品牌依恋:理论、测量及与相关变量的关系

品牌依恋是消费心理学和营销领域的重要概念。在理论层面,它描述了品牌与消费者之间的关系,可以有效预测消费者的行为。在应用层面,品牌依恋可以反映营销方案对产品销售的促进作用,因此也受到营销管理者的密切关注。在广泛考察已有文献,特别是近10年国内外文献的基础上,本文对品牌依恋的概念、测量方法、理论模型、影响因素和结果变量、以及与相关变量的辨析等进行了梳理,也对国内品牌依恋的相关研究进行了介绍。最后,未来的品牌依恋的研究应从三个方面开展,包括整合理论观点、提高外部效度和考察文化差异。     

Any Size for a Dollar: The Effect of Any‐Size‐Same‐Price Versus Standard Pricing on Beverage Size Choices

Overconsumption of sugary drinks is linked with obesity. These beverages have been the target of recent public health policies, and, simultaneously, some firms have altered their pricing of such beverages, including charging the same price for all beverage sizes (“any‐size‐same‐price” pricing). We compare the effect of any‐size‐same‐price pricing versus standard pricing on soft drink beverage size choices and further explore the effect of this firm lever under different health‐related policy situations. Overall, we show that any‐size‐same‐price pricing increases consumers’ focus on the value of getting a good financial deal and thereby increases beverage size selections. Further, the allure of any‐size‐same‐price pricing prevents calorie postings from successfully reducing choice of larger sizes as occurs under standard pricing. However, a more graphic health intervention can reduce the appeal of larger sizes under any‐size‐same‐price pricing. Finally, the findings are not moderated by diet versus nondiet beverage selections, indicating that consumers do not perceive the value of larger sizes under any‐size‐same‐price pricing to come from getting more calories. We conclude by discussing how this work can improve the design of public health nutrition policies.     

Enticing for me but unfair to her: Can targeted pricing evoke socially conscious behavior?

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted pricing, where firms offer lower prices to new (versus old) customers. A significant proportion of consumers in our experiments give up money to resist the price-discriminating firm, especially when the discrimination is more salient or is not justified. Further, perceived unfairness mediates the relationship between the salience and justification of the pricing practice and consumer resistance.     

价格框架对不同认知闭合需要者在线动态价格的感知与购买意愿的影响*

采用问卷与实验相结合的方法,以112名大学生为被试,考察价格框架对不同认知闭合需要者在线购物时对动态定价策略下的价格感知与购买意愿的影响。结果发现：（1）相比非动态价格,动态价格条件下消费者感知价格公平感、购买意愿都较低;（2）在打折框架下,高认知闭合需要者对采取动态价格在线购物网站的感知信任显著好于非动态价格,而低认知闭合需要者则相反,说明消费者的价格感知受这三个变量的综合影响;（3）在降价框架下,认知闭合需要与动态价格的交互作用不显著,意味着在线消费者的购买意愿可能受到更多其它因素制约。     

Demand response management system with discrete time window using supervised learning algorithm

Demand Response (DR) is a key attribute to enhance the operation of smart grid. Demand response improves the performance of the electric power systems and also deals with peak demand issues. Demand Response (DR) implementation for residential consumers is potentially accredited by Home Energy Management System (HEMS). This paper presents an algorithm for home energy management system to shift the schedulable loads in a residential home, that neglects consumer discomfort and minimizes electricity bill of energy consumption using Hourly-Time-Of-Use (HTOU) pricing scheme. Supervised learning algorithm is used in this paper to learn the usage patterns of consumers to allow schedulable appliances at a residential home to autonomously overcome consumer discomfort. Simulation results confirms that the proposed algorithm effectively decreases consumer electricity bill, decreases peak load demand and also avoids consumer discomfort.     

Power and consumer behavior: How power shapes who and what consumers value

The current paper reviews the concept of power and offers a new architecture for understanding how power guides and shapes consumer behavior. Specifically, we propose that having and lacking power respectively foster agentic and communal orientations that have a transformative impact on perception, cognition, and behavior. These orientations shape both who and what consumers value. New empirical evidence is presented that synthesizes these findings into a parsimonious account of how power alters consumer behavior as a function of both product attributes and recipients. Finally, we discuss future directions to motivate and guide the study of power by consumer psychologists.     

