摘要
元认知体验(伴随认知活动而产生的有意识的认知体验与情感体验)是元认知(对自己认知的认知)的一个重要成分。在消费者行为研究中,元认知体验包含消费者在提取产品知识、形成想法时感受到的容易性体验以及在加工信息时感受到的流畅性体验。元认知体验近年来受到营销学者的广泛关注。围绕元认知体验开展的大量研究表明,元认知体验和消费者行为众多研究分支紧密联系,是它们的理论基石。但国内尚未见学者撰写和发表元认知体验综述,开展的相关实证研究也为数不多。而国际营销学界15年前发表的元认知体验综述目前也亟待更新和推进。本文介绍了元认知体验这一概念,并阐释了它对消费者行为研究的贡献。具体而言,我们首先介绍了元认知体验的定义、内容以及测量方法;之后重点阐释了元认知体验与众多消费者行为研究分支间的关联,以此佐证它的基石作用;最后围绕元认知体验提出了几个有探究价值的营销研究专题。
Metacognitive experience refers to the conscious cognitive experience and emotional experience that accompany cognitive activities. Metacognitive experience is an important component of metacognition which is termed as an individual’s cognition of his/her cognitive activities. In the recent years, metacognitive experience has been paid increased attention by marketing scholars. Abundant research has shown that metacognitive experience is closely associated with many consumer behavior research streams(i.e. advertising, new product adoption, grounded cognition and sensory experience,product design and product naming, etc.), constituting the theoretical cornerstone of these research streams. However, up to date, scholars in China have just paid very limited attention to this construct and this topic-none of scholars published literature review on metacognitive experience and consumer behavior, also very few scholars conducted empirical research on this construct. Importantly, scholars outside of China published one literature review on metacognitive experience 15 years ago(Schwarz,2004, Journal of Consumer Psychology). That review work is now extremely necessary to incorporate and include new research findings and arguments, giving that thousands of new research on consumers’ metacognitive experience are conducted. Based on these important research gaps, this review paper is therefore motivated to introduce the construct metacognitive experience to marketing scholars in China,and to elaborate why this construct constitutes the cornerstone of consumer behavior research.To achieve the aim mentioned above, this review paper is organized as follows. We first define what metacognitive experience is and then introduce how to measure this construct(i.e. how to measure ease of retrieval and how to measure fluency experience). Next, we review the existing research on three types of metacognitive experience effects: the ease of retrieval effect, the ease of thought generation effect, and the fluency effect. When reviewing
作者
柳武妹
王雪枫
严燕
Liu Wumei;Wang Xuefeng;Yan Yan(School of Management,Lanzhou University,Lanzhou 730000,China)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第11期86-98,共13页
Foreign Economics & Management
基金
中央高校基本科研业务费专项资金项目(人文社科类)(18LZUJBWZY007,16LZUJBWZY012)
国家自然科学基金重点项目(71832015,71832010)
关键词
元认知体验
元认知体验效应
消费者行为
理论基石
metacognitive experience
metacognitive experience effects
consumer behavior
theoretical cornerstone
