实用性和享乐性附加目标及其对手段偏好度评价的影响

营销科学学报 ›› 2011, Vol. 7 ›› Issue (3): 59-84.

实用性和享乐性附加目标及其对手段偏好度评价的影响

杜晓梦，张黎

杜晓梦，管理学博士生，北京大学光华管理学院，通讯作者，E-maiil ：fancia814＠gmail.com 。
张黎，管理学教授，北京大学国家发展研究院，北大国际MBA ，E-maiil ：leezhang＠ccer.edu.cn 。

出版日期:2011-09-01 发布日期:2013-11-01
基金资助:
本研究得到北京大学中国经济研究中心奥美品牌研究中心资助。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。

The Impacts of an Additional Hedonic ／Utilitarian Goal on the Evaluation of the Preference of Means

Du Xiaomeng, Zhang Li

DU Xiaomeng, Guanghua School of Management, Peking University;
ZHANG Li, National School of Development, Peking University.

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

摘要/Abstract

摘要：

本文研究了在目标系统理论中，增加一个附加目标对原有手段偏好度评价的影响。从附加目标与原有手段和原有目标在实用性／享乐性特性的异同角度出发，论述了两种情况下，附加目标对原有手段偏好度评价的不同影响，并通过三个实验探究了其中的影响机制。实验结果显示，首先，当附加目标与原有目标在实用性／享乐性属性上不一致时，由于对照效应的影响，增加一个享乐性的附加目标会提高对原有手段的偏好度评价；而增加一个实用性的附加目标会降低对原有手段的偏好度评价。其次，当附加目标与原有目标在实用性／享乐性属性上一致时，由于吸收效应的影响，增加一个感知价值小于原有目标的附加目标，会提高对原有手段的偏好度评价；而增加一个感知价值大于原有目标的附加目标，会降低对原有手段的偏好度评价。

关键词: 附加目标, 手段, 手段偏好度, 目标系统

Abstract:

Based on the goal system theory, this study tried to find out that whether adding an additional goal would increase or decrease the preference of means. Specifically, the dichotomy of hedonic/utilitarian characteristics of the focal goal and the additional goal was adopted to analyze the effect of additional goal on the preference of means. Three experiments were conducted to investigate the mechanism. Results showed that when the additional goal and the main goal were different in the utilitarian/hedonic attribute, because of contrast effect, adding a hedonic additional goal would enhance the preference of means and adding a utilitarian additional goal would decrease the preference of means. On the other hand, when the additional goal and the main goal were the same in the utilitarian/hedonic attribute, because of the assimilation effect, adding an additional goal which has a smaller perceived value than the main goal would enhance the preference of means and adding an additional goal which has a bigger perceived value than the main goal would decrease the preference of means.

Key words: Additional Goal, Means, Preference of Means, Goal System

杜晓梦，张黎. 实用性和享乐性附加目标及其对手段偏好度评价的影响[J]. 营销科学学报, 2011, 7(3): 59-84.

Du Xiaomeng, Zhang Li. The Impacts of an Additional Hedonic ／Utilitarian Goal on the Evaluation of the Preference of Means[J]. Journal of Marketing Science, 2011, 7(3): 59-84.