消费决策中羊群行为的心理机制

PSYCH OpenIR > 认知与发展心理学研究室

	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
心理所单位排序	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
	2011
语种	中文
发表期刊	心理科学
ISSN	1671-6981
卷号	34 期号:4 页码:905-910
期刊论文类型	期刊论文
URL	查看原文
收录类别	CSCD
CSCD记录号	CSCD:4300791
资助机构	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）.
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
推荐引用方式 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.

条目包含的文件
文件名称/大小	文献类型	版本类型	开放类型	使用许可
消费决策中羊群行为的心理机制_蒋多[1]（818KB）	期刊论文	作者接受稿	限制开放	CC BY-NC-SA	请求全文