导　　师： 钟育赣

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 广东外语外贸大学

摘　　要： 根据ǎ消费者调查杂志ǐ的一项新研究显示：性格强势和弱势的人对商品价格的反应是不同的对于强势性格的消费者群，可强调顾客可获得与他人不同的特殊服务；相反的，对于弱势性格的目标群体，则更适宜于培养品牌忠诚度，通过强调服务的一致性及对服务对象的投入水平来吸引消费者 另外，传统观念认为，一个人的风险偏好在很大程度上是与生俱来，并且一成不变和不受情景影响的，但是这些观念正被颠覆事实上，促使人们做出疯狂冒险行为的原因要复杂得多一个理财谨慎的人会喜欢进行冒险的活动在某些环境下谨小慎微的人可能会勇于挑战风险，这具体取决于很多因素，比如人们对所处环境的熟悉程度以及他们当时的情绪/[10/] 目前，这些有关偏好结构的研究正引起学术界的关注与争论这是源于情景研究对传统偏好理论基础假设的冲击暴露了传统效用假设偏好是稳定和完备的理论局限传统效用理论强调的是选项效用最高的理性选择，而目前行为决策理论的研究则涉及研究整个的决策过程这个过程包含了：思考分析的成本和能力心理结构特征，以及非理性因素对决策的影响偏好结构作为传统理论的异端但随着研究的深入和发展，一些学者开始要求呼吁研究回归偏好的稳定性研究因为偏好结构，某程度上，证明的是偏好的不稳定但另一些学者也认为，没有必要认为偏好结构内在地与偏好稳定不兼容 正是上述的争论燃点了作者研究的激情为了提高研究的认受性，本文选取了Ariely et al./(2003/)偏好稳定性框架/[4/]中的实验一作为基础，并进行比对研究此研究的目的在于：研究有关决策与信息之间的机理——任意连贯性与锚定的关系本文发现，任意连贯性的发生是需要条件的，而锚定条件就是其中一个这个结果证明了，我们现实中大量的促销打折的广告的作用也许并不在于让人们相信实际上有多划算，而是让人们对价格敏感的程度降低了 此外，本文还研究享乐主义和主脑思维两个维度对随机因素与最高支付意愿之间的关系的影响，从而更全面地衡量不同心理特征的人的偏好稳定性从本文的结果发现，虽然享乐主义的购物无目的特征，一直被认为是冲动消费与购物罪恶感有关然而，实际上未必就是这样的从享乐主义三分组中，我们发现，只有0享乐主义水平的人才对锚定效应的诱导显著这是因为绝大多数的人会采用简易启发式来决策，而0水平的人由于可能没有固定的信条，所以更容易被锚定效应诱导而主脑思维研究的结果，由于可能缺少严格的产品分类来进行系统分析，所以很难得出决定性的判断 Base on the research ofǎconsumer research journalǐ,show a tough personalityand the vulnerable personality person react to the price of commodity is different. Theresearch pointed out,“the expert of marketing should attracting different groups ofpeople, base on their difference of the mentation. For example, as to tough personalitygroups, it is good way to emphasize the different service form others. But to thevulnerable personality person, it is better to culture band’sloyalty,byemphasizingtheconsistency of service and the level of investment for clients to attract consumers. What’s more, did we ever noticed, a financially prudent people would like to doadventure activities? Conventional wisdom is that a person's risk appetite is largelyinnate and immutable, and even scenarios are not affected, but these ideas are beingsubverted. On the fact that Cautious person might dare to challenge risk In someenvironments, that depend on many factors, such as the familiarity of the environmentthey met, and the emotion on that time/[10/]. Currently, research on the academic preference construction is causing concernand controversy. Because the impact of scenario research on the basis assumption oftraditional preference theory, which exposed the limitation of the traditionalpreference assumption of stability and completion. Traditional utility theoryemphasizes that the rational choice of the most utility options, while the current studybehavioral theory tends to look through the whole decision-making process thatincludes the cost and ability of analysis characteristic psychological construction. Thepreference construction is the heresy of preference theory, emerged the after impactof that. But with that research developing, some scholar begin to call for return ofstudy of stability of preference, because of the preference construction, in somehow,means the instability of preference. Whereas, other scholar suggest that there isunnecessary to consider the preference construction is inherently incompatible withpreference stability. the above controversy ignited the passion of the authors for this study. In order toimprove the acceptability of this paper’s research, we selected the first experiment inAriely et al./(2003/) which is the frame of study of preference stability as base of ourstudy What’s more, for going into farther, added comparative study and study of theaffect of relationship between random factor and the highest willing to pay in twodimensions: hedonism and mastermind of thinking.

关 键 词： 偏好结构 任意连贯性 享乐主义 主脑思维

分 类 号： [F713.55 F274]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]