无意识思维是指当有意识注意指向与目标无关的对象时,在无意识层面与目标相关的任务仍得到加工的思维过程。已有研究发现无意识思维比深思熟虑的有意识思维更能促进一些复杂问题的解决。那么,当消费者面临复杂决策时,无意识思维是否也存在优势?本文首先系统梳理了无意识思维的理论发展,然后分消费前的目标识别、消费中的选择过程和消费后的结果评估三个阶段系统归纳了无意识思维对消费者复杂决策的影响及其作用机制,并进一步探讨了消费者个体差异与消费情境特征如何影响无意识思维效应,最后提出了未来研究方向。
化繁为简:无意识思维与消费者复杂决策研究述评
摘要
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引用本文
何英为, 李爱梅, 孙海龙, 等. 化繁为简:无意识思维与消费者复杂决策研究述评[J]. 外国经济与管理, 2019, 41(3): 98-110.
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