摘要
本文探讨了吸引效应在不可比较选择集中的表现及其作用机制。三个实验的研究结果表明,在不可比较选择集中吸引效应依然存在,相对于核心集,在选择集中加入被某原有备择项完全占优的诱引备择项后,会显著提高消费者的决策信心,并显著降低其延迟购买的可能性。
This research discussed the performance and mechanism of attraction effect in non-comparative choice set. Through designing three experiments, the research verified that the attraction effect remains remarkable at non-compara-tive choice scene, adding an decoy alternative to a non-comparative choice set will make the target alternative which dominates the decoy alternative more attractive. Compared with choosing in the original set, customers who choose in con-text set are more confident, and are less likely to postpone their decision.
出处
《商业研究》
CSSCI
北大核心
2015年第11期74-80,共7页
Commercial Research
基金
国家自然科学基金项目
项目编号:71202166
71472018
关键词
情境效应
吸引效应
诱引备择项
决策难度
决策信心
context effect
attraction effect
decoy alternative
decision-making difficulty
decision-making confidence
