消费决策中的零:零价格效应和零比较效应

Zero in consumer decision-making:The zero-price effect and the zero-comparison effect

数字“0”由于自身所具有的特性(最小的自然数和不可作为被除数),当其与商品的价格维度和属性维度相结合时会对消费者的决策产生影响。已有研究表明商品的零价格和零属性会对消费决策产生影响,即零价格效应和零比较效应。情绪和社会规范是零价格效应产生的心理机制,参照依赖则是零比较效应产生的心理机制。商品价格、商品类型和消费者的心理因素是零价格效应的边界条件;而选项的数量是零比较效应的边界条件。未来的研究可以从不同商品类型、不同社会规范、“价格−损失”与“价格−质量”、注意等角度对零价格效应进行深入研究;也可以从结构匹配模型和齐当别模型的角度进一步探索零比较效应的“比较”机制;可以探讨价格是否能被视为商品的“坏属性”,进而讨论零价格效应和零比较效应二者之间的关系。

The number“zero”,owing to its features as being the minimum natural number and non-divider,influences consumer decision-making through its combinations with the price and attribute dimensions of products.Extant research has shown that zero price and zero attribute of products influence consumer decision-making.That is,the zero-price effect and the zero-comparison effect.Affect and social norms are the underlying mechanisms of the zero-price effect,whereas reference dependence is the underlying mechanism of the zero-comparison effect.Product price,product type,and consumer psychology are the boundary conditions for the zero-price effect.The number of choice options is the boundary condition for the zero-comparison effect.Future research can advance the zero-price effect area by centering on how product type,social norms,price-sacrifice and price-quality,and attention influence the zero-price effect.Future research can advance the zero-comparison effect area by investigating the“comparison mechanisms”from the perspectives of structural alignment model and equate-to-differentiate model.Furthermore,future research can investigate the association of the zero-price effect and the zero-comparison effect by exploring whether price can be seen as an“undesirable”product attribute.