Sociometric Status and Social Drinking: Observations of Modelling and Persuasion in Young Adult Peer Groups

Because young adult drinking occurs primarily in peer groups, this should be taken into account when studying influences on drinking behaviour. This paper aimed to assess influences on drinking by observing existing peer groups in a naturalistic setting. We first analysed the basic levels at which two types of influence take place. The first, modelling (imitating others' drinking), was found to significantly influence individual drinking, whereas for the second one, persuasion (drinking resulting from others offering drinks), no predictions were found. Subsequently, we examined whether peer group members' sociometric status in the group affected the amount of influence and persuasion exerted and received. No indications were found that sociometric status had an impact on influence in alcohol consumption within a drinking situation. Features and weaknesses of the study are discussed.     

The Role of Customers in Interactive Co-Creation Practices: The Italian Scenario

Co-production, or co-creation, is becoming the cornerstone of marketing and design practices and a sort of managerial mantra that is rapidly gaining momentum both at professional and academic level. Despite a growing interest for this topic, there seems to be a lack of researches investigating the level of interest and participation of customers in co-creation activities and the drivers and motivations that might trigger co-production. This paper presents the results of a research run by Politcnico di Milano School of Management in collaboration with AC Nielsen, Nielsen Online and Connexia in 2007 among Italian consumers to determine the size and characteristics of the co-creation phenomena.

A dialogical exploration of the grey zone of health and illness: medical science,anthropology, and Plato on alcohol consumption

This paper takes a phenomenological hermeneutic orientation to explicate and explore the notion of the grey zone of health and illness and seeks to develop the concept through an examination of the case of alcohol consumption. The grey zone is an interpretive area referring to the irremediable zone of ambiguity that haunts even the most apparently resolute discourse. This idea points to an ontological indeterminacy, in the face of which decisions have to be made with regard to the health of a person (e.g., an alcoholic), a system (e.g., the health system), or a society. The fundamental character of this notion will be developed in relation to the discourse on health and the limitations of different disciplinary practices. The case of alcohol consumption will be used to tease out the grey zone embedded in the different kinds of knowledge made available through the disciplinary traditions of medical science, with its emphasis on somatic well-being, and anthropology, with its focus on communal well-being. This tension or grey zone embedded in different knowledge outcomes will be shown to have a discursive parallel with the dialogue between the Athenian, the Spartan, and the Cretan in Plato’s Laws. Making use of the dialogical approach as described by Gadamer, the Athenian’s particular resolution of the tension will be explored as a case study to demonstrate the necessarily particular analysis involved in a grey zone resolution.

When Sadness Comes Alive,Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption

Prior consumer research has studied the impact of anthropomorphism on product perception and evaluation. This research explores how anthropomorphic thinking influences people's experience of emotions and subsequent consumption behavior. Based on research on emotion regulation and the psychological process of detachment, we show that individuals instructed to anthropomorphize sadness (i.e., think of sadness as a person) report less experienced sadness afterward (Studies 1 and 2A). The same result is observed for its opposite, happiness, such that anthropomorphic thinking dilutes happiness (Study 2B). We argue that this reduction of emotion occurs because anthropomorphic thinking increases the perceived distance between the self and the anthropomorphized emotion, thereby creating a feeling of detachment. Evidence for a detachment process is found via measurement (Studies 3 and 4) and a theory‐guided moderation, with the effect lessening when sadness is seen as a dependent (vs. independent) person (Study 3). These findings have implications for consumer behavior. When sadness is ameliorated by anthropomorphic thinking, people tend to display better self‐control in subsequent consumption, as manifested by a greater likelihood of choosing a healthier or more practical product (Studies 4 and 5).     

