No One Wants to Look Cheap: Trade‐Offs Between Social Disincentives and the Economic and Psychological Incentives to Redeem Coupons

Existing research on price deals has largely demonstrated positive financial and nonfinancial consequences of obtaining a deal. In contrast, the research reported here suggests that certain price deals—in this case, coupons—can also produce negative social consequences, such as creating an impression of cheapness or stinginess. Decisions to redeem coupons are shown to involve a trade‐off between the social incentives to avoid coupons and competing economic and psychological incentives to redeem coupons. Consumers strategically adjusted their decision in response to factors that changed the relative strength of these incentives; specifically, they avoided coupons when they were concerned that coupon use would lead to negative social consequences but redeemed coupons when the circumstances reduced these concerns. Although decisions to refuse a coupon might violate principles of economic rationality, it is argued that such decisions are nevertheless functional as they serve important social goals. In this sense, it can be smarter for consumers to forgo a deal rather than obtain one.     

刷屏的原理：在线内容的病毒式分享机制

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

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。     

Workplace mobbing and bystanders' helping behaviour towards victims: The role of gender,perceived responsibility and anticipated stigma by association

We examined victims' perceived responsibility and bystanders' anticipated risk of being victimized themselves when others associate them with the victim (stigma by association, SBA) as possible antecedents of bystanders' helping behaviour towards a victim of workplace mobbing, and explored the effects of gender. Guided by the attribution model of social conduct (Weiner, 2006), a 2 × 2 vignette experiment was conducted. Participants were Dutch regional government employees (N = 161). Path analyses generally supported the hypotheses, but showed different results for women and men. In the strong (Vs. weak) responsibility condition, women reported less sympathy and more anger and men only more anger, which resulted in lower helping intention. Additionally, for men the results showed an unexpected direct positive effect of responsibility on helping intention. Furthermore, in the strong SBA condition, women and men reported more fear and men, unexpectedly, more anger. Consequently, helping intention decreased. The findings on gender are discussed in the context of social role theory, gender and emotion. Our findings suggest that to prevent and tackle mobbing, organizations and professionals should be aware of the attributional and emotional processes and gender differences in bystanders' helping behaviour.     

The Long‐Term Predictive Validity of the Consumers’ Need for Uniqueness Scale

This research examines the long‐term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail‐survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness‐enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2‐year period. Because the design of possessions and endorsed uniqueness‐enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.     

Expressing passion for luxury enhances perceived authenticity

Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. Six experiments (including three supplemental experiments) show that expressing passion for luxury causes others to perceive luxury consumers as more authentic, consequently increasing perceptions of their warmth and trustworthiness, and leading others to demonstrate greater interest in knowing more about them. Expressing passion for luxury enhances perceived authenticity by prompting observers to attribute the luxury consumption more to intrinsic motivation (e.g., consuming luxury for inherent enjoyment and pleasure) rather than extrinsic motivation (e.g., status enhancement). The effects of passion expression are attenuated for non-luxury consumption because non-luxury consumption is generally unlikely to elicit inferences about extrinsic motives.     

The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

Targeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e-commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e-commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e-commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e-commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.     

The effect of deal exclusivity on consumer response to targeted price promotions: A social identification perspective

Discounts offered selectively to consumers are commonplace in the market and reflect the assumption that individuals will respond positively to targeted discounts. We consider whether exclusive deals evoke more positive responses than inclusive offers, an outcome referred to as a deal exclusivity effect. Contrary to the intuition that targeted promotions will always be evaluated more favorably than inclusive offers, we show that deal exclusivity effects (1) can be attenuated based upon factors influencing the extent to which recipients identify with other deal recipients and (2) are mediated by the offer's ability to enable the recipient to engage in self-enhancement.     

