Segmenting global markets by generational cohorts: determining motivations by age

Marketing has long rested on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but in itself does not help to understand segment motivations. Environmental events experienced during one's coming‐of‐age years, however, create values that remain relatively unchanged throughout one's life. Such values provide a common bond for those in that age group, or cohort. Segmenting by ‘coming‐of‐age’ age provides a richer segmentation approach than birth age. This approach, known to work in America, is used in this paper to create generational cohorts in Russia and in Brazil. Copyright © 2004 Henry Stewart Publications Ltd.     

Credit use: psychological perspectives on a multifaceted phenomenon

Consumer borrowing is a highly topical and multifaceted phenomenon as well as a popular subject for study. We focus on consumer credit use and review the existing literature. To categorize what is known we identify four main psychological perspectives on the phenomenon: credit use as (1) a reflection of the situation, (2) a reflection of the person, (3) a cognitive process, and (4) a social process. On top of these perspectives we view credit use as a process that entails three distinct phases: (1) processes before credit acquisition, (2) processes at credit acquisition, and (3) processes after credit acquisition. We review the international literature along a two-tier structure that aligns the psychological perspectives with a process view of credit. This structure allows us to identify systematic concentrations as well as gaps in the existing research. We consolidate what is known within each perspective and identify what seems to be most urgently missing. Some of the most important gaps relate to research studying credit acquisition from the perspective of credit use as a reflection of the person or as a social process. In particular, research on credit use as a reflection of the person appears to focus exclusively on the first stage of the credit process. We conclude with a discussion that reaches across perspectives and identifies overarching gaps, trends, and open questions. We highlight a series of implicit linkages between perspectives and the geographical regions in which studies related to the perspectives were conducted. Beyond diagnosing a geographical imbalance of research, we argue for future research that systematically addresses interrelations between perspectives. We conclude with a set of global implications and research recommendations.     

Motives and barriers to bequest giving

Much is known about motivations for giving to charities generally. However, much less has been identified about bequestors as a unique type of charitable donor. This paper explores the motives and barriers for charitable bequest giving. Hypotheses are drawn from the general philanthropic literature and tested using survey data from Australia, a nation distinguished by very high lifetime (inter vivos) giving but low estate (post mortem) giving. The results show that belief in the efficacy of charitable organizations is requisite for leaving a bequest, as the deceased donor has no control over the enactment of the gift. This effect is mediated by the perceived difficulty of making a charitable bequest, which forms an important barrier for leaving such a legacy. Having family whose financial needs are perceived as not taken care of and the perception of financial inability to make a difference also form barriers for bequest giving. The results confirm that bequests constitute a distinctive charitable behaviour, with unique motives and barriers compared to other types of inter vivos giving. While charitable behaviour in general is driven by altruistic attitudes and political and religious values, as well as social reputation, these factors do not affect charitable bequest making as expected. Surprisingly, we find a negative relationship between financial resources and the inclination to leave a charitable bequest. The article ends with suggestions for ways charities might connect more meaningfully with their bequestors or with donors who might consider bequeathing to them. Copyright © 2011 John Wiley & Sons, Ltd.     

中学生消费价值观在家庭理财教育方式与消费决策风格之间的中介作用

目的：考察中学生消费价值观在家庭理财教育方式与消费决策风格之间的中介作用。方法：377名中学生完成了中学生消费价值观问卷、家庭理财教育方式问卷和中学生消费决策风格问卷。结果：父母积极的教育方式可通过树立合理的消费价值观来促进中学生形成理性的决策风格;父母消极的教育方式一方面通过树立不合理的消费价值观助长中学生非理性的决策风格,另一方面通过减弱合理的消费价值观来减弱其合理的决策风格。结论：中学生消费价值观在家庭理财教育方式与消费决策风格之间起中介作用。     

Better to Decide Together: Shared Consumer Decision Making,Perceived Power,and Relationship Satisfaction

Shared consumer decisions, particularly those made with a relationship partner, can be very different from decisions that are made alone. Across multiple studies, we investigate how shared consumer decision making affects perceptions of power and relationship satisfaction. We integrate two streams of research to create a novel theory about consumer decision making and perceived power. Specifically, we suggest that shared consumer decision making combines two necessary components of power—an individual's influence over and a partner's engagement in the decision—and that these combined components drive power perceptions. In other words, individuals who relinquish some control and make a decision with their partner, ironically, perceive having greater power than if they had made the decision alone. We further find that shared decision making and greater perceived power lead to greater satisfaction with the relationship in which the decisions are made. By focusing on consumer decision making within relationships, the current research contributes to the literatures on decision making, social influences in consumer behavior, close relationships, consumer well-being, and power.     

