消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

What's the Buzz? Undercover Marketing and the Corruption of Friendship1

abstract Undercover marketing targets potential customers by concealing the commercial nature of an apparently social transaction. In a typical case an individual approaches a marketing target apparently to provide some information or advice about a product in a way that makes it seem like they are a fellow consumer. In another kind of case, a friend displays a product to you, and encourages its purchase, but fails to disclose their association with the marketing firm. We focus on this second type of case and argue that the constitutive dispositions of friendship that provide for the development and maintenance of intimacy also render friends especially vulnerable to undercover marketing techniques and so to the exploitation of friendship for commercial ends. We show how this is corrupting both of the friendship and the commercial agent.     

The effect of repeat purchase information in electronic word-of-mouth (eWOM) on purchase intention

Consumers commonly rely on electronic word-of-mouth (eWOM) to inform their purchase decisions. The purpose of this study is to investigate when and why repeat purchase information in eWOM influenced customers' purchase behavior, using the social learning theory as a framework. Three experiments were conducted to test the hypotheses. The results showed that repeat purchase information in eWOM positively affected consumers' purchase intention through perceived diagnosticity of eWOM and perceived value. Additionally, the effect varied from product type. For utilitarian products, the repeat purchase information in eWOM had a significant impact on consumers' perceived diagnosticity and purchase intention, while for hedonic products, the impact was not significant. The current study deepens the understanding of social learning theory in eWOM content by providing a novel look at repeat purchase information in eWOM. These findings offer important implications for both research and practical applications of eWOM, particularly in term of effectively utilizing repeat purchase information of eWOM.     

Role of time in self-prediction of behavior

This paper examines three specific manifestations of time—anticipation (proximal vs. distal), prior experience with the behavior, and frequency (episodic vs. repeat)—as key contingencies affecting the predictive validity of behavioral intention, perceived behavioral control, and behavioral expectation in predicting behavior. These three temporal contingencies are examined in two longitudinal field studies: (1) study 1—a 6-month study of personal computer (PC) purchase behavior among 861 households and (2) study 2—a 12-month study among 321 employees in the context of a new technology implementation in an organization. In study 1, where the episodic behavior of PC purchase was examined, we found that increasing anticipation (i.e., more distal) weakened the relationship between behavioral intention and behavior and strengthened the relationship between behavioral expectation and behavior. In contrast, increasing experience strengthened the relationship between behavioral intention and behavior and weakened the relationship between behavioral expectation and behavior. In study 2, where the repeat behavior of technology use was examined, we found two significant 3-way interactions: (1) the relationship between behavioral intention and behavior was strongest when anticipation was low (i.e., proximal) and experience was high and (2) the relationship between behavioral expectation and behavior was strongest when anticipation was high (i.e., distal) and experience was low.     

调节定向视角下在线评论感知有用性的眼动研究

本研究采用2评论类型(属性型VS体验型)×2调节定向(促进VS预防)的眼动实验,深入探讨消费者对在线评论的加工过程和感知有用性的认知机理。研究发现：(1)与属性型评论相比,个体对体验型评论的认知过程更短,感知有用性却更高。(2)相对于预防定向个体而言,促进定向个体对在线评论的认知加工过程更短,感知有用性更高。(3)评论类型和调节定向的交互效用,在属性型评论情境中显著,但在体验型评论情境中不显著。研究结果揭示了评论类型和调节定向影响消费者对在线评论认知评估的作用机理。     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

品牌消费旅程中消费者的认知心理过程——神经营销学视角

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。     

体验购买、实物购买与幸福感:关系需要满足的中介作用

基于自我决定理论,本研究考察了体验购买与实物购买这两种购买方式与个体享乐幸福感和意义幸福感的关系,并探索了个体的关系需要满足在其中的中介作用。采用回忆范式启动不同购买经历之后,被试依次完成关系需要满足问卷、享乐幸福感与意义幸福感量表。结果显示,体验购买组的享乐幸福感和意义幸福感都显著高于实物购买组;关系需要满足程度在购买类型与享乐幸福感、意义幸福感的关系间分别起到中介作用,这表明购买类型通过满足个体的关系需要进而提升其享乐幸福感和意义幸福感水平。     

Brand growth in packaged goods markets: Ten cases with common patterns

The study examines 10 consumer goods brands that grew market share year on year, to identify if there are commonalities in the way that key brand performance metrics change during growth. The study uses consumer panel data from the UK and USA. Ten brands in a range of categories are examined. Brand metrics of penetration, repeat‐purchase loyalty, cross‐purchasing by other brand's buyers, the distribution of purchase frequency, and the brand's market share within buyer subgroups are analyzed. The principal findings are as follows: (1) as these brands grew, brand penetration increased far more than repeat‐purchase loyalty on average; (2) the most apparent change in the buyer base was the big increase in light or infrequent buyers; (3) they induced more cross‐purchasing from most or all other competitor brands' buyers; and (4) they grew their market share in all buyer demographic groups. Implications are that brand growth strategies should be geared towards enlarging the size of the customer base, with less emphasis on boosting loyalty. The results also suggest that specifically targeting certain sorts of buyers may be counterproductive. These findings challenge traditional assumptions in relation to brand growth and success. Copyright © 2016 John Wiley & Sons, Ltd.     

