The effect of construal level on unethical behavior

Construal level theory predicts that people will judge immoral events more harshly when these are presented in a way that elicits a higher construal level, relative to a lower construal level. Previous research supported this prediction using an Israeli sample but not a U.S. sample. This article compared Israeli and U.S. samples with respect to the interactive effect of utility and construal level on unethical behavioral intentions. We found that construal level did not affect unethical behavioral intentions in either the U.S. samples for low-utility level or the Israeli samples for low- and high-utility levels. In contrast, construal level affected unethical behavioral intentions in the U.S. sample for high-utility level: unethical behavioral intentions were higher in the low-construal level compared to the high-construal level. We discuss these findings and suggest additional factors that challenge arguments concerning the direct effect of construal level on unethical behavior.     

Prejudice in the pub: How alcohol and ideology loosen the tongue

This study (N = 124) tested the main and interactive effects of alcohol consumption, egalitarianism, and right-wing authoritarianism (RWA) in relation to prejudice suppression in the natural environment of a British Public House (pub). Employing a quasi-experimental between-subjects design, participants who had consumed alcohol were worse at suppressing their prejudice than participants with no alcohol consumption. Further, the more participants endorsed egalitarian values, the more they were able to suppress their prejudice. This tendency was resistant to the effects of alcohol. By contrast, the stronger participants held RWA beliefs, the less they were able to suppress their prejudice. In addition, this tendency was accentuated by alcohol consumption. Results are discussed in terms of theoretical and practical implications.     

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。     

冲动性消费行为内在机制研究述评 ———提升调节点在冲动性消费行为中所起作用

有关冲动性消费行为研究的文献众多,但难以从内在联系上进行统一。最近,利用提升调节点对冲动性消费行为内在机制的揭示是该领域的一个突破,从而有望把一些相关文献统一起来。作者介绍了冲动性消费行为内在过程;综述了用于冲动性消费行为内在机制研究的相关理论;从内在机制这个角度对有关冲动性消费行为文献进行评述。文章的最后提出了冲动性消费行为内在机制的进一步研究方向：利用调节点等相关理论,特别是调节适应理论对冲动性消费行为内在机制做进一步探讨     

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。     

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。