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ID:9909061
大小:45.50 KB
页数:10页
时间:2018-05-15
《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】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
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:AffectiveReactionsandMentalAccountingEffectsResearchinmarketinghasprovidedseveralwaysofthinkingabouthowconsumersusepriceinformationi
2、nmakingpurchasedecisions.Wehaveconsiderableevidencetosupportthefollowingideas:1)Consumersformcategory-specificbudgetsthatdictatehowmuchtheycanspendonanyproductcategory,2)Theirpurchasedecisionsaredrivenbytheavailable(well-defined)budgets,3)Consumershavea"referenceprice"expectationformo
3、stpurchases,and4)Pricedeviationsintheformofdiscountsorcouponshaveasignificanteffectofconsumerdecision-making.Thesefindingssuggestafairlystationarysetofpurchaseandconsumptiondecisionsgivenapriceexpectationandasetofbudgetingrules.Thepapersinthissessionaskedthequestion-whathappenswhenthe
4、consumergetsanunexpectedpricediscount?Inthefirstpresentation(PleasantSurprises:ConsumerResponseToUnexpected-StoreCoupons),Heilman,NakamotoandRaolookedattheaffectiveresponseof"surprise"onreceivinganunexpectedin-storecouponanditseffectsontheshoppingbasket.These"surprise"couponsmayinclud
5、eelectronicshelfcouponsandpeel-offcouponsfoundonproductpackaging,tonameafew.Incontrasttotheextantliterature,theyexaminedtheimpactofsurprisecouponsnotonbrandchoice,butratheronthetotalbasketofpurchasesmadebygrocerystorecustomers.Theyhypothesizedthatasurprisecouponwillincreasethenumberof
6、unplannedpurchasesmadeonashoppingtripandtheypredictedwhereinthegrocerystoretheseunplannedpurchaseswouldcomefrom.Theresultsofanin-storeexperiment,asurveystudyandsecondarydatasupportedtheirhypotheses.Thefindingthatanunexpectedin-storesavingwilltranslateintoalargershoppingbasketisalsoafe
7、atureinthesecondpresentation(TheMentalAccountingofPriceShocks:TheEffectofUnexpectedPriceChangesonCross-CategoryPurchasePatterns)byJanakiraman,MeyerandMorales.Thispaperfocusedonthementalaccountingofpriceshocksingeneral(i.e.bothunexpectedpriceincreasesanddecreases).Thepresentationargued
8、thatp
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