Decision versus policy in crises intervention

The paper describes procedures for contrasting actions taken by crises intervention outreach workers and consumers with administrative policies. The data used to exemplify the procedures came from the outreach projects of six county MH/MR programs in Central Pennsylvania during the year following the flood caused by Hurricane Agnes, in 1972. The procedure identifies and counts the ways through which consumers entered the outreach process; the major outreach worker decision; and the immediate disposition of each consumer's case. The six county MH/MR program administrators were asked to consider program policies and show how they would ideally expect 1,000 hypothetical consumers to come into, to be processed through, and to be referred out of their respective outreach programs. Contrasts of the ideal and actual consumer data, along with consumer follow-up questionnaires, provided the basis for evaluating the six county MH/MR program outreach projects. These experiences provided the basis for a generalized model of evaluating crises intervention activities.     

Price as a quality or sacrifice cue: Role of goal orientation

Prior research seems to have neglected the factors that influence consumers to use price information as an indicator of quality or sacrifice. Based on the concept of 'goal looms larger', Study 1 in the present research demonstrated that the extent to which consumers use price information as an indicator of quality or sacrifice is a function of consumer goal (promotion focus vs prevention focus). Study 2 demonstrated that extremeness aversion is a function of consumer goal. The extent of extremeness aversion is significantly greater for prevention-focused consumers than for promotion-focused consumers.     

Individual differences in consumer value for mass customized products

Mass customized products, compared with mass marketed alternatives, offer advantages for optimizing performance outcomes, improving aesthetic appeal, and matching products' symbolic meanings with consumers' expressive desires. Despite having identified these value drivers for mass customized products, extant research has not connected those value drivers to individual differences among consumers. As a result, researchers' and practitioners' abilities to predict consumer value for mass customized products remain limited. This study advances and tests a model of individual differences associated with the perceived value of a customized product and mediated by involvement and perceived risk. A field survey administered to a sample of 240 participants provided data to test the model. Path analysis using structural equations modeling suggests that consumer value for mass customized products differs according to individual differences in need for uniqueness, need for optimization, and centrality of visual product aesthetics. Results also suggest that product category involvement and perceived risk are informative theoretical perspectives from which to study consumer value for mass customized products. The findings hold implications for how firms should approach the design of mass customization toolkits and how they should structure marketing communications promoting mass customized products. Copyright © 2013 John Wiley & Sons, Ltd.     

The role of attachment‐related individual differences in goal adoption for serial arguments

This study investigated the relations between attachment‐related individual differences and the adoption of interpersonal goals for conflict in romantic relationships. Additionally, it used the truth and bias model to examine how biased and accurate people are in judging their partner's endorsement of conflict goals, as well as how attachment‐related individual differences moderate this bias and accuracy. Ninety‐four romantic couples completed a measure of attachment‐related individual differences and self ‐ and informant reports of interpersonal conflict goals. Results revealed that individuals endorsed conflict goals consistent with their attachment orientations. Furthermore, they displayed biases when estimating their partner's goals, with some of these biases relating to attachment orientations. These results suggest that attachment‐related individual differences may partially guide conflict‐related goals and partner perceptions.     

Involvement,attributions, and consumer responses to rebates

This paper examines effects of both purchasing involvement and product involvement on consumers' responses to rebates. In Part One, the study examines the effects of involvement on consumer responses to a rebate price promotion. Specifically, the study reports that consumers with high levels of purchasing involvement and consumers with high levels of product involvement are more likely to experience satisfaction with a shopping experience involving a rebate and, subsequently, are more likely to express intentions to engage in repeat purchase behavior and word-of-mouth communication about the product. High purchasing involved (but not high product involved) customers are also more likely to use rebates. In Part Two, the study examines effects of involvement on consumer attributions for satisfaction with the price deal and reports that high purchasing involvement is significantly related to a tendency to make internal, rather than external, attributions for satisfaction with a rebate shopping experience. Results of hierarchical moderated regression suggest that consumer responses to the rebate price promotion are moderated by these internal attributions. Implications of the findings for a theoretical understanding of involvement effects on attributions and for the effectiveness of price promotion strategies in the marketplace are discussed.     