关系规范对消费者抱怨意愿及潜在动机的影响模型

现有的关于向企业进行抱怨的研究均建立在“理性人”的假设之上, 而忽视了消费者同时作为“社会人”需要遵循一定的规范。本文引入关系规范的概念(共有关系规范, 交换关系规范), 通过实验的方法探究其对消费者的抱怨意愿及潜在动机的影响。实验一的结果显示在服务失误水平低的情况下, 共有关系规范下的被试相对于交换关系规范下的被试更乐意向企业抱怨, 而在服务失误水平高的情况下, 这种差异不显著。实验二进一步验证了这种关系, 并发现共有关系规范下的被试向企业抱怨, 是为了帮助其发现和改进服务中存在的问题, 以提高服务质量, 具有利他动机。     

行为执行意向的理论观点及其相关研究

执行意向是指个体以行动目标为导向,通过连接情景线索和目标导向反应,建立行为意向和实际行为之间联系的中介变量。通过梳理执行意向的概念、心理联系及应用研究,发现执行意向主要与行为意向、自我协调、合作性、计划提醒、自觉性、人格等变量产生心理联系;形成执行意向的人具有克服困难,达到既定目标的积极心理状态。然而,执行意向并不总是发挥其积极效应,其与具体情景、个体差异性等有关。最后,文章从四个方面对今后研究的热点与方向进行了展望。     

冲突情境中青少年的亲社会意图:预期重要他人观点的影响

青少年在特定情境下的亲社会意图受到重要他人的影响,而预期重要他人观点的影响更为明显。本研究借助假设的冲突情境,考查了327名青少年(男生146人,女生181人)对重要他人的观点的预期及其对亲社会意图的影响。结果发现,青少年的亲社会意图与其预期的重要他人观点的偏离程度随着情境的不同而发生变化,在"个人健康—他人健康"、"个人学业—他人学业"、"人际关系—诚实品质"三种冲突情境中,青少年的行为意图分别与预期的父母、教师、同伴的观点偏离度最小。预期重要他人观点对亲社会意图的影响受到青少年对相应观点认可度的调节,在高认可度水平上,预期重要他人观点正向预测亲社会意图;在低认可度水平上,上述预测作用并未显现。该结果表明不同重要他人对青少年的影响是相对独立的,且受到生活事件领域的制约。     

Just the thought of it!: Effects of anticipating computer-mediated communication on gender stereotyping

A study investigated how anticipated communication mode affects the use of stereotypes in forming impressions and making task assignments. Participants rated male or female targets with whom they envisioned working on a business project using computer-mediated or face-to-face modes of communication. Results indicated that both men and women were characterized more stereotypically when participants anticipated working with them electronically than when they anticipated working with them face-to-face. Furthermore, task assignments were more often gender stereotype consistent when the communication mode was computer-mediated than when it was face-to-face. These findings suggest that the mere anticipation of computer-mediated communication, without the actual the experience of it, is enough to promote stereotypes and biased decision-making.     

预期交流与创造力的关系:解释水平的调节作用

该研究探讨了预期交流对创造力的影响, 以及解释水平在其中的调节作用。实验1采用结构性想象任务探讨预期交流是否影响创造力。结果表明, 相较于没有预期交流, 预期交流条件下的个体表现出更高的创造力。实验2采取了创意产生任务, 并探讨了解释水平在其中的调节作用。结果表明, 当完成抽象的、高解释水平任务时, 相较于无预期交流, 预期交流条件下个体在新奇性和变通性两个维度上表现出了更高的创造力; 当完成具体的、低解释水平任务时, 预期交流的效应不复存在。也就是说, 只有当创造力任务要求高解释水平的抽象思维时, 预期交流才能促进创造力的发挥。总结而言, 本研究在过往对于交流与创造力以及解释水平与创造力的研究基础上进一步发现, 对于抽象创造力任务, 虽然真正的信息交流尚未发生, 但仅仅对于交流的预期就会提高创造力水平。     

The role of legal and moral norms to regulate the behavior of texting while driving

Despite a nationwide lawful effort to regulate texting-while-driving behavior, little change has been reported. This study assessed the effect of current legal enforcement on attitudinal and behavioral responses toward texting while driving in conjunction with potential influences of two types of perceived norms—legal and moral. An online survey was conducted with 313 college students recruited from three states where the history of a banning law of texting while driving varied (more than 3 years, less than 1 year, and none). The students self-reported perceived legal norm, perceived moral norm, perceived risk of texting while driving, frequency of texting while driving, attitude toward texting while driving, and intention of texting while driving. General linear model analyses revealed that the mere presence of legal enforcement showed a negative relationship with frequency of behavior only for the state with the banning law in effect more than 3 years. While the perceived legal norm showed inconsistent relationships with outcome variables, the perceived moral norm appeared most promising to discourage texting while driving among young drivers. A banning law for texting-while-driving behavior not only backfired on the actual behavior in a short-term effect, but also required a long-term exposure of the law to change the actual behavior among college students. On the other hand, cultivation of a moral norm to regulate the behavior of texting while driving is particularly encouraged in that the stable nature of this psychological variable can play a role to suppress possible reactance evoked by an external force. Policy makers are encouraged to harness their approach to regulate young drivers’ texting while driving with the strategy that appeals to the drivers’ moral beliefs rather than simply forcing them to comply with the law.     

