价格认知的心理机制:信息加工的视角
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摘要
价格的信息加工过程涉及价格的表征与比较、记忆、推理和情绪等一系列心理过程。除基本加工过程外,价格启发式以及相关影响因素也正成为研究热点,并发展出数学认知和决策研究两种研究取向。目前,关于价格加工仍存在整体加工说和部分加工说的争论,价格表征和一般数量表征的异同也有待进一步确定,对价格认知启发式的作用也有不同的看法。除解决以上争论外,未来的研究还可拓展研究价格的内隐记忆,并建立更为全面的价格认知模型。
From an information processing perspective, price cognition involves psychological procedures including price representation, comparison, memory, inference and emotion. Nowadays, besides the funda- mental processes of price, the heuristics system and presenting patterns' impact on price cognition have also been the research focus of both mathematical cognition field and decision-making field. Currently, the holistic model and compositional model of price cognition process is disputed. In addition, the difference of price representation and numerical representation remains unclear, and the impact of price heuristics is al- so not determined. Besides, it is worthwhile for future research to explore implicit memory of prices and formulate a more comprehensive model of price cognition.
From an information processing perspective, price cognition involves psychological procedures including price representation, comparison, memory, inference and emotion. Nowadays, besides the funda- mental processes of price, the heuristics system and presenting patterns' impact on price cognition have also been the research focus of both mathematical cognition field and decision-making field. Currently, the holistic model and compositional model of price cognition process is disputed. In addition, the difference of price representation and numerical representation remains unclear, and the impact of price heuristics is al- so not determined. Besides, it is worthwhile for future research to explore implicit memory of prices and formulate a more comprehensive model of price cognition.
引文
1 Monroe K B&Lee A Y.Remembering versus knowing:Issues in buyers’processing of price information.Journal of the Academy of Marketing Science,1999,27:207-225.
2 Cao B,Li F,Zhang L,et al.The holistic processing of price comparison:Behavioral and electrophysiological evidences.Biological Psychology,2012,89:63-70.
3 Thomas M&Morwitz V G.Heuristics in numerical cognition:Implications for pricing.In Vathala Rao(ed.),Handbook of pricing research in marketing.Cheltenham,UK:Edward Eglar Publishing,2008:132-149.
4 Neisser U.Cognitive Psychology.New York:AppletonCentury-Crofts,1967.
5 Raghubir P.An information processing review of the subjective value of money and prices.Journal of Business Research,2006,59:1053-1062.
6 Lee L,Bertini M&Ariely D.Money muddles thinking:The effect of price on preference consistency.Columbia Business School,2008,working paper.
7 Wathieu L&Bertini M.Price as a stimulus to think:The case for willful overpricing.Marketing Science,2007,26(1):118-129.
8 Knutson B,Rick S,Wimmer G E,et al.Neural predictors of purchases.Neuron,2007,53(1):147-156.
9 Vanhuele M,Laurent G&Drèze X.Consumers'immediate memory for prices.Journal of Consumer Research,2006,33:163-172.
10 Dehaene S,Izard V,Spelke E,et al.Log or linear?Distinct intuitions of the number scale in Western and Amazonian indigene cultures.Science,2008,320:1217-1220.
11 Restle F.Speed of adding and comparing numbers.Journal of Experimental Psychology,1970,83:274-278.
12 Dehaene S,Dupoux E&Mehler J.Is numerical comparison digital?Analogical and symbolic effects in two digit number comparison.Journal of Experimental Psychology:Human Perception and Performance,1990,16:626-641.
13 Dehaene S&Marques J F.Cognitive euroscience:Scalar variability in price estimation and the cognitive consequences of switching to the Euro.Quarterly Journal of Experimental Psychology,2002,55:705-731.
14 Furlong E E&Opfer J E.Cognitive constraints on how economic rewards affect cooperation.Psychological Science,2009,20:11-16.
15 Dickson P R&Sawyer A G.The price knowledge and search of supermarket shoppers.Journal of Marketing,1990,54(3):42-53.
16 Kemp S.An associative theory of estimating past dates and past prices.Psychonomic Bulletin and Review,1999,6(1):41-56.
17 Lee Y H&Han C Y.Partitioned pricing in advertising:Effects on brand and retailer attitudes.Marketing Letters,2002,13(1):27-40.
18 Ofira C,Raghubir P,Brosh B,et al.Memory-based store price judgments:The role of knowledge and shopping experience.Journal of Retailing,2008,84:414-423.
19 Kamins M A,Folkes V S&Fedorikhin A.Promotional bundles and consumers’price judgments:When the best things in life are not free.Journal of Consumer Research,2009,36:660-670.
20 Brough A R&Chernev A.When opposites detract:Categorical reasoning and subtractive valuations of product combinations.Journal of Consumer Research,2012,39(2):1-16.
21 Olson J C.Price as an informational cue:Effects on product evaluations.In A G Woodside,J N Sheth,&P D Bennett(Eds.),Consumer and industrial buying behavior.New York:North Holland Publishing Company,1977:267-286.