成人依恋对病理性网络使用的影响:社交自我效能感和孤独感的中介作用

为探讨成人依恋影响病理性网络使用(PIU)的内在机制,采用自陈式问卷调查了483名大学生,通过结构方程模型和bootstrap法考察了社交自我效能感和孤独感在成人依恋与PIU关系中的中介作用。结果表明:(1)孤独感在依恋焦虑和依恋回避对PIU的影响中起中介作用;(2)社交自我效能感和孤独感在依恋回避对PIU的影响中起链式中介作用。研究结论:成人依恋通过社交自我效能感和孤独感的中介作用影响PIU,且依恋焦虑和依恋回避两个维度的中介机制有差异。     

Less willing to pay but more willing to buy: How the elicitation method impacts the valuation of a promotion

Willingness to pay (WTP—how much one is willing to pay for something) and willingness to buy (WTB—whether one is willing to buy something at a given price) are two common methods to elicit valuations and normatively should yield the same valuation order between two options. However, this research finds that WTP and WTB can yield opposite valuation orders between the regular offer and the promotional offer of a product. Specifically, it demonstrate that, (a) if the valuation of a product is only elicited with WTP, consumers value the product less when it is offered with a price promotion than when it is not; (b) if the valuation of a product is only elicited with WTB, consumers value the product more when it is offered with a price promotion than when it is not; and (c) if the valuation of a product is first elicited with WTP and then elicited with WTB, consumers always value the product less when it is offered with a price promotion than when it is not. A value‐inference account is proposed for the above findings, according to which, consumers infer the value of a promoted product differently when the valuation is elicited only with WTP or only with WTB. Theoretically, this research extends prior literature on sales promotion, showing that the valuation of a promotion is subject to the elicitation method. Practically, this research suggests how to help consumers manage their purchase intentions for promoted products.     

Use of Quality Management Methods in the Transition from Efficacious Prevention Programs to Effective Prevention Services

This paper applies concepts and methods developed in management to translate efficacious prevention programs into effective prevention services. The paper describes Quality Function Deployment (QFD) as a method for structured planning and development that connects the needs and wants of the consumer with the design of the product or service. The paper describes basic tools used in quality management, and discusses how they might be applied to prepare a prevention program for implementation by community agencies. Prevention programs are conceptualized as having multiple consumers (i.e., stakeholders), including the participants who receive the service, the service providers, the organizations that deliver the program, and the researchers who evaluate the programs. As an illustration of one step in the application of QFD to translate efficacious prevention programs into effective prevention services, analysis of the needs and preferences of Family Courts for the implementation of an the New Beginnings Program is presented.     

Learning to love the older consumer

This paper examines how and why marketing has largely ignored the older consumer and concentrated on younger targets. It explores some of the myths of the older consumer and through examining recent research in the USA and the UK makes a plea for accepting the older consumer as still very much in the main stream of marketing. It also explores how society constructs age and how older people may wish to see themselves. While age related myopia is unsatisfactory for both consumers and marketing, older consumers may express a wide range of identities, making them a potentially complex target for marketing. The paper suggests that more research is needed to explore the different motives and identities of these important consumers with a view to better meeting their needs in terms of appropriate products, messages and media. Copyright © 2001 Henry Stewart Publications.     

