聚焦前沿|市场学顶刊之JM最新专题研究
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聚焦前沿|市场学顶刊之JM最新专题研究
【JM1】消费者自我控制与生物科学：对市场利益相关者的启示
Consumer Self-Control and the Biological Sciences: Implications for Marketing Stakeholders
Zheng Yanmei; Alba, Joseph W.Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 105-122.
Abstract
The authors argue that appreciation of the biological underpinnings of human behavior can alter the beliefs and actions of multiple marketing stakeholders in ways that have immense welfare implications. However, a biological perspective often deviates from the lay perspective. The realization of improved welfare depends in part on narrowing this gap. The authors review biological evidence on self-control and report ten empirical studies that examine lay response to biological characterizations of self-control. The authors contrast lay response with scientific understanding and then offer implications of biology—as well as the gap between the scientific and lay perspectives—for policy makers, firms, consumers, marketing educators, and scholars. The authors also identify opportunities for future research. They conclude that marketing scholars can and should play an active role in narrowing the gap between the scientific and lay perspectives in the service of both theory development and human welfare.
摘要
作者认为，对人类行为的生物基础的认识可以改变多个营销利益相关者的信念和行为，从而对福利产生巨大影响。但是，生物学视角往往偏离非专业角度。改善福利的部分取决于缩小这一差距。作者回顾了关于自我控制的生物证据，并报告了十项实证研究，这些研究对自我控制的生物学特征进行了研究。作者将反应与科学理解进行对比，然后为决策者、企业、消费者、营销教育工作者和学者提供了生物学的影响 —— 以及科学与非专业视角之间的差距。作者指出了未来研究的机会。他们认为，营销学者可以而且应该发挥积极作用，缩小在为理论发展和人类福祉服务方面的科学观点和非专业视角之间的差距。
The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting Too Early Backfire?
Li, Jing; Luo Xueming; Lu, Xianghua; Moriguchi Takeshi. Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 123-140.
Abstract
Consumers often abandon e-commerce carts, so companies are shifting their online advertising budgets to immediate e-commerce cart retargeting (ECR). They presume that early reminder ads, relative to late ones, generate more click-throughs and web revisits. The authors develop a conceptual framework of the double-edged effects of ECR ads and empirically support it with a multistudy, multisetting design. Study 1 involves two field experiments on over 40,500 customers who are randomized to either receive an ECR ad via email and app channels (treatment) or not receive it (control) across different hourly blocks after cart abandonment. The authors find that customers who received an early ECR ad within 30 minutes to one hour after cart abandonment are less likely to make a purchase compared with the control. These findings reveal a causal negative incremental impact of immediate retargeting. In other words, delivering ECR ads too early can engender worse purchase rates than without delivering them, thus wasting online advertising budgets. By contrast, a late ECR ad received one to three days after cart abandonment has a positive incremental impact on customer purchases. In Study 2, another field experiment on 23,900 customers not only replicates the double-edged impact of ECR ads delivered by mobile short message service but also explores cart characteristics that amplify both the negative impact of early ECR ads and positive impact of late ECR ads. These findings offer novel insights into customer responses to online retargeted ads for researchers and managers alike.
摘要
消费者经常放弃电子商务购物车，因此公司正在将在线广告预算转移到即时的电子商务购物车重定向 (ECR)。他们假设，早期提醒广告与后期的广告相比，会产生更多的点击率和网络重访。作者开发了 ECR 广告的双刃效果的概念框架，并通过多研究、多重设计的经验来支持它。研究 1 涉及对超过 40,500 名客户进行两项现场实验，这些客户可以通过电子邮件和应用渠道（处理）接收 ECR 广告，或者在购物车放弃后不同的小时区接收（控制）广告。作者发现，与控件相比，放弃购物车后 30 分钟至 1 小时内收到早期 ECR 广告的客户不太可能购买。这些调查结果揭示了立即重定向的因果负面增量影响。换句话说，过早投放 ECR 广告可能会导致比没有投放更差的购买率，从而浪费在线广告预算。相比之下，在购物车放弃一到三天后收到的延迟 ECR 广告对买家的购买产生了积极的增量影响。在研究 2 中，对 23900 名客户进行的另一项实地实验不仅复制了移动短信服务提供的 ECR 广告的双刃影响，还探索了放大早期 ECR 广告的负面影响和后期 ECR 广告的积极影响的购物车特征。这些研究结果为研究人员和管理人员提供了关于客户对在线重定向广告的反应的新颖见解。
【JM3】偶然性：市场上的偶然相遇提高了消费者的满意度
Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction
Kim Aekyoung; Affonso, Felipe M; Juliano, Laran; Durante, Kristina M.Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 141-157.
