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消费决策中羊群行为的心理机制
Alternative TitleThe 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
Source Publication心理科学
ISSN1671-6981
Subtype期刊论文
Volume34Issue:4Pages:905-910
Contribution Rank2
Abstract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。
Other AbstractThe 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
Keyword消费决策 羊群行为 启发式
Subject Area工业与组织心理学
URL查看原文
Indexed ByCSCD
Language中文
Funding Organization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 IDCSCD:4300791
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Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/14993
Collection认知与发展心理学研究室
Corresponding Author徐富明
Affiliation1.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
Recommended Citation
GB/T 7714
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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