摘要
随着国内饥饿营销、团购、秒杀等一系列虚位营销方式的兴起,在选择集中呈现一个不可得的虚位选项,会使某一可得选项吸引力增加,从而引发消费者的偏好发生反转的营销策略应用更加广泛。因此,虚位诱导效应作为吸引力效应的一个重要理论分支,完善和探究虚位诱导效应的影响及内在机制的理论框架和应用有助于丰富吸引力效应相关理论和提供虚位营销的实践建议。本文基于吸引力效应的真实诱导效应的相关理论框架及启动策略模型,构建了由虚位不对称占优诱导区(PAD)和虚位非占优诱导区(PND)组成的虚位诱导效应启动策略模型,并首次提出了PND诱导区的虚位折衷诱导项(PC)和虚位次优诱导项(PI)两种启动策略类型。基于中国消费者决策情境,运用著名E-Prime心理学实验软件设计消费者决策实验,实证结果表明在吸引力效应双属性空间博弈模型中,同样存在着与真实诱导效应相对应的PAD诱导区和PND诱导区及其启动策略类型,明晰了虚位诱导效应在未来的研究思路及理论框架。
With the rising of phantom marketing in Chinese market, such as hunger marketing, group purchase, sec-killing and so on, the marketing strategies that present an unavailable phantom decoy in choice set to make an available option more attractive and cause the consumer preference reversal are being widely applied. However, the theory and practice of phantom decoy effects, as an important theoretical branch of attraction effects, has not been fully developed. Based on the theoretical framework of attraction effects, this paper proposes PAD and PND decoy areas and its priming models. For the first time it proposes two types of PND priming strategies： PC and PI. Furthermore, it designs an experiment of consumer decision-making based on Chinese consumer decision-making context cue using the famous psychology experiment software named as E-prime. The results show that in the gambling model of attraction effects in double attribute space, corresponding to real effects, there exists PAD and PND decoy areas and its priming models, hence being of great signifi- cance for theoretical applications in the future research.
出处
《管理评论》
CSSCI
北大核心
2017年第6期189-201,共13页
Management Review
基金
国家自然科学基金面上项目(71372099)
国家自然科学基金青年项目(71502120)
中国博士后科学基金特别资助项目(2015T80216)
关键词
吸引力效应
虚位诱导效应
虚位折衷诱导项
虚位次优诱导项
虚位营销
attraction effects, phantom decoy effects, phantom compromise decoy, phantom inferior decoy, phantom marketing
