Priced just for me: The role of interpersonal attachment style on consumer responses to customized pricing

Customized pricing is an increasing phenomenon in the marketplace, but little is known about factors influencing consumer responses to customized pricing. The present paper seeks to gain an understanding of how, why, and when this emerging pricing mechanism may offer benefits. Specifically, this research focuses on how consumers respond to customized pricing tactics and, more specifically, on how interpersonal attachment orientations impact consumers' responses to prices offered in the presence of a customized pricing program. The results of 3 studies suggest that customized pricing programs likely create an expectation for a discounted price among securely attached individuals, such that these consumers are dissatisfied paying the shelf price in the presence of a customized pricing program. Overall, the results provide evidence that, although customized pricing programs are often used to enhance consumer evaluations, they may not always be effective. This paper advances prior research by integrating important considerations for both pricing and customization strategies based on individual and situational differences in attachment orientations.     

品牌依恋:理论、测量及与相关变量的关系

品牌依恋是消费心理学和营销领域的重要概念。在理论层面,它描述了品牌与消费者之间的关系,可以有效预测消费者的行为。在应用层面,品牌依恋可以反映营销方案对产品销售的促进作用,因此也受到营销管理者的密切关注。在广泛考察已有文献,特别是近10年国内外文献的基础上,本文对品牌依恋的概念、测量方法、理论模型、影响因素和结果变量、以及与相关变量的辨析等进行了梳理,也对国内品牌依恋的相关研究进行了介绍。最后,未来的品牌依恋的研究应从三个方面开展,包括整合理论观点、提高外部效度和考察文化差异。     

A behavioral account of compensation awarding decisions

Suppose an individual loses an irreplaceable object and someone else is at fault. How much should he be compensated? Normatively, compensation should equal the value (utility) to the victim. Our experiments demonstrate that compensation decisions often ignore value and are instead based on cost (how much the victim originally paid for the item) except when cost is zero. For example, we found that people awarded $200 for a destroyed item worth $500 to the victim if the cost was $200; however, they awarded $500 if the original cost was zero. We explain these phenomena in terms of lay scientism (the tendency to base decisions on objective factors) and discuss how the prevalent cost‐based compensation rule hurts consumer welfare. Copyright © 2008 John Wiley & Sons, Ltd.     

Effects of subcultural differences on country and product evaluations

Most cross‐cultural studies on country of origin or product‐country image (PCI) effects have implicitly assumed that national markets are composed of homogeneous consumers. Although many investigations in this field are described as cross‐cultural, most are in fact cross‐national. The overarching hypothesis of the present research is that PCI effects may vary across subcultures within a country. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Cognitive responses converged to show that consumers' perceived linkages significantly influence the weight given to the country of origin in product evaluations. Several implications for managers and academic researchers are discussed. Copyright © 2003 Henry Stewart Publications.     

The impact of fragrance on consumer choice

The following research focuses on fragrance (sense of smell) as a primary driver in consumer choice. The fragrance industry is also discussed, along with the impact of atmospherics and the surrounding environment on the consumer. A case study on bar soaps shows how changes to the product fragrance or packaging can affect the purchase decision. The learning and recommendations apply directly to the formation of marketing strategy and are particularly important to categories such as body cleaning and other categories where fragrance is a primary driver in consumer choice, as well as (to a lesser extent) any products that are (or might be potentially) fragranced. The findings affect the ultimate product packaging, colour, appearance and fragrance. Copyright © 2003 Henry Stewart Publications.     

大学生消费心理和消费行为的研究

当代大学生是跨世纪的人才,是开创21世纪大业和进一步振兴中华的主力军,社会对大学生的整体素质提出了更高的要求。大学生所受的教育、校园的环境以及该年龄的特殊心理特征,使他们有自己特有的消费心理和消费行为,对他们的消费心理和消费行为的研究,有助于认识青年一代乃至整个社会的消费趋势。本文对当代大学生的消费水平、消费结构、消费方式、消费心理特点及其影响因素、对策等作了分析。     

我国城市居民消费心理预期的结构及其影响因素研究

本研究采用自编《消费心理预期结构问卷》对1097名城市居民进行了研究,结果表明：1《消费心理预期结构问卷》具有较高的信度和效度;2．消费心理预期由预测经历、信息量、价格知觉水平、信息来源与渠道,以及预测依据等5个因素构成;3．现阶段,我国城市居民消费心理预期的一般特点是预期的准确性不高预期的理性化程度尚有待提高;影响消费心理预期结构的主要因素是消费者的性另、年龄、学历、职业和所在城市等变量。     

聋生汉字加工的自由回忆与词序位置记忆实验研究

本研究采用韵母相同、声母相同、音异形似和音同形似四类汉字字组,对使用手语聋生、使用口语聋生和听力正常大学生进行了自由回忆和词序位置记忆两个实验。结果表明,聋生不论在汉字字组的自由回忆中还是在汉字次序信息的记忆中,对汉字的记忆效果不仅都与字组类型有关,而且都受到了语音干扰,存在语音混淆现象。这就证明,聋生在汉字加工过程中使用了语音编码,语音编码在聋生汉字加工过程中确实起到了非常重要的作用。     

再论医学文化的根——人是符号的动物

人性与语言是多维关系,人是惟一通过语言社会化,以语言有世界,运用语言改造世界,可以被符号蒙骗和对符号崇拜敬畏,并且可以被符号伤害和医治的动物。人与符号的历史与现实关系决定了医学的人文特质,而这正是医学实践的逻辑起点。     

医患关系的本质属性及其立法取向

考察医患关系的本质属性,结合国家医疗事业的公益性、医疗立法的宗旨和发展趋势,得出如下结论：医患关系本质平等,医事法属平权法。医事法律关系本质平等,是一种民事法律关系,现行医患关系立法体系下医患关系的某些特征,不能反映医事法律关系的本质属性。