CAJ | 학술논문

在模糊决策情境中，个体的认知特征会对决策行为产生重要影响。通过问卷与实验相结合的方法，考察认知闭合需要与促销策略（赠送VS．打折）对240名大学生模糊消费决策的影响。结果如下：（1）高认知闭合者在模糊消费情境中偏好立刻做出决策，低认知闭合者偏好暂缓做出决策；（2）促销策略与认知闭合需要对消费决策存在边际交互作用，表现为高认知闭合组更偏好赠送，低认知闭合组对两种促销策略未表现出此类分离。上述结果证实促销策略与认知闭合需要不仅对个体的消费决策存在独立影响，且存在一定交互影响。本研究关注不同认知闭合需要的消费者在不同促销策略下模糊消费决策的差异性，丰富了消费者行为决策理论，对营销实践者亦提供了借鉴。
재모호결책정경중，개체적인지특정회대결책행위산생중요영향。통과문권여실험상결합적방법，고찰인지폐합수요여촉소책략（증송VS．타절）대240명대학생모호소비결책적영향。결과여하：（1）고인지폐합자재모호소비정경중편호립각주출결책，저인지폐합자편호잠완주출결책；（2）촉소책략여인지폐합수요대소비결책존재변제교호작용，표현위고인지폐합조경편호증송，저인지폐합조대량충촉소책략미표현출차류분리。상술결과증실촉소책략여인지폐합수요불부대개체적소비결책존재독립영향，차존재일정교호영향。본연구관주불동인지폐합수요적소비자재불동촉소책략하모호소비결책적차이성，봉부료소비자행위결책이론，대영소실천자역제공료차감。
One of the most interesting implications of prospect theory is that choices are affected by whether the alternatives are framed as gains or as reduced losses. Consumer researchers have adopted part of this theory to hypothesize consumer preferences. Over the past decade, many of them have proved the use of this theory is effective, which means if two sales promotions have the same monetary value, the promotion which is framed by the consumer as a gain will ＂feel＂ more valuable than a promotion framed as a reduced loss. Consumer researchers asserted that the framing of sale promotions should affect whether they are chosen by consumers. The need for cognitive closure （NFCC） is one of individual＇s stable cogni- tive characteristics. When consumers are exposed to an ambiguity consumption situation, as one of individ- ual＇s cognitive characteristics, NFCC should play an important role in their decision-making. The lay epis- temic theory in cognitive psychology has asserted that, individuals with high dispositional NFCC prefer to make instant decisions under uncertain situations and are more easily affected by the framing effect. Based on this theory and related research findings, we hypothesized that consumers with high dispositional NFCC would spend less time making decisions under the ambiguity consumption situation. We also predicted that high dispositional NFCC consumers would prefer the nonmonetary （framed as gain） version of the promo- tion to the monetary （framed as reduced loss） version of the promotion. The research combines the method of questionnaires with lab experiments. 240 students were selected to administrate the NFCC scale and were distributed into high dispositional NFCC group or low disposi- tional NFCC group. One week later, the participants were asked to participate in a decision making exper- iment on the computer. Each of them was presented with one fuzzy consumption scenario, in which the nonmonetary （framed as gain） / the monetary （framed as reduced loss） version of the promotion and a ＂comparative offer＂ were presented. After understanding the consumption scenario, everyone should input the number of their options as quickly as possible, the scenario was described in a time-pressing way to make sure that the consumption situation is fuzzy. The results followed from this, individuals with high NFCC showed their tendency to make an instant decision while those with low NCFF preferred to make a slower decision. Furthermore, the research found that factors of promotion strategy and need for cognitive closure had a marginal interaction effect on con- sumers＇ decisions under the ambiguity consumption situation. That is to say, compared with low NFCC consumers, high NFCC consumers were inclined to be affected by the framing of sale promotions because they thought the promotion described as a gain was more valuable than the promotion framed as a reduced loss. This study is among the few studies that investigate the impact of NFCC on decisions of the uncer- tain economic consumption situation and thus contributes to the framing effect literature by showing that people with high dispositional NFCC are affected by the framing of sale promotions. These findings have significant managerial implications. First, it carrys implications for the understanding of consumers＇ decision behaviour. Second, the results also provide some enlightenment for those marketing practitioners.