CAJ | 학술논문

限量促销引发的是一种带有明显时间压力的决策情境。稀缺信息会引发预支情绪，限量品价值会引发预期情绪。预支情绪作为对未来进行展望而体验到的即时情感，有高兴和焦虑两种正负面情感。预期情绪作为人们想象经历确定结果后会有怎样的感受，有预期愉悦和害怕后悔两种正负面情感。在限量促销决策中，二者存在交互作用的可能性。此外，预支与预期情绪中的负面情感通常在临近促销时点时占优，而正面情感则在消息发布时占优。
한량촉소인발적시일충대유명현시간압력적결책정경。희결신식회인발예지정서，한량품개치회인발예기정서。예지정서작위대미래진행전망이체험도적즉시정감，유고흥화초필량충정부면정감。예기정서작위인문상상경력학정결과후회유즘양적감수，유예기유열화해파후회량충정부면정감。재한량촉소결책중，이자존재교호작용적가능성。차외，예지여예기정서중적부면정감통상재림근촉소시점시점우，이정면정감칙재소식발포시점우。
The quantitative scarcity promotion can trigger a decision making situation along with the time pressure. In this kind of de?cision?making process, the information of quantitative scarcity can cause anticipatory emotions, and the value of quantity limited prod?uct can cause anticipated emotions. Anticipatory emotions are evoked by the prospect of a future event, and have positive and negative types such as happiness and anxiety. As expected emotions to be experienced in the future, anticipated emotions are evoked if certain e?vents do or do not occur, and also have positive and negative types such as expected rejoice or expected regret. These two kinds of emo?tions probably have interactions with each other. On the one hand, negative affections of anticipatory and anticipated emotions usually play a dominant role near the promotion point;on the other hand, positive affections play a dominant role at the time of the information announcing.