消费者对于不可预期物价变动的反应：情感的反应和心理会计的影响【外文翻译】

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1、本科毕业论文（设计）外文翻译外文题目ConsumerResponsestoUnexpectedPriceChanges外文出处AdvancesinConsumerResearch外文作者AmarSomanCheema原文：ConsumerResponsestoUnexpectedPriceChanges:AffectiveReactionsandMentalAccountingEffectsResearchinmarketinghasprovidedseveralwaysofthinkingabouthowconsumersusepriceinformationinmaki

2、ngpurchasedecisions.Wehaveconsiderableevidencetosupportthefollowingideas:1)Consumersformcategory-specificbudgetsthatdictatehowmuchtheycanspendonanyproductcategory,2)Theirpurchasedecisionsaredrivenbytheavailable(well-defined)budgets,3)Consumershavea"referenceprice"expectationformostpurchase

3、s,and4)Pricedeviationsintheformofdiscountsorcouponshaveasignificanteffectofconsumerdecision-making.Thesefindingssuggestafairlystationarysetofpurchaseandconsumptiondecisionsgivenapriceexpectationandasetofbudgetingrules.Thepapersinthissessionaskedthequestion-whathappenswhentheconsumergetsanu

4、nexpectedpricediscount?Inthefirstpresentation(PleasantSurprises:ConsumerResponseToUnexpected-StoreCoupons),Heilman,NakamotoandRaolookedattheaffectiveresponseof"surprise"onreceivinganunexpectedin-storecouponanditseffectsontheshoppingbasket.These"surprise"couponsmayincludeelectronicshelfcoup

5、onsandpeel-offcouponsfoundonproductpackaging,tonameafew.Incontrasttotheextantliterature,theyexaminedtheimpactofsurprisecouponsnotonbrandchoice,butratheronthetotalbasketofpurchasesmadebygrocerystorecustomers.Theyhypothesizedthatasurprisecouponwillincreasethenumberofunplannedpurchasesmadeona

6、shoppingtripandtheypredictedwhereinthegrocerystoretheseunplannedpurchaseswouldcomefrom.Theresultsofanin-storeexperiment,asurveystudyandsecondarydatasupportedtheirhypotheses.Thefindingthatanunexpectedin-storesavingwilltranslateintoalargershoppingbasketisalsoafeatureinthesecondpresentation(T

7、heMentalAccountingofPriceShocks:TheEffectofUnexpectedPriceChangesonCross-CategoryPurchasePatterns)byJanakiraman,MeyerandMorales.Thispaperfocusedonthementalaccountingofpriceshocksingeneral(i.e.bothunexpectedpriceincreasesanddecreases).Thepresentationarguedthatp