消费者偏好情境启动效应的扩展研究

Context Effects of Consumer Preference:A Replication with Extension

情境对消费者决策的影响普遍存在,但证据多来自于即时启动实验和不充分产品知识的决策比较。引入充分知识和延时启动实验,结果显示情境启动效应在充分产品信息的购买决策中依然存在;情境效应随启动刺激和目标刺激之间的间隔时间延长而衰退;若从产品层面深入到属性层面,受到启动的消费者则表现出对不同维度的一致性偏好。营销实践者可能需要进一步提高启动时间的精准性和启动情境的匹配性,在消费者属性偏好序列中准确定位,以提高促销效果。

In general, contexts have some influence on consumer choice, but the empirical evidence always come from immediately priming experimentation and choice based on incomplete knowledge. If we conduct experimentation making use of relative complete knowledge and delayed priming, the date indicates the context effects still exist. Context effects decline when we have a time lag between the priming stimulus and goal stimulus. To be different from the product prefer- ence, consumers have preference consistency on product attribute. The marketing practitioners can develop the promotion highlight by improving the accuracy of the priming time and matching of the priming context, finding the correct position in the consumer product attribute preference sequence