基于控制幻觉的消费者幸运迷信决策研究

营销科学学报 ›› 2011, Vol. 7 ›› Issue (3): 51-58.

基于控制幻觉的消费者幸运迷信决策研究

王静一，王海忠

王静一，中山大学管理学院博士研究生，广东商学院讲师，E-mail:wjydzh@163.com。
王海忠，中山大学管理学院教授、博士生导师，E-mail: wanghzh.05@alum.sem.tsinghua.edu.cn。

出版日期:2011-09-01 发布日期:2013-11-01
基金资助:
本研究受基金项目支持：国家教育部哲学社会科学研究重大课题攻关项目“加快中国企业国际知名品牌发展战略研究”（08JZD0019）。同时真诚感谢匿名评审专家为本文的改进和完善所提供的宝贵意见。

Consumer’s Lucky Superstitious Decision Making Basing on Illusion of Control

WANG Jingyi, WANG Haizhong

WANG Jingyi, School of Business, Sun Yat-sen University; Management School, Guangdong University of Business Studies.
WANG Haizhong, School of Business, Sun Yat-sen University.

Online:2011-09-01 Published:2013-11-01

摘要/Abstract

摘要：

消费者在面临不确定和不可控的营销情境时，常常会有意识地根据幸运信念来进行决策。本文从控制幻觉理论出发，对此进行了实验研究。结果表明，幸运信念和动机水平共同影响消费者幸运迷信决策：动机水平高时，高幸运信念的消费者较低幸运信念的消费者，更有可能采用幸运迷信决策；动机水平低时，高幸运信念的消费者较低幸运信念的消费者，幸运迷信决策可能性无显著差异。本文是对目前较有限的消费者迷信研究的重要拓展，并对企业营销实践具有重要启发。

关键词: 控制幻觉, 幸运信念, 动机水平, 消费者迷信决策

Abstract:

Consumers often make decisions relying on lucky superstitions when facing with uncontrolled marketing situations. Basing on the illusion of control theory, this paper examines consumers’ superstitious decision making. The results indicate that lucky belief and motivation level influence consumer’s superstitious decision making. When motivation level is high, compared to consumers with low lucky belief, consumers with high lucky belief have a higher likelihood making a superstitious decision. When motivation level is low, there is no significant difference between consumers with high lucky belief and those with low lucky belief. This paper not only makes valuable contributions to limited extant research in consumer superstition, but also has great implications for marketing practice.

Key words: Illusion of control, Lucky belief, Motivation level, Consumer’s superstitious decision making

王静一，王海忠. 基于控制幻觉的消费者幸运迷信决策研究[J]. 营销科学学报, 2011, 7(3): 51-58.

WANG Jingyi, WANG Haizhong. Consumer’s Lucky Superstitious Decision Making Basing on Illusion of Control[J]. Journal of Marketing Science, 2011, 7(3): 51-58.