To Partition or Not to Partition: Role of Trade-in Price on Consumer Evaluations of Purchases Involving Trade-Ins

Many new purchases involve consumers trading in their old product at the same time, requiring them to assume the dual role of a buyer and a seller in the overall exchange. This research examines how framing the overall exchange as a partitioned transaction with separate prices for the new purchase and the trade-in, or a consolidated transaction with a single net price after accounting for the trade-in price, affects consumer preferences. We find that consumers prefer a partitioned (consolidated) transaction when the relative trade-in price is high (low). Unlike previous explanations based on heuristic processing and differential importance of the trade-in price, our reasoning is that partitioning (vs. consolidating) prices makes salient and enables evaluability of the trade-in price. In the absence of specific referents, consumers rely on the new purchase price to evaluate the merits of the trade-in price. Consistent with our reasoning, we identify boundary conditions for the findings. The presence of a favorable referent for the trade-in and whether the new purchase and the trade-in are (perceived to be) in the same product category attenuate the reliance on the new purchase price as a referent. Our findings have important theoretical and managerial implications.     

The capacity to be an analyst: A contribution from attachment research to the study of candidate selection

In this paper the author discusses how the study of candidate selection, once a topic of vibrant research, has unfortunately languished. Certain qualities were thought to characterize the successful candidate. However, they were never successfully operationalized nor empirically tested. Possibly because of this lack of empirical data, selectors today have difficulty articulating their criteria and are relying on intuition. In order to provide a more rational basis for contemporary selection, the author looks to the attachment literature. This makes sense because attachment theory shares some basic assumptions of contemporary psychoanalysis. The Adult Attachment Interview (AAI) is a research tool that predicts the ability of a parent to convey attachment security. It is scored by attending to how a person speaks about his early attachment experiences. The AAI appears to tap into similar qualities to those selection researchers have sought in their candidates. Further, the scoring method of the AAI appears to be similar to the last attempt by selection researchers to operationalize them. Given these similarities, the author recommends an empirical study using the AAI to operationalize these qualities in analytic candidates. The study would test their importance for success in the training program, thus offering selectors some empirical grounding for their choices.     

Consumer decisions in relationships

Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer decisions are made. After reviewing foundational work in the area, we introduce a powerful and statistically sophisticated methodology to study decisions within relationships—a dyadic framework of decision-making. We then discuss how the study of consumer decisions in relationships can be informed by different theories in the relationships field, including attachment, interdependence, social power, communal/exchange orientations, relationship norms, and evolutionary principles. By building on the seminal foundations of prior joint-decision making research with theories and methods from contemporary relationship science, we hope to facilitate the integration of the consumer and relationships literature to better understand and generate novel hypotheses about consumer decisions in relationships.     

Flavor Fatigue: Cognitive Depletion Influences Consumer Enjoyment of Complex Flavors

Surprisingly, little research has examined how consumer responses to specific flavor characteristics of food are formed or how they may fluctuate situationally. We address this lacuna in the literature on the hedonic appreciation of food by demonstrating that enjoyment along one important gustatory dimension, flavor complexity, varies with the degree to which consumers are mentally depleted. Specifically, showing that gustatory sensations are more cognitively demanding than previously thought, findings from three studies evince that cognitive depletion reduces consumer enjoyment of complex‐flavored (but not simple‐flavored) foods via a reduction in pleasure that otherwise can be derived from complex flavors. We establish this effect across three different food categories and provide preliminary evidence for consumers’ ability to identify flavors as the underlying process. Our findings offer theoretical contributions and avenues for future research.     

Behavior analysis in consumer affairs: Retail and consumer response to publicizing food price information

A popular program among consumer action groups involves publicizing comparative food price information (CFPI) gathered from retail stores. Its significance is based on the assumption that publishing CFPI maximizes retail competition (i.e., moderates price levels or price increases) and occasions more frugal store selections among consumers. We tested these assumptions during a 2-year analysis. Specifically, we monitored the prices of two distinct market baskets in the supermarkets of two midwestern cities (target and contrast cities). Following a lengthy baseline, we published the prices of only one of the market baskets at stores in the target city in the local newspaper on five different occasions. The results suggested that reductions in price inflation occurred for both market baskets at the independently operated target stores. The corporate chain stores were not similarly affected. In addition, surveys indicated that many consumers used the CFPI as a basis for store selection. Finally, the analysis included a discussion of the politics, economics, and future of CFPI programs.