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期刊名称：《Journal of Consumer Research》(消费者研究杂志)影响因子：7.2期刊分类：BUSINESS商学Top分区：是 Q1出版周期：双月刊当前期数：Volume 50, Issue 3, October 2023今日有更新期刊：《European Economic Review》、《中国行政管理》、《Journal of Economic History》、《公共管理与政策评论》、《Journal of Consumer Research》、《外国经济与管理》、《Marketing Science》、《经济与管理研究》、《Strategic Management Journal》（公众号更新部分期刊信息）

目录

01. Not Just about Price: How Benefit Focus Determines Consumers’ Retailer Pricing Strategy Preference

02. Paper Meets Plastic: The Perceived Environmental Friendliness of Product Packaging

03. Upscaling Effect: How the Decision Context Influences Tradeoffs between Desirability and Feasibility

04. How Do Consumers Read and Encode a Price?

05. Vocalizing Search: How Voice Technologies Alter Consumer Search Processes and Satisfaction

06. Undermining Desire: Reducing Unhealthy Choices by Highlighting Short-Term (vs. Long-Term) Costs

07. Divergent Effects of Budgeting for Gifts versus Personal Purchases

08. Preference for Spontaneity in Entertainment

09. How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective

10. How Verb Tense Shapes Persuasion

内容提要

01. Not Just about Price: How Benefit Focus Determines Consumers’ Retailer Pricing Strategy Preference

作者：Chris Hydock, Luc Wathieu

摘要：Recent research has highlighted a difference in the way consumers approach choice sets. Some consumers focus on products’ quality benefits (vertical differentiation): their selections are driven by the level of quality obtained relative to the price paid. Other consumers focus on products’ taste benefits (horizontal differentiation): their selections are driven by acquiring personal tastes at favorable prices. This article aims to investigate how consumers’ benefit focus, a continuum anchored by quality and taste, drives their preferences between retailers differing in pricing strategies. All else equal, consumers who focus on taste benefits will prefer EDLP stores (infrequent discounters), while consumers who focus on quality benefits will prefer Hi-Lo stores (frequent discounters). Findings from our experiments and an analysis of consumer panel data corroborate this relationship. This work also shows the mediating role of perceived value and the effect of several moderators: the strength of the price–quality relationship, the pattern of discounts, and cherry-picking costs.

文章链接：https://academic.oup.com/jcr/article/50/3/447/7218319

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02. Paper Meets Plastic: The Perceived Environmental Friendliness of Product Packaging

作者：Tatiana Sokolova, Aradhna Krishna, Tim Döring

摘要：Packaging waste makes up more than 10% of the landfilled waste in the United States. While consumers often want to make environmentally friendly product choices, we find that their perceptions of the environmental friendliness of product packaging may systematically deviate from its objective environmental friendliness. Eight studies (N= 4,103) document the perceived environmental friendliness (PEF) bias whereby consumers judge plastic packaging with additional paper to be more environmentally friendly than identical plastic packaging without the paper. The PEF bias is driven by consumers’ “paper = good, plastic = bad” beliefs and by proportional reasoning, wherein packaging with a greater paper-to-plastic proportion is judged as more environmentally friendly. We further show that the PEF bias impacts consumers’ willingness to pay and product choice. Importantly, this bias can be mitigated by a “minimal packaging sticker” intervention, which increases the environmental friendliness perceptions of plastic-only packaging, rendering plastic-packaged products to be preferable to their plastic-plus-paper-packaged counterparts. This research contributes to the packaging literature in marketing and to research on sustainability while offering practical implications for managers and public policy officials.

文章链接：https://academic.oup.com/jcr/article/50/3/468/7008764

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03. Upscaling Effect: How the Decision Context Influences Tradeoffs between Desirability and Feasibility

作者：Ioannis Evangelidis, Jonathan Levav, Itamar Simonson

摘要：Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this article, we examine how the decision context impacts consumers’ preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the “upscaling effect,” whereby introducing a symmetrically dominated decoy option to a set (i.e., an option that is inferior compared toallalternatives in the set) leads to an increase in the choice share of the HD option. To account for the upscaling effect, we advance a two-stage model of consumer decision-making for decisions that involve tradeoffs between desirability and feasibility. According to our model, when the decision context provides a reason for choosing either option, such as when a decoy option is added to the set, consumers prioritize reasons that support choice of HD options over HF alternatives. Our model can explain the upscaling effect, as well as other findings reported in the literature, such as asymmetric attraction effects (Heath and Chatterjee 1995) and asymmetric sales promotion effects (Blattberg and Wisniewski 1989). Furthermore, the upscaling effect holds important managerial implications because it provides an effective way to increase sales of high-end products.

