欢迎您！东篱公司
退出
-
申报数据库
-
立项数据库
-
成果数据库
-
项目获奖数据库
中文摘要：
随着营销研究步入精细化和更注重对企业营销实战的指导,大量心理学核心概念和理论被引入营销领域的研究中,2001年Aaker将心理学重要理论——调节聚焦理论引入营销领域的研究,调节聚焦对信息说服力的影响成为近几年来营销领域的研究热点。本文通过对相关文献的系统梳理,阐释了调节聚焦理论的内涵、调节聚焦倾向的形成和测量,并对其在营销领域的研究应用进行了评述,指出了调节聚焦理论未来的研究应用前景及可能的研究方向。
英文摘要：
With marketing study becoming more elaborate and guidance for enterpri ses’ marketing practice becoming more important, a great number of core concept s and theories of psychology are introduced into marketing study. In 2001, Aaker introduced the important theory in psychology, regulatory focus theory, into ma rketing study, and the influence of regulatory focus on information persuasion h as become a hotspot in marketing study in recent years. Through summarizing the related literature, the author explains...
同期刊论文项目
同项目期刊论文
Is it simply a matter of managerial competence? Interpreting Chinese executives' perceptions of cris
期刊信息
位置：