参照依赖的消费者选择及其建模方法回顾与展望

参照依赖的消费者偏好和选择一直是营销学者的热点研究领域。学者们对如何在定量营销模型中考虑参照依赖的消费者偏好进行了诸多探索和方法创新，然而，目前却没有相关研究对这些建模方法进行较为系统的总结和梳理。为了填补这个研究空白，本研究回顾了消费者行为和决策领域中参照点的相关文献，并对参照依赖模型进行了系统的梳理。本文首先对参照点的定义和分类标准进行了综述和讨论。在此基础上，本文详细分析了现有实证研究中融入参照依赖的模型结构，并从模型使用的理论框架和参照属性的数量等几个方面对现有实证模型进行了分类和比较。最后，本文总结了现有相关研究的不足，并指出了该领域将来的研究方向。

Reference-Dependent Consumer Choices and the Modeling Methods: A Review and Future Directions

Reference dependent consumer preference has been the focus of marketing and behavioral decision researchers for a long while. It has become an active research area ever since the groundbreaking theory, Prospect Theory, was introduced by Kahneman and Tversky in 1979. Over the last four decades, researchers have explored various ways of conceptualizing reference points and capturing reference dependent consumer preference using quantitative marketing models. No extant research, however, systematically analyzes the classification of reference points and integrates related modeling methods. To fill in this research gap, the literature on reference points in consumer choice models is reviewed, what has been done is summarized, and the important yet underexplored research issues are identified.