文章链接：https://academic.oup.com/jcr/article/50/3/492/6935792

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04. How Do Consumers Read and Encode a Price?

作者：Gilles Laurent, Marc Vanhuele

摘要：Do consumers really read a price from left to right, as assumed in past research? Or does price reading operate like word reading, with a single fixation toward the middle? Three eye-tracking lab studies reject both theories, revealing instead a distinct reading pattern: multiple fixations, with the first located on average between the first third and middle of the price; the first eye movement is usually to the left; and subsequent eye movements are as often to the left as to the right. Overall, consumers pay as much attention to cents as euros, with the cents part influencing how prices are encoded in memory, as evidenced by an in-store price-recall survey. The reading process identifies whether to encode a price verbally as is or replace it with a shorter substitute that is easier to memorize and turns out to be well correlated with the actual price (r= 0.952). When consumers compare two prices, eye movements and the subsequent subjective estimation of the price difference depend on whether or not the prices have identical integer parts. The combined findings of four studies suggest that consumers have developed a reliable, efficient ability to read and encode prices, despite limitations of their visual span and working memory.

文章链接：https://academic.oup.com/jcr/article/50/3/510/6988036

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05. Vocalizing Search: How Voice Technologies Alter Consumer Search Processes and Satisfaction

作者：Shiri Melumad

摘要：The effect of voice technology on how consumers search for information online is explored. Results from a field survey of consumer experiences with voice-assisted search, three controlled experiments involving dictated (vs. typed) Google searches, and a supplemental experiment (N = 10,385) find that vocalizing (vs. typing) a query leads consumers to provide more specific, detailed descriptions of what they are seeking, which in turn yield search results that they are more satisfied with. This occurs because consumers tend to be more concerned about communicating clearly when engaging with voice technology, which prompts them to think more about how they want to convey their query before saying it out loud (vs. typing it). This increased forethought leads consumers to provide more detailed descriptions of what they are searching for in vocalized queries, such as by including brand names and intended purposes of use. Finally, the increased specificity of vocalized (vs. typed) queries results in search returns that better satisfy consumers’ search goals. Implications for research on consumer–technology interactions, as well as for marketers and consumers, are discussed.

文章链接：https://academic.oup.com/jcr/article/50/3/533/7033468

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06. Undermining Desire: Reducing Unhealthy Choices by Highlighting Short-Term (vs. Long-Term) Costs

作者：Paul E Stillman, Kaitlin Woolley

摘要：What motivates consumers to avoid unhealthy behaviors (e.g., consuming sugar, energy drinks, and fast food)? Traditional interventions and lay intuition suggest that to motivate themselves, consumers can consider the negative long-term health consequences of their decisions. Yet, consumers still struggle to avoid unhealthy behaviors. Seven experiments (N =4,021) offer a different approach. We find that considering short-term costs of unhealthy behaviors (e.g., irritability or indigestion after eating sugar) better curbs these behaviors than considering long-term costs or no costs. We theorize that short-term costs are more effective at reducing unhealthy behavior because they are more strongly associated with the act of consumption, both in terms of immediate timing and perceived likelihood of costs occurring. As such, short-term costs are better at undermining the reason for consuming unhealthily: anticipated enjoyment of the consumption experience. We test this process by (a) demonstrating mediation via increased association strength and subsequent decreased anticipated enjoyment, (b) manipulating the association strength between consumption and costs (i.e., same cost realized sooner vs. later), and (c) demonstrating moderation via consumers’ goal for eating unhealthily. These results identify a powerful but underutilized self-regulation strategy—emphasizing short-term costs of unhealthy consumption—with implications for consumers and marketers.

文章链接：https://academic.oup.com/jcr/article/50/3/554/6998213

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07. Divergent Effects of Budgeting for Gifts versus Personal Purchases

作者：Yuna Choe, Christina Kan, Evan Polman

摘要：Consumers often set budgets with the goal to minimize their spending. Contrary to this traditional interpretation, our research suggests that budgets can take on a different psychological meaning depending on whether the budget is for a personal or gift purchase. Across 11 studies, we find that consumers aim to spend below their budgets for personal purchases (budget minimizing) but aim to spend the entirety of their budgets for gift purchases (budget maximizing). We differentiate budget maximizing from spending maximizing, showing that gift purchasers are more likely to prefer “at-budget” than “above-budget” purchases. We also show that gift purchasers have weaker savings goals than personal purchasers—a difference that mediates the effect on their budget-minimizing and -maximizing tendencies. We explore multiple reasons that could explain why savings goals are less prevalent among gift purchasers and find an upstream role for price consciousness, guilt, and perceived specialness. Finally, we find that consumers’ preference for spending the entirety of their budgets on gifts was moderated by two separate factors: consumers’ budget slack and salience. Our research adds to the literatures on mental budgeting, gift giving, and self-other decisions.

