来了！来了！微笑会发出内在动机的信号等文献选登

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今日转载对外经贸大学国际商学院公众号UIBE全球营销首发的关于微笑会发出内在动机的信号等几篇文章，供感兴趣的市场营销学者和其他读者学习参考。

1、【JCR 1】 微笑会发出内在动机的信号

Smiling Signals Intrinsic Motivation

作者：Yimin Cheng, Anirban Mukhopadhyay, Patti Williams

Journal of Consumer Research, Volume 46, Issue5, February 2020, Pages 915-935, https://doi.org/10.1093/jcr/ucz023

Abstract：

The nature of a person’s motivation (whether it is intrinsic or extrinsic) is a key predictor of how committed they are to a task, and hence how well they are likely to perform at it. However, it is difficult to reliably communicate and make inferences about such fine nuances regarding another person’s motivation. Building on the social functional view of emotion and the evolutionary and psychophysical characteristics of facial expression of emotions, this research suggests that displayed enjoyment, as evidenced by the size and type of someone’s smile, can serve as a strong nonverbal signal of intrinsic motivation. Taking the perspective of both actors and observers, five studies show that people infer greater intrinsic motivation when they see others display large Duchenne (vs. small) smiles, and that actors intuit this relationship, strategically displaying larger and more Duchenne-like smiles if they have an accessible goal to signal intrinsic (vs. extrinsic or no specific) motivation.

摘要：

一个人内在或者外在动机的本质是他们对任务的投入程度以及他们在该任务上表现如何的关键指标。但是，有时很难通过确切的交流来推断出与其动机有关的细微差别。这项研究建立在情绪的社会功能观以及情绪面部表情的进化和心理物理特征的基础上，结果表明从一个人微笑的大小和类型可以看出，表现出的快乐可以作为内在动机的一种强大的非语言信号。从参与者和观察者的角度来看，五项研究表明当人们看到别人表现出较大程度的假笑时，可以推断出其更多的内在动机，并且参与者也会策略性的回应较大程度且较多的假笑以传递可达目标的内在的（相较于外在的或者没有特定的）动机。

关键词：杜乡微笑或假装微笑(Duchenne smile)；情绪(emotion)；面部表情(facial expression)；内在动机(intrinsic motivation)

2、【JCR 2】 产品的拟人化对比较判断的影响研究

The Influence of Product Anthropomorphism on Comparative Judgment

作者：Feifei Huang; Vincent Chi Wong; Echo Wen Wan

Journal of Consumer Research, Volume 46, Issue5, February 2020, Pages 936-955, https://doi.org/10.1093/jcr/ucz028

Abstract：

The present research proposes a new perspective to investigate the effect of product anthropomorphism on consumers’ comparative judgment strategy in comparing two anthropomorphized (vs. two nonanthropomorphized) product options in a consideration set. Six experiments show that anthropomorphism increases consumers’ use of an absolute judgment strategy (vs. a dimension-by-dimension strategy) in comparative judgment, leading to increased preference for the option with a more favorable overall evaluation over the option with a greater number of superior dimensions. The effect is mediated by consumers’ perception of each anthropomorphized product alternative as an integrated entity rather than a bundle of separate attributes. The authors find the effect to be robust by directly tracing the process of participants’ information processing using MouseLab software and eye-tracking techniques, and by self-reported preferences and real consumption choices. Moreover, the effect is moderated by the motivation to seek maximized accuracy or ease. These studies have important implications for theories about anthropomorphism and comparative judgment as well as marketing practice. 

摘要：

本文提出了一个新的视角探讨产品拟人化在消费者考虑集中比较两个拟人化（相较于非拟人化）产品选项对消费者的比较判断策略的影响研究。六个实验表明，拟人化在比较判断中增加了消费者对绝对判断策略（相较于逐维度判断策略）的使用，从而导致对选项的偏好增加，而对选项的总体评价则优于具有更多数量的选项。其中的中介机制是消费者感知每个拟人化产品的替代选择视为一个整体而不是一堆单独的属性。通过使用MouseLab软件和眼动追踪技术直接追踪参与者的信息处理过程，以及通过自我报告的偏好和真实的消费选择，研究者发现这种效应是稳健的。此外，消费者寻求最大化准确性或易用性的动机在其中起到调节作用。这些研究对拟人化理论，比较判断理论以及市场营销实践具有重要的启示意义。

关键词：绝对策略(absolute strategy)；拟人化(anthropomorphism)；比较判断(comparative judgment)；逐维度策略(dimension-by-dimension strategy)

3、【JCR 3】 不确定的自我：自我概念结构如何影响订阅选择？

The Uncertain Self: How Self-Concept Structure Affects Subscription Choice

作者：Jennifer Savary, Ravi Dhar

Journal of Consumer Research, Volume 46, Issue5, February 2020, Pages 887-903, https://doi.org/10.1093/jcr/ucz022

