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财务受限情境下消费者选择偏好研究——物质主义的调节作用 被引量:1

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摘要 本研究对财务受限情境下消费者的选择偏好进行了研究。具体而言,我们探讨了财务受限对多样化选择的影响以及个体物质主义的调节作用。通过两个实验,我们发现财务受限感会强化消费者已有偏好进而减少其多样化选择,而这一负向影响只有在高物质主义水平的消费者中才会存在,而当消费者物质主义水平较低时,其多样化选择则不会受到影响。
作者 樊亚凤 蒋晶
出处 《中国物价》 2017年第9期85-87,共3页 China Price
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