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PURCHASER'S SELF-CONCEPT AND DECISION FRAMES (CONSUMER BEHAVIOR).

Debra Gayle Rowe

出版	University of Michigan, 1991
URL	http://books.google.com.hk/books?id=aVgeAQAAMAAJ&hl=&source=gbs_api

註釋

consumer's desire for the product. These hypothesized relationships are tested in a two factor experiment in which three types of envisioning instructions (positive, negative, none) are tested across two types of products (expensive and inexpensive). The results of this study show that a sales seeking consumer will tend to set a lower reference point than a consumer who is not sales seeking. Second, this study shows that the positive envisioning of the purchase or use of a product will tend to increase