Abstract：

Whether it is clothing, meals or an exercise regimen, consumers purchase a wide range of goods on a recurring basis using a subscription model. While past research indicates that people continue to subscribe to these services even when they rarely use them, no work to date has examined how identity considerations affect preferences in this domain. Building on research on signaling and self-concept structure, we propose that quitting an ongoing subscription can threaten the stability of the self-concept by signaling a change in identity. Consumers who are uncertain about their self-concept (i.e., low self-concept clarity) and motivated to maintain a stable self-concept are thus more likely to keep unused subscriptions than those who are more certain. In support of the underlying mechanism, we demonstrate that self-concept clarity affects choices only for identity-relevant subscription choices, and that it affects choices for subscriptions, but not one-shot product choices that are a weaker signal of identity. Finally, because signing up for a new subscription also signals an identity change that can threaten the stability of the self, consumers with low self-concept clarity are also less likely to subscribe to a new service compared to those with more certain self-concepts.

摘要：

不论是服装、餐饮还是运动养生，消费者都可以通过订阅制模式反复购买各种各样的商品。尽管已有的研究表明，消费者通常会继续订购那些他们很少使用的服务，但到目前为止，还没有研究关于身份因素会如何影响这一领域的偏好。基于信号理论和自我概念结构的研究，作者认为退订行为会通过发出身份变化的信号来威胁自我概念的稳定性。因此，自我概念不确定（即自我概念清晰度较低）且出于维持自我概念稳定动机的消费者比那些自我概念确定的消费者更有可能保留那些无用的订阅制服务。为了支持这一潜在机制，作者验证了自我概念清晰度只影响与身份相关的订购选择，而不会影响那些身份信号较弱的一次性产品的订购选择。最后，由于注册一个新的订阅服务也标志着身份的变化，同样会威胁到自我的稳定性，因此相比那些自我概念确定的消费者，自我概念清晰度较低的消费者也不太可能去订购一项新的服务。

关键词：自我概念清晰度(self-concept clarity)；订阅服务(subscription services)；自我信号(self-signaling)；保留选择(retention choice)；自我概念结构(self-concept structure)；身份信号(identity signaling)

4、【JCR 4】 忽视或拒绝：零售排斥对解释水平的影响以及消费者对补偿的反应

Ignored or Rejected: Retail Exclusion Effects on Construal Levels and Consumer Responses to Compensation

作者：Jayati Sinha, Fang-Chi Lu

Journal of Consumer Research, Volume 46, Issue4, December 2019, Pages 791-807, http://doi.org/10.1093/jcr/ucz021

Abstract：

Among the top customer complaints regarding retailers are experiences of exclusionary treatment in the form of explicit condescension or implicit disregard. However, little is known about how consumers respond to different instances of exclusion in retail or service settings. This research focuses on how customers respond cognitively and emotionally when frontline staff reject or ignore them and on how retailers can recover from such service failures. Findings from six studies using exclusion as a hypothetical scenario or a real experience demonstrate that direct negative feedback leads customers to feel rejected and to form concrete low-level mental construals, while a lack of attention leads customers to feel ignored and to form abstract high-level construals. Explicit rejection (implicit ignoring) causes consumers to form more (less) vivid mental imagery of the exclusionary experience and to activate a concrete (abstract) mindset, resulting in preferences for tangible (intangible) and visual (textual) compensation options. Retailers are advised to align their compensation with construal levels to increase post-recovery customer satisfaction, customer reviews, intended loyalty, and brand referral behavior.

摘要：

消费者对零售商投诉最多的是他们在购物过程中经历了明显的冷落或是隐性的漠视，然而我们对于消费者如何应对零售或服务业中不同的排斥形式知之甚少。这篇文章主要探讨了当一线员工拒绝或忽视顾客时，消费者的认知和情感反应以及零售商该如何弥补他们的服务失误。以排斥作为假设情境或真实经历的6个实验结果表明：直接的负反馈导致消费者感到被拒绝并形成了具体的低心理解释水平，而注意力缺乏会导致消费者感到被忽视并形成抽象的高心理解释水平。明确的拒绝（vs. 隐性的忽视）会导致消费者产生更多（vs. 更少）真实的排斥感，进而激活具象（vs. 抽象）的思维模式，导致消费者对有形（vs. 无形）的和可视（vs. 文本）的补偿选项产生偏好。据此建议零售商采取与解释水平相结合的补偿方式，以提高恢复后的顾客满意度、顾客评价、预期忠诚度和品牌推荐行为。

关键词：解释水平(construal level)；匹配补偿(matching compensation)；零售业排斥(retail exclusion)；服务失误补救(service failure recovery)

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