做会后悔还是不做会后悔?——自我调节模式对不作为惯性的影响

从消费者的不作为惯性反应差异出发,探讨运动模式和评估模式的消费者在错过第一次合意机会、面对第二次次优机会时购买可能性的差异及原因。通过3个研究发现,相比评估模式的消费者而言,运动模式的消费者具有更高的二次购买可能性。在自我调节模式影响次优购买可能性的过程中,预期后悔起到重要的中介作用。此外,研究还发现,当第二次次优机会中提供了与第一次机会中的产品类似但不同的替代产品时,运动模式和评估模式消费者之间的购买可能性差异消失了。     

失望情绪在不作为惯性产生中的作用

以往不作为惯性领域的研究发现, 当个体没有获得先前更优机会是源于他人或外界等不可控因素时, 个体仍会倾向于继续放弃当前次优机会, 且后悔情绪未能对此进行解释。本研究认为失望情绪适用于解释此种情况下的不作为惯性, 或可成为后悔情绪解释的有效补充。本研究通过两个实验首次探讨了失望情绪在不作为惯性产生中的作用。结果发现, 各自变量对失望情绪（体验失望和预期失望）和作为可能性均具有一致的影响力, 且预期失望在不作为惯性的产生中具有中介作用。本研究表明, 失望情绪可能也是导致不作为惯性的一个重要因素。     

Is Salesperson Attractiveness a Boon or a Bane? The Moderating Role of Perceived Labor Cost‐To‐Price Ratio in Retail Bargaining

This research examines the important but unexamined effects of salesperson attractiveness on consumer bargaining behavior in retail contexts. In line with our theorizing, three studies demonstrate that the effect of salesperson attractiveness on consumer bargaining depends on their general beliefs regarding the impact of labor costs on retail prices. While consumers bargain less with an attractive salesperson when their labor costs‐to‐price (LP) ratio beliefs are relatively low, they bargain harder with an attractive, as opposed to a less attractive, salesperson, when their LP ratio beliefs are relatively high. As well, we provide evidence for the process, based on the salesperson's perceived trustworthiness and consumers' consequent bargaining stance toward her.     

Multiple options in the past and the present: The impact on inaction inertia

Inaction inertia is the effect that people do not act on an attractive opportunity only because they previously missed a more attractive opportunity. We investigated the effect of the presence of alternative options on the occurrence of this effect. We hypothesized and found that the likelihood to act on a current opportunity increases when evaluated in the context of another current option compared to when it is presented separately (Experiments 1 and 2). Likelihood of action decreases when the missed opportunity is presented next to another missed opportunity (Experiment 3). We conclude that when multiple options are currently present, the impact of the missed opportunity as a point of reference decreases, and that when multiple options are missed, the impact of these missed opportunities as a point of reference increases. These results are discussed in light of the literatures about inaction inertia and multiple options. Copyright © 2008 John Wiley & Sons, Ltd.     

How consumers respond to the behavior of missing a free gift promotion: inaction inertia effect on products offered as free gifts

Inaction inertia describes the phenomenon that an individual is unlikely to act on an attractive opportunity after having bypassed an even more attractive one. The results of two experiments indicate that after missing an initial opportunity to obtain a product as a free gift during a promotional period, the inaction inertia effect reduces the likelihood of consumers buying the product at a discounted price (second, inferior opportunity), particularly if the free gift has a high regular price. Additionally, according to the results of Experiment 2, those consumers are less likely to buy a product that has been offered previously as a free gift when a greater total quantity of the free gift is offered during a promotional period. Moreover, the mediation analysis results indicate that anticipated regret and valuation significantly impact the mediating role of inaction inertia.     

先前错失选项的数量对不作为惯性的调节机制

在以往涉及不作为惯性的研究中,个体通常只是错失了1个先前选项.本研究旨在考察当之前错失了多个选项后,不作为惯性是否仍会出现,并深入探讨估价和后悔因素在不作为惯性产生或消失中的作用.结果发现,先前错失选项的数量对不作为惯性具有调节作用:当先前只错失了1个选项时,出现了不作为惯性,当先前已错失了两个选项时,不作为惯性消失了.中介分析发现,这一调节作用可被预期后悔所中介.结果表明,预期后悔是导致个体在错失多个选项后不作为惯性消失的主要原因.     

