中文摘要：

单纯依赖经济利益刺激消费者购买的销售促进牺牲利润换来销量，还可能提高消费者对价格的敏感性和损害品牌价值。基于信息阶流理论设计新的促销方式，检验观察性学习对客户选择金融产品的影响。采用自然实验方法，以银行客户为对象，根据信息的不对称性控制了产品特性。实验结果显示：在购买沐验产品时，积极的观察性学习对客户购买意愿有显著影响，消极的观察性学习影响不显著，没有购买同类产品相关经验的客户更容易受到积极的观察性学习影响。在购买搜索产品时观察性学习并未对客户购买行为产生显著影响。将观察性学习极性的不对称影响效应推广到金融市场的体验产品。提出了管理建议，丰富营销理论和工具，提高营销的效率和效益。

英文摘要：

The existing research and practice of sales promotion rely on monetary benefit and argue that pursuing sales performance in terms of profit may increase price sensitivity and destroy brand value. We design a new method based on Social learning theory to test customer purchasing intention by controlling observational learning （OL） on purchasing behavior through field experiment conducted at a commercial bank. The result shows that when buying experience goods, 1） customers have more purchasing intention with OL than without OL, when OL is positive; 2） the negative OL has no significant effect, and there is little influence of both positive and negative OL stimulation on customer purchase intention as they buy search goods.