聚焦前沿 | 市场学顶刊 JMR 最新专题研究选辑
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Marketing Research
JMR选辑
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Marketing Research
选择清淡的膳食：
实时的热量信息汇总可减少膳食热量
Choosing the Light Meal: Real-Time Aggregation of Calorie Information Reduces Meal Calories
作者：Eric M. VanEpps, Andras Molnar, Julie S. Downs, George Loewenstein
Journal of Marketing Research, October 2021, 58 (5): 948–967.
Abstract:
Numeric labeling of calories on restaurant menus has been implemented widely, but scientific studies have generally not found substantial effects on calories ordered. The present research tests the impact of a feedback format that is more targeted at how consumers select and revise their meals: real-time aggregation of calorie content to provide dynamic feedback about meal calories via a traffic light label. Because these labels intuitively signal when a meal shifts from healthy to unhealthy (via the change from green to a yellow or red light), they prompt decision makers to course-correct in real time, before they finalize their choice. Results from five preregistered experiments (N = 11,900) show that providing real-time traffic light feedback about the total caloric content of a meal reduces calories in orders, even compared with similar aggregated feedback in numeric format. Patterns of ordering reveal this effect to be driven by people revising high-calorie orders more frequently, leading them to choose fewer and lower-calorie items. Consumers also like traffic light aggregation, indicating greater satisfaction with their order and greater intentions to return to restaurants that use them. The authors discuss how dynamic feedback using intuitive signals could yield benefits in contexts beyond food choice.
摘要：
尽管餐厅菜单上已经广泛地采用了热量的数字标签，但是科学研究并未发现这种方式对消费者所点膳食的热量存在实质性的影响。本研究考察了一种更加聚焦于消费者如何选择和改变膳食的反馈模式的影响作用。这种反馈模式能实时汇总热量含量，通过交通灯标签提供膳食热量的动态反馈。当一顿膳食从健康变为不健康时，这些标签可以通过从绿灯变为黄灯或红灯而给出直观的信号，因此，能够提示决策者在最终确定选择之前实时地予以纠正。来自五个预先登记的实验（N=11900）的结果表明，提供关于膳食总热量含量的实时交通灯反馈可以减少点餐中的热量，即使与数字模式的类似汇总反馈相比也是如此。点餐模式揭示出这种影响是由于人们更频繁地修正高热量点单，并使他们选择量更少且热量更低的项目。消费者也喜欢交通灯汇总，这表明他们对点餐的满意度更高，并且更愿意回到使用热量交通灯的餐厅。作者讨论了使用直观信号的动态反馈模式如何在食物选择之外的情境中产生收益。
关键词：热量标签（calorie labeling），点餐（food ordering），汇总（aggregation），交通灯（traffic light）， 动态反馈（dynamic feedback），修正（revisions），直观的（intuitive）
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Marketing Research
知名零售商与品牌内竞争
Prominent Retailer and Intrabrand Competition
作者：Ruitong Wang, Yi Zhu, George John
Journal of Marketing Research, First Published November 15, 2021,
https://doi.org/10.1177/00222437211044105
Abstract:
Online retail search traffic is often concentrated at a “prominent” retailer for a product. The authors unpack the ramifications of this pattern on pricing, profit, and consumer welfare in an intrabrand setting. Prominence denotes a larger number of heterogenous-search-cost consumers starting their search at the prominent retailer than at any other retailer. These analyses show that search traffic concentration can intensify intrabrand competition, lower average prices of all retailers, and improve consumer welfare. Interestingly, the prominent retailer's incremental traffic advantage can increase or reduce its own profit; the authors denote these as the “blessing” and “curse” of prominence, respectively. The authors extend their analysis to a setting where consumers consider searching only among those retailers they are individually aware of; the prominent retailer is included in all these individual awareness sets. The effects on market average prices and welfare carry over, but only below a critical threshold level of the prominent retailer's first-search traffic advantage. Above this threshold, market average prices rise and welfare decreases, making this the region where search concentration warrants scrutiny from policy makers. The authors close with policy remedies and managerial implications of search concentration.
摘要：
在线零售的搜索流量通常集中在销售某产品的一家“知名”零售商上。作者们分析了在品牌内的情境下这种模式对定价、利润和消费者福利的影响。知名意味着更多数量的具有异质搜索成本的消费者在知名零售商那里开始他们的搜索，而不是在其他零售商那里开始搜索。这些分析显示，搜索流量的集中化会加剧品牌内的竞争，降低所有零售商的平均价格，并提高消费者的福利。有趣的是，知名零售商的流量优势增量既可以增加，也可以减少其自身的利润。作者们将这两种影响分别称为知名度的“祝福”和“诅咒”。作者们将分析扩展到了消费者只考虑在自己知晓的零售商中进行搜索的情境，而知名的零售商则包含在所有个人的知晓集中。此时，对市场平均价格和福利的影响仍然存在，但仅低于知名零售商首次搜索流量优势的临界阈值水平。超过这一阈值，市场平均价格则会上升，福利下降，这就使决策者有必要对这部分的搜索集中化做出仔细检查。作者们最后讨论了搜索集中化的政策补救措施和管理启示。
关键词：竟争战略 （competitive strategy），知名的诅咒（curse of prominence），数字市场（digital markets），品牌内竞争（intrabrand competition），有序搜索（ordered search），搜索成本异质性（search cost heterogeneity），搜索流量集中化（search traffic concentration）
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