Residential mobility and consumer psychology through a cultural lens

This study provides an extensive review of research on residential and relational mobility and discusses antecedents and consequences that implicate a wide range of psychological processes and behaviors. This commentary highlights their theoretical and practical significance in consumer research and discusses through a cultural lens the implications for specific consumer psychology domains. It also highlights the intricacy of mobility constructs, distinguishes them from the individualism–collectivism construct, and identifies consumer outcomes that warrant nuanced predictions based on residential and relational mobility and other cultural frameworks. The commentary concludes with ideas for future research.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

Materialism and Well‐being in the UK and Chile: Basic Need Satisfaction and Basic Need Frustration as Underlying Psychological Processes

A growing body of evidence shows that materialistic values are linked to lower well‐being. Self‐determination theory offers an explanation through the low fulfilment of the basic psychological needs for autonomy, competence, and relatedness. However, recent research suggests that frustration of these psychological needs may also play an additional role. Using structural equation modelling in adult samples from an established mass‐consumer society (UK: N = 958) and a fast‐developing new economy (Chile: N = 257) and employing more comprehensive measures to tap into a materialistic orientation than used in previous studies, we found that a materialistic value orientation related negatively to well‐being and positively to ill‐being and that both psychological need satisfaction and psychological need frustration played an explanatory role herein. The model was found to be highly equivalent across both samples, supporting the cross‐cultural generality of the mechanisms involved. Copyright © 2014 European Association of Personality Psychology     

Gift Cards and Mental Accounting: Green‐lighting Hedonic Spending

In three studies, we examine the mental accounting rules that govern how gift cards are used. We predicted that their identity as gift cards would shift consumption from utilitarian to hedonic goods even in contexts where both types of goods are available and the consumer's needs are unchanged. In Study 1a, participants were asked to imagine that they had both a gift card and a specified amount of cash and needed to purchase both a hedonic item and a utilitarian item. When asked which currency they would use to buy which item, respondents were significantly more likely to say they would use the gift card to buy the hedonic item. Study 1b replicated this result and found that it was tied to participants' beliefs how different types of money should be used. In Study 2, we found that participants who were required to spend a certain amount of their compensation in a laboratory store spent more on hedonic goods if their payment was in the form of a gift card. In Study 3, we analyzed transactions at a campus bookstore and found that shoppers tended to spend disproportionately on hedonic goods when using their gift cards than when making credit card purchases. Taken together, these studies indicate that people tend to assign the monetary value of a gift card to a hedonic mental account and spend it accordingly. Copyright © 2014 John Wiley & Sons, Ltd.     

消费者不道德行为与员工情绪衰竭关系的调节性中介模型

大量研究业已揭示,消费者针对员工的不道德行为是导致员工情绪衰竭的重要因素,但是对于消费者不针对员工的不道德行为（consumer unethical behavior that are not employee directed,CUB）是否会影响员工的情绪衰竭,研究还较少涉及。基于道义伦理学,本研究提出了一个调节性中介模型,以分析CUB与员工情绪衰竭的关系。该模型假定,CUB与员工情绪衰竭之间的关系以情绪抑制为中介,并且受到员工道德认同的调节。对198名销售人员的研究发现,即使控制了消费者针对员工的不道德行为,CUB仍影响着员工的情绪衰竭;CUB与员工情绪衰竭的关系受到道德认同的调节,道德认同较高的员工表现出较高程度的情绪抑制与情绪衰竭。研究支持了假设的调节性中介模型,情绪抑制在CUB和情绪衰竭之间发挥着部分中介作用,不仅如此,这一中介作用还受到道德认同的调节,情绪抑制在CUB和情绪衰竭之间的间接效应主要表现在道德认同较高的员工中。最后探讨了研究发现的理论意义、不足及未来发展方向。