-related signals from the buyer’s perspective following their selection or rejection of a business-to-business sales proposal. The authors adopt a theories-in-use approach, utilizing 54 depth-interviews with decision-makers from 33 buyer organizations. Within this data set, findings reveal three bid signals that are represented across both selection and rejection outcomes (i.e. mixed interpretations by buyers). These signals are the seller’s usage of price concessions, sales proposal specificity, and comparative customer examples. To better understand the mechanisms which influence buyers’ mixed interpretations of these signals, the authors utilize the newly-advanced qualitative pivoting technique to identify contextual variables across cases that influence the buyer’s positive or negative signal interpretation.     

禀赋效应对产品更换决策的影响

以禀赋效应理论为研究基础, 通过两个情景实验对产品更换过程中买卖双方的决策心理进行了研究。实验1表明, 在以旧换新活动中新产品的买方对旧产品的价格有高估的倾向, 对新产品的价格有低估的倾向; 相反, 新产品的卖方对旧产品的价格有低估的倾向, 而对于新产品的价格有高估的倾向, 这说明产品更换决策中存在着双重的禀赋效应。实验2表明, 新产品的买方对旧产品的属性评价显著高于新产品的卖方, 对新产品的属性评价显著低于新产品的卖方, 说明属性评价也存在禀赋效应的特征。双重禀赋效应的存在从消费者行为的角度解释了为什么消费者会出现创新抵制行为。     

Cultural norms and cultural agents in buyer–seller negotiation processes and outcomes

Although a good number of studies have significantly investigated the role of culture in buyer–seller negotiation processes and outcomes, fewer studies have investigated the role of individual negotiators and organizations in shaping the cultural norms that affect negotiation processes and outcomes. Through a multi-case study of buyer–seller negotiations in five organizations that are illustrative of the informal economy of Nigeria, the study unpacks the role of individuals and organizations in shaping the cultural norms that affect the scope and outcomes of negotiation in an emerging market economy. We find that buyers and sellers play the role of inhabiting cultural norms which in turn narrow the scope of the negotiation to price considerations. On the other hand, the templates used by organizations to execute selling activities either maintain or deter the cultural norms that influence negotiation outcomes. Insights from the study extend the literatures on institutional work, culture and negotiation, sales negotiation in emerging markets.     

买卖交易中谈判者角色影响谈判结果的机制

现实生活中的谈判通常发生在特定的社会情境中, 谈判者也总在扮演着某种角色。本研究探索了买卖交易谈判中谈判者角色影响谈判结果的作用机制。研究提出了一个关于谈判者角色诱发框架效应的理论模型, 然后通过两个模拟谈判实验对这一模型进行验证。实验1表明, 买家知觉到的馅饼大于卖家知觉到的馅饼, 且谈判者知觉到的馅饼在谈判者角色与谈判者绩效间起部分中介作用。实验2发现, 即使保留买家与卖家的角色标签, 如果剥离了金钱作为交易介质这一重要特征, 两个谈判角色知觉到的馅饼也没有差异。研究揭示了谈判者角色影响谈判结果的作用机制, 对谈判者如何利用情境因素取得更好的谈判结果具有实践意义。     

First offers as anchors: the role of perspective-taking and negotiator focus

Three experiments explored the role of first offers, perspective-taking, and negotiator self-focus in determining distributive outcomes in a negotiation. Across 3 experiments, whichever party, the buyer or seller, made the 1st offer obtained a better outcome. In addition, 1st offers were a strong predictor of final settlement prices. However, when the negotiator who did not make a 1st offer focused on information that was inconsistent with the implications of the opponent's 1st offer, the advantageous effect of making the 1st offer was eliminated: Thinking about one's opponent's alternatives to the negotiation (Experiment 1), one's opponent's reservation price (Experiment 2), or one's own target (Experiment 3) all negated the effect of 1st offers on outcomes. These effects occurred for both face-to-face negotiations and E-mail negotiations. Implications for negotiations and perspective-taking are discussed.     

Do opposites attract? Assimilation and differentiation as relationship-building strategies

In addressing the call for the application of learning from other domains to the sales context, our work integrates the optimal distinctiveness theory with the study of buyer–seller relationships. We conceptualize two main buyer–seller relationship-building strategies – a value-added differentiation strategy and a compatibility-based assimilation strategy – and present an integrative theoretical framework explaining how these two strategies can be leveraged in the business and personal domains to meet customer needs and improve sales performance. Using the theory, we reconcile conflicting findings on the use of similarities and differences between salespeople and customers in buyer–seller relationships. Our theoretical framework helps salespeople address the dynamic nature of dyadic relationships strategically in a way that promotes customer satisfaction, improves the firm’s performance, and nurtures its competitive advantage.     

引入中立方参照：对禀赋效应的再探讨

在以往禀赋效应研究的基础上, 本研究引入中立方估价值作为参照, 在时间维度上探讨了禀赋效应的变化趋势, 并尝试延伸禀赋效应的定义。研究发现, 随着卖方拥有物品的时间延长, 买卖双方的估价呈下降趋势, 卖方的估价总是显著高于买方, 但买卖双方的估价之差不随卖方拥有物品的时间延长发生变化; 以中立方的估价为参照, 在较短的时间内卖方的估价倾向于理性, 在较长的时间内买方的估价倾向于理性; 卖方的估价在时间水平上相对于中立价格呈递增性, 而买方的估价相对于中立价格呈递减性。引入中立方再探讨禀赋效应并没有否定它的存在, 而且能够更好地解释生活中的非理性行为。     

Beyond commitment: entrenchment in the buyer–seller exchange

A specific empirical finding in the buyer–seller literature – initially discovered by Moorman, Zaltman, and Deshpande and subsequently replicated by Grayson and Ambler – still suffers from incomplete explanation. In business-to-business marketing, why do some long-term buyers appear to trust their providers a great deal but not use the service provided? This research endeavours to more fully explain this ‘dark side’ of relationship selling by integrating work on the economic theory of entrenchment with Dwyer, Schurr, and Oh's seminal buyer–seller framework. The result is a modified conceptual model of the buyer–seller exchange in which potential seller entrenchment follows Dwyer et al.'s courting and commitment stages. Motivated by Dwyer et al.'s urging to examine their model using a negotiation lens, this research then borrows two contrasting orientations from the negotiation literature and offers propositions regarding how buyers and sellers interact at each stage of the exchange. In addition to enriching understanding of how buyers and sellers negotiate in the courting and commitment stages, this research is the first to offer insight into how both sides might negotiate when faced with seller entrenchment.     

To Partition or Not to Partition: Role of Trade-in Price on Consumer Evaluations of Purchases Involving Trade-Ins

Many new purchases involve consumers trading in their old product at the same time, requiring them to assume the dual role of a buyer and a seller in the overall exchange. This research examines how framing the overall exchange as a partitioned transaction with separate prices for the new purchase and the trade-in, or a consolidated transaction with a single net price after accounting for the trade-in price, affects consumer preferences. We find that consumers prefer a partitioned (consolidated) transaction when the relative trade-in price is high (low). Unlike previous explanations based on heuristic processing and differential importance of the trade-in price, our reasoning is that partitioning (vs. consolidating) prices makes salient and enables evaluability of the trade-in price. In the absence of specific referents, consumers rely on the new purchase price to evaluate the merits of the trade-in price. Consistent with our reasoning, we identify boundary conditions for the findings. The presence of a favorable referent for the trade-in and whether the new purchase and the trade-in are (perceived to be) in the same product category attenuate the reliance on the new purchase price as a referent. Our findings have important theoretical and managerial implications.