Abstract: Making consumers feel lucky is one of the marketing tools commonly used by businesses. But research on how luck affects consumers' cognitive patterns is limited. Based on the social comparison theory and the self-construction theory, this study conducts four experiments to explore the effect of perceived luck on price-quality inference. Experiment 1 confirms that lucky perception can reduce individuals' price-quality inference. Experiment 2 examines the mediating role of the thinking style in the influence of luck perception on price-quality inference, and excludes the alternative explanation of positive emotions. Experiment 3 tests the moderating effect of individualism and examines the mediating role of the thinking style again. Experiment 4 explores the moderating effect of the general categorization preference, and finds that the effect of luck perception on price-quality inference only appears in consumers with low general categorization preference. The research results expand the research on the influence of lucky feeling on consumers' thinking style, enrich the discussion on the pre-factors of price-quality judgment from the perspective of psychological factors, and also provide practical guidance for businesses to improve the efficiency of lucky marketing activities and develop market segmentation strategies.

Key words: Perception of Luck, Price-quality Inference, Thinking Style, General Classification Tendency

摘要： 让消费者产生幸运感是商家常用的营销手段之一,但是关于幸运感如何影响消费者认知模式的研究还较为有限。基于社会比较和自我建构理论,以整体型思维方式为切入点,通过四个实验探究幸运感对消费者价格质量判断的影响及其内在机制。研究证实高幸运感降低了消费者的价格质量判断,该效应受到整体型思维倾向的中介作用,即高幸运感降低了消费者整体型思维倾向,进而产生更低的价格质量判断。消费者的个人主义和一般分类倾向对这一效应起到调节作用:当启动个人主义倾向后,幸运感的主效应消失;对于一般分类倾向较高的消费者,幸运感对价格质量判断的影响也会消失。研究结果拓展了幸运感影响消费者认知模式的研究,从心理因素的角度丰富了对价格质量判断的前置因素的探讨,同时也为商家提升幸运营销的活动效率及制定市场细分策略提供了实践指导。

关键词: 幸运感, 价格质量判断, 思维方式, 一般分类倾向