译文（字数 3448）

普通消费者的不公平商业指令和认知革命（节选）

罗塞拉、克里斯缇娜

情感消费：为什么消费者经常会情感消费？

不正当的商业行为指令认识到：普通消费者的定义需要考虑到社会、文化和语言因素，如法院的解释（第十八节）。对于这点的承认让当局考虑情感因素在评估消费者的决策过程或者先验的情绪时，认为其应该排除在法律结构上，即称为一般的消费者情绪？在现实生活中，是否有一个情感层面的分析空间，哪怕只是一个脆弱的消费者所发生的不起眼的事例？

对于人类行为和商业行为的形式，一个有意识的反思，并不是由无意识的因素控制（格罗菲斯、格里芬和卡尼曼，2002）。大部分的消费者能够感知、理解和应对突然发生的未被意识到的心理过程或行为。例如，商业行为能影响消费者的情感。根据“情绪一致性”理论（巴卡米索斯和思欧曼克斯，2004），如果消费者心情很好，他或她更可能记住产品好的方面，更可能对产品做好一个积极的判断，并且更迅速地做出决策，也更容易接受对产品的解说，反之亦然。

外文原文（字符数 10956）

Average consumer, the unfair commercial practices directive, and the cognitive revolution（selection）

Rossella,Cristina

Social influence also plays an important role as consumers may purchase goods for more than just their functional value (Holbrook & Hirschman, 1982; Olshavsky & Granbois, 1979). Many acquire goods for their symbolic value (Bagozzi, Gurhan-Canli & Priester, 2002; Jacoby, 2000) and for the enhanced social status conferred by the visible ownership of certain goods. Many people, for example, feel that they would lose face if they were to drive an out-of-date car. In markets for such status goods, consumers’ preferences are determined in part by the visible purchasing behaviour of certain other consumers. What each consumer deems to be fashionable is determined in significant measure by the observed purchasing behaviour of those consumers he or she admires and whose lifestyle he or she wishes to emulate. This is known as the ‘like-agree’ heuristic. Marketers try to influence consumers in this way by putting famous people in their advertisements.