文章链接：https://academic.oup.com/jcr/article/50/3/576/7039682

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08. Preference for Spontaneity in Entertainment

作者：Jacqueline R Rifkin, Katherine M Du, Keisha M Cutright

摘要：Whether watching a movie, sports game, or musical performance, consumers often seek entertainment experiences that are produced by one or more individuals. And although consumers often witness producers actingspontaneously, little is known about the preference for spontaneity in entertainment. Six studies, including real consumer-relevant decisions and a Facebook field experiment, reveal that consumers prefer spontaneity (vs. planned behavior) across several entertainment contexts, as spontaneous producers seem more authentic than planned producers. At the same time, however, spontaneous actions are also believed to beget lower-quality outcomes, suggesting that consumers generally prefer spontaneity even despite the possibility of reduced quality. Subsequent experiments examine the characteristics of the entertainment context and the producer to provide further insight into how consumers manage the authenticity–quality tradeoff: by shaping when and why spontaneity is associated with increased authenticity and decreased quality expectations, as well as the relative importance of these dimensions, higher-stakes contexts (e.g., when consumers’ outcomes are enmeshed with the producer’s), negative inferences about spontaneity (e.g., laziness, lack of concern), and low-competence producers attenuate the effects. Together, this research advances knowledge about spontaneity and authenticity and has implications for those seeking to produce appealing entertainment experiences.

文章链接：https://academic.oup.com/jcr/article/50/3/597/6965627

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09. How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective

作者：Rebecca Mardon, Hayley Cocker, Kate Daunt

摘要：Research has documented the emergence of embedded entrepreneurs within consumer collectives. This phenomenon is increasingly prevalent as social media enables ordinary consumers to become social media influencers (SMIs), a distinct form of embedded entrepreneur. Whilst research has considered the implications of embeddedness for embedded entrepreneurs themselves, we lack insight into embedded entrepreneurship’s impact on consumer collectives. To address this gap, we draw from a longitudinal, qualitative study of the YouTube beauty community, where SMIs are pervasive. Informed by interactionist role theory, we document the Polanyian “double movement” prompted by the emergence of SMIs within the community. We demonstrate that the economy within the community was initially highly embedded, constrained by behavioral norms linked to established social roles. SMIs’ attempts to disembed the economy created dysfunctional role dynamics that reduced the benefits of participation for non-entrepreneurial community members. This prompted a countermovement whereby SMIs and their followers attempted to re-embed SMIs’ economic activity via role negotiation strategies. Our analysis sheds new light on the negative implications of embedded entrepreneurship for non-entrepreneurial members of consumer collectives, highlights the role of social media platforms in negotiations of embeddedness, and advances wider conversations surrounding the evolution of consumer collectives and the impact of SMIs.

文章链接：https://academic.oup.com/jcr/article/50/3/617/6978199

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10. How Verb Tense Shapes Persuasion

作者：Grant Packard, Jonah Berger, Reihane Boghrati

摘要：When sharing information and opinions about products, services, and experiences, communicators often use either past or present tense (e.g., “That restaurantwasgreat” or “That restaurantisgreat”). Might such differences in verb tense shape communication’s impact, and if so, how? A multimethod investigation, including eight studies conducted in the field and lab, demonstrates that using present (vs. past) tense can increase persuasion. Natural language processing of over 500,000 online reviews in multiple product and service domains, for example, illustrates that reviews that use more present tense are seen as more helpful and useful. Follow-up experiments demonstrate that shifting from past to present tense increases persuasion and illustrate the underlying process through both mediation and moderation. When communicators use present (rather than past) tense to express their opinions and experiences, it suggests that they are more certain about what they are saying, which increases persuasion. These findings shed light on how language impacts consumer behavior, highlight how a subtle, yet central linguistic feature shapes communication, and have clear implications for persuasion across a range of situations.

文章链接：https://academic.oup.com/jcr/article/50/3/645/6998212

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