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管理学seminar 22
发布时间：2010-12-09
浏览量：
主题：不作为惰性效应调节机制的研究：数量调节
嘉宾：苏淞博士 北京师范大学经济与工商管理学院
时间：12月15日下午14：30-16：30
地点：教二114
Title: Will Consumer Buy More after Missing a Better Chance? —The Failure of Inaction Inertia
Abstract: This research investigates the conditions under which consumers would actively rescue from inaction inertia and even purchase more after missing a better chance. It newly brings quantity as a decision factor and proposes the quantitative regulation theory for inaction inertia. In Experiment 1 and Experiment 2 we found consumers regulated inaction inertia through increasing purchase quantity under the condition of high anticipated inaction cost, high coupling of the forgone to the current opportunity, and high preference for the target option. Regarding products without high stockpilability, the quantitative regulation behavior could still happen when the purchase is framed at a larger quantity (Experiment 3). Even for products without stockpilability such as travelling service, strategies that increasing purchase budget such as bundle sale could be effective for alleviating choice deferral (Experiment 4). The present research also enriches the literature by synthesizing the views of regret and loss perspectives and manifesting their joint mediations in leveraging inaction inertia.
Key words: Inaction inertia, quantitative regulation, anticipated regret, perceived loss.