消费者百分比差异混淆：概念、影响因素及理论解释
Consumer Confusion of Percent Differences: Concepts, Influencing Factors and Theoretical Explanations
DOI: 10.12677/AP.2018.87120, PDF,   
作者: 李梦倩：武汉理工大学艺术与设计学院，湖北 武汉；包居旺, 陈李双：武汉体育学院健康科学学院，湖北 武汉
关键词: 百分比差异混淆；数学能力；时间压力；双系统作用模型；模糊痕迹理论；Confusion of Percent Differences； Mathematical Ability； Time Pressure； Dual-Process Model of Reasoning； Fuzzy-Trace Theory
摘要: 消费者百分比差异混淆是基于消费者对百分比差异的一种直觉偏差，是一种对以百分比形式呈现的价格信息的错误理解。本文主要对现象进行概念上的界定，并重点分析了消费者的数学能力、计算难度、动机水平、时间压力、商品价格对消费者百分比差异混淆的影响。同时，本文通过双系统作用模型和模糊痕迹理论对该现象进行理论上的解释和分析。最后，对今后研究消费者百分比差异混淆现象提出了建议。
Abstract: Consumer confusion of percent differences is based on consumers’ intuitive bias toward percent differences and is a kind of misunderstanding about the price information appeared in the form of percentage. This article aims to define this phenomenon and emphasize on its influencing factors, such as mathematical ability and motivation of consumers, product price, time pressure and calculation difficulty. Furthermore, a dual-process model of reasoning and fuzzy-trace theory are employed to theoretically explain consumer confusion of percent differences. Few suggestions for the studies in the future concerning this phenomenon are addressed finally.
文章引用：李梦倩, 包居旺, 陈李双 (2018). 消费者百分比差异混淆：概念、影响因素及理论解释. 心理学进展, 8(7), 996-1004. https://doi.org/10.12677/AP.2018.87120

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