基于心理账户理论的离合框架效应研究评述

Literature Review of Segregation and Aggregation Framing Effect Based on Mental Account Theory

通过回顾心理账户理论对离合框架效应的解释情况,发现已有文献对心理账户理论的支持情况并不理想。可能的原因是该理论的成立存在三个重要前提:不对广告价格信息重新加工;计算离框架各单品价格时,采用加法运算;加总离框架各单品价格时权重相等。消费者特点、商品价格特点以及价格表现形式能影响各个前提的成立。后续的研究,一方面要谨慎应用心理账户理论解释离合框架效应,另一方面要深入探讨已有文献中的争议和尚未研究的问题。

This paper makes a thorough literature review on the explanation to the segregation and aggregation framing effect based on mental account theory. It shows that the existing literature cannot be of perfect support for mental account theory. The possible reason is because the theory is based on three important assumptions： no re-edit price information, integrate bundle price with additive operation, and the equal decision weight on each component prices. It identifies the factors that influence the validity of the assumptions from three sources： consumers＇ character, features of product price, and the format of price presentation. The future researches should, on one hand, carefully interpret segregation and aggregation framing effect with mental account theory. On the other hand, it should make a deep probe into the controversies and fill the gaps in the existing literature.