聚焦前沿|顶级营销期刊论文选登20210103

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JCR 文献选登

Volume 47Issue

引言

今日选登几篇JCR上4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、当产品不确定性归因于遗忘而不是无知时，消费者做出不同的推论和选择

ConsumersMake Different Inferences and Choices When Product Uncertainty IsAttributed to Forgetting Rather than Ignorance

作者：DanielJ Walters, HalE Hershfield

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 56–78, 

摘要：

When a consumer realizes that informationrelevant to a consumption decision is missing, such uncertainty canbe attributed to ignorance (i.e., the information has never beenobserved and is unknown) or to memory failure (i.e., the informationhas been observed and is forgotten). Although research has examinedinferences about unknown attributes, no prior work has examinedinferences about forgotten attributes. Across six experiments in thelab and in the field, we find that when uncertainty is attributed toignorance, consumers often make inferences about unknown attributesbased on existing correlational evidence (e.g., a brand comparisonsheet that could indicate a positive or negative correlation betweenthe unknown attribute and observable attributes). However, whenuncertainty is attributed to memory failure, consumers tend to ignoresuch existing correlational evidence and instead make inferencesabout forgotten attributes that tend to be positively correlated withknown attributes. This process occurs partly because when consumersbelieve that an attribute was forgotten, they falsely retrieve animpression about the attribute that tends to be consistent with theiroverall product evaluation. Overall, believing that an attribute isforgotten and believing that it is unknown can lead to oppositeinferences and choices.

关键词：inference,consumer behavior,uncertainty,memory,choice,forgetting

当消费者意识到与消费决策相关的信息丢失时，这种不确定性可以归因于无知(即，该信息从未被观察到并且是未知的)，或者归因于记忆故障(即，该信息已经被观察到并且被遗忘)。虽然研究已经检查了关于未知属性的推论，但先前的工作没有检查关于被遗忘的属性的推论。通过实验室和现场的六个实验，我们发现，当不确定性归因于无知时，消费者通常会根据现有的相关证据(例如，可以表明未知属性与可观察属性之间存在正相关或负相关的品牌对照表)来对未知属性做出推断。然而，当不确定性归因于记忆衰退时，消费者倾向于忽略这种现有的相关证据，而是对往往与已知属性正相关的被遗忘属性做出推断。这一过程发生的部分原因是，当消费者认为某个属性被遗忘时，他们会错误地找回关于该属性的印象，而该印象往往与他们的整体产品评价一致。总体而言，认为一个属性被遗忘了，而认为它是未知的，可能会导致相反的推论和选择。

关键词：推断， 消费者行为， 不确定性， 记忆， 选择， 遗忘

02

2、促销游戏提高消费者转化率和支出

Promotional Games Increase Consumer ConversionRates and Spending

作者：StefanJ Hock, RajeshBagchi, ThomasM Anderson

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 79–99, 

摘要：

Promotional games are used frequently in retailstores and online. While prior literature has focused on antecedentsof promotional games, such as how individual differences induce gameparticipation, little is known about post-winning decision making orits underlying processes. This study offers findings from sevenstudies to provide a detailed perspective on how promotional gamesincrease consumer conversion rates and spending. The effect ofwinning a discount on conversion rates and spending is multiplydetermined and occurs via perceptions of luck and store affectiveattitude, and via perceptions of luck alone and store affectiveattitude alone. In order to get a more nuanced understanding of theunderlying processes and to delineate theoretically driven boundaryconditions for this novel effect, the authors subsequently analyzethe two individual pathways through perceptions of luck and storeaffective attitude in isolation. Thereby, they contribute to theliterature on pricing and promotions by providing a detailedunderstanding on how winning a promotional discount leads to adifferent set of consumer inferences relative to an equivalentstraight discount, and to the literature on the role of luck inconsumer behavior by providing a nuanced understanding of how luckoperates in this common consumer context.