Compensating for Innovation: Extreme Product Incongruity Encourages Consumers to Affirm Unrelated Consumption Schemas

New products are often extremely incongruent with expectations. The inability to make sense of these products elevates anxiety and leads to negative evaluations. Although scholars have predominantly focused on combating the negative response to extreme incongruity, we propose that extreme incongruity may have implications that extend beyond the category. We base our predictions on the concept of fluid compensation, which suggests that when people struggle to make sense of something, they will nonconsciously reinforce highly accessible schemas in unrelated domains. Four studies confirm that extreme incongruity encourages fluid compensation, such that it elevates preference for dominant brands (study 1), green consumption (studies 2 and 4), and ethnocentric products (study 3). We isolate the causal role of anxiety using moderation tasks and biometric feedback. Furthermore, we demonstrate that compensation has an immediate dampening effect on arousal intensity. Thus, if consumers can compensate before explicitly evaluating an extremely incongruent product, their evaluations tend not to be negative. Taken together, we document that extreme innovations encourage compensation, and in compensating, consumers can become more receptive to extreme innovations.     

Expressing passion for luxury enhances perceived authenticity

Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. Six experiments (including three supplemental experiments) show that expressing passion for luxury causes others to perceive luxury consumers as more authentic, consequently increasing perceptions of their warmth and trustworthiness, and leading others to demonstrate greater interest in knowing more about them. Expressing passion for luxury enhances perceived authenticity by prompting observers to attribute the luxury consumption more to intrinsic motivation (e.g., consuming luxury for inherent enjoyment and pleasure) rather than extrinsic motivation (e.g., status enhancement). The effects of passion expression are attenuated for non-luxury consumption because non-luxury consumption is generally unlikely to elicit inferences about extrinsic motives.     

On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity

Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example, relationship marketing emphasises the role of the relationship between a vendor and its customer, with particular reference to the importance of personal involvement and trust. Reading such phenomena as manifesting an explosion of subjectivity in consumption suggests an enhanced opportunity for applying the experiential view of consumer behaviour. This paper invites marketing managers, as well as marketing and consumer researchers, to recognise the changing environment more proactively and to embrace the increasingly well‐established conceptions of the consumption experience more enthusiastically. Copyright © 2001 Henry Stewart Publications.     

消费者拍照行为影响消费体验的双刃剑效应

拍照是消费者对体验进行视觉记录的手段。虽然拍照“打卡”成为人们的日常生活和企业营销的重要工具,但目前未发现有文章系统介绍拍照行为对消费体验的影响。拍照行为通过调整注意资源和认知参与对消费体验产生双刃剑效应。具体而言,拍照行为会给消费者带来以“视觉体验红利”为主的红利效应;还会因缺失其他感官(嗅觉、味觉、听觉或触觉)的真实体验产生“匮乏效应”。个人因素和情景因素是拍照行为影响消费体验的重要边界条件。未来研究可以从比较不同拍照内容的效应差异、研究环境变量在拍照效应中的影响、拓展拍照的双刃剑效应在企业营销层面的研究等方面展开。     

Power of being present: the role of mindfulness on the relation between men's alcohol use and sexual aggression toward intimate partners

The primary aim of this investigation was to examine the association between men's level of mindfulness and histories of alcohol consumption and sexual aggression toward intimate partners. Participants were 167 heterosexual drinking males who completed self‐report measures of mindfulness, frequency and quantity of alcohol consumption during the past 12 months and sexual aggression against intimate partners during the past 12 months. Results indicated that a history of consuming larger amounts when drinking was associated with more frequent sexual coercion/aggression among men who reported low, but not high, levels of mindfulness. However, drinking more frequently by itself was not associated with more frequent sexual coercion/aggression. These results support the attention‐allocation model and suggest implications for future intervention research aimed at reducing alcohol‐related aggression. Aggr. Behav. 36:405–413, 2010. © 2010 Wiley‐Liss, Inc.     

从幸福学角度对和谐消费的阐释

本文从幸福学的角度,对和谐消费的内涵进行了阐释和分析。基于幸福学中所提出的参照点效应、范围-频次分布理论和内在可评估性理论对不和谐的消费现象,包括奢侈性、炫耀性和过度消费的形成机制和原因进行了分析和解释,并由此提出促进社会和谐消费的建议和启示,以期对政策制定者、企业和个人消费者提供借鉴。