消费者决策规则

Wang Yong
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引用次数: 0

摘要

基于“有限理性”的理论假设,研究人员定义了各种多属性处理策略和启发式方法。消费者的决策规则变得更加简单,不需要那么多的理性。最近的研究发现,通常被认为是非理性的情绪在消费者决策中发挥了重要作用。一些研究者甚至提出了影响启发式,再次挑战了理性在决策中的作用。
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Consumer Decision Rules
Based on the theoretical assumption of "bounded rationality",researchers defined kinds of multiattribute processing strategies and heuristics.The consumer decision rules became more simpler and need less rationality.Recent studies found out that emotion,which was usually considered irrational,played an important role in consumer decision-making.Some researchers even put forward affect heuristics,again challenged the effect of rationality in decision-making.
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