7252 
7316消费者常常具有规避不确定性的倾向，但越来越多的企业却在营销活动中使用不确定性促销策略，刻意给消费者营造不确定感。理论界基于不同视角对这一有趣的现象进行了分析，以检验不确定性促销是否有效。本文系统梳理了近20年来的相关研究，首先从信息缺口理论和内驱力理论、积极情感理论、天生乐观主义理论三个视角归纳了不确定性促销发挥效用的机理，随后依据消费目的、促销策略和顾客属性三个维度识别了不确定性促销的效用边界，并展望了未来的研究方向。
基于不确定性的促销策略研究:理论综述与最新进展
摘要
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引用本文
寿志钢, 郑伟华. 基于不确定性的促销策略研究:理论综述与最新进展[J]. 外国经济与管理, 2017, 39(3): 90–98.
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