消費者對伸展價格訊息下的真正折扣推估:「雙參考點決策模型」的觀點_

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題名：	消費者對伸展價格訊息下的真正折扣推估:「雙參考點決策模型」的觀點
書刊名：	管理評論
作者：	林建煌
作者(外文)：	Lin, Chien-huang
出版日期：	1996
卷期：	15:1
頁次：	頁61-83
主題關鍵詞：	雙參考點決策模型；伸展價格；定錨點；趨向點；Two-reference-points model；Tensile price；Anchor point；Approach point
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:22

廠商在進行促銷活動時，經常會運用伸展價格的方式來同時進行多項產品的促銷。但是我們對消費者再面臨上述的伸展價格時，其如何產生真正可得折扣的認知，以及其在進行決策時所根據的標準又為何則並不十分清楚。本研究試圖提出一種「雙參考點決策模型」(Two-Reference-Points Model)的觀點來解釋消費者在面對類似伸展價格的模糊訊息時所採用的處理方式。所謂「雙參考點決策模型」是指人們在處理模糊訊息時，會同時考慮外在的參考點與內部參考點。本研究的研究結果大致上支持「雙參考點的決策模型」的推論。

以文找文

Retailers usually employ tensile price to promote many items of merchandise in a single campaign. However, we are not quite sure how consumers form their perception of the real discount they can get in facing the ambiguous price information. This study proposes a Two-Reference-Points Model for explaining the way consumers process the tensile price. Two-Reference-Points Model suggests that consumers' processing of tensile price is based on two reference points-internal reference point and external reference point. The external reference point was expected to be an anchor point. Consumers make their adjustment based on the external reference point in tensile price. The direction of adjustment is influenced by consumers' internal reference point. The results support the inferences and hypotheses based on Two-Reference-Points Model.

