常人理论是一种与专家理论相对的个人朴素理论,是个体基于日常观察和个人经验形成的一般性知识构想。常人理论在日常生活中发挥着重要的作用,帮助人们理解和解释周围的现象,并指导其决策和行为。本研究首先对常人理论的内涵进行了界定,厘清了常人理论与隐喻、图式、刻板印象之间的差异,系统归纳了常人理论的操纵和测量方法;其次,通过深入探究产品质量、医疗健康和消费者幸福三大主题,总结了常人理论在营销视域下的效应;再者,分析了常人理论的调用过程,以两篇话题不同的文章为例,阐释了信息可及性、可诊断性和可应用性在该过程中的关键作用;最后在此基础上,提出了未来研究展望,包括关注外部环境变化、加强算法领域应用以及可解释性的测量方法,以期进一步加深对常人理论在营销中作用的理解,并为相关领域的研究和实践提供指导。
营销视域下的常人理论:内涵、效应与调用
摘要
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引用本文
冉雅璇, 牛熠欣, 张蕴涵, 等. 营销视域下的常人理论:内涵、效应与调用[J]. 外国经济与管理, 2024, 46(1): 139-152.
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