Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?

The prevalence of online health communities (OHCs) motivates health product companies to manipulate persuasion-based marketing strategies, including fear appeals and coping appeals, to promote health products. However, whether such a practice is effective remains unclear. Respondents may either impulsively purchase the recommended health products or simply distance themselves psychologically from the information. Building on protection motivation theory (PMT), this study uncovers the mechanisms behind these two coping responses to persuasive messages, namely, the impulsive purchasing and psychological distancing of OHC users. Correspondingly, we evaluated 366 valid questionnaires, and the results reveal that (1) when encountering fear appeals, perceived health threat can evoke cyberchondria, leading to psychological distancing; and (2) when encountering coping appeals, perceived response efficacy leads to product affection, fostering impulsive purchasing. This study provides new insights into the effects of persuasive messages for health product promotion in social commerce. Marketers should design appropriate persuasive messages to foster impulsive purchasing by generating individuals’ product affection and avoiding cyberchondria.     

土地市场扭曲如何影响制造业出口产品质量升级*——基于土地市场交易数据和制造业企业数据的实证分析

地方政府“以地谋发展”的策略在促进各地区制造业大规模集聚和出口贸易快速增长的同时，也势必会给企业出口产品质量带来深刻影响。本文综合利用中国土地市场网城市土地交易数据、中国工业企业数据、中国海关进出口产品数据和中国城市面板数据，实证检验了土地市场扭曲对企业出口产品质量升级的影响，并对其内在机制进行了探讨。研究发现：中国城市建设用地配置存在明显的工业偏向性，进而导致工业用地价格被低估，产生工业用地应得收益大于实际价格的反向扭曲问题。这种反向扭曲可通过抑制技术进步、阻碍产业结构高级化、弱化集聚经济效应等机制显著降低制造业企业出口产品质量。土地市场扭曲对企业出口产品质量升级的影响具有明显的异质性特征。具体而言，土地市场扭曲不利于一般贸易企业与混合贸易企业出口产品质量提升，但对加工贸易企业出口产品质量提升具有促进作用。土地市场扭曲对企业出口产品质量升级的抑制作用由东到西依次递增。土地市场扭曲不利于外资企业和国有企业出口产品质量提升，对集体企业及民营企业的影响不显著。     

一种动态加权的LDPC译码方法

为了加快低密度奇偶校验（LDPC）码的译码速度，有效改善LDPC码的译码性能，针对校验节点更新过程中的对数似然比（LLR）值的大小，设计了一种LDPC码的动态加权译码方法。以IEEE 802.16e标准的奇偶校验矩阵为例，根据LLR值的变化规律，利用增长因子和抑制因子对和积译码算法和最小和译码算法进行动态加权。仿真结果显示，基于动态加权的译码方法相对于传统译码方法误码率都有明显改进，译码复杂度也有所降低。     

Dialectical mind can be sweet toward crisis‐associated products/brands

Consumers’ thinking style (e.g., dialectical thinking), which is fundamental to cognition, has been paid inadequate attention in the consumer literature. This research explores the impact of dialectical thinking on Chinese consumer responses toward crisis‐associated products/brands. Findings in three experimental studies indicate that, in comparison to those primed with nondialectical thinking, consumers primed with dialectical thinking report higher levels of purchase intention and trust for a crisis‐associated product/brand. This is the case not just for products with Chinese cultural background, but also for products with western cultural background. Consumers’ perceived severity of crises moderates the impact of dialectical thinking, with a stronger impact in a highly severe crisis situation than in a less severe one. A survey study indicates a similar pattern. These findings are important in suggesting ways of encouraging Chinese consumers to be insistent on quality standard in order to better protect their consumer rights, and moreover, for multinational corporations on how best to respond and formulate strategies of handling product‐harm crises in the Chinese market.     

