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.