3504 
2576折中效应是指消费者在面临多个具有多属性的选项时，更倾向于选择一个各属性都处于中等水平的选项。忙碌已成为当代社会的常态，本文主要考察消费者的主观忙碌感对折中选项偏好的影响。不同于由客观时间匮乏或被迫任务引发的忙碌，本文所探讨的主观忙碌感是个体因主动计划在一定时期内完成多项任务而产生的主观状态感知。本文认为：（1）主观忙碌感会增强消费者的自我重要性感知，提升其自我价值感知与能力感知，增强其决策信心，进而使其更少做出折中选择。（2）消费者对“忙碌”的解释水平起调节作用，高解释水平者将“忙碌”抽象化为高自我价值，而低解释水平者则将“忙碌”具体化为“需要做很多事情”，因此主观忙碌感对后者的决策信心没有影响，也不会影响他们对折中选项的偏好。本文通过六项实验验证了假设，有助于增进读者对忙碌在消费领域影响的了解，对于中端与非中端品牌在产品定位、竞争格局等方面制定营销策略也有启示意义。
消费者主观忙碌感对折中选项偏好的影响研究
摘要
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胡矗明, 吴梓浩, 李欣倩, 等. 消费者主观忙碌感对折中选项偏好的影响研究[J]. 外国经济与管理, 2023, 45(1): 67-87.
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