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预期效用理论认为,人们对消费决策的评价和相对于参考点心理的损益有很大的联系。根据预期效用理论,由于人们对损失和利得的感受是不一样的,所以定价决策人员应该通过将进行购买决策时的心理空间“设计”成潜在的利得或损失,来影响人们的购买决策。
The expected utility theory holds that there is a great relationship between the evaluation of consumer decision and the relative profit and loss of reference point psychology. According to the expected utility theory, because people feel different about loss and gain, pricing decision makers should influence people’s purchasing decisions by making the psychological space “design ” of purchase decision into potential gains or losses .