摘要
本研究通过两个实验分别检验了被试在选择和放弃产品的过程中，以及在选择和高低卷入状态下对两种不同属性（实用性和享乐性）产品的偏好。结果表明被试在放弃条件下对实用性产品的偏好比选择条件下高；在选择过程中的高卷入状态下对实用性产品的偏好比低卷入状态下高。前者与国外相关文献的结论不一致。根据焦点控制理论，本文认为造成上述选择放弃条件下差异的原因是卷人程度的不同，即消费者可能在放弃条件下卷入度高，理性分析多，更加偏好实用性产品。
Two experiments were designed to test subjects＇ preference asymmetry between hedonic and utilitarian products in the contexts of acquisition and forfeiture,and the preferences in acquisition under high versus low degree of involvement. It was found that a utilitarian product is relatively preferred over a hedonic product in forfeiture than in acquisition,which is not consistent with the literature. The results also show that the subjects have a stronger preference for the utilitarian product when being more involved in decision making. The authors propose that,according to the Regulatory Focus Theory,the reason of preference for utilitarian products in forfeiture is that the subjects may be more involved and rational in making a choice.
出处
《营销科学学报（辑刊）》
2008年第1期107-119,共13页
Journal of Marketing Science
关键词
实用性
享乐性
选择
放弃
卷入
Utilitarian, Hedonic, Acquisition, Forfeiture, Involvement
