善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

家庭支持型主管行为对员工工作态度的影响:有调节的中介效应分析

采用问卷法调查了358名企业员工,探讨家庭支持型主管行为(FSSB)对工作满意感和离职意愿等工作态度的作用机制。结果表明:(1)FSSB对工作满意感有显著正向影响,对离职意愿有显著负向影响。(2)工作-家庭增益在FSSB与工作满意感之间起着中介作用,而工作-家庭冲突的中介作用不显著;工作-家庭增益与冲突在FSSB与离职意愿之间的中介作用均不显著。(3)边界控制感调节了FSSB—工作-家庭增益—工作满意感这一中介过程。本研究提示可通过干预FSSB来提升员工的工作态度。     

同胞关系与青少年亲社会行为：道德推脱的中介作用和共情的调节作用

采用问卷法对山西省659名青少年进行了调查,深入探讨了同胞关系影响亲社会行为的路径,着重考察了道德推脱的中介作用和共情的调节作用。结果显示:(1)同胞关系对亲社会行为具有显著的正向预测作用;(2)道德推脱在同胞关系与亲社会行为之间起中介作用;(3)共情可以显著调节同胞关系与道德推脱之间的关系,但是无法显著调节同胞关系和道德推脱对青少年亲社会行为的影响。具体而言,相比于高共情的青少年,同胞关系对低共情青少年的道德推脱水平影响更大。     

道德自我调节视角下的学业自我效能感与大学生学术不端的关系研究

本研究构建了一个中介性调节模型,以解释较低的学术自我效能感与大学生学术不端之间的关系,提出学业自我效能感与学术不端之间的关系以道德推脱为中介,且这一中介效应受到道德自我认同的调节。495名大学生参加了本研究,他们完成了学业自我效能感问卷、道德推脱问卷、道德自我认同问卷和学术不端问卷。数据分析发现,学业自我效能感、道德推脱、内化道德认同和象征化道德认同都影响道德推脱和学术不端,且学业自我效能感与学术不端的关系以道德推脱为部分中介,但是这一中介效应只受内化道德认同的调节,不受象征化道德认同的调节。本研究表明,较高的内化道德认同能够降低学术自我效能感较低的个体的道德推脱倾向。并由此减少其学术不端的可能性。     

基于双因素模型的老年人生命意义感与心理健康：老化态度的中介作用——基于双因素模型的老年人生命意义感与心理健康：老化态度的中介作用

在积极心理学的影响下,心理健康双因素模型包含主观幸福感和精神病理学指标。研究旨在验证心理健康双因素模型在老年人中的适用性,考察老化态度在生命意义感和心理健康间的多重中介作用。采用爱丁堡幸福量表、一般健康问卷、老化态度问卷和人生意义问卷调查了283名广州市社区老年人。结果发现：（1）心理健康双因素模型较单因素模型的拟合度更优。（2）生命意义感通过老化态度的三条路径（对身体变化、心理获得和心理社会丧失的积极态度）促进心理健康,但具体机制不同。增强意义体验、意义追寻通过老化态度的完全中介作用,提高主观幸福感。增强意义体验通过老化态度的完全中介作用,减弱意义追寻通过老化态度的部分中介作用,减少精神病理学症状。研究结果扩大了心理健康双因素模型的适用年龄范围,为提升老年人的心理健康提供实证依据。     

道德推脱对青少年攻击行为的影响：有调节的中介效应

采用问卷法调查了756名初一至高三的青少年, 通过结构方程模型探讨了青少年攻击行为与父母冲突、道德推脱、道德判断之间的关系。结果发现：(1)男生的道德推脱水平显著高于女生; (2)青少年的道德推脱水平会随着年龄的增长而升高, 并且在15岁和19岁时产生明显的变化; (3) 青少年自身的道德推脱在父母冲突与青少年攻击行为之间起着部分中介作用, 这一中介作用过程受到青少年道德判断的调节, 即道德推脱对青少年攻击行为的影响是有调节的中介效应。     

体育锻炼与心理健康:情绪调节自我效能感与情绪调节策略的作用

研究采用问卷调查法,以814名大学生和中学生为研究对象,为探明体育锻炼与心理健康关系的内在机制,在对相关因素调查的基础上,构建了包含情绪调节自我效能感和情绪调节策略两个重要变量的新的结构关系。研究结果发现:(1)大学生的焦虑和抑郁水平显著高于中学生,且男生高于女生;体育专业大学生在沮丧痛苦调节效能上高于非体育专业大学生。(2)体育锻炼通过影响情绪调节自我效能感,进而影响心理健康;情绪调节自我效能感则通过影响情绪调节策略,进而影响心理健康。(3)情绪调节自我效能感和情绪调节策略在体育锻炼与心理健康关系中起中介作用。     

权力感与助人行为：社会距离的中介和责任感的调节

本研究通过两个子研究考察权力感对助人行为的影响,及社会距离的中介作用与责任感的调节作用。研究1通过问卷法考察权力感与助人行为意愿的关系,并检验社会距离的中介作用;研究2通过实验法检验权力感对助人行为的影响,社会距离的中介作用及责任感的调节作用。结果发现,权力感以社会距离为中介,抑制助人行为;责任感能调节权力感的直接效应,控制条件下权力感抑制助人行为,责任增强条件下权力感的影响不显著。     

名人推荐者道德声誉对名人广告效果的影响

多数有关名人广告的研究,以信息源可信性模型、信息源吸引力模型、匹配假设和意义迁移模型为理论基础,关注的主要是：名人的可信性、吸引力和名人-产品形象一致性。且在西方消费者中进行。本研究探索在中国文化背景下,消费者对名人广告评价的影响因素。发现一个名为“道德声誉”的因子,影响对名人推荐者及所做广告和所推荐产品的评价。该因子通过“可信赖性”的中介作用对广告态度产生影响。道德规范在中国消费者社会化过程中被认同和内化是该因子存在和产生作用的原因。     

网站临场感能否增强女性购买意愿?

