消费者满意度测量中的光环效应

以中国铁路客运服务为研究对象,采用问卷调查的方法,证实了在消费满意度实际测量中光环效应存在的客观性,并验证了消费者满意度测量中同样存在总体印象和显著维度两种光环效应。进一步研究发现,无论上述哪种类型光环效应,其影响都是通过对满意度直接影响较大的维度进行传递;因此,企业在改进消费者满意度时,完全可以利用光环效应,通过改进显著维度来弥补其他维度的不足。     

Examining the Incremental Validity and Adverse Impact of Cognitive Ability and Conscientiousness on Job Performance

Using archival data from a large home improvement organization, the current study examined the incremental validity of conscientiousness over cognitive ability in predicting different performance criteria. Also, the study examined the effects of conscientiousness and cognitive ability on adverse impact. Results indicated that conscientiousness provided incremental validity over cognitive ability in the prediction of several performance criteria. Specifically, conscientiousness had the highest increases in validity over cognitive ability in the prediction of contextual performance factors (e.g., contextual performance, customer service orientation, dealing with others). However, the addition of conscientiousness failed to ameliorate the adverse impact associated with cognitive ability. In addition, limitations of the study and future directions of research are addressed.     

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。     

Introduction

The contributors to this reflection on the field consider the legacy of Christian ethics in comparative religious ethics (CRE), particularly in regard to whether the latter has escaped the parochialism and hegemony of the former, whether the legacy is simply vicious or whether it can be virtuous, and the specific ways in which the former has influenced the discipline of CRE in regard to methods and themes. Beyond these methodological questions, the contributors also speak to the historical development of Christian ethics and CRE in the cultural and institutional contexts of late twentieth century America and provide reflections on the politics of CRE as it is now practiced and debated in the field and in the academy.     

The Efficiency of Similarity-Focused Comparisons in Person Perception

ABSTRACT

Comparison processes are ubiquitous in person perception. Comparative thinking can follow two routes: People either search for similarities or for dissimilarities while comparing. Which of these two routes is more efficient? Previous research indicates that people could compare two geometrical figures faster if they focused on similarities rather than dissimilarities. I examine comparisons of people and measure the consumption of cognitive resources as indicator for efficiency. The results confirm an efficiency-advantage of similarity-focused comparisons for social stimuli.     

Analyse comparative du leadership transformationnel et du leadership narcissique

Following a comprehensive review of the literature, this analysis proposes a comparison between the characteristics of transformational leadership and narcissistic leadership. Such a comparison is important as these two types of leadership, although displaying obvious similarities, considerably differ in their intrinsic value. Indeed, whereas the transformational leader exercises an altruistically motivated power, the narcissistic leader opts for an egotistically motivated power.     

The impact of salesperson credibility-building statements on later stages of the sales encounter

Salespeople frequently attempt to build credibility on their first encounter with a customer. Because customers actively evaluate persuasive messages, it is important to understand their reactions to credibility-building tactics and how these reactions shape the sales interaction. Accordingly, this study investigates customers' reactions to two types of credibility-building statements – benevolence and expertise – using a multistep qualitative analysis of sales transactions in the life insurance industry, along with surveys before and after the sales encounter. Empirical results show that customers are more likely to react positively to credibility-building statements that match their buying style expectations. Furthermore, when customers react positively to a credibility-building tactic, salespeople are more likely to continue using that tactic when addressing customer objections. However, whereas benevolence tactics for addressing customer objections lead to stronger relational outcomes, the findings indicate that expertise tactics do not. Thus, matching sales tactics with customers' buying style expectations is beneficial in the early stages of the sales encounter, but customer objections are best addressed with benevolence tactics, regardless of customers' buying style.     

The good,the bad and the effective: a meta-analytic examination of selling orientation and customer orientation on sales performance

The concept of customer orientation (CO) is a focal construct in marketing and sales literature. Saxe and Weitz introduced CO to contrast the traditional high-pressure approach to sales (selling orientation). This study synthesizes empirical evidence from 1982 to 2013 to provide insight into the antecedents and consequences of both CO and selling orientation (SO). A conceptual meta-analytic model based on research into interpersonal motive models is proposed and tested using effect sizes from 126,790 salesperson survey responses to advance theory development on our understanding of how SO and CO behaviours affect organizations. Findings show that adaptive selling mediates the impact of both SO and CO which has important practical implications for hiring and training salespeople. Furthermore, this study shows that goal orientations are antecedents of SO and CO and that the impact of SO on job performance varies by customer type.