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绿色什么时候让你贪婪或变绿? 绿色素数对消费者促销偏好的影响

客户需求和解决方案。 三月1,2016

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客户需求和解决方案,3(1),3-10

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借鉴联想启动模型,我们研究了偶然暴露于绿色对消费者促销偏好的影响。 绿色素数被理论化以激活与自我相关的关联,增加对折扣促销的偏好(通过节省价格使消费者受益)与捐赠促销(通过产生慈善捐赠而使其他人受益)。 三项研究的结果支持这种绿色素数的能力,通过系统地改变自我与其他相关认知的显着性来影响消费者对折扣促销的偏好。 我们的研究结果还引入了绿色素数影响的突发事件,这与绿色增加可持续发展相关协会的显着性的潜力是一致的。 具体而言,对于具有强烈环境(或绿色)消费价值的个人以及环境慈善机构作为捐赠促销活动的一部分,消除了绿色素数对促销偏好的影响。 从理论上讲,这项研究有助于我们理解绿色素数对消费决策的无意识影响。 由于营销人员可以完全控制他们在制作宣传材料时所使用的背景颜色,因此这些调查结果对于寻求最大化与促销策略相关的购买率的公司也具有重要意义。

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