摘要
人们的选择行为是理性和心理因素共同作用的结果,引入心理变量的经济分析能够更好地解释和预测消费者选择行为。笔者在经济心理学与品牌经济学相关理论框架下,从快乐最大化的角度出发,重新定义和阐释效用理论与消费者行为的最终目的,引入焦虑、欲望等心理变量,构建不确定条件下的消费者选择模型。研究发现,快乐的大小取决于物质利益和焦虑强度;在物质利益不变的条件下,增加快乐感的关键是满足消费者情感利益需求。
The core of economics is to explore the nature of human behavior with keen sense to the real world. Consumers' choice behavior results from rationality and psychology. Economic anaylysis introducing psychological variables can better explain consumers' choice behavior. This paper redefines and reexplains the final purpose of u- tility theory and consumer behavior, and constructs the HAW model under uncertainty by introducing psychological variables from the view of happiness maximization in the theory framework of Economic Psychology and Brand Eco- nomics. The study finds that happiness depends on material benefits and anxiety intensity; the key to increasing happiness is to meet consumers' emotional benefits.
出处
《中央财经大学学报》
CSSCI
北大核心
2014年第3期75-81,共7页
Journal of Central University of Finance & Economics
关键词
快乐
焦虑
欲望
不确定性
Happiness
Anxiety
Want
Uncertainty