Variety Seeking,Satiation, and Maximizing Enjoyment Over Time

In this article, we examine the different ways in which consumers balance their consumption behavior in order to maximize utility. In particular, we focus on how people balance repeating the same options with the decision to seek variety. While earlier research represented variety seeking as a means of reducing physical satiation (McAlister, 1982), more recent research suggests that the relationship between choosing variety and minimizing satiation is more complex, as these behaviors may be motivated and influenced by exogenous factors. Past reviews have largely looked at the two processes separately. In this article, we discuss the nuanced relationship between these two constructs and point to future research directions that may help us further understand how consumers tackle the everyday challenge of maximizing enjoyment over time.     

绿色消费情境下消费者为什么会言行不一?

绿色消费情境下的态度-行为差异表现为个体对绿色产品所持态度与实际购买行为之间的不一致性。在可持续发展成为消费趋势之一的今天对该问题的研究具有重要意义。研究梳理了绿色消费行为中态度-行为差异的基本解释机制, 在此基础上系统总结了自2010年以来个体心理层面的实证研究, 并将营销与社会规范方面的相关研究成果与其进行整合。结合国内的研究现状, 未来的研究需要在测量方法、与其他经济变量之间的关系、动机性因素、学习与信任机制、跨文化研究等方面做进一步深入探讨。     

权力感知对怀旧偏好的影响机制

作者考察了权力感知对消费者怀旧偏好的影响及其心理机制。通过3个实验, 作者发现低权力者比高权力者更加偏好怀旧产品或怀旧品牌, 而寻找生活意义的动机在该影响过程中起中介作用。具体而言, 权力的缺失导致个体认为自己的生活缺乏意义, 进而激发出寻找生活意义的动机。由于怀旧可以通过回忆有意义的事件和提供社会支持两条途径来帮助个体重拾生活意义, 因此低权力的消费者倾向于进行怀旧消费。这一研究发现进一步丰富了现有的权力和怀旧文献, 并对怀旧营销的设计具有重要的实践指导意义。     

Happiness in Everyday Life: The Uses of Experience Sampling

This paper uses the Experience Sampling Method data drawn from a national sample of American youth. It examines the proximal environmental factors as well as behaviors and habits that correlate to personal happiness. Momentary-level scores show that reported happiness varies significantly both by day of week and time of day. Furthermore, particular activities are associated with varying degrees of happiness. School activities rate below average scores in happiness, while social, active and passive leisure activities are above average. Particular companions also correlate to differing level of happiness. Being alone rates the lowest levels of happiness, while being with friend corresponds to the highest. Person-level averages of happiness suggest that both higher social class and age correlate with lower levels of happiness, while gender and race do not. Paradoxically, youth who spend more time in school and social activities are happier than those who spend less. Unexpectedly, students who spend more time pleasure reading report lower levels of happiness. Finally, feeling good about the self, excited, proud, sociable, active as well as being in the conditions for flow experience are the strongest predictors of trait happiness.     

Impulsivity as a predictor of smoking and alcohol consumption

This prospective study examined the relationships between impulsivity, smoking and alcohol use in a large non-clinical sample of 601 men and 4832 women working in 12 Finnish hospitals. Data on impulsivity, smoking and alcohol consumption were collected by two questionnaires with a two-year interval. At baseline, impulsivity was associated with smoking and alcohol use. After controlling for baseline smoking, impulsivity predicted increased number of cigarettes smoked per day in women (p=0.08), but not in men. After controlling for alcohol use at baseline, impulsivity predicted increased alcohol consumption similarly in both genders (p<0.01). Higher impulsivity was also associated with increased likelihood of taking up smoking or becoming a heavy drinker (p<0.05). This evidence suggests that impulsivity contributes to increasing health risk behaviours.     

Dear Santa,do you have my brand? A study of the brand requests,awareness and request styles at Christmas time

This study examines brand awareness (preferences) and request styles (communication approaches) at Christmas of Australian children and adults. The study is founded in the growing Santa Claus literature that has examined various issues related to gift giving and request behaviour at Christmas time. The study is based on the content analysis of 422 letters written by children to Santa Claus. The results indicate that children are brand‐orientated in their request behaviour, adopt fairly meaningful request strategies and use visual imagery ie graphics in their communication strategies in their attempts to secure their requested gifts and specific brands. Copyright © 2002 Henry Stewart Publications Ltd.     

A diary study of implicit self-esteem, interpersonal interactions and alcohol consumption in college students

A 30-day daily diary study examined the relations among implicit self-esteem, interpersonal interactions, and alcohol consumption in college students. Multilevel analyses revealed that students with low implicit self-esteem drank more on days when they experienced more negative interpersonal interactions. In contrast, students with high implicit self-esteem drank more on days when they experienced more positive interpersonal interactions. Spending time with people who were drinking mediated both the low implicit self-esteem by negative interpersonal events interaction and the high implicit self-esteem by positive interpersonal events interaction. These findings suggest that people with low implicit self-esteem may unintentionally drink as a way to regulate unfulfilled needs for acceptance. On the other hand, people with high implicit self-esteem may drink as a way to enhance positive interpersonal experiences.     

期望、体验和回忆: 当消费者不能从体验中学习

人们对消费体验的期望、回忆与真实体验时常发生分离, 而且人们很少从真实体验中得到学习。本研究认为原因之一是期望、体验和回忆三者基于不同的输入信息, 以及三者特殊的交互关系。本研究首先提出了一个关于消费者期望、体验和回忆的理论框架, 系统阐述了消费者何时不能从体验中学习以及如何能促进学习, 然后在一个消费情景中通过3×2混合实验设计考察了三者的关系。实验比较了在“预期(无体验)”、“体验后即时评价”和“体验后延迟评价”三种评价方式下被试对两种品牌火腿肠的口味评价和偏好选择。结果发现: 消费者对口味体验的期望和回忆相似, 但两者都和真实体验发生分离。最后, 本研究还讨论了这一理论框架在消费者行为中的应用、未来研究拓展等。     

The effect of conspicuous consumption on men’s testosterone levels

Using evolutionary psychology as a theoretical framework, it is argued that conspicuous consumption serves as a means by which men communicate their social status to prospective mates. Accordingly, men’s endocrinological responses, particularly their testosterone levels, are responsive to fluctuations in their status as triggered by acts of conspicuous consumption. Study 1 reports that men’s testosterone levels increased and decreased partially (directionally), after driving an expensive sports car and an old family sedan, respectively. Additionally, the location of the drive, either a busy downtown area or a semi-deserted highway, partially moderated this response. Study 2 demonstrates that when men’s social status was threatened by the wealth displays of a male confederate in the presence of a female moderator, their testosterone levels increased. This is suggestive of an evolved mechanism for responding to intra-sexual challenges. Collectively, these constitute the first set of studies to measure hormonal outcomes in consumer behavior.