心理科学进展 ›› 2021, Vol. 29 ›› Issue (5): 936-950.doi: 10.3724/SP.J.1042.2021.00936
• 研究前沿 • 上一篇
收稿日期:
2020-11-12
出版日期:
2021-05-15
发布日期:
2021-03-30
通讯作者:
范秀成
E-mail:xcfan@fudan.edu.cn
基金资助:
ZHANG Yi1, GONG Zheng2, DING Run3, FAN Xiucheng4()
Received:
2020-11-12
Online:
2021-05-15
Published:
2021-03-30
Contact:
FAN Xiucheng
E-mail:xcfan@fudan.edu.cn
摘要:
厌腻感是指消费者对连续或过量消费同一产品或服务的效用感、享乐感或满意度下降, 负面感知逐步抑制正面感知的主观情绪体验。为缓解或防止厌腻感的产生, 消费者会采取品牌转换、多样化寻求、控制消费周期等行为, 因此厌腻感已成为企业或店铺培养顾客忠诚的主要障碍。国外文献分别从厌腻感的生成过程、功能反应、知觉状态和属性感知等方面, 划分厌腻类型; 剖析了厌腻感生成的享乐适应、边际效用递减、认知失调以及最佳刺激水平等理论原理及机理; 探讨了生理厌腻感和心理厌腻感生成的诱发因素及影响效应; 验证了外部因素和个体因素的调节作用; 同时探讨了消费者缓解或防止厌腻感的主要策略及行为反应。最后对现有文献的研究思路、特点和不足进行了评述, 提出了未来研究方向。
中图分类号:
张燚, 龚政, 丁润, 范秀成. (2021). 消费者厌腻感的生成机理、诱发因素及缓解策略. 心理科学进展 , 29(5), 936-950.
ZHANG Yi, GONG Zheng, DING Run, FAN Xiucheng. (2021). The formation mechanism, inducing factors and mitigation strategies of consumer satiation. Advances in Psychological Science, 29(5), 936-950.
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