外文翻译--消费者对于不可预期物价变动的反应：情感的反应和心理会计的影响.docVIP

本科毕业论文（设计） 外 文 翻 译 外文题目 Consumer Responses to Unexpected Price Changes 外文出处 Advances in Consumer Research 外文作者 Amar Soman Cheema 原文： Consumer Responses to Unexpected Price Changes: Affective Reactions and Mental Accounting Effects Research in marketing has provided several ways of thinking about how consumers use price information in making purchase decisions. We have considerable evidence to support the following ideas: 1) Consumers form category-specific budgets that dictate how much they can spend on any product category, 2) Their purchase decisions are driven by the available (well-defined) budgets, 3) Consumers have a reference price expectation for most purchases, and 4) Price deviations in the form of discounts or coupons have a significant effect of consumer decision-making. These findings suggest a fairly stationary set of purchase and consumption decisions given a price expectation and a set of budgeting rules. The papers in this session asked the question-what happens when the consumer gets an unexpected price discount? In the first presentation (Pleasant Surprises: Consumer Response To Unexpected-Store Coupons), Heilman, Nakamoto and Rao looked at the affective response of surprise on receiving an unexpected in-store coupon and its effects on the shopping basket. These surprise coupons may include electronic shelf coupons and peel-off coupons found on product packaging, to name a few. In contrast to the extant literature, they examined the impact of surprise coupons not on brand choice, but rather on the total basket of purchases made by grocery store customers. They hypothesized that a surprise coupon will increase the number of unplanned purchases made on a shopping trip and they predicted where in the grocery store these unplanned purchases would come from. The results of an in-store experiment, a survey study and secondary data supported their hypotheses. The finding that an unexpected in-store s