10291 
4375在新产品营销实践中，常用的一种沟通策略就是引导消费者通过心理模拟与新产品互动，使消费者基于相关营销信息生成与新产品有关的意象，比如想象使用该产品的过程，或想象该产品给自己带来的好处等，进而影响甚至强化消费者对新产品的认知与态度。新产品营销沟通中的心理模拟是近年来营销沟通研究领域的一个热点，国外学者给予了较多的关注。本文系统地梳理了相关文献，分别就心理模拟概念、心理模拟在营销沟通和新产品营销中的角色与作用、心理模拟对新产品营销作用效果的影响因素等方面研究做了分析与评介，并在此基础上提出了未来研究方向。
新产品营销中的心理模拟研究述评
摘要
参考文献
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引用本文
宋金柱, 王胜, 应嘉明. 新产品营销中的心理模拟研究述评[J]. 外国经济与管理, 2020, 42(7): 36-47.
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