Comparing automated text classification methods

Online social media drive the growth of unstructured text data. Many marketing applications require structuring this data at scales non-accessible to human coding, e.g., to detect communication shifts in sentiment or other researcher-defined content categories. Several methods have been proposed to automatically classify unstructured text. This paper compares the performance of ten such approaches (five lexicon-based, five machine learning algorithms) across 41 social media datasets covering major social media platforms, various sample sizes, and languages. So far, marketing research relies predominantly on support vector machines (SVM) and Linguistic Inquiry and Word Count (LIWC). Across all tasks we study, either random forest (RF) or naive Bayes (NB) performs best in terms of correctly uncovering human intuition. In particular, RF exhibits consistently high performance for three-class sentiment, NB for small samples sizes. SVM never outperform the remaining methods. All lexicon-based approaches, LIWC in particular, perform poorly compared with machine learning. In some applications, accuracies only slightly exceed chance. Since additional considerations of text classification choice are also in favor of NB and RF, our results suggest that marketing research can benefit from considering these alternatives.     

“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns

Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.     

中国旅游景区功能演变与用地分类构想

研究目的:基于中国旅游景区功能演变、用地特征及问题分析,构建旅游景区用地分类体系,以期为旅游景区用地纳入区域土地利用提供理论基础,为旅游景区规划的深度编制提供实践依据。研究方法:通过调研和问卷厘清现状景区用地情况,对比借鉴相关用地分类体系,基于此构建旅游景区用地分类方案。研究结果:分析并阐明了旅游景区的功能演变、用地特征和现状问题,构建了2大类、9中类、28小类的景区用地分类体系,并与《土地利用现状分类》进行衔接。研究结论:建立可衔接且具可操作性的旅游景区用地分类体系,是实现旅游景区健康可持续发展与用地规范化管控的关键。     

“Autonomous,yet Connected”: An esthetic principle explaining our appreciation of product designs

Esthetic principles describe the levels or combination of design dimensions that are esthetically appreciated. Current principles focus on dimensions connected to product design itself (e.g., unity and variety) or dimensions that refer to a product design's relationship to other product designs (e.g., typicality and novelty). However, product design also has a social significance—they help consumers shape their identity—and this social dimension has hitherto been overlooked in research on esthetic appreciation. In this paper, we propose and investigate the social esthetic principle “Autonomous, yet Connected.” In four studies, we show that a product's design leads to the highest esthetic appreciation if it strikes an optimal balance between nurturing the two seemingly opposite needs for connectedness and autonomy. Further, we show how conditions of safety and risk moderate the effects of the principle, which suggests our principle may have evolutionary grounding.     

Doing more and doing better are two different entities: Different patterns of family control and environmental performance

Family firms bear two types of agency costs, including type I and type II agency problems, in corporate environmental practices: (1) Outside executives at family firms hesitate to engage in environmental strategies, which can lead to drops in profits; (2) Controlling families employ opportunistically environmental management to achieve their interests. We argue that a primary cause for the agency problems lies on ineffective internal corporate governance at family firms, which can cause loss of managerial (or power) balance between outside executives and family executives. Our findings show that family firms with ownership and strategic control (FSC), which family executives and outside executives monitor and constrain each other, can achieve the highest environmental performance. Moreover, external controls, including product market competition and provincial environmental regulations, substitute effective internal control of FSC. The environmental performance premium of FSC is more prevalent when the production market competition is lower. Family firms with ownership, operational, and strategic control (FOSC) can achieve higher environmental performance within a province with more stringent environmental regulations.     

The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning

New product activity is critical for sustained success of consumer packaged goods (CPG) brands. However, the impact of new SKUs on the perceived quality, quality uncertainty and subsequent choice of the brand as a whole is, as of yet, not well understood. The authors study how new additions to the brand line shape consumers’ quality perceptions, and how this – next to the mere line length effect – influences their choice of brands over time. They do so in the setting of an emerging market (China), where new product activity is particularly pervasive. Using a unique scanner panel dataset of Chinese households over the period 2011–2014, they estimate a Bayesian learning model that accommodates varying quality, on two CPG categories, and for two types of new-product additions (new sensory SKUs vs. new non-sensory SKUs). They show that while adding new SKUs may lift the brand’s perceived quality level, it also makes consumers more uncertain about the quality of the brand – dampening their brand choice. This holds especially for light customers – an important part of the brand clientele. Managerial implications are discussed.