消费者非理性决策行为研究——基于消费者脆弱性与公共政策的整合视角

Research on consumer irrational decision and behavior is plentiful, however there is no agreement on the criteria of the irrationality. Psychology and behavior scientists usually use utility as the criterion to evaluate the degree of rationality, while marketing and consumer behavior researchers are more interested in the process and outcome of irrational activities in economic life. The majority of the previous related research concentrated on the organization strategy, yet limited research addressed this issue from the perspective of consumers. The study proposes an integrated approach to examines consumer irrationality from the perspective of consumer vulnerability on the level of consumer welfare and public policiy. Based on the related study, consumer vulnerability is redefined. We propose that vulnerable consumers are essentially in a condition of inability, and propose two type of consumer vulnerability: vulnerability original from scarcity of knowledge and vulnerability original from scarcity of capability. The phenomena of consumer vulnerability are so common that not many particular disadvantage groups but also special industries and areas are closely related with consumer vulnerability. The primary objectives of this study were to investigate the characteristics of vulnerability and concerned social issues in order to provide guidance for public policy. Therefore, the internal mechanism of irrational behavior decision will be uncovered from the point of analyzing two type of consumer vulnerability. It will contribute greatly to the extant theory as well as to social management practice.

关于消费者非理性决策与行为研究已有相当丰富的研究成果。但是非理性的标准尚不统一，心理与行为经济学者以效用原则作为衡量标准，营销与消费者行为学者则关心过程和结果。以往研究的视角更多集中于与企业策略相关的问题，本项目将聚焦在消费者福利和公共政策视角，通过重新定义消费者脆弱性的概念，依其本质上在消费情境中“无能为力”的状态，将从无力辨优的“知识型”脆弱和无力选优的“能力型”脆弱，应用于非理性消费行为研究的统一分析架构。典型弱势群体与消费者脆弱性有很强的关联，并与特定行业和特定地区的大量非理性消费行为现象相联系，本项目旨在描述其脆弱性特点及社会问题，以期提供公共政策的指导。因此，本项目从“知识型”和“能力型”两个层面的“消费者脆弱性”出发，基于消费者福利视角探究非理性决策行为的内在机制，在一定意义上具有理论上的重大创新，同时具有非常现实的实践意义。

关于消费者非理性决策与行为研究已有相当丰富的研究成果。但是非理性的标准尚不统一，心理与行为经济学者以效用原则作为衡量标准，营销与消费者行为学者则关心过程和结果。以往研究的视角更多集中于与企业策略相关的问题，本项目将聚焦在消费者福利和公共政策视角，通过重新定义消费者脆弱性的概念，依其本质上在消费情境中“无能为力”的状态，将从无力辨优的“知识型”脆弱和无力选优的“能力型”脆弱，应用于非理性消费行为研究的统一分析架构。典型弱势群体与消费者脆弱性有很强的关联，并与特定行业和特定地区的大量非理性消费行为现象相联系，本项目旨在描述其脆弱性特点及社会问题，以期提供公共政策的指导。因此，本项目从“知识型”和“能力型”两个层面的“消费者脆弱性”出发，基于消费者福利视角探究非理性决策行为的内在机制，在一定意义上具有理论上的重大创新，同时具有非常现实的实践意义。