| 21 | 0 | 99 |
| 下载次数 | 被引频次 | 阅读次数 |
以“满就减”为代表的全场性促销因能框定消费者认知并促使其围绕折扣幻觉展开“凑单”而受到广泛应用。折扣幻觉作为认知框定的结果，其语言驱动因素与自然呈现的隐性条件句式及附着在该句式上的条件值与激励值密切相关。基于条件句式结构与锚定效应，研究发现：(1)认知框定的发生与条件句式结构的隐性化有关。消费者越依赖表层条件关系，折扣幻觉越高。反之，对深层结构理解越充分，折扣幻觉越低。(2)条件值与激励值作为外部锚会诱发锚定效应并放大折扣幻觉。此外，数值精确度对该效应具有调节作用，精确数比大概数引发更强的折扣幻觉。(3)习惯采用直觉启发式而非理性决策，是条件句式结构与数值锚定影响折扣幻觉的认知根源。系统来看，条件句式与数值锚定的联动是框定认知的关键语言驱动因素。
Abstract：Platform-wide promotions, typified by “ spend X, get Y off, ” are widely adopted because they frame consumers' cognition and induce them to engage in “bundle-purchasing” behavior driven by the discount illusion. As an outcome of cognitive framing, the discount illusion is linguistically driven by the implicit conditional sentence structures naturally embedded in such promotions, as well as by the condition values and incentive values attached to these structures. Drawing on conditional sentence structures and anchoring effects, this study finds that:(1) The occurrence of cognitive framing is related to the implicit nature of conditional sentence structures. The more consumers rely on surface-level conditional relations, the stronger the discount illusion;conversely, a deeper understanding of the underlying structure weakens the illusion.(2) Condition values and incentive values, as external anchors, induce anchoring effects and amplify the discount illusion. Furthermore, numerical precision moderates this effect, such that precise numbers induce a stronger discount illusion than rounded numbers.(3) The cognitive root underlying the influence of conditional sentence structures and numerical anchoring on the discount illusion lies in consumers' tendency to rely on intuitive heuristics rather than rational decision-making. Taken together, the interplay between conditional sentence structures and numerical anchoring constitutes a key linguistic driver of cognitive framing.
[1]卢长宝,王传声.复杂折扣的区间计算及折扣幻觉发生的认知机制研究[J].中央财经大学学报,2016(11):104-113.
[2]李犇,高倩,郭晓龙,等.考虑策略消费者线上凑单购买行为的免邮策略研究[J].中国管理科学,2026,34(5):1-10.
[3]伍争荣.大型商场“返券促销”的价格幻觉效应[J].价格理论与实践,2004(7):58-59.
[4]卢长宝,王啊婷,卢翠眉.大型网络聚集促销诱发前瞻性情绪的心理语言机制[J].心理科学进展,2023(9):1595-1610.
[5]郭向东,王怀军.在线环境下满立减的价格折扣框架效应研究[J].商业经济研究,2016(10):59-61.
[6]Li Z H,Popkowski Leszczyc P T L.Competitive coupon promotions:a theory-based model for online retail platforms and thirdparty sellers[J].Electronic Commerce Research,2025,25(5):4035-4069.
[7]Biswas A,Bhowmick S,Guha A,et al.Consumer evaluations of sale prices:role of the subtraction principle[J].Journal of Marketing,2013,77(4):49-66.
[8]黄伯荣,李炜.现代汉语:下册[M].北京:北京大学出版社,2016:99-112.
[9]乔姆斯基.句法结构[M].邢公畹,庞秉钧,黄长著,等,译.北京:中国社会科学出版社,1979:20-85.
[10]索尔所,麦克林,麦克林.认知心理学(第8版)[M].邵志芳,李林,徐媛,等,译.上海:上海人民出版社,2018:268-272.
[11]Pickering M J,Branigan H P.Syntactic priming in language production[J].Trends in Cognitive Sciences,1999,3 (4):136-141.
[12]Epley N,Gilovich T.Putting adjustment back in the anchoring and adjustment heuristic:differential processing of selfgenerated and experimenter-provided anchors[J].Psychological Science,2001,12(5):391-396.
[13]张华,李莉,朱星圳,等.网络购物平台最优价格促销策略:价格折扣还是现金券?[J].中国管理科学,2022(10):130-141.
[14]Rai D,Lin C W,Jiraporn N.The impact of scheduling styles on time-limited promotions:the moderating role of redemption frames[J].Journal of Business Research,2021,135:774-786.
[15]杨源,林鸿飞.基于产品属性的条件句倾向性分析[J].中文信息学报,2011(3):86-92.
[16]Mandel D R.Do framing effects reveal irrational choice[J].Journal of Experimental Psychology:General,2014,143(3):1185-1198.
[17]Gamliel E,Hertrin R.Effects of message framing and involvement on price deal effectiveness[J].European Journal of Marketing,2012,46(9):1215-1232.
[18]杨洁,张亚旭.句子产生中的句法启动[J].心理科学进展,2007(2):288-294.
[19]Epley N.A tale of tuned decks?Anchoring as accessibility and anchoring as adjustment[M]//Koehler D J,Harvey N.Blackwell handbook of judgment and decision making.Oxford:Blackwell Publishing,2004:240-256.
[20]Levy D,Snir A,Gotler A,et al.Not all price endings are created equal:price points and asymmetric price rigidity[J].Journal of Monetary Economics,2020,110:33-49.
[21]郭功星,龚婵娟,苟万幸.数字也能说话:数字元素的消费心理感知述评及营销展望[J].消费经济,2021(1):87-94.
