It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners

The increasing number of active Internet users has encouraged companies to compete to design the most efficient online ads for their target audience. While some companies build their ads based on the functional and instrumental benefits of their advertised products (i.e., utilitarian banners), others emphasize the experiential, personal, and emotional advantages of purchasing their product (i.e., hedonic banners). This is the first study to use neuroimaging to address the debate in the literature regarding the processing and effectiveness of these types of messages. By means of functional Magnetic Resonance Imaging (fMRI), we explored the neural mechanisms by which an individual consumer trait, namely consumer impulsiveness, influences the evaluation of hedonic and utilitarian banners. The neural results revealed that more impulsive consumers exhibit a higher level of activation in brain regions linked to reward, trust, emotion, as well as a reduction of activity in self-control brain networks, when viewing hedonic banners. Consumers reporting lower levels of impulsiveness (i.e., prudent users), in turn, exhibited stronger activation in brain regions associated with self-control and cognition when evaluating utilitarian banners. Consequently, on the basis of an objective and neuropsychological approach, these results can be used to inform companies about the type of online advertising they should use based on the characteristics of their target audience.     

基于全球经济大系统的金融危机传染机制研究

站在全球经济大系统的高度,分析国际金融危机的实体传染机制、金融传染机制和预期传染机制。为切断危机传染的途径、防范危机传染的发生,应提高实体部门、金融机构和金融市场的抗传染能力,减少市场预期的负面影响,加强国际协调与合作等。     

Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity

The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity.     

改革开放三十年城市居民消费演变实证研究

改革开放三十年来,社会生活的各个方面都发生了巨大变化。消费日益成为人们日常生活不可或缺的组成部分。本文深入分析了不同时期城市居民的消费特征,对改革开放三十年来城市居民的消费演变进行系统梳理。总体来看,改革开放后至20世纪80年代,城市居民消费结构连渐优化,在20世纪80年代中后期形成耐用消费品热潮;在消费态度方面．居民从被动消费向主动消费转变,但“他人取向”仍占据主流。20世纪90年代至今,城市居民耐用消费品升级,形成“倒金字塔”结构．居民文化消费领域扩大,个性化消费意识增强。     

Decision Neuroscience

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research. The genesis of this workshop session and article was a meeting that Dipankar Chakravarti, Antoine Bechara, and Baba Shiv had one balmy Iowa City summer afternoon in 2003. We coined the term Decision Neuroscience to describe the emerging stream of research outlined in this article.     

论消费者忠诚与理性的均衡

本文从企业、消费者和社会等不同角度研究了消费者忠诚与消费者理性问题.企业培育消费者忠诚的前提是必须加强营销道德建设,为消费者创造并传递有价值的产品或服务,而不仅仅是营销手段的应用.与此同时,企业也应为消费者理性的培养切实负起责任,以实现消费者忠诚与理性的均衡统筹,从而为企业的长远发展奠定坚实基础.     

Where is the power in numbers? Understanding firm and consumer power when crowdsourcing

This work utilizes the theory of social power as a lens through which to analyze the power structure of firms and consumers involved in crowdsourcing and discusses the managerial implications of this power balance. The results of this analysis reveal how power is structured differently in each form of crowdsourcing, with consumer power being strongest in the case of idea crowdsourcing and weakest in the case of microtask crowdsourcing. These differences in power have implications for managers who initiate and maintain crowdsourcing endeavors. Understanding the structure of consumer power in different types of crowdsourcing allows firms to better prepare for the wide range of possible outcomes as consumers inevitably push their own agendas regardless of whether or not these agendas are aligned with those of the firm.     

Was it different the second time? An empirical analysis of contagion during the crises in Greece 2009–15

Over the period between end‐2009 and end‐2015, Greece experienced two discernible financial crises. This paper undertakes a correlation analysis of risk premia to investigate the nature and extent of contagion from these crises to other selected Eurozone countries. A commonly expressed view is that the effects of the second crisis were more muted since the systemic risks were seen by markets as being lower. However, using a rolling correlation model, a Dynamic Conditional Correlation GARCH (DCC‐GARCH) model and a t‐copula model we find that this is not the case. Broadly speaking, the contagion effects of the second crisis were at least as large as those associated with the first one.     

Are Iranian consumers poised to “buy American” in a hostile bilateral environment?

The current bilateral relationship between the United States and Iran is fraught with intense political and military tension revolving around the nuclear issue in Iran. Open hostility between the two governments has recently spilled over into national, regional, and global forums. Despite this turmoil, the Iranian consumer is actively engaged in the global marketplace, buying goods from around the world. Our research spotlights Iranian consumers’ attitudes toward importing and buying foreign-made products, with a special focus on American-made products. Our 2006 survey of 902 Iranian consumers suggests that Iranians are very open, but not exclusively so, to the purchase of foreign-made and American-made products. We also found the political-military bilateral tension or animosity between the Iranian and American governments has not transferred to the Iranian consumer. The Iranian consumers’ openness to foreign-made (including American-made) goods, coupled with low consumer animosity vis-à-vis the United States from Iranian consumers, provides an opportunity for American and Western multinational companies to actively compete for and engage with the Iranian consumer in the Iranian marketplace.