22 Prelec D&Loewenstein G.The red and the black:Mental accounting of savings and debt.Marketing Science,1998,17(1):4-28.
23 Rick S,Cryder C&Loewenstein G.Tightwads and spendthrifts.Journal of Marketing Research,2008,34:767-782.
24 Evans J S B T.Dual–processing accounts of reasoning,judgment,and social cognition.Annual Review of Psychology,2008,59:255-278.
25 Tversky A&Kahneman D.Judgment under uncertainty:Heuristics and biases.Science,1974,185:1124-1131.
26 Thomas M&Morwitz V G.Penny wise and pound foolish:The left-digit effect in price cognition.Journal of Consumer Research,2005,32(1):54-65.
27 Jonas E,Greitemeyer T,Frey D.et al.Psychological effects of the Euro—experimental research on the perception of salaries and price estimations.European Journal of Social Psychology,2008,32:147-169.
28 Mussweiler T&Englich B.Adapting to the Euro:Evidence from bias reduction.Journal of Economic Psychology,2003,24:285-292.
29 Morwitz V G,Greenleaf E A&Johnson E J.Divide and prosper:Consumers’reactions to partitioned prices.Journal of Marketing Reviews,1998,35:453-463.
30 Thomas M&Morwitz V G.The ease of computation effect:The interplay of metacognitive experiences and native theories in judgments of price difference.Journal of Marketing Research,2009,46:81-91.
31 Thomas M,Simon D H&Kadiyali V.The price precision effect:Evidence from laboratory and market data.Marketing Science,2010,29(1):175-191.
32 Thaler R H.Mental accounting and consumer choice.Marketing Science,1985,4(3):199-214.
33 Bertini M&Wathieu L.Attention arousal through price partitioning.Marketing Science,2008,27(2):236-246.
34 Dehaene S.Varieties of numerical abilities.Cognition,1992,44(1):1-42.
35 Peters E,Slovic P,V?stfj?ll D,et al.Intuitive numbers guide decisions.Judgment and Decision Making,2008,3:619-635.
36 Reynvoet B&Brysbaert M.Single-digit and two-digit Arabic numerals address the same semantic number line.Cognition,1999,72:191-201.
37 周广东,莫雷,温红博.儿童数字估计的表征模式与发展.心理发展与教育,2009,25(4):21-29.
38 Opfer J E&Siegler R S.Representational change and children’s numerical estimation.Cognitive Psychology,2007,55:169-195.
39 Siegler R S&Opfer J.The development of numerical estimation:Evidence for multiple representations of numerical quantity.Psychological Science,2003,14:237-243.
40 McKenzie C R M.Rational models as theories-not standards-of behavior.Trends in Cognitive Sciences,2003,7(9):403-406.
41 Dehaene S&Mehler J.Cross-linguistic regularities in the frequency of number words.Cognition,1992,43(1):1-29.
42 Gigerenzer G&Gaissmaier W.Heuristic decision making.Annual Review of Psychology,2011,62:451-482.
43 Gigerenzer G,Hoffrage U&Goldstein D G.Fast and frugal heuristics are plausible models of cognition:Reply to Dougherty,Franco-Watkins,and Thomas.Psychological Review,2008,115:230-239.
44 Ranyard R,Del Missier F,Bonini A,et al.Perceptions and expectations of price changes and inflation:A review and conceptual framework.Journal of Economic Psychology,2008,29:378-400.
45 Sternberg R J.Cognitive Psychology.New York:Wadsworth,2003.
2 Cao B,Li F,Zhang L,et al.The holistic processing of price comparison:Behavioral and electrophysiological evidences.Biological Psychology,2012,89:63-70.
3 Thomas M&Morwitz V G.Heuristics in numerical cognition:Implications for pricing.In Vathala Rao(ed.),Handbook of pricing research in marketing.Cheltenham,UK:Edward Eglar Publishing,2008:132-149.
4 Neisser U.Cognitive Psychology.New York:AppletonCentury-Crofts,1967.
5 Raghubir P.An information processing review of the subjective value of money and prices.Journal of Business Research,2006,59:1053-1062.
6 Lee L,Bertini M&Ariely D.Money muddles thinking:The effect of price on preference consistency.Columbia Business School,2008,working paper.
7 Wathieu L&Bertini M.Price as a stimulus to think:The case for willful overpricing.Marketing Science,2007,26(1):118-129.
8 Knutson B,Rick S,Wimmer G E,et al.Neural predictors of purchases.Neuron,2007,53(1):147-156.
9 Vanhuele M,Laurent G&Drèze X.Consumers'immediate memory for prices.Journal of Consumer Research,2006,33:163-172.
10 Dehaene S,Izard V,Spelke E,et al.Log or linear?Distinct intuitions of the number scale in Western and Amazonian indigene cultures.Science,2008,320:1217-1220.
11 Restle F.Speed of adding and comparing numbers.Journal of Experimental Psychology,1970,83:274-278.
12 Dehaene S,Dupoux E&Mehler J.Is numerical comparison digital?Analogical and symbolic effects in two digit number comparison.Journal of Experimental Psychology:Human Perception and Performance,1990,16:626-641.
