消费者认为自己独立购买的商品更有价值
文章来源:未知 文章作者:meng 发布时间:2010-11-16 03:24 字体: [ ]  进入论坛
(单词翻译:双击或拖选)

Consumers value goals they've chosen on their own more than those that are imposed on them, according to a new study in the Journal of Consumer Research. "When people believe they have autonomously2(独立地) chosen to pursue a goal themselves, they feel the goal is increasingly valuable as they put in more effort, because they experience their own effort as signaling how much they care about it," write authors Ying Zhang (University of Texas at Austin), Jing Xu, Zixi Jiang (both Peking University), and Szu-chi Huang (University of Texas at Austin).

It seems that when people believe a goal they are pursuing is imposed on them, they experience their efforts as a loss of autonomy. In other words, they value the goal less as they put in more effort.

The authors tested participants in four experiments. In the first study, they found that participants who made a free choice on the topic of an essay increased their efforts as they moved further into the task, whereas people who were assigned topics withdrew their efforts as they advanced in the task.

Next, the authors organized campaigns for two environmental issues, forest conservation and saving energy. They allowed half the participants to choose the campaign they would like to support, but randomly3 assigned a campaign to the remaining people. They then varied4 the amount of effort participants needed to provide to support their campaigns. People who were given a choice of which campaign to support reported that they cared more about the issue after putting in more effort. The people who were assigned a cause cared less about the issue after investing more effort.

"Our findings have important implications for understanding consumer behaviors," the authors write. "For example if a person chooses to stay in a certain hotel, he or she is likely to experience the choice as reflecting how much he or she likes this place, which should in turn increase the likelihood(可能性) that this person will stay in the same hotel again."

Finally, the authors suggest that marketers can capitalize on(利用) consumer desire for autonomous1 choice. They suggest that someone might switch brand loyalty5 if confronted with(面临) the statement: "Your parents thought that would be a good car for you…do you?"



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1 autonomous DPyyv     
adj.自治的;独立的
参考例句:
  • They proudly declared themselves part of a new autonomous province.他们自豪地宣布成为新自治省的一部分。
  • This is a matter that comes within the jurisdiction of the autonomous region.这件事是属于自治区权限以内的事务。
2 autonomously 7d7df118f987129bac059bd8fe8107ed     
adv. 自律地,自治地
参考例句:
  • To learn autonomously in the network environment is totally new to students. 基于网络环境下的自主学习对学生来说,是一种全新的学习方式。
  • The QC-RS can operate autonomously or by remote control. QC-RS能实现自动操作或通过遥控来操作。
3 randomly cktzBM     
adv.随便地,未加计划地
参考例句:
  • Within the hot gas chamber, molecules are moving randomly in all directions. 在灼热的气体燃烧室内,分子在各个方向上作无规运动。 来自辞典例句
  • Transformed cells are loosely attached, rounded and randomly oriented. 转化细胞则不大贴壁、圆缩并呈杂乱分布。 来自辞典例句
4 varied giIw9     
adj.多样的,多变化的
参考例句:
  • The forms of art are many and varied.艺术的形式是多种多样的。
  • The hotel has a varied programme of nightly entertainment.宾馆有各种晚间娱乐活动。
5 loyalty gA9xu     
n.忠诚,忠心
参考例句:
  • She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
  • His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。
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