聚焦前沿| 市场学重要期刊之孤独感专题
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市场学重要期刊之孤独感营销专题
转发自对外经贸公众号UIBE全球营销
NO,1
数字可分性对孤独感和消费偏好的影响
The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences.
数字可分性对孤独感和消费偏好的影响
论文信息：
Yan, D., & Sengupta, J. (2021). The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences. Journal of Consumer Research, 47(5), 755-771.
Abstract
This research seeks to examine, first, whether and why consumers perceive divisible versus indivisible numbers differently and, second, how such divergent perceptions influence consumer preferences for marketer-created entities associated with divisible versus indivisible numbers. Integrating insights from two different literatures—numerical cognition and loneliness—we propose and find that numbers perceived to be divisible (vs. indivisible) are viewed as having more “connections” and are therefore deemed to be less lonely. Building on these findings and the literature on compensatory consumption, we then propose and demonstrate that a temporary feeling of loneliness increases participants’ relative preference for various targets—products, attributes, and prices—associated with divisible (vs. indivisible) numbers, which are perceived to be relatively more connected and less lonely. It merits mention that our findings are triangulated across a wide variety of numbers, different product categories, and multiple operationalizations of loneliness.
摘要
本研究关注的问题有两个。首先，消费者对可分和不可分数字的看法是否不同，为什么不同。其次，这种不同的看法如何影响消费者对由营销者创建的与可分和不可分数字相关的实体的偏好。通过整合来自数字认知和孤独感两种不同文献的见解，作者提出并发现：被认为可整除（与不可分割）的数字被视为具有更多“联系”，因此被认为不那么孤独。基于这些发现和补偿性消费的文献，作者提出并证明了暂时的孤独感会增加参与者对可整除（vs. 不可整除）数字相关的各种目标（产品、属性和价格）的相对偏好。因为这些目标是被认为相对联系更多，孤独更少。
NO,2
仪式消费通过赋予意义而降低孤独感
Ritualistic Consumption Decreases Loneliness by Increasing Meaning.
仪式消费通过赋予意义而降低孤独感
论文信息：Wang, X., Sun, Y., & Kramer, T. (2021). Ritualistic Consumption Decreases Loneliness by Increasing Meaning. Journal of Marketing Research, 58(2), 282-298.
Abstract
Despite the prevalence of both chronic and transient loneliness and the detrimental consequences associated with them, as a negatively valenced response to social exclusion, loneliness has received surprisingly little attention in the marketing literature. Drawing on research showing that lonely people often lack meaning in their life, the authors propose that ritualistic behavior that involves consumer products may reduce loneliness by increasing meaning in life. Specifically, a series of studies finds that engaging in even minimal, unfamiliar rituals reduces loneliness among lonely consumers. The results support the important role of meaningfulness. The authors find that the effect of rituals on loneliness is mediated by meaning in life via perceived product meaningfulness. They also find that ritualistic behavior no longer affects loneliness when the experience of meaningfulness can be derived incidentally.
摘要
尽管长期和短暂的孤独以及与之相关的有害后果普遍存在，但作为对社会排斥的负面反应，孤独在营销文献中却很少受到关注。研究表明，孤独的人往往缺乏生活的意义，作者提出，涉及消费品的仪式行为可能会通过增加生活的意义来减少孤独感。文章通过一系列研究发现，即使是参与最小的、不熟悉的仪式也会减少孤独消费者的孤独感。研究结果发现了意义的重要作用。作者发现仪式对孤独感的影响是通过生活意义产生，生活意义来源于感知的产品意义。文章还发现，当有意义的体验可以偶然获得时，仪式行为不再影响孤独感。
NO,3
揭开情感孤独与品牌忠诚度之间的联系：怀旧、物质主义和自有品牌联系的中介作用
Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections.
揭开情感孤独与品牌忠诚度之间的联系：怀旧、物质主义和自有品牌联系的中介作用
论文信息：Loh, H. S., Gaur, S. S., & Sharma, P. (2021). Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections. Psychology & Marketing, 38(3), 537-552.
Abstract
This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope with the emotional loneliness that may be caused by the absence of intimate relationships with close others. The authors also examine the mediating roles played by nostalgia and materialism on the reinforcement of brand loyalty in this process using a multistage model. An online survey with 456 Malaysians working adults supports all the hypotheses. Specifically, emotional loneliness has positive associations with nostalgia and materialism, both of which mediate the positive associations between emotional loneliness and self-brand connections. Self-brand connections also mediate the positive associations of nostalgia and materialism with emotional brand attachment, which in turn mediates the positive association between self-brand connections and brand loyalty. The authors discuss the theoretical contribution and managerial implications of these findings.
摘要
本文探讨了消费者利用自我品牌联系和与品牌的情感依恋来应对因与亲密他人缺乏亲密关系而可能导致的情感孤独的机制。作者还使用多阶段模型研究了怀旧和唯物主义在此过程中对品牌忠诚度的强化所起的中介作用。一项针对456名马来西亚工作成年人的在线调查支持所有假设。具体而言，情感孤独与怀旧和物质主义正相关，这两者在情感孤独和自我品牌联系之间起到了中介作用。自有品牌联系是怀旧和物质主义与情感品牌依恋之间正向关联的中介，后者又是自有品牌联系与品牌忠诚度之间正向关联的中介。作者讨论了这些发现的理论贡献和管理意义
NO,4
领导角色对孤独感的性别或然影响
Gender-contingent effects of leadership on loneliness.
领导角色对孤独感的性别或然影响
论文信息：Ong, W. J. (2021). Gender-contingent effects of leadership on loneliness. Journal of Applied Psychology.
Abstract
This article builds from role congruity theory to develop and test a theoretical model about the gender-contingent experiences of loneliness for individuals taking on leadership roles. Across three complementary studies using diverse methods, occupying a leader role was associated with greater loneliness for women, but not for men. This effect was mediated by authenticity such that women experienced less authenticity when they occupied leader roles, but men did not. Study 1 applied a propensity score matching method to a longitudinal, archival data set. Study 2 replicated and extended Study 1 by examining the mediating mechanism of authenticity using a laboratory experiment. Study 3 adopted a two-wave survey design to address the limitations of the previous studies and replicate their results. The findings contribute to theory on how occupying leader roles affects incumbents’ affective experiences by shifting the perspective of role congruity theory from observers’ perceptions of leaders to leaders’ subjective experiences, and accordingly contribute to understanding of the undesirable aspects of leader roles.
摘要
本文以角色一致性理论为基础，开发和测试了一个理论模型，该模型指出担任领导角色的个人孤独感取决于性别。在使用不同方法的三项互补研究中，结果显示担任领导角色导致孤独感更强只与女性有关，但与男性无关。这种影响是由真实性调节的，即女性在担任领导角色时体验到的真实性较低，而男性则没有。研究1将倾向评分匹配方法应用于纵向档案数据集。研究 2 通过使用实验室实验检查真实性的中介机制来复制和扩展研究 1。研究 3 采用两波调查设计来解决先前研究的局限性并复制其结果。通过将角色一致性理论的视角从观察者对领导者的感知转变为领导者的主观体验，这些发现有助于丰富领导角色如何影响现任者情感体验的理论，并有助于理解领导角色的不良方面。
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