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-  2015 

参照群体规范影响下的吸引效应研究
The Normative Impact of Reference Group on Attraction Effect

Keywords: 参照群体 规范影响 吸引效应
Reference group Normative influences Attraction effect

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Abstract:

吸引效应颠覆了经典偏好理论对偏好的描述,具有重大的理论价值及营销实践意义,但其研究情景需要进一步拓展。从社会影响视角出发,研究参照群体规范以选择集中的不同产品为参照点时吸引效应的变化,研究结论显示,参照群体规范可以显著影响吸引效应的效应值大小。
Attraction effect is a new definition of preference theory, which is of great theoretical value and of great significance in marketing practice. But its diversity scenes need further researching. In this paper, we discuss the variation of attraction effect when reference point changed with the perspective on reference group effect, according to the view of normative influence of reference group. It is proved that normative influence of reference group is a crucial variable to attractive factor.

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