Abstract
Despite evidence that consumers appreciate freedom of choice, they also enjoy recommendation systems, subscription services, and marketplace encounters that seemingly occur by chance. This article proposes that enjoyment can, in some contexts, be higher than that in contexts involving choice. This occurs as a result of feelings of serendipity that arise when a marketplace encounter is positive, unexpected, and attributed to some degree of chance. A series of studies shows that feelings of serendipity positively influence an array of consumer outcomes, including satisfaction and enjoyment, perceptions of meaningfulness of an experience, likelihood of recommending a company, and likelihood of purchasing additional products from the company. The findings show that strategies based on serendipity are even more effective when consumers perceive that randomness played a role in how an encounter occurred, and not effective when the encounter is negative, the encounter occurs deterministically (i.e., planned by marketers to target consumers), and consumers perceive that they have enough knowledge to make their own choices. Altogether, this research suggests that marketers can influence customer satisfaction by structuring marketplace encounters to appear more serendipitous, as opposed to expected or entirely chosen by the consumer.
摘要
尽管有证据表明消费者欣赏选择自由，但他们也享受推荐系统、订阅服务和看似偶然发生的市场接触。本条建议，在某些情况下，享受可以高于涉及选择的情况下的享受。发生这种情况的原因是，当市场遇到积极的、意想不到的，并归因于某种程度的机会时，会产生意外情绪。一系列研究表明，意外感对一系列消费者的结果产生积极影响，包括满意度和享受、对体验有意义的看法、推荐公司的可能性以及从公司购买更多产品的可能性。研究结果表明，当消费者认为随机性在遭遇方式中起到作用时，基于偶然性的策略就更有效；如果遭遇是负面的，会面是确定性的（即，营销人员计划以消费者为目标）而不起作用，而且消费者认为他们有足够的知识来做出自己的选择。总而言之，这项研究表明，营销人员可以通过将市场接触结构化为看起来更加偶然，而不是消费者预期或完全选择，从而影响客户满意度。
Navigating the Last Mile: The Demand Effects of Click-and-Collect Order Fulfillment
Gielens Katrijn; Gijsbrechts Els; Geyskens Inge. Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 158-178.
Abstract
Many retailers are rushing into the click-and-collect (C&C) format, where shoppers place orders online and pick up the goods themselves later. The authors study the demand implications of C&C and postulate how different ways of organizing this format—each with its own convenience features—appeal to households with different shopper characteristics. Using two data sets, each covering the introduction of two C&C fulfillment types by a major grocery retailer in a large number of local markets, the authors compare the impact of in-store fulfillment (pickup at existing stores), near-store fulfillment (pickup at outlets adjoining stores), and stand-alone fulfillment (pickup at free-standing locations). The authors find that the shift in online consumer spending significantly differs between the three order fulfillment types, as does the impact on total spending. No one order fulfillment type systematically dominates; the effects depend heavily on shopper characteristics. The study’s results provide guidance on which C&C fulfillment type(s) to operate under what conditions and caution retailers not to take the easy in-store route routinely.
摘要
许多零售商正在急于采用点击---收集（C＆C）格式，即购物者在线下订单，然后自行取货。作者研究了 C&C 的需求影响，并假设组织这种格式的不同方式（每种方式都有自己的便利功能）如何吸引具有不同购物者特征的家庭。作者使用两套数据集，每个数据集涵盖一家主要杂货零售商在许多当地市场引入两种 C&C 配送类型，比较店内配送（现有商店取件）、近店履行（在毗邻商店的商店取货）和独立商店的影响配送（在独立地点取件）。作者发现，在线消费者支出的转变在三种订单履行类型之间显著不同，对总支出的影响也是如此。没有一个订单配送类型系统地占据主导地位；其影响在很大程度上取决于购物者该研究的结果为在什么条件下运营的 C&C 履行类型提供了指导，并提醒零售商不要经常采取简单的店内路线。
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