13 Dehaene S&Marques J F.Cognitive euroscience:Scalar variability in price estimation and the cognitive consequences of switching to the Euro.Quarterly Journal of Experimental Psychology,2002,55:705-731.
14 Furlong E E&Opfer J E.Cognitive constraints on how economic rewards affect cooperation.Psychological Science,2009,20:11-16.
15 Dickson P R&Sawyer A G.The price knowledge and search of supermarket shoppers.Journal of Marketing,1990,54(3):42-53.
16 Kemp S.An associative theory of estimating past dates and past prices.Psychonomic Bulletin and Review,1999,6(1):41-56.
17 Lee Y H&Han C Y.Partitioned pricing in advertising:Effects on brand and retailer attitudes.Marketing Letters,2002,13(1):27-40.
18 Ofira C,Raghubir P,Brosh B,et al.Memory-based store price judgments:The role of knowledge and shopping experience.Journal of Retailing,2008,84:414-423.
19 Kamins M A,Folkes V S&Fedorikhin A.Promotional bundles and consumers’price judgments:When the best things in life are not free.Journal of Consumer Research,2009,36:660-670.
20 Brough A R&Chernev A.When opposites detract:Categorical reasoning and subtractive valuations of product combinations.Journal of Consumer Research,2012,39(2):1-16.
21 Olson J C.Price as an informational cue:Effects on product evaluations.In A G Woodside,J N Sheth,&P D Bennett(Eds.),Consumer and industrial buying behavior.New York:North Holland Publishing Company,1977:267-286.
22 Prelec D&Loewenstein G.The red and the black:Mental accounting of savings and debt.Marketing Science,1998,17(1):4-28.
23 Rick S,Cryder C&Loewenstein G.Tightwads and spendthrifts.Journal of Marketing Research,2008,34:767-782.
24 Evans J S B T.Dual–processing accounts of reasoning,judgment,and social cognition.Annual Review of Psychology,2008,59:255-278.
25 Tversky A&Kahneman D.Judgment under uncertainty:Heuristics and biases.Science,1974,185:1124-1131.
26 Thomas M&Morwitz V G.Penny wise and pound foolish:The left-digit effect in price cognition.Journal of Consumer Research,2005,32(1):54-65.
27 Jonas E,Greitemeyer T,Frey D.et al.Psychological effects of the Euro—experimental research on the perception of salaries and price estimations.European Journal of Social Psychology,2008,32:147-169.
28 Mussweiler T&Englich B.Adapting to the Euro:Evidence from bias reduction.Journal of Economic Psychology,2003,24:285-292.
29 Morwitz V G,Greenleaf E A&Johnson E J.Divide and prosper:Consumers’reactions to partitioned prices.Journal of Marketing Reviews,1998,35:453-463.
30 Thomas M&Morwitz V G.The ease of computation effect:The interplay of metacognitive experiences and native theories in judgments of price difference.Journal of Marketing Research,2009,46:81-91.
31 Thomas M,Simon D H&Kadiyali V.The price precision effect:Evidence from laboratory and market data.Marketing Science,2010,29(1):175-191.
32 Thaler R H.Mental accounting and consumer choice.Marketing Science,1985,4(3):199-214.
33 Bertini M&Wathieu L.Attention arousal through price partitioning.Marketing Science,2008,27(2):236-246.
34 Dehaene S.Varieties of numerical abilities.Cognition,1992,44(1):1-42.
35 Peters E,Slovic P,V?stfj?ll D,et al.Intuitive numbers guide decisions.Judgment and Decision Making,2008,3:619-635.
36 Reynvoet B&Brysbaert M.Single-digit and two-digit Arabic numerals address the same semantic number line.Cognition,1999,72:191-201.
37 周广东,莫雷,温红博.儿童数字估计的表征模式与发展.心理发展与教育,2009,25(4):21-29.
38 Opfer J E&Siegler R S.Representational change and children’s numerical estimation.Cognitive Psychology,2007,55:169-195.
39 Siegler R S&Opfer J.The development of numerical estimation:Evidence for multiple representations of numerical quantity.Psychological Science,2003,14:237-243.
40 McKenzie C R M.Rational models as theories-not standards-of behavior.Trends in Cognitive Sciences,2003,7(9):403-406.
41 Dehaene S&Mehler J.Cross-linguistic regularities in the frequency of number words.Cognition,1992,43(1):1-29.
42 Gigerenzer G&Gaissmaier W.Heuristic decision making.Annual Review of Psychology,2011,62:451-482.
43 Gigerenzer G,Hoffrage U&Goldstein D G.Fast and frugal heuristics are plausible models of cognition:Reply to Dougherty,Franco-Watkins,and Thomas.Psychological Review,2008,115:230-239.
44 Ranyard R,Del Missier F,Bonini A,et al.Perceptions and expectations of price changes and inflation:A review and conceptual framework.Journal of Economic Psychology,2008,29:378-400.
45 Sternberg R J.Cognitive Psychology.New York:Wadsworth,2003.