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倒挂:在低处展示价格会影响消费者评估价格的方式

Michael J. Barone,博士 KS库尔特 X.李
“零售业杂志”。 三月30,2020

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改变价格的垂直位置(例如,在广告或零售展示中在产品图片上方或下方显示价格)会影响消费者的反应吗? 借鉴概念隐喻理论,我们认为价格的垂直位置可以激活将垂直位置与基本概念联系起来的隐喻。 这些“下降=更少”和“上升=更多”的隐喻随后可能会影响目标价格的评估,其大小在货币上是低还是高。 与此前提相符,一些实验室和现场调查表明,在低(相对于高)位置提供的价格导致较低的价格感知,更有利的购买意愿和更高的店内销售。 两项最后的研究通过证明这样的价格定位效应,直接暗示了“下降=较少”和“上升=更多”的比喻,其中a)仅出现在与下降幅度较小而与上升幅度较大相关的个人中,并且b)在空间不一致时减弱。量级关联(即与 更多 并与 )已灌注。 讨论了这些发现的理论和管理意义以及未来的研究方向

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