Go green: how to influence the perceived effectiveness of a green product?

Across two studies, this research elucidates on which green messages in advertising are most effective in influencing the perceived effectiveness of green products by examining the moderating role of environmental consciousness. This study further considers a mechanism underlying the interaction between green messages and environmental consciousness on brand attitude with the perceived effectiveness of green products. The results show that when environmentally conscious individuals are exposed to abstract and distant temporal messages, they will report greater perceptions of a green product's effectiveness and brand attitude than for concrete and proximal temporal messages. In contrast, less environmentally conscious respondents will not have different responses to the abstract/concrete and distant/proximal temporal messages. Furthermore, the perceived effectiveness of a green product mediates the interaction between green messages and environmental consciousness for predicting brand attitudes. With an understanding of how environmentally conscious individuals evaluate green advertising, marketers can better understand how to promote their green products more effectively.     

Does consumer‐firm affiliation matter? The impact of social distance on consumers’ moral judgments

When the leader of a firm commits a professional transgression, how would customers’ judgments of the transgressor's professional performance and immorality differ from those of noncustomers’? This research answers this question by investigating factors that explain the discrepancy in moral judgments between noncustomers and customers affiliated with the firm of a transgressing leader. Drawing on construal level theory, our two experimental studies consistently demonstrate that relative to high social distance (i.e., noncustomers), low social distance (i.e., customers) leads to more positive judgments of the transgressor's professional performance, but differences in the social distance do not directly lead to disparities in judgments of immorality. Social distance, however, affects both performance and immorality judgments when mediating mechanisms (conscious and nonconscious moral reasoning) are accounted for, such that low social distance indirectly influences customers to be more lenient in not only their performance judgments but also their immorality judgments. This research contributes to the topic of morality that permeates the current discourse on ethical business transgressions and, in particular, to an understanding of specific mechanisms that guide consumers’ moral judgments.     

社会距离与口碑传播效力研究:解释水平的视角

本文从社会心理学解释水平理论的视角出发,以购买意愿测量口碑传播效果,发现随着社会距离的延伸,口碑传播效果降低,提高口碑信息的目标价值、目标可得性将增强口碑传播效果;在社会距离较近的强关系下,增强目标可得性可更好地提升口碑传播效果,而在社会距离较远的弱关系下,提高目标价值则能更有效地改善口碑传播效果。     

不同心理距离情境下产品属性对购买意向的影响

产品属性有两个维度:享乐维度和实用维度,消费者对于享乐属性和实用属性的偏好是不一样的。通过引入心理距离认为产品属性对购买意向的影响是不一样的,如果消费者处在心理距离的情景,那么产品享乐属性对他们的购买意向有更强烈的影响,如果心理距离的减少,产品实用属性对消费者购买意向有更强烈的影响,并认为消费者心理距离的变化会对产品享乐属性和实用属性的偏好发生逆转。     

Consumers as time travellers: the moderating effects of risk perception and construal level on consumers’ responses to temporal framing

Abstract

This study investigated the conditions under which temporal framing is more effective in explaining consumers’ responses to ads. Two experiments were conducted with a 2 (temporal framing: near-future vs. distant-future benefits) × 2 (perceived risk: high vs. low) × 2 (construal level: high vs. low) between-subjects factorial design. In Experiment 1, the two-way interaction effect of temporal framing and perceived risk on ad attitudes and purchase intention was found, such that the near-future benefit frame generated more favourable responses to the ad under the high-risk condition. Incorporating construal level theory, the three-way interaction effect was found, with the temporal framing?×?perceived risk interaction appearing more pronounced for low construal consumers only. Experiment 1 also discovered that information diagnosticity mediated the interaction effect of temporal framing and perceived risk on ad attitudes and purchase intention and this mediating process appeared stronger for low construal consumers. Experiment 2 replicated the two-way and three-way interaction effects on purchase intention, providing evidence of the validity of the findings. Theoretical and managerial implications were discussed for researchers and practitioners.     

当校园闲置资源遇见『分享经济』

从校园闲置资源实际调查分析出发,文章指出现阶段校园内存在严重的资源浪费现象.结合前人研究的成果,以分享经济为背景构建高效、便捷的校园闲置资源共享平台,可以有效解决校园资源被闲置的疑难杂症.     

浅析“互联网+”时代分享经济的大力发展

随着互联网的快速发展,分享经济逐渐由传统向行、住等多种领域渗透,获得人们的广泛关注和使用,正处于经济发展的风尖浪口。虽然分享经济在我国发展较快,但是起步较晚,在发展过程中也会受到一些阻碍,本文主要介绍在互联网+时代分享经济发展的重要意义,当前的主要表现形式以及如何更好地发展。     

谈翻译中识解方式的转换——以陕北民歌《蓝花花》四种英译本为例

基于经验主义哲学的认知语言学。将翻译看作是人们的一种认知活动。其显观认为,语言中信息的选择与安排是由信息的突出程度来决定的。由于不同的人对客观世界的识解方式不同,便使得原文与译文在传递信息时往往会出现不同的侧重点。各种识解方式的转变都会对翻译过程中信息的重组带来巨大的影响。以认知语言学为背景。以Langacker的识解理论为基础,从详略度、主客观性和视角三个方面来分析,可以看出不同译者在进行翻译时其识解方式选择与转换上的差异给译文会带来不同的影响。     

Ethics in countries with different cultural dimensions

This paper compares ethics in countries with different cultural dimensions based on empirical data from 12 countries. The results indicate that dimensions of national culture could serve as predictors of the ethical standards desired in a specific society. The author divided societal cultural practices into desired and undesired practices. According to this study, ethics could be seen as the means for achieving a desired state in a society: for reducing some societal characteristics and increasing others. Finally, a model of the impact of cultural dimensions on desired ethical standards is proposed.