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决策理论认为,决策信息的模糊程度会影响决策者的选择,决策者在进行模糊决策时存在“模糊厌恶”。本研究采用事件相关电位技术(ERP)探索了促销策略信息模糊程度对消费者购买决策影响的神经机制。研究结果表明:促销策略信息模糊程度对消费者购买决策存在影响,消费者面对折扣类促销和赠品类促销时脑电波P2、N2、P3波峰幅值存在显著差异,反映了面对上述两种促销信息时消费者的感知风险、决策冲突及决策态度等方面存在差异,说明相对折扣类促销策略,消费者面对赠品类促销时感知到的决策风险、难度更高而决策信心更低,这一发现可以在神经层面上解释为何消费者更喜欢折扣类促销方式。
Decision theory holds that the degree of fuzzy decision-making information will affect the choice of decision-makers, decision-makers in the fuzzy decision-making there is “fuzzy aversion.” In this study, Event-related Potential Technology (ERP) was used to explore the neural mechanism of the impact of the fuzzy degree of marketing strategy information on consumer purchasing decisions. The results show that the degree of ambiguity of the marketing strategy information has an impact on consumers’ purchasing decisions. Consumers face significant differences in the peak amplitudes of brainwaves P2, N2 and P3 when they face discount sales and promotional gifts, There are differences in consumer perceived risk, decision-making conflict and decision-making attitudes when promoting marketing information. It shows that the relative discount type marketing strategy, consumers face the risk of decision-making perceived when giving category promotion, the higher the difficulty and the lower decision-making confidence, which As soon as it was discovered, it was possible to explain at the neuronal level why consumers prefer discounted sales.