助推策略对消费者行为的影响研究：观察者视角

Nudge is widely used in the field of behavioral economics, marketing and public management. For example, the government can set the default option to promote the organ donations; companies can change the " choice architecture" to nudge consumers to buy specific product. By reviewing the literature on nudge strategy, we realize that while most of the existing literature focuses on how to use nudge strategies to change behavior, however, how the observers percept and infer from the behavioral changes due to nudging, and how such perception and inferences would change the observers’ behavior subsequently, is less explored. By focusing on the “choice architecture” and “social influence” nudge strategies, this project aims to explore how the behavior changes caused by nudging, would change observers’ perception and inferences on the motivation and ability of consumer who are nudged, and therefore the subsequent behavior responses of observer (e.g., imitation). It is expected that the research results will enrich the existing theories of consumer choice, and it is of great practical significance for the company and the public sector to use the nudging strategies effectively.

"助推(Nudge)"策略广泛地应用于行为经济学、营销与公共管理领域。例如，政府可以通过设置默认选项来促进器官捐献参与率；企业可以通过改变“选择体系”来隐蔽地诱导消费者购买产品。通过回顾关于助推策略的文献，课题组认为现有文献大多在集中探讨助推如何改变被助推者的选择，而对于观察者如何感知助推所引起的行为改变，如何推断被助推者的行为动机和能力，以及这种感知和推断如何进一步改变观察者的行为反应缺少研究。本课题重点研究“选择体系”和“社会影响”两种助推策略，从观察者推断的角度入手，探索“选择体系”和“社会影响”助推所引起的消费者行为改变，如何影响观察者对被助推者的动机和能力推断，进而改变观察者的行为反应(如模仿)。预期研究成果将丰富消费者选择的现有理论体系，对于企业和公共部门更有效利用助推策略来干预行为具有重要实践指导意义。

本课题利用实验研究和现场研究的方法，从观察者视角入手，围绕“助推策略对消费者认知与行为的影响”这一核心问题开展研究。重点探索消费者作为观察者对被助推者行为的认知推断机制，以及该机制对观察者后续行为的作用。课题组经过4年的研究，取得了丰硕的研究成果，累计在包括Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing, Journal of Academy of Marketing Science等国际重要期刊发表论文9篇，并获得了44次引用（Google Scholar)。研究成果在公益捐赠（JAMS 2019）、安慰剂治疗（JESP 2020）、健康饮食（IJRM 2021）、以及广告说服（JCP 2019）等不同情景中设计消费者行为助推策略提供了行为学理论基础。此外，依托本课题，还培养了两名博士生完成博士论文。本课题基于社会观察视角，将消费者同时作为观察者的这一角色引入研究中，将前人关于助推策略对消费者的直接行为影响，扩展至助推策略对消费者的间接行为影响，拓宽了研究视角与维度，丰富了消费者行为决策的相关理论。