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各种新型传播媒体(如互联网)的介入使得消费者在购买之前就可以搜寻到各种选择。消费者可以对不同选择进行比较,权衡各自的优劣势来得到最后的评价。但是,由于市场竞争日益激烈,不同品牌在不同方面有所侧重,所以消费者很难对它们进行取舍。基于此,深入探讨消费者品牌偏好的形成机制无论是对于营销实践还是营销学术研究都具有重要意义。本文以认知心理学领域的结构匹配模型为理论基础,重点研究评价模式(单独评价和共同评价)对消费者决策过程的影响。根据结构匹配模型,不同品牌的属性可以分成共同属性、可比属性(不同的品牌都具有这个维度,但是不同的选择在这个维度上存在差异)和不可比属性(每个品牌所具有的独特属性或是只在一个品牌中提到的属性)。两个实验的数据分析结果均证实不同的评价模式(共同评价或是单独评价)会影响消费者在决策过程中对可比和不可比属性的使用:相对于单独评价模式,共同评价模式下的消费者更倾向于使用可比属性做出评价。反之,单独评价模式下的消费者在决策过程中更倾向于依赖不可比属性。最后指出了本文的理论和实践意义。
The involvement of a variety of new media outlets, such as the Internet, allows consumers to search for alternatives before they buy. Consumers can compare different options, weigh their strengths and weaknesses to get the final evaluation. However, due to the increasingly fierce market competition, different brands have different aspects of emphasis, so it is difficult for consumers to choose them. Based on this, in-depth discussion of the forming mechanism of consumer brand preference is of great significance both for marketing practice and marketing academic research. Based on the structural matching model in the field of cognitive psychology, this paper focuses on the impact of the evaluation model (individual evaluation and common evaluation) on the consumer decision-making process. According to the structural matching model, the attributes of different brands can be divided into common attributes, comparable attributes (different brands have this dimension, but different options have differences in this dimension) and incomparable attributes (each brand has unique attributes or Is a property mentioned in only one brand). The results of the data from both experiments confirm that different evaluation models (common or separate) affect consumers’ use of comparable and non-comparable attributes in decision-making: relative to individual evaluation models, consumption under common evaluation models Those who prefer to use comparable properties to make a rating. Conversely, consumers in a separate evaluation model tend to rely more on incomparable attributes in the decision-making process. Finally, the paper points out the theoretical and practical significance.