锚定效应:包装设计中的品牌呈现与数字尺度:the presence of brand and the role of scale

内容简介

自2002年诺贝尔经济学奖得主丹尼尔？卡尼曼在其代表作中提出“锚定效应”以来，众多领域的专家学者均对这一理行了验证：统计预测、法庭案件审理、医患沟通、商业协作、金融风险预测等。可以说，“锚定效应”是一种广泛存在、且人们难以克服的决策偏差效应。它根植于直觉心理学，发展壮大于经济学和金融学，却在广告学和市场营销学中研究甚少。本书将这一理论运用到产装设计的实验中，并围绕食装上数字尺度的使用和品牌描述这两个元素展开，从而对该理一步考证。

目录

LIST OF ABBREVIATIONS AND SYMBOLS
LIST OF TABLES
LIST OF FIGURES
CHAPTER I INTRODUCTION
CHAPTER II LITERATURE REVIEW
WHAT: Judgment Tasks of Anchoring That Have Been
Examined
HOW. Psychological Mechanisms and Stages of
Anchoring
WHY. Reasons That Anchoring Occurs
WHERE: I. Applied Areas of Anchoring Effects
WHERE: II. Application in Comparative Nutrition
Claims
WHEN. Conditions for Anchoring to Occur
WHO: People Affected by Anchoring and Adjustment
CHAPTER Ill METHODOLOGY
Products & Packaging Designs
Treatment Manipulations
Product Attribute: Fat
Participants and Procedure
Measurement
CHAPTER IV RESULTS
Manipulation Check
Study Participants
Scale Reliability and Validity
Hypotheses Testing and Research Questions
CHAPTER V DISCUSSION
Summary of Results
Theoretical Implications and Practical Applications
Limitations and Future Research
Conclusions
REFERENCES
APPENDIX A
APPENDIX B