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自我赠礼与消费者内疚关系述评

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摘要 自我赠礼的行为逐渐普遍,但它并不总是给消费者带来正面的情绪反应,有时会引起消费者的内疚情感。了解自我赠礼情境下消费者内疚的诱发机制,有利于企业制定针对消费者心理的细分营销策略。在阐述了自我赠礼与消费者内疚概念的基础上,归纳了自我赠礼引起消费者内疚的原因及分类,最后探讨了消费者的反应模式并提出了营销建议。
作者 王星星
机构地区 安徽大学商学院
出处 《现代商贸工业》 2015年第12期71-73,共3页 Modern Business Trade Industry
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