【作者】 赵炳新； 周彦莉；

【Author】 ZHAO Bing-xin,ZHOU Yan-li(School of Management,Shandong University,Jinan 250100,China)

【机构】 山东大学管理学院；

【摘要】 信息结构、数量以及强度改变可以增强消费者对目标产品的购买动机,这种增强效应称为诱导效应。本文从认知视角构建了消费者认知决策概念模型,模型中综合了产品属性信息以及外部刺激信息动态变化情形;通过对模型函数进行数理分析和模拟分析,揭示了诱导效应产生的机理和条件以及动态变化环境下的市场诱导现象。研究表明诱导效应是由于消费者认知决策所接收的信息结构和强度变化,导致认知处理结果的改变所引起。更多还原

【Abstract】 The changes of information structure,information amount and information intensity can enhance consum-ers’motivation to buy the target product,this enhance effect is called decoy effect.This article establishes a cogni-tive decision-making model from a cognitive perspective,in which we consider the dynamics of product attribute in-formation and external information.Through mathematical analysis and simulation analysis of functions of the mod-el,this article has revealed the mechanism and conditions of decoy effect,and has also revealed the market decoy phenomenon in dynamically changing environment.Studies have shown that decoy effect is due to cognitive results changes,which is caused by the changing of structure and intensity of the received information when consumers make cognitive decision.更多还原