卢长宝;胡珮姗

• 1:福州大学 经济与管理学院，福建 福州 350108

摘要(Abstract)：

认知吝啬反映了人们在决策时大脑在使用认知资源方面较为吝啬的特点，是人性偏懒在认知上的综合体现。由于学术界尚未就认知吝啬的具体行为表现构建明确的理论分析框架，因此人们难以掌握认知吝啬在特定领域的运用方式。鉴于此，本文首先阐述了认知吝啬的起因及其理论解释，并在此基础上借助线索效用理论指出，认知吝啬使得人们在感知觉及直觉启发式的决策方式下采取特定的线索搜寻行为；然后进一步从利用和避免消费者认知吝啬两个方面探讨了其对营销实践的启示；最后对未来研究方向进行了展望。

关键词(KeyWords)： 认知吝啬;双加工理论;认知需要理论;线索效用理论;感知觉及直觉启发式

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金面上项目（71572039）；国家自然科学基金面上项目（71172085）

作者(Authors): 卢长宝;胡珮姗

DOI: 10.16538/j.cnki.fem.2018.08.005

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