Research on the Influence Mechanism of Social Comparative Tendency on Consumers'Purchase Decision——Based on the Perspective of Emotion-rational Decision
Based on consumer decision model theory,goal theory,the influence of social comparison tendency on consumer purchase decision is discussed from the perspective of emotional-rational decision in marketing field.The study was carried out by experimental method,and a total of 4 experiments were designed for verification.The research shows that consumers' social comparison tendency has a significant impact on consumption decisions.Consumers with high social comparison tendency are more inclined to buy hedonic products,while those with low one are more inclined to buy practical products.This study has enriched the research of the psychological variable of social comparative tendency in the field of marketing,and provided sug-gestions for merchants to promote the sale of different types of products,and also helped to avoid the risk caused by consumers' impulsive consumption.
social comparative tendenciesself-affirmationconsumer decision-makinghedonic goodspracti-cal goods
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