营销视域下的常人理论:内涵、效应与调用

The Lay Theory from a Marketing Perspective:Connotations,Effects,and Invocations

常人理论是一种与专家理论相对的个人朴素理论,是个体基于日常观察和个人经验形成的一般性知识构想。常人理论在日常生活中发挥着重要的作用,帮助人们理解和解释周围的现象,并指导其决策和行为。本研究首先对常人理论的内涵进行了界定,厘清了常人理论与隐喻、图式、刻板印象之间的差异,系统归纳了常人理论的操纵和测量方法;其次,通过深入探究产品质量、医疗健康和消费者幸福三大主题,总结了常人理论在营销视域下的效应;再者,分析了常人理论的调用过程,以两篇话题不同的文章为例,阐释了信息可及性、可诊断性和可应用性在该过程中的关键作用;最后在此基础上,提出了未来研究展望,包括关注外部环境变化、加强算法领域应用以及可解释性的测量方法,以期进一步加深对常人理论在营销中作用的理解,并为相关领域的研究和实践提供指导。

The lay theory refers to the general knowledge constructs formed by individuals based on daily observations and personal experiences,as opposed to scientific explanations.It plays a crucial role in everyday life by helping people understand and explain phenomena around them,as well as guiding their decision-making and behavior.First,this paper defines the connotations of the lay theory,clarifies its distinctions from metaphor,schema,and stereotype,and systematically summarizes the manipulation and measurement methods associated with the lay theory.Second,this paper delves deeply into three significant themes:product quality,medical health,and consumer happiness,so as to provide a comprehensive overview of the effects of the lay theory from a marketing perspective.Third,this paper explores the process of invoking the lay theory,highlighting the critical roles of information accessibility,diagnosability,and applicability within this process.Based on the above discussions,this paper presents future prospects that include focusing on external environmental changes,advancing research at the group level,enhancing applications in the field of algorithms,and optimizing measurement methods.These prospects aim to further deepen our understanding on the role of the lay theory in the marketing field and provide guidance for research and practice in related fields.