| 摘要: |
| 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。 |
| 关键词: 限量促销 情感启发式 时间压力 预支情绪 预期情绪 |
| DOI： |
| 分类号: |
| 基金项目: |
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| The Emotional Mechanism in Decision Making of Quantitative Scarcity Promotion: A Perspective of Anticipated and Anticipatory Emotions |
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Peng Jing1，Lu Chang bao2
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| Abstract: |
| The quantitative scarcity promotion can trigger a decision making situation along with the time pressure. In this kind of decision making process, the information of quantitative scarcity can cause anticipatory emotions, and the value of quantity limited product 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 events do or do not occur, and also have positive and negative types such as expected rejoice or expected regret. These two kinds of emotions 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. |
| Key words: quantitative scarcity promotion affect heuristic time pressure anticipatory emotions anticipated emotions |
