消費(fèi)者對(duì)于不可預(yù)期物價(jià)變動(dòng)的反應(yīng)情感的反應(yīng)和心理會(huì)計(jì)的影響【外文翻譯】

1、本科畢業(yè)論文（設(shè)計(jì)）外文翻譯外文題目ConsumerResponsestoUnexpectedPriceChanges外文出處AdvancesinConsumerResearch外文作者AmarSomanCheema原文：原文：ConsumerResponsestoUnexpectedPriceChanges:AffectiveReactionsMentalAccountingEffectsResearchinmarketinghasp

2、rovidedseveralwaysofthinkingabouthowconsumersusepriceinfmationinmakingpurchasedecisions.Wehaveconsiderableevidencetosupptthefollowingideas:1)Consumersfmcategyspecificbudgetsthatdictatehowmuchtheycanspendonanyproductcateg

3、y2)Theirpurchasedecisionsaredrivenbytheavailable(welldefined)budgets3)Consumershavea“referenceprice“expectationfmostpurchases4)Pricedeviationsinthefmofdiscountscouponshaveasignificanteffectofconsumerdecisionmaking.Thesef

4、indingssuggestafairlystationarysetofpurchaseconsumptiondecisionsgivenapriceexpectationasetofbudgetingrules.ThepapersinthissessionaskedthequestionwhathappenswhentheconsumergetsanunexpectedpricediscountInthefirstpresentati

5、on(PleasantSurprises:ConsumerResponseToUnexpectedSteCoupons)HeilmanNakamotoRaolookedattheaffectiveresponseof“surprise“onreceivinganunexpectedinstecouponitseffectsontheshoppingbasket.These“surprise“couponsmayincludeelectr

6、onicshelfcouponspeeloffcouponsfoundonproductpackagingtonameafew.Incontrasttotheextantliteraturetheyexaminedtheimpactofsurprisecouponsnotonbrchoicebutratheronthetotalbasketofpurchasesmadebygrocerystecustomers.Theyhypothes

7、izedthatasurprisecouponwillincreasethenumberofunplannedpurchasesNeslin(1990)fasurveyofkeystudies.Thispaperinvestigatestheimpactofarelativelynewtypeofcoupontheinsteinstantcoupon.These“surprise“couponswhichincludeelectroni

8、catshelfcouponspeeloffcouponsfoundonproductpackagingareunanticipatedcouponsencounteredbyacustomerwhileinthegrocerystethatareintendedfuseonthatparticularshoppingtrip.Incontrasttotheextantliteratureweexaminetheimpactofsurp

9、risecouponsnotonbrchoicebutratheronthetotalbasketofpurchasesmadebygrocerystecustomers.Wehypothesizethattheuseofanunexpectedinstecouponwillincreasethesizeofaconsumersshoppingbasketbyincreasingthenumberofunplannedpurchases

10、madeonthatshoppingtrip.Ourconceptualmodeldrawsinsightsfromthebehavialliteraturesuggeststhatwhenconsumersuseinsteinstantcouponstheyexperience1)apsychologicalincomeeffect2)anelevatedmoodstateeitherofwhichmaycauseanincrease

11、inthenumberofunplannedpurchases.Wethenmakepredictionsastothetypeoftheseunplannedpurchases.Wearguethataprimingmemyeffectmaymoderatethepjsychologicalincomeeffectthemoodeffectdescribedaboveresulthiginanincreaseofunplannedpu

12、rchasesfromanyofthefollowingfourcategies1)anotherproductpromotedonprice2)animpulse“treat“item3)aproductthatiscognitivelyrelatedtothatwhichwaspromoted4)aproductshelvedincloseproximitytothatwhichwaspromoted.Werepttheresult

13、saninsteexperimenttotestthesehypothesesfindthatsurprisecouponsdoincreaseconsumersbasketsize(byroughly12%)bothintermsofitemspurchaseddollarsspent.ThishypothesisisalsosupptedusingtheStanfdMarketBasketDataset.Ourexperimenta

14、lsoshowsthattheseincrementalpurchasesarelikelytobe“treats“productsthatarecognitivelyrelatedtothatwhichwaspromotedproductsshelvedincloseproximitytothatwhichwaspromoted.“TheMentalAccountingofpriceshocks:TheEffectofUnexpect