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消费行为中表象的功能与作用 机制

The Effects and Mechanism of Mental Imagery in Consumer Behavior

Psychology of China / 2019,1(7): 496-511 / 2019-09-23 6261 9096

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• Authors: 宋金柱¹²* 牛雷¹ 孙志锋¹
• Information:

  1. 浙江工商大学工商管理学院，杭州；
  2. 浙江工商大学现代商贸研究中心，杭州

• Keywords:
  Mental imagery; Consumer behavior; Effect; Mechanism
  表象; 消费行为; 功能; 作用机制
• Abstract: Mental imagery is an important concept in psychological research field, this article introduces the studies of mental imagery conducted in the field of consumer behavior which is traditionally and still very closely related to psychological area. It discusses that mental imagery has strong effects on consumer’s learning and memory and its role on affecting consumer’s attitude and behavior. Four mechanisms underlying the effects of mental imagery on consumer’s attitude and behavior are proposed. This study provides a comprehensive review of studies on mental imagery in consumer research, which may benefit future related research and further understanding of mental imagery. 表象是认知心理学中重要的概念与研究课题，本文介绍了其在与心理学关系密切的消费行为研究领域中的研究发现与成果，着重探讨了表象作用于消费者学习与记忆、判断与行为方面的功能，提出并论述了四种可能解释消费行为中产生表象效应的作用机制，以期助益于更加全面地理解表象问题，为促进相关课题研究进一步开展提供参考。
• DOI: https://doi.org/10.35534/pc.0107031
• Cite: 宋金柱，牛雷，孙志锋．消费行为中表象的功能与作用机制［J］.中国心理学前沿，2019，1（7）：496-511.
  https://doi.org/10.35534/pc.0107031