满意度测量对消费者随后的消费行为产生影响的现象被称作“消费者纯粹测量效应”。本文在对消费者纯粹测量效应研究的历史与现状进行简要介绍的基础上 ,对消费者纯粹测量效应产生的原因进行了理论解释 ,并根据消费者纯粹测量效应的特点对营销者如何利用消费者纯粹测量效应进行营销提出了相关的建议。 The phenomenon that satisfaction measurement affects consumers’ subsequent consumption behavior is called “consumer pure measurement effect.” Based on the brief introduction of the history and current situation of consumers ’pure measurement effect, this paper explains the reasons of pure measurement effect of consumers and analyzes how consumers make use of consumers’ pure measurement effect. The pure measurement effect of marketing made the relevant recommendations.