消费者精神偏好视角下消费选择的经济学分析

A research on the consumption choice based on consumers' spirit preference

消费选择问题是企业社会责任是否能够进行价值创造的关键环节。本文在结合弗洛伊德的精神分析理论基础上,将心理因素纳入传统的偏好效用框架,在消费者精神偏好视角下建立了全新的消费选择模型,并进一步分析发现,企业社会责任能够满足消费者精神层面的需求,得出主要结论如下:第一,不同层次的企业社会责任可以使其企业的产品满足消费者精神层面的需求并获得消费者偏好;第二,企业可以通过消费者精神层面需求的特征实现市场细分,并通过企业社会责任战略与项目的设计与实施,实现盈利能力的提升。

Consumption choice is the key to the problem that if corporate social responsibility （CSR） can create value. On the basis of the psychoanalytic theory of Sigmund Freud,this paper introduced psychological factor into traditional consumer utility theory and formulate a new model of consumer choice based on consumers＇ spirit preference. The study showed that CSR can meet consumers＇ demand on spir- it and the conclusion as follows：first,different dimension of CSR can make their products meet different aspect of consumers＇ demand on spirit and acquire consumption preference; second, corporate can seg- ment market, design and imply the CSR strategy and program according to the characteristic of their consumers＇ demand on spirit.