基于多重参照视角的消费者不作为惰性行为研究：理论框架及应用

Inaction inertia is the phenomenon that one is not likely to act on an attractive opportunity after having bypassed an even more attractive opportunity. The basic finding has been replicated numerous times in different choice-situations. Inasmuch the negative consequences of inaction inertia effect, there is significant theoretical and practical meaningfulness for the study on regulation mechanism and strategies of inaction inertia. However, there are several insufficiencies on the previous research of inaction inertia. First, the “overaction” phenomenon after the inaction inertia has been neglected in prior research. Second, prior research has adopted a “single reference point” approach which is based on the comparison between the present opportunity and the forgone one, without taking multiple reference points into full considerations. Third, the uncertainty of reference points during the occurrence of inaction inertia has been paid little attention in past studies. We adopt a “forward-looking” approach based on multiple reference point theory by taking the present reference point, the future one, and the total gain/loss into consideration. The project aims to explore the behavioral characteristics and psychological mechanism of inaction inertia under the influences of multiple references with experimental methods. We will propose a systematic framework for the regulation strategies, and construct a behavioral model for the decision-making process on the occurrence and regulation of inaction inertia. The findings are supposed to contribute to the literature and provide a reference for decreasing consumers’ irrational choices after missing opportunities.

不作为惰性是指当人们错失了一个有吸引力的初始机会后，他们对于后续类似次优机会的接受可能性就会降低。不作为惰性普遍存在，并导致了非理性的决策行为，造成了很多负面影响。因此，研究不作为惰性的非理性特征及其调节机制具有重要的理论和实践意义。然而，过去关于不作为惰性的研究存在不足。首先，对于不作为惰性发生后的过度作为现象未能进行研究。其次，过去的研究主要聚焦在消费者所错失机会这单一参照点上，忽略了多重参照点的影响。最后，过去的研究没有充分考虑不作为惰性产生过程中参照比较的不确定性问题。本项目拟基于多重参照依赖的视角，利用实验并采集市场数据的方法深入研究决策者在多重参照影响下的不作为惰性行为特征，探寻现状参照、预期参照和总损益参照对决策行为的作用机制，提出系统的调节策略，在此基础上构建不作为惰性及其调节的决策行为模型，为决策者减少错失机会后的非理性决策提供理论和方法基础。

不作为惰性是指当人们错失了一个有吸引力的初始机会后，他们对于后续类似次优机会的接受可能性就会降低。不作为惰性普遍存在，并导致了非理性的决策行为，对消费者和商家都造成了很多负面影响。本项目针对过去关于不作为惰性研究中的不足，如聚焦在单一参照点，未研究不作为惰性发生后的过度行为，没有充分考虑参照比较的不确定性问题等，基于多重参照依赖的视角，利用行为实验、脑认知神经科学的方法，结合市场数据，深入研究决策者的不作为惰性行为特征。研究发现，消费者的不作为惰性行为受到多重参照的影响，与参照点比较所产生的预期后悔情绪在不作为惰性形成的过程中起到了主要作用。研究探索了现状参照、预期参照和总损益参照对决策行为的作用机制，提出系统的调节策略，在此基础上构建不作为惰性及其调节的决策行为模型，为决策者减少错失机会后的非理性决策提供理论和方法基础。