感知
心理学
社会心理学
偏爱
框架(结构)
一致性
影响力营销
质量(理念)
框架效应
推论
显著性(神经科学)
决策质量
产品(数学)
营销
广告
经济
说服
业务
认知心理学
计算机科学
微观经济学
人工智能
几何学
哲学
数学
神经科学
市场营销管理
患者满意度
工程类
认识论
结构工程
关系营销
作者
Lana Xianglan Nan,Sang Kyu Park,Yang Yang
摘要
Abstract Every day, we learn about others’ decisions from various sources. We perceive some of these decisions as choices and others as rejections. Does the mere perception of another’s decision as a choice versus as a rejection influence our own behavior? Are we more likely to conform to another’s decision if we view it in one way or the other? The current research investigates the social influence of decision frames. Eight studies, including a field study conducted during a livestreaming event hosted by an influencer with over 1.5 million followers, find that people are more likely to conform to another’s decision if it is perceived as a rejection than if it is perceived as a choice. This effect happens because consumers are more likely to attribute another’s decision to product quality as opposed to personal preference, when consumers perceive another’s decision as a rejection than as a choice. The inference about quality versus personal preference in turn increases conformity. This research bridges the existing literatures on decision framing, social influence, and perceptions of quality and personal preference, and it offers important implications for marketers and influencers.
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