聚焦前沿|来了！来了！顶刊JM最新文章选编0611

点击上面蓝字关注我们

聚焦前沿|顶刊

JM最新文章合辑

引言

今日选登四篇顶级期刊JM上的最新文章，仅供感兴趣的市场营销学者和其他读者学习参考。

【JM1】负面评论，正面影响：消费者对不公平口碑的感同身受

Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word of Mouth

Thomas Allard, Lean Dunn, Katherine White

Journal of Marketing, 在线发表，10.1177/0022242920924389

【Abstract】

This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer’s perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy—such as when reviews are highly unfair, when the identity of the employee is made salient, or when the firm responds in an empathetic manner—can result in positive consumer responses toward the firm. Overall, this work extends the understanding of consumers’ responses to word of mouth in the marketplace by highlighting the role of perceived (un)fairness. The authors discuss the theoretical and practical implications of the findings for better management of consumer reviews.

【Key words】

word of mouth, fairness, negative reviews, customer complaints, empathy, emotions

【摘要】

这项研究发现，顾客的负面评论，如果被认为是不公平的，可以激发人们对于公司的同情心（empathy）。通过六项研究和四项补充实验，论文提供了诸多证据，表明这种同情心会激发消费者的支持性反应，诸如支付更高的购买价格和报告更高的再购买意向。尤为重要的是，该文强调了可以增加或减少对公司同情心的因素。例如，在评价不公平的负面评论时，采用评论者的视角可能会减少消费者对公司的正面反应；而强化提升同情心能力的条件（例如评论非常不公平，员工的身份变得非常突出，或当公司以富有同情心的方式做出回应时），可能会导致消费者对公司的正面反应。总体而言，这篇论文通过强调感知的（不）公平性，扩展了对消费者如何评价市场口碑的理解。作者讨论了研究结果对管理消费者评论的理论和实践意义。

【关键词】

口碑，公平，负面评论，客户投诉，同情，情绪

【JM2】全面披露：智能手机如何增强消费者自我披露

Full Disclosure: How Smartphones Enhance Consumer Self-Disclosure

Shiri Melumad, Robert Meyer

Journal of Marketing, Vol 84, Issue 3, 2020，pp.28-45.

【Abstract】

Results from three large-scale field studies and two controlled experiments show that consumers tend to be more self-disclosing when generating content on their smartphone versus personal computer. This tendency is found in a wide range of domains including social media posts, online restaurant reviews, open-ended survey responses, and compliance with requests for personal information in web advertisements. The authors show that this increased willingness to self-disclose on one’s smartphone arises from the psychological effects of two distinguishing properties of the device: (1) feelings of comfort that many associate with their smartphone and (2) a tendency to narrowly focus attention on the disclosure task at hand due to the relative difficulty of generating content on the smaller device. The enhancing effect of smartphones on self-disclosure yields several important marketing implications, including the creation of content that is perceived as more persuasive by outside readers. The authors explore implications for how these findings can be strategically leveraged by managers, including how they may generalize to other emerging technologies.

【Key words】

natural language processing, self-disclosure, technology, user-generated content

【摘要】

来自三项大规模现场研究和两项受控实验的结果表明，消费者在使用智能手机而不是个人计算机生成内容时，往往更倾向于自我披露。这种趋势在广泛的领域中都可以找到：包括社交媒体帖子，在线餐厅评论，开放式调查回复以及对网络广告中对个人信息要求的遵守情况。作者发现，人们在智能手机上自我披露的意愿增加，是由于该设备的两个显着特性带来的心理影响：（1）许多人与智能手机相关联的舒适感；（2）由于在较小的设备上生成内容相对困难，导致对自我披露的注意力有降低的趋势。智能手机对自我披露的增强作用具有重要的营销启发，尤其是如何创作被外界读者认为更具说服力的内容。作者探讨了管理人员如何从战略上利用这些发现，以及如何把结论推广到其他新兴技术。

【关键词】

自然语言处理、自我披露、技术、用户生成的内容

【JM3】目的路径?在线客户旅程的享乐主义与功利性购买有何不同

Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases

Jingjing Li, Ahmed Abbasi, Amar Cheema, Linda B. Abraham

Journal of Marketing, 在线发表，10.1177/0022242920911628

【Abstract】

The authors examine consumers’ information channel usage during the customer journey by employing a hedonic and utilitarian (H/U) perspective, an important categorization of consumption purpose. Taking a retailer-category viewpoint to measure the H/U characteristics of 20 product categories at 40 different retailers, this study combines large-scale secondary clickstream and primary survey data to offer actionable insights for retailers in a competitive landscape. The data reveal that, when making hedonic purchases (e.g., toys), consumers employ social media and on-site product pages as early as two weeks before the final purchase. By contrast, for utilitarian purchases (e.g., office supplies), consumers utilize third-party reviews up to two weeks before the final purchase and make relatively greater usage of search engines, deals, and competitors’ product pages closer to the time of purchase. Importantly, channel usage is different for sessions in which no purchase is made, indicating that consumers’ information channel choices vary significantly with the H/U characteristics of purchases. The article closes with an extensive discussion of the significant implications for managing customer touchpoints.

