心理模拟:一种有效预防冲动购买行为的方法

被引：17

作者：

韩德昌

王艳芝

机构：

[1] 南开大学商学院市场营销系

来源：

南开管理评论 | 2012年 / 15卷 / 01期

关键词：

冲动购买; 自我控制; 心理模拟;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学]; F224 [经济数学方法];

学科分类号：

040203 ; 0701 ; 070104 ;

摘要：

冲动购买是比较典型的消费者非理性购买行为。以往关于冲动购买的文献大量集中于探讨影响消费者冲动性的因素上面,而对于消费者自我控制的研究较少。本文基于自我控制的欲望—意志力模型,运用实验方法,探讨心理模拟技术对消费者冲动购买的影响。实验结果发现,过程模拟可以显著降低消费者的冲动购买水平,而结果模拟则明显提高消费者的冲动购买水平,高低冲动特质的人在这种效果上呈现明显差异;在不加控制的情况下,高冲动特质的人更偏好结果模拟,低冲动特质的人更偏好过程模拟。

引用

页码：142 / 150

页数：9

共 17 条

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