论文部分内容阅读
本文探讨了消费者决策中的情境效应及其形成机理,研究结果表明,在选择集中某一特定诱引备择项的加入,会影响消费者对原有各备择项的相对偏好程度和属性评价,并增加了消费者对目标备择项的支付意愿。
This paper explores the contextual effects and their formation mechanism in consumer decision-making. The results show that the inclusion of a particular attractive alternative in the selection set will affect the relative preference and attribute of consumers to the original alternatives Evaluation, and increase the consumer’s willingness to pay for the target alternative.