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消费者决策参考点研究述评 被引量:1

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摘要 文章聚焦于展望理论中参考点在营销领域的研究,梳理了参考点的概念、形成、分类,分析了消费者决策参考点及其变化。力图弄清决策参考点是解释、预测和影响个体不确定性下选择的关键之一,厘清消费者的决策参考点有助于深刻理解消费者行为,能为企业改进策略提出建议。
出处 《现代管理科学》 CSSCI 2014年第4期6-8,共3页 Modern Management Science
基金 中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目(项目号:14XNH204)
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参考文献4

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二级参考文献54

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