消费者的决策策略

Consumer Decision Rules

在西蒙“有限理性”的理论基础上,研究者们提出了多属性加工策略、启发式策略等多种决策策略,决策策略的规则似乎日渐趋向于简单化,决策者的理性要求也越来越低。近来的研究更集中地表明,看似“无理性”的情绪在决策过程中扮演十分重要的角色,有些研究者提出了情绪启发式策略,理性在决策过程中的实际作用进一步受到了质疑。

Based on the theoretical assumption of ＂bounded rationality＂, researchers defined kinds of multiattribute processing strategies and heuristics. The consumer decision rules became more simpler and need less rationality, Recent studies found out that emotion, which was usually considered irrational, played an important role in consumer decision-making. Some researchers even put forward affect heuristics, again challenged the effect of rationality in decision-making.