Dealing with missed opportunities: Action vs. state orientation moderates inaction inertia

Inaction inertia refers to the effect that missing a more attractive opportunity decreases the likelihood to act on an attractive current opportunity in the same domain. We studied the influence of how people cope with negative decision outcomes (i.e., action vs. state orientation) on this inaction inertia effect. Experiment 1 used an experimental induction of action vs. state orientation and confirmed our prediction that state oriented people showed more inaction inertia than action oriented people. Experiment 2 replicated these results with a measure of chronic action orientation and showed a mediating effect of valuation of the current opportunity. Experiment 3 showed that temporal segregation of the current from the missed opportunity decreased inaction inertia effects for state oriented, but not for action oriented people. We discuss the implications of these results for the inaction inertia and action vs. state orientation literatures.     

消费者触摸渴望的形成机制解析——基于认知体验视角

对消费者触摸渴望形成机制的探讨, 有利于线上和线下企业制定如何补偿和满足消费者触摸渴望的营销战略。迄今, 关于消费者触摸渴望形成机制的探讨主要从信息加工视角、动机视角、决策视角以及先天观视角着手。但这些视角均不能解释为何同一消费者在不同认知体验下在触摸行为反应上的差异。本文提出个人控制受威胁感这一认知体验是消费者触摸渴望形成的前因变量。具体而言, 本文发现, 个人控制受威胁感这一负性认知体验会导致消费者触摸渴望的增加, 内在机制是为了满足对环境的控制需求(实验1, 2)。本文进一步发现, 当强化消费者的自我价值后, 他们对环境的控制需求下降了, 因此消费者的触摸渴望将不再受个人控制受威胁感的影响(实验3)。最后, 本文还发现, 强化自我价值对个人控制受威胁感与消费者触摸渴望间关系的调节作用仅在高自尊者(vs.低自尊者)身上出现(实验4)。论文结尾讨论了本文所关注的个人控制受威胁感这一认知体验视角对已有触觉研究、已有个人控制感研究等的理论贡献。     

Estimation of consumer willingness‐to‐pay for social responsibility in fruit and vegetable products: A cross‐country comparison using a choice experiment

Choice experiments are used to assess consumer preferences and willingness‐to‐pay (WTP) for different food attributes worldwide. These studies also include credence attributes which are the product attributes that are not immediately observable to consumers without appropriate information and labelling, such as animal welfare, food safety, and social responsibility. Although choice experiment application has considered many of these attributes, studies focused on social responsibility are scant. Building on previous work comparing developed and developing countries, this paper focuses on WTP estimation for social responsibility. Surveys of fruit and vegetable consumers were conducted in United Kingdom (UK), Japan, India, and Indonesia in 2015. Results indicate WTP for an increase from minimum to improved standard for social responsibility ranges from 16% to 30% (median), and 6% to 26% (median) from improved to a high standard. Premiums vary between countries but, overall, demonstrate the significant importance of social responsibility consideration in consumer choices. Significant differences on WTP were observed between Japan and other countries, as well as between UK and Indonesia for the improved social responsibility standard, and across UK, Indonesia, and India for the high standard. Findings contribute to increasing understanding of consumer preferences across countries, revealing significant preference heterogeneity towards social responsibility.     

If I'm not hot, are you hot or not? Physical attractiveness evaluations and dating preferences as a function of one's own attractiveness

Prior research has established that people's own physical attractiveness affects their selection of romantic partners. This article provides further support for this effect and also examines a different, yet related, question: When less attractive people accept less attractive dates, do they persuade themselves that the people they choose to date are more physically attractive than others perceive them to be? Our analysis of data from the popular Web site http://HOTorNOT.com suggests that this is not the case: Less attractive people do not delude themselves into thinking that their dates are more physically attractive than others perceive them to be. Furthermore, the results also show that males, compared with females, are less affected by their own attractiveness when choosing whom to date.     

