直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角

研究以直播营销为背景, 引入产生于通讯领域的社会临场感概念, 在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成; 之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制; 进一步, 根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用; 最后基于社会助长理论, 利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理, 为直播播主和电商卖家提供指导的同时, 帮助消费者了解自我, 以做出更理性的消费决策。     

Winding paths: Ambivalence in consumers' buying processes

This paper investigates ambivalence in the buying process. The existing literature has rarely studied ambivalence in longitudinal processes and has therefore not been able to capture its dynamics. Those studies that have studied ambivalence longitudinally have focused on general attitudinal ambivalence rather than its subtypes (cognitive, affective, and intercomponent ambivalence) and have therefore ignored some of the more detailed dynamics. Hence, this study addresses these different types of ambivalence longitudinally, exploring what these different ambivalences consist of, what their roles are in the buying process, and how they occur under different types of involvement conditions. A longitudinal video diary method is used in conjunction with a multimodal analysis technique to explore not only the verbally expressed aspects of ambivalence but also its nonverbal expression, which further reveals differences between different types of ambivalence. The findings suggest that cognitive ambivalence involves conflicting evaluations of utilitarian brand and product aspects and is resolved through more effortful mechanisms, whereas intercomponent ambivalence involves conflicting evaluations of varying utilitarian, hedonic, and symbolic brand and product aspects and is resolved through both more and less effortful mechanisms. Finally, affective ambivalence involves conflicting anticipations about the outcome of the buying process but is not resolved through similarly clear mechanisms. As the key outcome of the exploration, propositions and a synthesising framework about the different types of ambivalence in the buying process are developed for future research. This paper hence contributes to the ambivalence literature and offers managerial implications especially for marketers of multifaceted and high‐involvement products.     

Advocacy processes in mental health: a qualitative study

Advocates perform an important role in representing the rights of mental health consumers, especially since mental health consumers are often marginalized. Little is known about the processes advocates use to assist mental health consumers in navigating the health care system. This study details the manner in which advocates work together with mental health consumers and health professionals through presenting a qualitative synthesis of 60 case records. Four main themes emerged: negotiating on behalf of consumers during meetings with health professionals; liaising between consumers and health professionals outside of meetings; supporting consumer decision making without the involvement of health professionals; and involvement in legal processes. The findings of this study demonstrated that advocates were primarily oriented toward the protection of negative rights, but they also promoted positive rights.     

善因营销的捐赠水平与消费者态度:一个有中介的调节效应模型检验

通过两个实验,探讨了善因营销的捐赠水平对消费者态度的影响,尤其是考察了道德提升感的中介作用以及产品-公益事业拟合度的调节作用。研究发现,善因营销的捐赠水平对消费者态度有显著的正向影响,且道德提升感在捐赠水平与消费者态度之间起中介作用。与此同时,产品-公益事业拟合度显著地调节了捐赠水平与道德提升感的关系,且该调节关系通过道德提升感的中介作用来进一步影响消费者态度。     

Pseudocontingencies in Consumer Choice: Preference for Prevalent Product Categories Decreases with Decreasing Set Quality

Building on theorizing about contingency inferences, the present research deals with the impact of product category prevalence on consumer choice. We argue that a category's prevalence in the choice set can signal high quality, but the validity depends on the aggregate quality of the choice set. With ever more low‐quality products in the set, high prevalence should increasingly signal poor rather than high quality. When choosing from a poor‐quality set, choices should thus favor products from the rare category. In four experiments, we show that poor‐quality sets increase the proportion of consumers choosing products from a rare category. Furthermore, we show that these effects increase when base rates of a category and quality become more extreme. Finally, Experiment 4 shows that contingency inferences partly mediate the effect of set quality on choice. The results extend previous research on contingency inferences, indicating the adaptive use of base‐rate information in consumer decision making. Copyright © 2017 John Wiley & Sons, Ltd.     

影响产品体积知觉的形状效应研究

产品包装是现代营销的重要手段之一,也是消费与广告心理学领域的研究热点之一。产品包装的形状、尺寸和体积大小都会影响到消费者的判断、购买决策和消费行为。本文就影响产品体积知觉的高径比效应(elongation),从其概念、形状消费错觉与形重错觉的关系、实际消费中的体积知觉效应,以及注意对形状效应的影响等方面进行了阐述,并作了简要的评论。     

消费者独特性需求量表的研究

本研究目的是修订消费者独特性需求量表（CNFU）的中文版。研究对两个样本共计918名被试进行了问卷测量。项目分析显示,31个题目均符合心理测量学要求。验证性因素分析表明,26个题目的中文版量表符合原量表的三因素（即标新立异、非大众化和避免雷同）模型。量表的重测信度、内部一致性和分半信度均在0．85以上。量表具有较好的汇聚和区分效度,非学生样本得分显著高于学生样本。本文对量表今后的研究和应用进行了探讨。     

Sadness as Pleasure-Seeking Prime and Anxiety as Attentiveness Prime: The “Different Affect–Different Effect” (DADE) Model

According to popular interpretations of both the mood repair and affect-as-information theories, affective states of the same valence should have equivalent influences on behavior. We propose, instead, the Different Affect–Different Effect (DADE) model. Building on cognitive and psychoevolutionary theories of affect, we predict that while sadness leads to seeking pleasurable stimuli (consistent with mood repair predictions), anxiety leads to becoming more attentive (consistent with affect-as-information predictions). These predictions are tested using consumption stimuli and, across two experiments, results were consistent with our hypotheses. This research helps resolve apparent discrepancies among our findings and those found in previous mood repair and affect-as-information literatures. Specifically, we suggest that in previous demonstrations of mood repair through seeking pleasurable stimuli, the mood-state in question was most closely related to that of sadness. Likewise, we argue that in previous demonstrations of sadness leading to greater attentiveness, the procedure used to evoke sadness is also likely to have evoked anxiety.     

Effect of brand name on consumers' risk perceptions of online shopping

The purpose of the present study was to investigate the relationship between brand names and consumers' perceived risk. Hypotheses dealt with whether the presence of a product's brand name affects consumers' perceived risk towards shopping online; whether the familiarity with a brand name influences consumers' perceived risk; and whether online shoppers and non‐shoppers perceive risk towards shopping online differently. Results indicate that the presence or absence of a product's brand name affects online shoppers' perceived risk, but in the opposite direction to that expected. There was no significant difference between online shoppers' perceived risk vis‐à‐vis brand familiarity; however, online shoppers possessed lower perceived risk than non‐shoppers. Implications and limitations are discussed and recommendations for future research are provided. Copyright © 2004 Henry Stewart Publications Ltd.