关键词：luck, promotional game, discount, promotion, conversion rate, brand equity

促销游戏经常在零售店和网上使用。虽然之前的文献主要关注促销游戏的前因，如个体差异如何诱导游戏参与，但对获胜后的决策或其潜在过程知之甚少。这项研究提供了七项研究的结果，以提供关于促销游戏如何提高消费者转化率和支出的详细视角。赢得折扣对转换率和消费的影响是多重决定的，并通过对运气和商店情感态度的感知，以及仅通过对运气和商店情感态度的感知而发生。为了更细致入微地理解这一新效应的潜在过程，并勾勒出理论驱动的边界条件，作者随后通过运气感知和孤立储存情感态度来分析这两条个体路径。因此，它们通过提供关于赢得促销折扣如何导致与等效的直接折扣相比如何导致不同的消费者推断的详细理解，来为关于定价和促销的文献做出贡献，并通过提供对运气如何在这种常见的消费者环境中运行的细微差别的理解，来为关于运气在消费者行为中的作用的文献做出贡献。

关键词：运气， 促销游戏， 折扣， 促销， 转换率， 品牌资产

03

3、涓涓回流信号：当低状态与高状态混合时

Trickle-RoundSignals: When Low Status Is Mixed with High 

作者：SilviaBellezza, Jonah Berger

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 100–127, 

摘要：

Trickle-down theories suggest that status symbolsand fashion trends originate from the elites and move downward, butsome high-end restaurants serve lowbrow food (e.g., potato chips,macaroni and cheese), and some high-status individuals wear downscaleclothing (e.g., ripped jeans, duct-taped shoes). Why wouldhigh-status actors adopt items traditionally associated withlow-status groups? Using a signaling perspective to explain thisphenomenon, the authors suggest that elites sometimes adopt itemsassociated with low-status groups as a costly signal to distinguishthemselves from middle-status individuals. As a result, signalssometimes trickle round, moving directly from the lower to theupper class, before diffusing to the middle class. Furthermore,consistent with a signaling perspective, the presence of multiplesignaling dimensions facilitates this effect, enabling the highs tomix and match high and low signals and differentiate themselves.These findings deepen the understanding of signaling dynamics,support a trickle-round theory of fashion, and shed light onalternative status symbols.

关键词：status signaling, conspicuous consumption, distinction

涓流理论认为，地位象征和时尚趋势起源于精英阶层并向下发展，但一些高端餐厅提供低贱食物(如薯片、通心粉和奶酪)，一些地位较高的人却穿着低档服装(如破牛仔裤、胶鞋)。为什么地位较高的行为者会采用传统上与地位较低的群体相关的物品？用信号的观点来解释这一现象，作者认为精英们有时会采用与低地位群体相关的物品，作为将自身与中等地位的人区分开来的代价高昂的信号。因此，信号有时会涓涓细流，直接从下层传递到上层，然后扩散到中产阶级。此外，与信号角度一致，多个信号维度的存在促进了这一效果，使高信号能够混合和匹配高信号和低信号，并区分它们自己。这些发现加深了对信号动力学的理解，支持了时尚的涓涓细流理论，并揭示了可供选择的身份象征。

关键词：状态信号、显著消费、区别

04

4、名称的语音要素对风险评估的影响

TheInfluence of the Phonetic Elements of a Name on Risk Assessment 

作者：KeithA Botner, ArulMishra, HimanshuMishra

来源：Journalof Consumer Research, Volume 47, Issue 1, June 2020, Pages 128–145, 

摘要：

The authors propose that the phonetic elements ofa name affect risk perception. Specifically, they find that peopleprefer a name that evokes volatility when faced with a riskyprospect, but prefer a name that evokes calmness when faced with asafe prospect. The authors posit that a volatile (vs. calm) prospectname results in more perceived fluctuations, and thus greatermovement from, the given risk level. Therefore, a volatile prospectname results in a wider range of probabilities compared to a calmprospect name. The authors test the proposed effect and the role ofthe phonetic elements of a name using real-world data and controlledstudies within diverse consumer domains (e.g., product evaluations,wagering, and branding). Findings contribute to the largertheoretical area of phonetic symbolism and provide guidance forpractitioners trying to maximize preference for a given product,service, or policy.

作者认为名字的语音因素影响风险感知。具体地说，他们发现，当面对危险的前景时，人们更喜欢让人起伏不定的名字，但在面对安全的前景时，人们更喜欢让人联想到平静的名字。作者假设，不稳定(与平静)的前景名称会导致更多可感知的波动，从而更大程度地偏离给定的风险水平。因此，与平静的潜在客户名称相比，波动的潜在客户名称会导致更广泛的概率范围。作者使用真实世界的数据和在不同消费者领域(例如，产品评估、下注和品牌)内的受控研究来测试名字的语音元素的拟议效果和作用。研究结果有助于语音象征的更广泛的理论领域，并为试图最大限度地偏爱某一特定产品、服务或政策的从业者提供指导。

图文编辑：李一鑫  审校：张希贤

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