I'm hot, so i'd say you're not: the influence of objective physical attractiveness on mate selection

Four studies investigated the importance of objective and subjective attributes to mate selection. This research tested whether perceivers' objective physical attractiveness influenced how they evaluated the physical attractiveness of others and, if considered, may provide a parsimonious account for matching in mate selection. Study 1 (N = 102) demonstrated that ratings of targets' attractiveness decreased as perceivers' objective physical attractiveness increased. Studies 2 (N = 89) and 3 (N = 68) revealed that as perceivers' objective physical attractiveness increased, reductions in expected satisfaction and rejection were mediated by perceivers' reduced assessments of targets' attractiveness. Study 4 (N = 114) produced patterns of matching by finding that attractive perceivers expected to date more attractive targets while unattractive perceivers expected to date less attractive targets. This research emphasizes the importance of objective physical attractiveness to target evaluations and describes how matching results from the combined influence of objective and subjective attributes.     

Decoupling the past from the present attenuates inaction inertia

Inaction inertia is the phenomenon that one is not likely to act upon an attractive opportunity after having bypassed an even more attractive opportunity. We investigated the boundary conditions of this inaction inertia effect. Based on the mental accounting literature and the transaction decoupling literature we predicted and found in three experiments that tight coupling of the forgone to the current opportunity is a necessary condition for inaction inertia to occur. Inaction inertia decreased when information about the missed opportunity was ambiguous (Experiment 1), when the past opportunity required an extra step to obtain (Experiment 2) and when the past and present opportunity decreased in comparability (Experiment 3). The theoretical and practical implications of the results are discussed in view of the literature on inaction inertia and on judgment and decision-making. Copyright © 2006 John Wiley & Sons, Ltd.     

When bonuses backfire: an inaction inertia analysis of procrastination induced by a missed opportunity

An inaction inertia analysis of procrastination was used to generate the prediction that using bonuses to encourage early task completion will have two opposing effects, encouraging early task completion by some but also inducing procrastination for those who miss the bonus. Study 1 showed that the addition of bonuses for early completion produced both of these effects and also led to overall task completion rates that were either equal to (large bonus) or actually less than (medium and small bonuses) those obtained by simply establishing a completion deadline with no bonus. In Study 2, a lottery methodology was used to manipulate the size of a missed bonus for all participants. Even under these conditions of reduced personal responsibility the larger missed bonus led to increased procrastination as predicted by the inaction inertia analysis. Possible mediating processes based on anticipated regret and perceived fairness were discussed. Copyright © 2007 John Wiley & Sons, Ltd.     

How do consumers infer corporate social responsibility? The role of organisation size

Consumers are generally supportive of firms that engage in corporate social responsibility (CSR) activities. However, consumers are also largely unaware of CSR activities of firms and often use available information to infer CSR. The current study utilises in‐depth consumer interviews to explore the influence of firm size on consumer perceptions of both CSR and corporate socially irresponsible behaviour through the lens of attribution theory. We identify two key emerging antecedents – consumer trust and expectations for CSR engagement – that are influenced by organisation size and ultimately distinguish the types of attributions consumers hold towards CSR and corporate socially irresponsible behaviour. Specifically, consumers have greater levels of trust and significantly lower expectations for CSR engagement for small firms. Conversely, a lack of trust exists amongst consumers towards large firms along with greater expectations for CSR engagement. Although the interview findings generally suggest that small firms benefit from CSR engagement because of positive attributions that consumers hold, we also identify opportunities for large firms to develop positive attributions amongst consumers. Further, we find that consumers are often willing to accept socially irresponsible behaviour by small firms whereas showing very little tolerance for similar transgressions by large firms. Copyright © 2014 John Wiley & Sons, Ltd.     

The role of performance-related similarity in social comparison of abilities: A test of the related attributes hypothesis

The hypothesis that individuals evaluate their abilities by comparison with others who are similar on nonability attributes that are related to performance has been supported in recent experiments. However, since these experiments did not include conditions in which attributes were unrelated to performance, they provide no evidence that it was the relationship of attributes to performance that explains why subjects compared with similar others. In the present experiment, 66 female undergraduates could choose to compare their test performance to the performance of women who were similar or dissimilar to themselves in physical attractiveness and the college they attended. In a 2 × 2 design these attributes were either related or unrelated to test performance. Results showed that only the performance relevance of college attended influenced comparison choices. Subjects compared with similarly attractive women even when attractiveness was unrelated to performance. These results indicate that identification of the conditions in which people do and do not consider the relevance of attributes to performance in selecting comparison others warrants attention.     

