中文摘要：

针对以往研究“向后看”的、聚焦于单参照点的“回避比较”视角所存在的不足，从“向前看”的、考虑现在和未来类似机会的多参照点视角出发，提出了基于参照效应的不作为惰性调节机制和策略。研究表明，当消费者错失好机会后，如果能突出次选机会的存在或未来类似机会的成本上升预期。就能通过多参照点的作用减弱过去错失机会的影响，对不作为惰性起到调节作用。预期不作为后悔在这一调节过程中起到了显著的中介作用。

英文摘要：

Inaction inertia causes negative impacts on both consumers who miss a good opportunity and marketers who end a promotion activity. Prior research in this field has mostly looked at the antecedents of inaction inertia, and little research has focused on the mechanism and strategy for regulating inaction inertia. To explore the strategies for releasing the inaction inertia effect, prior research has proposed a ＂backward-looking＂ approach which is based on decoupling the present opportunity with forgone opportunity to avoid comparisons between two opportunities. However, the effectiveness of the strategy should be further manifested under more practical conditions such as clear opportunities comparability, short temporal or spatial distance. Given the insufficiency of previous research, we adopted a ＂forward-looking＂ approach based on multiple reference point theory by taking present and future similar opportunities into consideration. In specific, we proposed that when a present inferior similar opportunity was highlighted after missing a good opportunity, consumers would take the inferior option as one of their reference point. The effect of multiple reference point might change the judgment and choice of consumers. Inaction inertia might thus be regulated. Similarly, when the information of future opportunity with increased cost was noticed by consumers, they would anticipate the future choice and take it as a reference for their decision. In addition, there are four major theoretical explanations for the psychological mechanism behind inaction inertia in previous research. However, scholars are still in disputes over the psychological processes. The research examined these four possible explanations for the relationship between the history of missing opportunity and the existence of inferior reference points. The hypotheses were tested by two studies. In study 1, two hundred and two students from universities in Beijing were randomly assigned to one of the five conditions in a 2 （difference in opportu