可评估性理论在市场营销领域的研究综述及应用

Abstract

Abstract:

General Evaluability Theory is an integrative theory of value sensitivity（Hsee et al. 2010). This review paper first introduces three factors that determine value evaluability and how these 3 factors interact with each other; then shows how general evaluability theory could explain the existing important phenomena in consumer decision making better; then presents its practical applications in many facets of marketing, and finally gives conclusion and future research direction regarding this theory.

Key words: General Evaluability Theory, Mode, Knowledge, Nature, Preference Reversal, Misprediction

Wang Liangyan, Pan Li, Yang Xue.

Review and Application of General Evaluability Theory in Marketing

[J]. Journal of Marketing Science.

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Review and Application of General Evaluability Theory in Marketing

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