消费者易受情感评价的影响
文章来源:未知 文章作者:enread 发布时间:2012-12-12 06:49 字体: [ ]  进入论坛
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Consumers are more likely to make emotional instead of objective assessments2 when the outcomes are closer to the present time than when they are further away in the future, according to a new study in the Journal of Consumer Research. "The proximity3(接近) of a decision's outcome increases consumer reliance on feelings when making decisions. Feelings are relied upon more when the outcome is closer in time because these feelings appear to be more informative4 in such situations," write authors Hannah H. Chang (Singapore Management University) and Michel Tuan Pham (Columbia University).
 
From which snack to buy to which apartment to rent, we base many of our decisions on either feelings or objective assessment1. The option that appeals more to our feelings is often not the one that "makes more sense." When do consumers rely more on their feelings than objective assessments? And how does the proximity of the decision outcome influence consumer decision-making? For example, when looking for an apartment to rent, some consumers may decide which apartment to rent only a week before moving in, while others may decide several months in advance.
 
In one study, college students were asked to imagine that they were about to graduate, had found a well-paying job, and were looking for an apartment to rent after graduation. They were then given a choice between an apartment that appeals more to their feelings (a smaller, prettier apartment with better views) and an option that is objectively better (a bigger, more conveniently located apartment). Compared to college juniors and those who imagined graduating a year later, college seniors and those who imagined graduating and moving into an apartment next month were more likely to choose the former option.
 
"Companies should consider the time between consumer decision-making and consumption. When consumers will be deciding immediately prior to consumption (choosing an entrée at a restaurant or a mobile phone plan), companies should focus on messages that appeal to consumers' feelings. When they will be deciding well in advance (choosing a retirement5 plan or booking flights), companies should focus less on emotional appeals and instead emphasize messages that appeal to objective assessments," the authors conclude.


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1 assessment vO7yu     
n.评价;评估;对财产的估价,被估定的金额
参考例句:
  • This is a very perceptive assessment of the situation.这是一个对该情况的极富洞察力的评价。
  • What is your assessment of the situation?你对时局的看法如何?
2 assessments 7d0657785d6e5832f8576c61c78262ef     
n.评估( assessment的名词复数 );评价;(应偿付金额的)估定;(为征税对财产所作的)估价
参考例句:
  • He was shrewd in his personal assessments. 他总能对人作出精明的评价。 来自《简明英汉词典》
  • Surveys show about two-thirds use such assessments, while half employ personality tests. 调查表明,约有三分之二的公司采用了这种测评;而一半的公司则采用工作人员个人品质测试。 来自百科语句
3 proximity 5RsxM     
n.接近,邻近
参考例句:
  • Marriages in proximity of blood are forbidden by the law.法律规定禁止近亲结婚。
  • Their house is in close proximity to ours.他们的房子很接近我们的。
4 informative 6QczZ     
adj.提供资料的,增进知识的
参考例句:
  • The adverts are not very informative.这些广告并没有包含太多有用信息。
  • This intriguing book is both thoughtful and informative.这本引人入胜的书既有思想性又富知识性。
5 retirement TWoxH     
n.退休,退职
参考例句:
  • She wanted to enjoy her retirement without being beset by financial worries.她想享受退休生活而不必为金钱担忧。
  • I have to put everything away for my retirement.我必须把一切都积蓄起来以便退休后用。
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