摘要
认知吝啬反映了人们在决策时大脑在使用认知资源方面较为吝啬的特点,是人性偏懒在认知上的综合体现。由于学术界尚未就认知吝啬的具体行为表现构建明确的理论分析框架,因此人们难以掌握认知吝啬在特定领域的运用方式。鉴于此,本文首先阐述了认知吝啬的起因及其理论解释,并在此基础上借助线索效用理论指出,认知吝啬使得人们在感知觉及直觉启发式的决策方式下采取特定的线索搜寻行为;然后进一步从利用和避免消费者认知吝啬两个方面探讨了其对营销实践的启示;最后对未来研究方向进行了展望。
As a comprehensive embodiment of human laziness and bounded rationality on cognition, cognitive miserliness denotes that the brain tends to adopt the principle of the least effort during the decision-making process. It reflects that individuals are reluctant to deliberate on various problems they face owing to limited resources, for instance, time, knowledge and attention. In current studies, the dual-process theory, need for the cognition theory and the elaboration likelihood model are regularly used to explain the internal mechanism of cognitive miserliness. In light of these theories, cognitive miserliness is elicited by the lack of intrinsic cognitive motivations, as well as the attempt to reduce information processing. Its most direct manifestation refers to the adoption of sensation andintuitive heuristics to process information. However, the explicit theoretical framework on specific behaviors of cognitive miserliness has not yet constructed in these theories, which causes the particular applications of cognitive miserliness in specific fields to remain unclear. In order to fix the problem aforementioned, the cue utilization theory is used to expound specific behaviors of cognitive miserliness.
作者
卢长宝
胡珮姗
Lu Changbao;Hu Peishan(School of Economics ＆ Management,Fuzhou University,Fuzhou 350108,China)
出处
《外国经济与管理》
CSSCI
北大核心
2018年第8期58-70,共13页
Foreign Economics & Management
基金
国家自然科学基金面上项目(71572039)
国家自然科学基金面上项目(71172085)
关键词
认知吝啬
双加工理论
认知需要理论
线索效用理论
感知觉及直觉启发式
cognitive miserliness
dual-process theory
need for cognitive theory
cue utilizationtheory
sensation and intuitive heuristics
