CAJ | 학술논문

厂商在广告决策中面临着特别多的不确定性，这使得“理性决策”十分困难。考虑到“理性”资源的稀缺性，厂商可能放弃复杂的理性计算，转而按照文化传统来进行选择。本文引入人类学的“族群”概念（基本含义为“文化共同体”），以广东省为例，研究族群文化对厂商广告决策的影响。广东省有三个族群：讲粤语的广府族群、讲客家话的客家族群、讲闽南方言的福佬族群（以潮汕人为主体），他们在华人经济圈占有举足轻重的地位。分析发现，混合族群区企业的广告密度与广府企业没有显著差异，客家、福佬企业的广告密度则显著低于广府企业，这主要是因为广府文化和混合文化对民营企业和外资企业的广告投入有促进作用。此外，厂商在广告决策当中并不像经济学理论所认为的那样，充分考虑各种复杂的经济因素，而只遵循三条简单的经验法则：①“出了新产品就做广告”；②“产品卖不出就做广告”；③“不用自己推销就不做广告”。本文表明，目前中国厂商的一些决策并不是高度理性化的，而是在很大程度上遵循着文化传统和经验法则。
엄상재엄고결책중면림착특별다적불학정성，저사득“이성결책”십분곤난。고필도“이성”자원적희결성，엄상가능방기복잡적이성계산，전이안조문화전통래진행선택。본문인입인류학적“족군”개념（기본함의위“문화공동체”），이광동성위례，연구족군문화대엄상엄고결책적영향。광동성유삼개족군：강월어적엄부족군、강객가화적객가족군、강민남방언적복료족군（이조산인위주체），타문재화인경제권점유거족경중적지위。분석발현，혼합족군구기업적엄고밀도여엄부기업몰유현저차이，객가、복료기업적엄고밀도칙현저저우엄부기업，저주요시인위엄부문화화혼합문화대민영기업화외자기업적엄고투입유촉진작용。차외，엄상재엄고결책당중병불상경제학이론소인위적나양，충분고필각충복잡적경제인소，이지준순삼조간단적경험법칙：①“출료신산품취주엄고”；②“산품매불출취주엄고”；③“불용자기추소취불주엄고”。본문표명，목전중국엄상적일사결책병불시고도이성화적，이시재흔대정도상준순착문화전통화경험법칙。
Extreme uncertainty that faces firms in advertising decisions leads to the very difficult realiza- tion of rational decisions. Considering the scarcity of rational resources, firms may give up complex rational calculation and select advertisements in accordance with cultural tradition in turn. This paper introduces the eoncept of ethnic group in anthropology, whose basic meaning is cultural community, and takes Guangdong province as an example to study the effeets of ethnic culture on advertising decisions. In Guangdong province, there are three ethnic groups, namely Cantonese, Hakka and HoMo （mainly from Chaoshan）, and they occupy a pivotal position in the Chinese economy. It shows that, advertising intensity of Cantonese firms is not signifi- cantly different from the one in mixed communities, but significantly higher than the one of Hakka and HoMo firms,mainly owing to the positive role of Cantonese and mixed culture in advertising input of private firms and foreign-invested firms. In addition, firms do not seem to take full account of complex economic factors in economic theories, but only comply with three simple rules of thumb： the first one is advertising with the e- mergence of new produets; the second one is advertising when products are slow-moving; the third one is no advertising when products are promoted by others. This paper implies that, currently some decisions of Chinese firms are not highly rational, but greatly affected by cultural tradition and rules of thumb.