Sexual strategies theory and Internet personal advertisements.

Sexual Strategies Theory supposes that certain characteristics--namely, physical attractiveness in women and dominance and the ability to provide material resources in men--are highly desirable to potential mates because they are evolutionarily advantageous. However, socially based characteristics (e.g., positive personality traits, common interests) are also desirable in potential mates. It was predicted that people who are weaker on evolutionarily advantageous traits (i.e., less attractive women, less wealthy men) would emphasize alternative, socially desirable traits to compensate for these perceived deficiencies. One hundred fifty-one Internet personal advertisements were analyzed for attractiveness, income, mention of physical attributes, and mention of other positive personal characteristics. Results were generally consistent with predictions. In males, both wealth and attractiveness were related to decreased emphasis on other positive personal characteristics, while in women, emphasis on physical attributes (but not objectively rated physical attractiveness) was negatively related to emphasis on other positive personal characteristics.     

Physical Attractiveness and Access to Alcohol: What Is Beautiful Does Not Get Carded1

This research examined whether previously documented social benefits associated with physical attractiveness would influence the decision to request proof of legal age for the purchase of alcohol. Undergraduates were presented with a photograph of a highly attractive or less attractive member of the opposite gender that they diddid not expect to meet. Results indicated that the opportunity to interact with a highly attractive member of the opposite gender significantly reduced the chances that the target would be asked to provide proof of legal age. Physical attractiveness was positively related to perceptions of age in the perception of male targets, hut not for females. The implications of these findings for restricting alcohol availability among minors are considered.     

The cultural grounding of personal relationship: the importance of attractiveness in everyday life

Previous research has suggested that physically attractive people experience more positive life outcomes than do unattractive people. However, the importance of physical attractiveness in everyday life may vary depending on the extent to which different cultural worlds afford or require individual choice in the construction and maintenance of personal relationships. The authors hypothesized that attractiveness matters more for life outcomes in settings that promote voluntaristic-independent constructions of relationship as the product of personal choice than it does in settings that promote embedded-interdependent constructions of relationship as an environmental affordance. Study 1 examined self-reported outcomes of attractive and unattractive persons. Study 2 examined expectations about attractive and unattractive targets. Results provide support for the hypothesis along four dimensions: national context, relationship context, rural-urban context, and experimental manipulation of relationship constructions. These patterns suggest that the importance of physical attractiveness documented by psychological research is the product of particular constructions of reality.     

The structure of and changes to the life values of Japanese consumers

As the standard of living improves and the number of choices expands, consumer behavior shifts from meeting needs to realizing the specific life values of each consumer. A structural analysis of life values was performed to increase understanding of consumer behavior as a whole, so that effective marketing strategies can be prepared. The structural analysis of life values was conducted by plotting daily activities in an evaluation space, which was defined by "necessity,""attractiveness," and "ease of achievement," and also by factor analysis of these daily activities. Using this method, we measured the structure of the daily activities of Japanese consumers, and then examined the value structure of time-consuming activities, which our research suggests will be considered highly attractive in the future. Based on the results of the surveys, we discuss the development of the market for highly attractive activities and products. However, an improvement in life infrastructure is a prerequisite to realizing a market for highly attractive activities and products.     

Stigmatized‐Identity Cues in Consumer Spaces

Consumers with stigmatized identities may be especially attentive to organizational cues that signal to them whether or not they are welcomed and valued consumers. These stigmatized‐identity cues can become a part of a company's brand, influencing the attractiveness of the company and consumer loyalty, and allowing consumers to draw inferences about an organization's ideologies and attitudes toward multiple stigmatized groups. Consumers with stigmatized identities attend to stigmatized‐identity cues that signal inclusion (or exclusion) toward other stigmatized groups, resulting in stigmatized‐identity cue transfers, especially when similarity mindsets are activated, and among consumers who are high in stigma solidarity. Because identity is central in consumer behavior, stigmatized‐identity threat cues can at times result in anti‐consumption, including boycotts, allowing consumers and companies to engage in collective action. This article reviews this growing body of research, demonstrating the important influence of stigmatized‐identity cues on consumer behavior and discussing ways in which companies can better signal their inclusive attitudes and ideologies to attract consumers.