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消费决策中羊群行为的心理机制
其他题名The Psychological Mechanism of Herd Behavior in Consumers' Decision
蒋多1; 徐富明1; 陈雪玲1; 刘腾飞1; 张军伟1; 林崇德1
2011
发表期刊心理科学
ISSN1671-6981
文章类型期刊论文
卷号34期号:4页码:905-910
产权排序2
摘要本研究探讨消费决策中羊群行为的心理机制。研究1通过操纵观点说服力的强弱探索消费者的信息加工方式。结果发现,羊群行为是消费者采用一致性启发式或能力启发式的结果。研究2通过操纵群体内部的一致性程度考察两种启发式的适用条件。结果表明,在一致性程度高的情况下,消费者倾向于采用一致性启发式;在一致性低的情况下,消费者倾向于采用能力启发式。
其他摘要The herd behavior was found in investment behavior for the first time. Many researchers explored the psychological mechanism of investors' herd behavior. They regarded the herd behaviors of investor as the result of using heuristics when they were faced with an uncertain investment situation. Consumers, however, also displayed this type of behavior. It refers to the behavior that consumers follow others' decisions under an uncertain situation. As whether or not the psychological mechanism of consumers' herd behavior is the same as the investors' remained a question, we explored the psychological mechanism of consumers' herd behavior in the laboratory by simulating situations of consumption. We conducted two studies. The first studied the way of information processing with the quality of message manipulated. In the pre-experiment, we used a questionnaire about the portable computer to get the information consumers are concerned or unconcerned about. The results showed that consumers paid more attention to some information including CPU, memory, disk, radiation and so on, but they did not care about the information about the number of USB slots. According to the results, we prepared the experimental material. Then we conducted a 3 (resource of information: majority, expert and none) × 2 (quality of message: strength and weak) between-subject design. Consequently, if the resource of information was majority or experts, the herd behavior would appear. On the other hand, the result revealed that the herd behavior came as a result of consumers using consensus heuristics or competence heuristics. In the second research, we conducted a 3 (the degree of consensus: a high degree of consensus of choosing A, a high degree of consensus of choosing B and a low degree of consensus) × 2 ( the existence of experts or not) between-subject design to test the condition that two heuristics were applicable. The results indicated that when consumers were faced with a high degree of consensus, they would like to use consensus heuristics to follow the majority; but when faced with a low degree of consensus, they would use competence heuristics and would be in agreement to the choice of experts. According to these results, we believed that the psychological mechanism of consumers' decision was similar to the investors'. They would pay more attention to decisions of the majority or experts when faced with the uncertain situation, and then processed some information by using consensus heuristic or competence heuristics. In other words, if consumers were faced with a high degree of consensus, they would like to use consensus heuristics; but when faced with a low degree of consensus, they would use competence heuristics
关键词消费决策 羊群行为 启发式
学科领域工业与组织心理学
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收录类别CSCD
语种中文
项目资助者中央财经大学高层次人才引进科研启动项目 ; 国家自然科学基金资助项目(30500162).
CSCD记录号CSCD:4300791
引用统计
文献类型期刊论文
条目标识符http://ir.psych.ac.cn/handle/311026/14993
专题认知与发展心理学研究室
通讯作者徐富明
作者单位1.华中师范大学心理学院暨湖北省人的发展与心理健康重点实验室
2.中国科学院心理研究所
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蒋多,徐富明,陈雪玲,等. 消费决策中羊群行为的心理机制[J]. 心理科学,2011,34(4):905-910.
APA 蒋多,徐富明,陈雪玲,刘腾飞,张军伟,&林崇德.(2011).消费决策中羊群行为的心理机制.心理科学,34(4),905-910.
MLA 蒋多,et al."消费决策中羊群行为的心理机制".心理科学 34.4(2011):905-910.
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