基于心理暗示的定价研究

Based on the research on the pricing of psychological hint

由于信息不对称的存在,消费者无法获知商品的真实价格,在购买前会先对商品进行主观估价,进而形成感知价格的心理变动。价格不确定性和价格感知变化性的交互作用是商品定价对消费者购买决策影响形成心理暗示的现实反映。运用这套作用机制,商家可以通过价格心理暗示方式改变消费者购买决策。本研究通过对文献的归纳和实验研究结果的整理,总结出四种价格暗示方式,并深入分析四种方式作用机制,同时提出价格暗示的应用误区。

Due to the existence of asymmetric information,consumers can not know the real price of goods,in the purchase of goods before subjective valuation,and the formation of perceived price psychological changes.Price uncertainty and perceived price change of the interaction is the commodity price on consumer purchase decision affects the formation of psychological hint of the reflection of reality.Using this mechanism,businesses through price psychological hint mode change consumer purchase decision.The present study through using the method of literature and the experimental study of the consolidation,summarizes four kinds of price implied,and in-depth analysis of four kinds of mechanisms of action,put forward at the same time price implies the application errors.