摘要
调节聚焦理论从提出至今十多年来,在营销学领域受到广泛的关注,尤其有助于对消费者行为的解释。文章首先阐述调节聚焦理论的产生过程,总结、整理了几种调节聚焦常用的操控方法和测量方法,并对测量方法的运用情境给出建议,其次梳理了利用调节聚焦理论在营销领域的应用研究,多数研究集中于从消费者内部环境因素来解释营销现象。最后指出调节聚焦理论在营销中仍有广阔的应用空间,并对未来的研究方向进行了展望。
Regulatory focus theory has been paying robust attention in the field of marketing since it was put forward in recent 10 years,especially,it helps to explain consumer behavior.Firstly,this paper manifests the general process of regulatory focus theory,and summarized some common manipulation means and measurement of regulatory focus.Then some advices about the context of the measurement are given.Secondly,this paper reviews on application researches about regulatory focus theory in the field of marketing,most of which focus on explain marketing phenomenon from the perspective of consumer internal environment factors.Finally,this paper points out that there is a broad application space for regulatory focus theory in marketing,and it proposes some future research directions.
出处
《华东经济管理》
CSSCI
2012年第11期143-147,共5页
East China Economic Management
基金
国家自然科学基金青年科学项目"顾客参与对新产品开发的影响:基于调节聚焦理论的实验研究"(71102143)
江苏省教育厅高校哲学社会科学研究指导项目(2012SJD630024)
关键词
调节聚焦理论
操控
测量
营销应用
regulatory focus theory
manipulation
measurement
marketing application
