术语“逆反效应”的详细信息

英译术语:

antagonistic effect

汉语语境:

在日常生活中，推荐可以降低人们的决策难度并增加其决策信心，发挥积极作用。然而，在某种特殊的情况下，由于心理逆反的存在，消费者不仅不接受推荐，还会故意选择与推荐相反的产品。网络口碑推荐是一种特殊的推荐形式，其中，消极网络口碑推荐比积极网络口碑推荐对消费者的购买决策具有更大的影响力，但往往也会导致消费者的逆反效应。

英语语境:

In daily life, recommendation plays an active role in reducing people's decision-making difficulties and increasing their decision confidence. However, in some special cases, due to mind rebellion, recommendation might play a negative role. In other words, instead of accepting the suggestion, consumers may deliberately choose the opposite one. IWOM (Internet word-of-mouth) is a special kind of recommendations, in which the impact of negative IWOM is much greater than that of positive ones on consumers.In addition, negative IWOM recommendations usually cause the antagonistic effect of consumers.