Conformism moderates the relations between values, anticipated regret, and behavior

The purpose of the present study was to evaluate the moderating effect of Conformism values on the relations between other values and behavior. The authors expected people low, but not high, in Conformism to behave in a manner that is consistent with their personal values related to self-transcendence versus self-enhancement. In Study 1 (N = 199), such values predicted actual altruistic behavior, as estimated by other-reports, but only if Conformism values were low. In Study 2 (N = 189), only people who considered Conformism values to be relatively unimportant showed expected connections between self-transcendence values and anticipated regret in hypothetical scenarios having negative consequences. The data are interpreted as supporting the view that (a) anticipated regret motivates value-consistent behavior, (b) self-transcendence values in particular are connected to altruistic behavior and to anticipated regret, but (c) conformity to social norms moderates these connections.     

Trust me if you can: The effect of driver username on passengers' intention to use ride-sharing service

Building trust and enhancing consumers' participation are critical for the growth of peer-to-peer sharing economy. This research explores the effect of driver username on passengers' intention to use ride-sharing service and its underlying psychological mechanisms. The results indicate that driver username has a significant impact on passengers' intention to use ride-sharing service, as a driver with a real name elicits greater intention to use ride-sharing service than a driver with a screen name (studies 1, 2, 3a, 3b, and 3c). In addition, the effect of driver username on passengers' intention to use ride-sharing service is serially mediated by social presence and trust (study 2). Importantly, the effect of driver username on passengers' intention to use ride-sharing service is moderated by driver reputation (studies 3a, 3b, and 3c). A high (vs. low) reputation facilitates the impact of driver username on passengers' usage intention. Based upon these findings, theoretical and practical implications are discussed.     

地位感知变化对消费者地位消费行为的影响

本文通过3个实验探究了地位感知变化对消费者地位消费行为的影响。研究发现,无论在感知到地位提升还是地位威胁的情况下,消费者对地位商品的购买意愿均会提升,然而两者却有着不同的作用机制。对于感知地位提升的消费者,自我提升动机在地位感知对地位商品购买意愿的影响中起中介作用;而对于感知地位威胁的消费者,自我补偿动机同时在地位感知对地位商品和非地位商品购买意愿的影响中起中介作用。在感知地位威胁的情境下,自我实现的新兴价值观具有强化消费者地位消费行为的作用,而谦卑的传统价值观具有弱化消费者地位消费行为的作用。     

Influence of self-construals on the perception of different self-presentation styles in Korea

The present study investigated how perceivers' self-construals influence the perception of others who use self-enhancement or self-effacement in communication. It was predicated that independent self and interdependent self would differently affect the evaluation of self-enhancing presentation and self-effacing presentation. Two hundred and forty-six Korean college students read a scenario depicting a person using bragging, and positive and negative self-presentations for his/her accomplishment, and then evaluated the presenter in the scenario on intention of future interaction, satisfaction with conversation and likeability. Results showed that people with independent self evaluated the positive presentation more favorably than people with interdependent self, whereas people with interdependent self evaluated the negative presentation more favorably than people with independent self. No significant difference was found in the evaluation of bragging presentation. The results imply that although the purpose of self-presentation is to give positive self to others, it is differently expressed through self-enhancement in North American culture and through self-effacement in East Asian culture. The results also supported previous cross-cultural studies on self-enhancement and self-effacement by providing an examination from individual level analysis.     

谈钱还是谈情:企业如何引导消费者分享自媒体营销

社交网络的发展弱化了传统媒体的影响力,强化了消费者的影响力;在这种情况下,企业需要思考如何借助消费者传播营销信息,以影响其他消费者。本文从企业如何设计营销信息入手,探究消费者与企业所处的关系范式对消费者信息转发行为的影响。通过二手数据分析与实验法,本文得出如下结论:经济类刺激对触发交易关系范式下消费者的转发行为更有效;情感类刺激对触发共有关系范式下消费者的转发行为更有效;交易关系范式下消费者出于回报企业的动机分享,共有关系范式下消费者出于利己动机而分享。