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参照群体是消费者重要的决策信息来源,本文研究了参照群体信息对折衷效应的调节原理。结果显示,参照群体信息不仅可以影响被试对目标产品的属性认知,也会显著影响折衷效应的效应值大小。由于被试对正面信息表现出敏感性递减,所以相较于正面信息,被试对负面信息更敏感,效应值的改变更强烈,表现出极化现象。
Reference group is an important source of decision-making information for consumers. This paper studies the adjustment principle of reference group information to trade-off effect. The results show that the reference group information can not only affect the subject’s cognition of the target product attributes, but also significantly affect the magnitude of trade-off effects. Because subjects showed decreasing sensitivity to positive information, subjects were more sensitive to negative information and their effects changed more strongly than those from positive information, showing polarization.