核心与非核心产品考虑域之间相互影响的不对称性

核心与非核心产品考虑域之间相互影响的不对称性
华婷1，郭贤达2*
1：华婷，北京大学光华管理学院市场营销系博士研究生。
中国北京100871；电话：(86-10) 8093-5338；E-mail：huating@gsm.pku.edu.cn
2：郭贤达*，北京大学光华管理学院市场营销系副教授、博士生导师。
中国北京100871；电话：(86-10) 6275-6281；传真：(86-10) 6275-1470，E-mail:
htkeh@gsm.pku.edu.cn
摘要：同一层次产品可分为核心（原型）与非核心产品。在一个产品上所发展的考虑域，
会影响在另一产品上考虑域的形成。考虑域的影响力不仅取决于两产品之间的感知相似性,
也取决于它是基于核心或非核心产品。核心(原型)产品更可能被当作自然参考点,这将强化
其考虑域的影响力。对于牛奶饮品产品类别的实证研究支持以上论述。
关键词：考虑域，感知相似性，核心（原型）产品，产品分类系统
Asymmetries in Consideration Set Influences between Core Product and
Secondary Product
Ting Hua1 and Hean Tat Keh2*
1： Ting Hua, PhD candidate in Department of Marketing, Guanghua School of Management,
Peking University, Beijing 100871, P. R. China
Tel: (86-10) 8093-5338; E-mail：huating@gsm.pku.edu.cn
2： Hean Tat Keh*, Associate Professor in Department of Marketing, Guanghua School of
Management, Peking University, Beijing 100871, P. R. China
Tel: (86-10) 6275-6281; Fax (86-10) 6275-1470, E-mail: htkeh@gsm.pku.edu.cn
Abstract: For products at the same category level, consideration sets developed in one product
would affect the development of consideration sets in another. The influencing power of a
consideration set depends on not only the perceived fit between the two products, but also the
prototypicality of the product in which it is developed. We suggest that a core or prototypical
product is more likely to be a natural reference point, and the positive effects of perceived fit
would strengthen its influence on the consideration set. Empirical results for the milk product
family support our hypotheses.
Keywords: Consideration Set, Perceived Fit, Prototypical Product, Product Category System.