促销截止日期使消费者必须在较短的时间内实现对决策信息的认知闭合。在不考虑主观时间压力(机会成本感知)时,个人时间约束、促销时间限制(客观时间压力)更易导致消费者依赖经验(直觉)进行决策。此时,促销时间限制对消费者促销决策信息搜寻的影响程度更强,消费者认知闭合的信息参照依赖点往往会集中到产品-价格知识及品牌经验上。在考虑主观时间压力中介效应时,消费者的信息搜寻方式出现了分化,其不仅会依赖直觉经验,还会开展必要的信息搜寻学习(理性思考)。在很大程度上,本研究证明了促销决策过程中的时间压力与因认知闭合需要而导致的信息搜寻具有紧密的内在关联,即,消费者的信息搜寻会因认知闭合需要而往往更偏向于直觉启发式。
Abstract
The date of expiration for sales promotion will force consumers to achieve the cognitive closure in a short period of time. While the model excludes subjective time pressure (perception of opportunity cost), both individual time constrains and promotion time restrictions (objective time pressure) will cause consumers to depend on heuristics. Under this condition, promotion time restrictions will affect information searching for promotion decision making even stronger. The reference dependent points of consumers will generally focus on the brand experience and product price knowledge in order to meet their needs for cognitive closure. While the model includes subjective time pressure and selects it as a mediator, the manners of information searching for consumers will split. Under this condition, consumers will not only depend on heuristics, but also take necessary information searching and learning (rational thinking) into account. To a great extent, the study has testified that there is an internal relation between time pressure and information searching for promotion decision making, i.e., the information searching by consumers will prefer heuristics for meeting a demand for cognitive closure.
关键词
促销决策 /
时间压力 /
信息搜寻 /
直觉启发式 /
认知闭合需要
Key words
promotion decision making /
time pressure /
information searching /
heuristics /
need for cognitive closure
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基金
国家自然科学基金项目(促销决策的情绪-认知交互作用机制:基于后悔、时间压力和认知闭合需要的实证研究,编号71172085,2012.1-2015.12);教育部人文社会科学研究规划基金项目(消费特权对品牌关系变化的影响机制研究:嫉妒、后悔与不公平的视角,编号10YJA630104),2011.1-2013.12);福建省教育厅面上项目(基于消费者"情绪-学习"环路的销售促进整合创新机制与管理研究,编号JA09031S,2009.4-2011.12)。
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