Defining and measuring conceptual knowledge in mathematics

A long tradition of research on mathematical thinking has focused on procedural knowledge, or knowledge of how to solve problems and enact procedures. In recent years, however, there has been a shift toward focusing, not only on solving problems, but also on conceptual knowledge. In the current work, we reviewed (1) how conceptual knowledge is defined in the mathematical thinking literature, and (2) how conceptual knowledge is defined, operationalized, and measured in three mathematical domains: equivalence, cardinality, and inversion. We uncovered three general issues. First, few investigators provide explicit definitions of conceptual knowledge. Second, the definitions that are provided are often vague or poorly operationalized. Finally, the tasks used to measure conceptual knowledge do not always align with theoretical claims about mathematical understanding. Together, these three issues make it challenging to understand the development of conceptual knowledge, its relationship to procedural knowledge, and how it can best be taught to students. In light of these issues, we propose a general framework that divides conceptual knowledge into two facets: knowledge of general principles and knowledge of the principles underlying procedures.     

Systematic behavior research for understanding consumer decision making

This study incorporates means—end chain (MEC) theory and dynamic programming for understanding the implications of consumer decision making. The conceptual framework of this study can help programmers design information systems for analyzing consumption behaviors. Such analyses will provide marketers with meaningful information for formulating marketing strategies. The main contributions of this article are as follows: (1) to enable researchers to obtain information for consumer cognitive hierarchies utilizing an information system, (2) to enhance the functions of traditional MEC methodology and provide an integrated method for analyzing consumption information, and (3) to construct an information system for analyzing consumer decision-making processes.     

预期性思考、自我调节导向与非计划购买

当消费者对非计划购买产生犹豫时,营销者应如何引导他们的购买行为？本文通过准实验与控制实验的方法探究该问题。研究结果显示：（1）营销者可以通过设计预期欣喜和预期后悔信息提高其非计划购买意向;（2）但是预期性思考的有效性还受到消费者自我调节导向的影响：预期欣喜对提高趋利导向消费者的非计划购买意向较有效,预期后悔对提高避害导向消费者的非计划购买意向较有效;（3）预期欣喜和预期后悔通过影响消费者对购买合理性的判断而影响他们的非计划购买意向。     

Are you willing to pay the price? The impact of corporate social (ir)responsibility on consumer behavior towards national and foreign brands

This research examines how the country of origin (national vs. foreign) affects the relation between corporate social responsibility (CSR) and consumers' willingness to pay and purchase intention. In the study, we adopted a first‐price sealed bid auction approach, using money in a “real‐world” setting. The results showed that CSR/corporate social irresponsibility (CSIR) affects consumer behavior and, particularly, consumers' willingness to pay and purchase intention. The study supports both the moderation hypothesis of country of origin in the relationship between CSR/CSIR and willingness to pay and between CSR/CSIR and purchase intention. In the globalization context, these results have important implications for brands' communication and marketing strategy and can stimulate important insights in organizations. Future research directions and limitations are also discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Effects of mental accounting on purchase decision processes: A systematic review and research agenda

This paper aims to systematically analyze and synthesize the existing research published on mental accounting and purchase decision processes by conducting a systematic literature review. Specifically, the paper aims to answer the question: “What are the effects of mental accounting on purchase decision processes?” Therefore, it identified 110 papers which contribute to achieving the research objective and which were selected using the same data collection, data analysis, and quality standards. After reviewing the identified publications, the paper finds that the existing literature can be structured along four main themes impacting purchase decision-making processes: (1) source of funds, (2) intended use of funds, (3) pricing, and (4) payments. The paper shows that for each of the four themes there are multiple mental accounting effects with an impact on for example willingness to pay, the experienced pain of paying or the ultimate purchase decision. Further, the paper identifies potential directions for future research in mental accounting, including the influence of product categories on mental accounting, flexibility in budget setting and its impact on mental accounting behavior, long-term effects of mental budgeting on financial wealth, integration–segregation behavior in the context of pricing, the role of consumer characteristics on mental accounting behavior, and the impact of increased financial transparency through technology on mental accounting.     

Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model

With the rapidly dramatic environmental change and intensive competition, tourism organisations are required to adopt advanced marketing strategies and techniques. Recently, digital content marketing (DCM) has become one of the most prominent marketing tools that has substantial benefits and influences in different settings and domains. To this end, it is crucial to understand the effect of DCM on consumer behavior within the tourism context. Therefore, this research empirically examines an extended technology acceptance model (TAM) model to investigate and compare the influence of DCM on travel and tourism consumer behavior in two distinct countries in the Middle East and North Africa (MENA) region. A quantitative approach was adopted by collecting surveys from a convenience sample of 285 and 122 participants in Egypt and Oman, respectively. The findings of PLS‐structural equation modelling revealed that the TAM major constructs were good elucidating the attitude and behavior toward using of DCM for tourism purposes. It is also found that perceived enjoyment and perceived convenience are antecedents of customers' attitudes, which in turn, influence their intention and behavior of using DCM to buy or select a certain tourism product/service. The current study contributes to knowledge of DCM literature in the tourism field in general and within the MENA region in particular. It also adds to studies on TAM and digital technologies by extending two critical constructs related to tourism consumer behavior. The practical implications will greatly support tourism marketers and authorities to develop their tourism strategies and marketing activities. Future research can be expanded to study different target groups comprehending region differences.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

The effect of price discounts on green consumerism behavioral intentions

Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take‐out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take‐out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism. Copyright © 2016 John Wiley & Sons, Ltd.     

The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.