限量促销决策的情感机制——预期和预支情绪的视角

The Emotional Mechanism in Decision Making of Quantitative Scarcity Promotion:A Perspective of Anticipated and Anticipatory Emotions

限量促销引发的是一种带有明显时间压力的决策情境。稀缺信息会引发预支情绪,限量品价值会引发预期情绪。预支情绪作为对未来进行展望而体验到的即时情感,有高兴和焦虑两种正负面情感。预期情绪作为人们想象经历确定结果后会有怎样的感受,有预期愉悦和害怕后悔两种正负面情感。在限量促销决策中,二者存在交互作用的可能性。此外,预支与预期情绪中的负面情感通常在临近促销时点时占优,而正面情感则在消息发布时占优。

The quantitative scarcity promotion can trigger a decision making situation along with the time pressure. In this kind of de-cision-making process, the information of quantitative scarcity can cause anticipatory emotions, and the value of quantity limited prod-uct can cause anticipated emotions. Anticipatory emotions are evoked by the prospect of a future event, and have positive and negative types such as happiness and anxiety. As expected emotions to be experienced in the future, anticipated emotions are evoked if certain e-vents do or do not occur, and also have positive and negative types such as expected rejoice or expected regret. These two kinds of emo-tions probably have interactions with each other. On the one hand, negative affections of anticipatory and anticipated emotions usually play a dominant role near the promotion point;on the other hand, positive affections play a dominant role at the time of the information announcing.