[22]Kim J,Giroux M,Lee J C.When do you trust AI?The effect of number presentation detail on consumer trust and acceptance of AI recommendations[J].Psychology&Marketing,2021,38(7):1140-1155.
[23]Cui Y Y,Van Esch P,Jain S P.Just walk out:the effect of AI-enabled checkouts[J].European Journal of Marketing,2022,56(6):1650-1683.
[24]Wadhwa M,Zhang K J.This number just feels right:the impact of roundedness of price numbers on product evaluations[J].Journal of Consumer Research,2015,41(5):1172-1185.
[25]Xie G X,Kronrod A.Is the devil in details?The signaling effect of numerical precision in environmental advertising claims[J].Journal of Advertising,2012,41(4):103-117.
[26]卡尼曼.思考,快与慢[M].胡晓姣,李爱民,何梦莹,译.北京:中信出版社,2012:1-33,102.
[27]Aylin A,Marco B,Anja L.Price promotion for emotional impact[J].Journal of Marketing,2014,78(4):80-96.
[28]Coulter K S,Coulter R A.Size does matter:the effects of magnitude representation congruency on price perceptions and purchase likelihood[J].Journal of Consumer Psychology,2005,15(1):64-76.
[29]Semin G R,Fiedler K.The linguistic category model,its bases,applications and range[J].European Review of Social Psychology,1991,2(1):1-30.
[30]黄贤军,高路.语法启动与言语产生中的语法表征[J],心理科学进展,2005(2):147-155.
[31]Byrne R M J.Suppressing valid inferences with conditionals[J].Cognition,1989,31(1):61-83.
[32]Kahneman D.Maps of bounded rationality:psychology for behavioral economics[J].The American Economic Review,2003,93(5):1449-1475.
[33]Vuori N,Burkhard B,Laamanen T,et al.Heuristics in organizations:toward an integrative process model[J].Academy of Management Annals,2024,18(2):670-711.
[34]卢长宝,黄彩凤.决策双系统理论在促销决策研究中的运用[J].北京工商大学学报(社会科学版),2012(4):51-58.
[35]Tversky A,Kahneman D.Judgment under uncertainty:heuristics and biases[J].Science,1974,185(4157):1124-1131.
[36]曲琛,周立明,罗跃嘉.锚定判断中的心理刻度效应:来自ERP的证据[J].心理学报,2008(6):681-692.
[37]Pogacar R,Shrum L J,Lowrey T M.The effects of linguistic devices on consumer information processing and persuasion:a language complexity×processing mode framework[J].Journal of Consumer Psychology,2018,28(4):689-711.
[38]Chen H P,Rao A R.When two plus two is not equal to four:errors in processing multiple percentage changes[J].Journal of Consumer Research,2007,34(3):327-340.
[39]Ortega A M,Tabares F A.Psychological pricing:myth or reality?The impact of nine-ending prices on purchasing attitudes and brand revenue[J].Journal of Retailing and Consumer Services,2023,71:103206.
[40]Neys W D.Dual processing in reasoning:two systems but one reasoner[J].Psychological Science,2006,17(5):428-433.
[41]Wilson T D,Houston C E,Etling K M,et al.A new look at anchoring effects:basic anchoring and its antecedents[J].Journal of Experimental Psychology:General,1996,125(4):387-403.
[42]Novak T P,Hoffman D L.The fit of thinking style and situation:new measures of situation-specific experiential and rational cognition[J].Journal of Consumer Research,2009,36(1):56-72.
[43]Sokolova T,Seenivasan S,Thoman M.The left-digit bias:when and why are consumers penny wise and pound foolish?[J].Journal of Marketing Research,2020,57(4):771-788.
[44]Park E Y,Jang J M.Psychological effects of horizontal price display:how left-right location shapes reference price and perceived quality[J].Frontiers in Psychology,2025,16:1497372.
[45]Lee L,Ariely D.Shopping goals,goal concreteness,and conditional promotions[J].Journal of Consumer Research,2006,33(1):60-70.
[46]Peng Z J,Shou Z G,Teng H X.The impact of conditional discounts on consumers'internal reference prices:a perspective of cue diagnosticity[J].European Journal of Marketing,2025,59(8):1951-1972.
[47]Guha A,Biswas A,Grewal D,et al.Reframing the discount as a comparison against the sale price:does it make the discount more attractive?[J].Journal of Marketing Research,2018,55(3):339-351.
[48]Jia H,Huang Y H,Zhang Q,et al.Final price neglect in multi-product promotions:how nonintegrated price reductions promote higher-priced products[J].Journal of Consumer Research,2024,50(6):1097-1116.
[49]Davis D F,Bagchi R.How evaluations of multiple percentage price changes are influenced by presentation mode and percentage ordering:the role of anchoring and surprise[J].Journal of Marketing Research,2018,55(5):655-666.
(1)https://www.sohu.com/a/397942027_120261401。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2026.06.005
中图分类号:F713.5;H146.3
引用信息:
[1]卢长宝,邓新秀.条件句式与数值锚定如何诱发折扣幻觉：全场性促销中的语言驱动机制[J].商业经济与管理,2026,No.416(06):62-77.DOI:10.14134/j.cnki.cn33-1336/f.2026.06.005.
基金信息:
国家社会科学基金重点项目“促销文本助推人工智能推荐的语言驱动机制研究”(25AGL019)
2026-06-26
2026
2026-06-26
2026-07-30
2026
1
2026-06-15
2026-06-15