为了克服网络虚拟性的影响,网络商铺往往通过提升网站临场感以弥补购物体验不足的问题。那么,网站临场感是否会对女性消费者这一细分群体产生影响呢?本研究从网站临场感的视角出发,以女大学生为研究对象、服装网站为实验材料,采用实验法研究了网站临场感对女性网络购买意愿的影响及其发生机制。研究发现:网站临场感对女性网络购买意愿具有显著的正向影响;网站临场感可以通过风险感知和沉醉感的中介作用对女性网络购买意愿产生影响,且该中介作用包含了三条路径,即风险感知的中介作用、沉醉感的中介作用以及风险感知和沉醉感的链式中介作用。     

The effect of brand anthropomorphism,brand distinctiveness,and warmth on brand attitude: A mediated moderation model

Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns.     

Hooked on a feeling: The effect of music tempo on attitudes and the mediating role of consumers' affective responses

With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.     

Effects of awe on consumer preferences for healthy versus unhealthy food products

This research investigates how a discrete positive emotion (awe) impacts consumers' decisions on food choices. We probe and demonstrate that the experience of awe enhances consumer preferences for healthy versus unhealthy products. In a series of three studies, we find that awe, compared with a neutral emotion, increases consumers' likelihood to choose healthy products over unhealthy products (Study 1). Consumers' processing styles drive the observed awe effect (Study 2), whereby awe increases reliance on analytic processing, which leads to preferences for healthy products. Moreover, the experience of awe exerts a stronger influence on product choices among consumers with a chronic intuitive rather than analytic processing style (Study 3). Theoretical contributions to the research on awe, information processing, and healthy food preference, as well as practical implications for consumers and marketers, are discussed.     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

Aha over Haha: Brands benefit more from being clever than from being funny

We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition.     

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR-brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR-brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR-brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR-brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.     

When is sociality congruent with self-care?

Kumar and Epley (2023) argue that people underinvest in spending time, effort, and money on other people, and that consumers' own well-being would improve from increased “sociality.” We pose two questions to enhance understanding of the relationship between sociality and efforts to benefit one's own well-being: (1) when will other-oriented consumption promote versus hinder consumers' own well-being, and (2) what leads consumers to embrace versus forego efforts to improve their well-being (i.e., self-care) that does not involve sociality? We propose that the degree to which the consumer is concerned about incorporating others' preferences, the magnitude of resources involved, and the temporal dynamics of consumption will be relevant factors in addressing these two questions. Future research to explore the proposed three factors and other factors will be important for consumers who seek to improve their well-being as well as marketers who seek to promote it.     

Determinants influencing conservation behaviour: Perceptions of Vietnamese consumers

Environmental degradation is one of the most serious issues impacting our lives and those of future generations. In this respect, several studies on pro‐environmental behaviour have investigated the attitude–behaviour relationship of consumers. This study builds on previous models and examines the influence of four relevant determinants, i.e. consumers' perceptions associated with environmental concern, ecological effect, perceived consumer effectiveness (PCE) and moral obligation on their pro‐environmental behaviour. The data were collected from consumers in Vietnam, where there are serious environmental issues. The findings suggest that all the four determinants influenced consumers' conservation behaviour, albeit each in varying strengths. The most influential determinant was PCE, followed by ecological effect, environmental concern and finally moral obligation. The findings of this study have important academic and practical implications. Government and private environmental and sustainability campaigners, especially in Vietnam, would be well advised to use these findings in developing and designing new policies and initiatives aimed at enhancing consumers' pro‐environmental behaviour. Copyright © 2016 John Wiley & Sons, Ltd.     

Effects of payment notifications on consumer purchase decisions: The role of pain of payment

Payment notifications are becoming ubiquitous due to the popularity of online payment, which are usually considered to be records of consumption. However, the effect of payment notifications on consumer behavior has not been fully understood. Given this research void, this study explores the effects of payment notifications on consumers' consumption amount during a multiple-purchase shopping journey. Considering the prevalence of online payment in China, we conducted four experiments using Chinese samples. The results confirm that payment notifications can evoke consumers' pain of payment, which consequently reduces consumers' subsequent shopping amount. Additionally, we argue that the effects of payment notifications on consumer behavior are different in the early/late stage of the shopping journey or in the gift-purchasing/self-purchasing conditions. The findings of this article could help payment application developers to better design payment notification functions.     

Ethical values and motives driving organic food choice

• The role of ethical motives in consumers' choice of organic food was investigated. A self‐administered questionnaire was conducted on a representative sample of 1283 Norwegian adults. The relations between ethical food choice motives, attitudes and intention to consume organic food was studied by estimating a structural equation model. Environmental and animal rights issues had a strong influence on attitudes towards organic food, suggesting that the more people are concerned about these issues, the more positive attitude they have towards organic food, and the more likely it is that they will consume organic food. Also, political motives had some positive influence on attitudes, while religion was not important as a food choice criterion. Implications of our findings for marketers are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.