【Key words】

customer journey, hedonic and utilitarian products, information sources, path to purchase, touchpoint management

【摘要】

作者采用享乐型和功能型（H / U）视角区分消费目的，考察消费者在消费过程中信息渠道使用情况。通过从零售商类别的角度衡量40个不同零售商的20个产品类别的H / U特性，本研究结合了大规模的二手点击数据和原始调查数据，为竞争环境下的零售商提供了可行的洞察。数据显示，进行享乐型购买（例如玩具）时，消费者早在购买前两周就浏览社交媒体和现场产品页面。相比之下，对于功能型购买（例如办公用品），消费者在最终购买之前的两周内利用第三方评论，并在购买时更频繁地使用搜索引擎和竞争对手的产品页面。重要的是，在没有进行购买的任务中，渠道使用情况有所不同，这表明消费者的信息渠道选择随购买的H / U特性存在很大差异。本文广泛讨论了研究结论对管理客户接触点的重要意义。

【关键词】

客户旅程、品位和功利性产品、信息来源、购买路径、接触点管理

【JM4】突出员工绩效中的努力与人才：客户归因和回应

Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses

Fine F. Leung, Sara Kim, Caleb H. Tse

Journal of Marketing, Vol 84, Issue 3, 2020，pp.106-121.

【Abstract】

Firms often attribute their service employees’ competent performance to either dedicated effort or natural talent. However, it is unclear how such practices affect customer evaluations of service employees and customer outcomes. Moreover, prior work has primarily examined attributions of one’s own performance, providing little insight on the impact of attributions of others’ performance. Drawing on research regarding the warmth–competence framework and performance attributions, the current research proposes and finds that consumers expect a more communal-oriented and less exchange-oriented relationship when a service employee’s competent performance is attributed to dedicated effort rather than natural talent, as effort (vs. talent) attribution leads consumers to perceive the employee as warmer. The authors further propose customer helping behaviors as downstream consequences of relationship expectations, finding that effort (vs. talent) attribution is more likely to induce customers’ word-of-mouth and idea provision behaviors. The findings enrich existing literature by identifying performance attributions as a managerially meaningful antecedent of relationship expectations and offer practical guidance on how marketers can influence consumers’ relationship expectations and helping behaviors.

【Key words】

attribution theory, communal and exchange relationships, competence and warmth, customer helping behaviors, service employee performance

【摘要】

公司通常将其服务员工的胜任业绩归因于他们的奉献精神或天赋。但是，目前尚不清楚这种做法如何影响客户对服务员工以及客户结果的评价。同时，以前的研究主要考察了对自己绩效的归因，却很少关注对他人绩效的归因。该论文通过对温暖胜任力框架和绩效归因的研究，发现当服务员工的胜任表现归因于奉献精神而不是天赋才能时，消费者期望以共享为导向的关系，而不是以交换为导向的关系。奉献（相对于才能）归因导致消费者将员工视为温暖的员工。作者进一步提出客户帮助行为是关系期望的下游结果，发现奉献（相对于才能）归因更可能引起客户的口碑传播和想法提供行为。这些发现丰富了现有文献，并为营销人员如何影响消费者的关系期望和帮助行为提供了实用指导。

【关键词】

归因理论、公共和交换关系、能力和温暖、客户帮助行为、服务员工绩效

---

 加入学会，共襄盛举！

图文编辑：靳珊  审校：张希贤

欢迎各界朋友赐稿：

学会邮箱   [e-mail] 

执委会邮箱 [e-mail]

中国高等院校市场学研究会简介

中国高等院校市场学研究会(Chinese Marketing Association of Universities，英文缩写CMAU)成立于1984年元月，是经中华人民共和国民政部批准，由全国各高等院校从事市场营销学教学、研究的专家、学者及企事业单位自愿组成的非营利性学术团体。学会的主管单位是中华人民共和国教育部，现任会长是北京大学光华管理学院符国群教授。

本会宗旨

团结市场营销理论与实务界人士，遵守国家法律、法规和政策，本着“百花齐放、百家争鸣”的原则，组织各种形式的研讨和交流，为创造、传播新的市场营销知识，为繁荣中国市场营销学术研究，为提升我国企事业单位营销管理水平做出贡献。

业务范围

• 通过定期（如年会）或不定期（如不同专题的研讨会）的形式，为全国高校从事市场营销教学、研究的专业人员提供交流的机会；

• 通过出版物，为全国高校从事市场营销教学、研究的专业人员和社会各界的有关人士提供发表研究成果的园地；

• 组建全国性的市场营销教学、研究案例库、资料库，建立全国性的市场营销研究信息网络；

• 通过各种方式为社会各界培训市场营销教学、市场营销管理实践人才；

• 以各种方式为企业界及其他部门提供市场营销相关的专业援助，如咨询等；

• 收集国内外的市场营销理论的研究动态，与国外有关市场营销研究的机构、团体建立不同形式的合作、交流关系。

学会秘书处

通讯地址：100871海淀区颐和园路5号北京大学光华1号楼

联系电话：[phone]

Email地址：[e-mail]

推荐阅读