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JCR 最新文献

Volume 47Issue

引言

今日选登几篇JCR上3篇最新文章，仅供感兴趣的市场营销学者和其他读者学习参考。

01

1、爱情、谎言和金钱：浪漫关系中的财务不忠

Love,Lies, and Money: Financial Infidelity in Romantic Relationships

作者：EmilyN Garbinsky, Joe J Gladstone, Hristina Nikolova, Jenny G Olson

来源：ournalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 1–24,

摘要：

Romanticrelationships are built on trust, but partners are not always honestabout their financial behavior—they may hide spending, debt, andsavings from one another. This article introduces the construct offinancial infidelity, defined as “engaging in any financialbehavior expected to be disapproved of by one’s romantic partnerand intentionally failing to disclose this behavior to them.” Wedevelop and validate the Financial Infidelity Scale (FI-Scale) tomeasure individual variation in consumers' financial infidelityproneness. In 10 lab studies, one field study, and analyses of realbank account data collected in partnership with a couples’money-management mobile application, we demonstrate that the FI-Scalehas strong psychometric properties, is distinct from conceptuallyrelated scales, and predicts actual financial infidelity amongmarried consumers. Importantly, the FI-Scale predicts a broad rangeof consumption-related behaviors (e.g., spending despite anticipatedspousal disapproval, preferences for discreet payment methods andunmarked packaging, concealing bank account information). Our work isthe first to introduce, define, and measure financial infidelityreliably and succinctly and examine its antecedents and consequences.

关键词：financial infidelity, consumer financial decision-making,  interpersonal relationships,  scale development

浪漫的关系建立在信任的基础上，但伴侣并不总是诚实地对待他们的财务行为-他们可能会向对方隐瞒支出、债务和储蓄。本文介绍了金融不忠的概念，将其定义为“从事任何预期会遭到恋人反对的金融行为，并故意不向他们披露这种行为。”我们开发并验证了金融不忠量表(FI-Scale)来测量消费者金融不忠倾向的个体差异。通过10项实验室研究，1项实地研究，以及与夫妇理财移动应用程序合作收集的真实银行账户数据的分析，我们证明了FI量表具有强大的心理测量学特性，与概念上相关的量表不同，并预测已婚消费者的实际财务不忠行为。重要的是，FI-Scale预测了一系列与消费相关的行为(例如，不顾预期的配偶反对而消费，倾向于谨慎的支付方式和无标记的包装，隐藏银行账户信息)。我们的工作是第一次可靠而简明地引入、定义和衡量金融不忠行为，并检验其前因后果。

关键词：财务不忠、消费者财务决策、人际关系、规模发展

02

2、绿色消费效应：使用绿色产品如何改善消费体验

The Greenconsumption Effect: How Using Green Products ImprovesConsumption Experience 

作者：AliTezer, HOnur Bodur

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 25–39,

摘要：

Inmany situations, consumers use green products without a deliberatechoice to use or purchase the product. This research explores howusing a green product (e.g., a pair of headphones made from recycledmaterials) influences the enjoyment of the accompanying consumptionexperience (e.g., listening to music), even if consumers have notdeliberately chosen or purchased the product. Five experiments inactual consumption settings revealed that using a green (vs.conventional) product enhances the enjoyment of the accompanyingconsumption experience, referred to as the greenconsumptioneffect. Merely using a green product makes consumers perceive anincrease in the extent to which they are valued as individuals bysociety, which leads to warm glow feelings, and consequently enhancesthe enjoyment of the accompanying consumption experience. Whenconsumers experience low social worth, the positive effect of usinggreen products on the accompanying consumption experience isamplified. The greenconsumption effect disappears when the negativeenvironmental impact of the green product attribute is low. From amanagerial standpoint, the current research identifies instanceswhere brands can benefit from going green and encourages marketers,especially service providers, to promote green products that areinstrumental in consumption experiences.

关键词：green products, sustainability, consumption experience, warm glow, green consumption, social worth

在许多情况下，消费者在没有经过深思熟虑地选择使用或购买产品的情况下使用绿色产品。这项研究探索了使用绿色产品(例如，一副由回收材料制成的耳机)如何影响伴随的消费体验(例如，听音乐)的享受，即使消费者没有刻意选择或购买该产品。在实际消费环境中的五个实验表明，使用绿色(与传统)产品可以增强伴随消费体验的享受，称为绿色消费效应。仅仅使用一种绿色产品，消费者就会感觉到他们作为个体被社会重视的程度增加了，从而产生了温暖的感觉，从而增强了伴随而来的消费体验的享受。当消费者体验到较低的社会价值时，使用绿色产品对伴随的消费体验的正面影响被放大。当绿色产品属性对环境的负面影响较小时，绿色消费效应消失。从管理的角度来看，目前的研究确定了品牌可以从绿色中受益的实例，并鼓励营销者，特别是服务提供商推广对消费体验有重要意义的绿色产品。

关键词：绿色产品， 可持续性，消费体验，温情效应，绿色消费，社会价值

03

3、产品队列：搜索越多，发现越少

ProductLineups: The More You Search, The Less You Find

作者：SangKyu Park, Aner Sela

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 40–55, 

摘要：

Consumersoften try to visually identify a previously encountered product amonga sequence of similar items, guided only by their memory and a fewgeneral search terms. What determines their success at correctlyidentifying the target product in such “product lineups”? Thecurrent research finds that the longer consumers search sequentially,the more conservative and—ironically—inaccurate judges theybecome. Consequently, the more consumers search, the more likely theyare to erroneously reject the correct target when it finally appearsin the lineup. This happens because each time consumers evaluate asimilar item in the lineup, and determine that it is not the optionfor which they have been looking, they draw an implicit inferencethat the correct target should feel more familiar than the similaritems rejected up to that point. This causes the subjective feelingof familiarity consumers expect to experience with the true target toprogressively escalate, making them more conservative but also lessaccurate judges. The findings have practical implications forconsumers and marketers, and make theoretical contributions toresearch on inference-making, online search, and product recognition.

关键词：lineups, product search, product recognition, familiarity judgments, signal detection

通常，消费者会尝试仅凭自己的记忆和几个搜索词就在一系列相似的产品项中识别出自己之前见到过的一个产品。影响他们在产品队列中能否正确地识别出目标产品的成功率的决定因素有哪些？本研究发现消费者按顺序搜索的时间越长，他们的判断结果就会更加保守且不准确。因此，消费者搜索的越多，当正确的目标产品最终出现在产品队列时，他们错误地将其拒绝的可能性就越大。这种现象出现的原因是：消费者每一次对产品队列中相似的产品项做出评估，并判定它并不是自己寻找的那个产品时，他们就会得出一个隐含的推断，即与到那时为止被拒绝的相似产品项相比，他们应该对正确的目标产品感到更为熟悉。这就会导致消费者预期自己对真实目标产品会体验到的主观熟悉感逐渐增强，从而使他们做出更保守，但也更不准确的判断。这些研究发现对消费者和营销人员均具有现实意义，并对推断制定、在线搜索和产品识别等领域的研究提供了理论贡献。

关键词：队列，产品搜索，产品识别，熟悉判断，信号检测

—END—

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