消费者基于选择集的情境效应

消费者基于选择集的情境效应颠覆了传统的理性选择理论,表明了情境对消费者偏好和选择的系统性影响。情境效应主要的类型有吸引效应和折衷效应。情境效应具有感知偏差、风险和负面情绪规避以及信息推理等方面的内在机理。选择集结构和特征及消费者等因素都对情境效应产生影响,而情境效应会影响消费者偏好的构建。未来情境效应研究将会向复杂属性组合、复杂购买情境和新情境效应的发现等方面拓展。

Consumer's Context Effects Based on Choice Set

Consumer context effect based on choice set has undermined the traditional theory on rational choice, which manifests that the context has systematic effects on the consumers’ preferences and choice. This paper first introduces the concepts and types of context effect (attractive effect and compromise effect), and then explores such internal mechanism of context effect as perceived bias, avoidance of risk and negative emotions, and information reasoning. Meanwhile, it touches on the impacts of such factors as the structure and characteristics of choice set and consumer on context effect and the influence of context effect on the construction of consumers’ preferences. Finally, the paper points out that the future research on context effect will focus on such aspects as the combination of complex property, complex purchase situations and the discovery of new context effect.