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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
Source Publication心理科学
Contribution Rank2
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
Indexed ByCSCD
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).
Citation statistics
Document Type期刊论文
Corresponding Author徐富明
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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