以文找文

期刊論文
1.	Biswas, Abhijit(1992)。The Moderating Role of Brand Familiarity in Reference Price Perception。Journal of Business Research，25(3)，251-262。
2.	Biswas, Abhijit、Blair, Edward A.(1991)。Contextual Effects of Reference Prices in Retail Advertisements。Journal of Marketing，55(3)，1-12。
3.	Lichtenstein, Donald R.、Bearden, William O.(1989)。Contextual influences on perceptions of merchant-supplied reference prices。Journal of Consumer Research，16(1)，55-66。
4.	Cacioppo, John T.、Petty, Richard E.(1982)。The Need for Cognition。Journal of Personality and Social Psychology，42(1)，116-131。
5.	Biswas, Abhijit、Burton, Scot(1994)。An Experimental Assessment of Effects Associated with Alternative Tensile Price Claims。Journal of Business Research，29，65-73。
6.	Biswas, Abhijit、Sherrell, Daniel L.(1993)。The Influence of Product Knowledge and Brand Name on Internal Price Standards and Confidence。Psychology & Marketing，10，31-46。
7.	Blair, Edward A.、Landon, E. Laird Jr.(1981)。The Effects of Reference Prices in Retail Advertising。Journal of Marketing，45，61-69。
8.	Borgida, Eugene、Nisbett, Richard E.(1977)。The Differential Impact of Abstract vs. Concrete Information on Decisions。Journal of Applied Social Psychology，7，258-271。
9.	de Chernatony, Leslie、Knox, Simon(1992)。Brand Price Recall: The Implications for Pricing Research。Marketing Intelligence & Planning，10(9)，17-20。
10.	Friedmann, Roberto、Haynes, Paula(1990)。An Investigation of Comparative Price Advertising in Newspapers。Current Issues and Research in Advertising，13，155-173。
11.	Hunt, Kenneth A.、Keaveney, Susan M.(1994)。A Process Model of The Effects of Price Promotions on Brand Image。Psychology & Marketing，1，511-532。
12.	Inman, J. Jeffrey、McAlister, Leigh、Hoyer, Wayne D.(1990)。Promotion Signal: Proxy for a Price Cut?。Journal of Consumer Research，17(1)，74-81。
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14.	Kalwani, Manohar U.、Yim, Chi Kin、Rinne, Heikki J.、Sugita, Yoshi(1990)。A Price Expectations Model of Customer Brand Choice。Journal of Marketing Research，27(3)，251-262。
15.	Kalyanaram, Gurumurthy、Winer, Russell S.(1995)。Empirical Generalizations From Reference Price Research。Marketing Science，14(3)，G161-G169。
16.	Kalyanaram, Gurumurthy、Little, John D. C.(1994)。An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods。Journal of Consumer Research，21(3)，408-418。
17.	Lichtenstein, Donald R.、Burton, Scot、O'Hara, Bradley S.(1989)。Marketplace attributions and consumer evaluations of discount claims。Psychology & Marketing，6，163-180。
18.	Lichtenstein, Donald R.、Burton, Scot、Karson, Eric J.(1991)。The Effect of Semantic Cues on Consumer Perceptions of Reference Price。Journal of Consumer Research，18，380-391。
19.	Liefeld, John、Heslop, Louise A.(1985)。Reference Prices and Deception in Newspaper Advertising。Journal of Consumer Research，11，868-876。
20.	Mobley, Mary F.、Bearden, William O.、Teel, Jesse E.(1988)。An Investigation of Individual Responses to Tensile Price Claims。Journal of Consumer Research，15(2)，273-279。
21.	Rjendran, K. H. N.、Tellis, Gerard J.(1994)。Contextual and Temporal Components of Reference Price。Journal of Marketing，58，22-34。
22.	Sherif, Carolyn W.(1963)。Social Categorization as a Function of Latitude of Acceptance and Series Range。Journal of Abnormal and Social Psychology，67，148-156。
23.	Suter, Tracy A.、Burton, Scot(1996)。Believability and Consumer Perceptions of Implausible Reference Prices in Retail Advertisements。Psychology & Marketing，13(1)，37-54。
24.	Urbany, Joel E.、Dickson, Peter R.(1991)。Consumer Normal Price Estimation: Market versus Personal Standards。Journal of Consumer Research，18(1)，45-51。
25.	Biswas, Abhijit、Burton, Scot(1993)。Consumer Perceptions of Tensile Price Claims in Advertisements: An Assessment of Claim Types Across Different Discount Levels。Journal of the Academy of Marketing Science，21，217-229。
26.	Mayhew, Glenn E.、Winer, Russell S.(1992)。An empirical analysis of internal and external reference prices using scanner data。Journal of Consumer Research，19(1)，62-70。
27.	Urbany, Joel E.、Bearden, William O.、Weilbaker, Dan C.(1988)。The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search。Journal of Consumer Research，15(1)，95-110。
28.	Lattin, James M.、Bucklin, Randolph E.(1989)。Reference Effects of Price and Promotion on Brand Choice Behavior。Journal of Marketing Research，26(3)，299-310。
29.	Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。
30.	Calder, Bobby J.、Phillips, Lynn W.、Tybout, Alice M.(1981)。Designing research for application。Journal of Consumer Research，8(2)，197-207。
31.	Della Bitta, Albert J.、Monroe, Kent B.、McGinnis, John M.(1981)。Consumer perceptions of comparative price advertisements。Journal of Marketing Research，18(4)，416-427。
32.	Gupta, Sunil、Cooper, Lee G.(1992)。The Discounting of Discounts and Promotion Thresholds。Journal of Consumer Research，19(3)，401-411。
33.	Tversky, Amos、Kahneman, Daniel(1974)。Judgment under Uncertainty: Heuristics and Biases: Biases in judgments reveal some heuristics of thinking under uncertainty。Science，185(4157)，1124-1131。

圖書
1.	Monroe, Kent B.(1990)。Pricing: Marking Profitable Decision。New York：Harper and Row。
2.	Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。
3.	Nisbett, Richard E.、Ross, Lee(1980)。Human Inference: Strategies and Shortcomings of Social Judgment。Englewood Cliffs, New Jersey：Prentice-Hall。

圖書論文
1.	Slovic, Paul、Fischhoff, Baruch、Lichtenstein, Sarah(1982)。Response Mode, Framing, and Information-Processing Effects in Risk Assessment。Question Framing and Response Consistency。San Francisco, CA：Jossey-Bass。

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