"生活方式"研究综述:一个消费者行为学的视角

“生活方式”自19世纪60年代被引入消费者行为学研究领域以来,已取代人口统计学方法,成为最重要的市场细分工具之一。本文首先回顾了生活方式市场细分研究的历史,然后针对中国市场的特殊情况,着重介绍了AIO方法的理论和应用,并指出对消费者生活方式的深入研究,是现阶段中国营销人在市场竞争中取胜的关键。     

Consumer Willingness-to-Pay for Food Safety in Taiwan: A Binary-Ordinal Probit Model of Analysis

A probit model for whether or not consumers are willing to pay a premium for hydroponically grown vegetables (HGV) is estimated jointly with an ordered probit model analyzing the magnitude of such premiums for consumers who would pay them. Results of the joint estimation and the conventional single equation ordered probit model were presented for comparison. Unlike the single equation approach, the joint estimation allows the flexibility of parameterizing separately the probability and level of premiums that a consumer is willing to pay for a safer food. The results show that family health status and household income are the most important and significant factors that determine the amount of premium a consumer is willing to pay for HGV. However, they are insignificant in predicting the likelihood of a consumer's willingness-to-pay a higher price. In addition, marginal probabilities were calculated to assess the influence of various socioeconomic and attitudinal variables on the likelihood that a consumer would be willing to pay a premium for HGV and the additional amount of premiums.     

Assessing the Impact of Service Employees' Nonverbal Sexual Signals on Consumer Attitudes: A Caribbean Perspective

ABSTRACT

This study examines the effects of nonverbal sexual signals by service employees on consumer attitudes. An experimental design was used to manipulate the nonverbal gender cues exhibited by service employees in a high- and low-contact service setting. As predicted, heterosexual customers who perceived the service employee to be homosexual vs. heterosexual had a significantly more negative attitude towards the employee and company. Attitudes towards the company were more negative for a high-contact vs. low-contact service but, surprisingly, there was no significant difference in attitudes towards the employee across service types.     

A Critical Review of the Costs of Advertising: a Transformative Consumer Research Perspective

This critical literature review incorporates a transformative consumer research (TCR) perspective in highlighting selected transgressions in corporate social responsibility that touch on (1) wealth consolidation, (2) environmental degradation, (3) commodification, (4) semiotic contamination, and (5) an erosion of accountability. It argues for a participatory approach among stakeholders in sustaining marketing research and assessing consumer policy that is both ethical and critical for academic marketers and practitioners alike. Transformative consumer researchers work to ensure that advertisements, messaging, and integrated marketing communications play a key role in promoting honesty and transparency. At the same time, transformative consumer research recognizes that advertising often masks the underlying costs incurred by society in general, and consumers in particular. TCR practices presently exist, and examples are presented to highlight these practices in consumer policy.     

The Impact of Stress on Consumers' Willingness to Pay

Stress is a companion in most consumers’ lives and as such should impact purchase behavior in many ways. Drawing on construal‐level theory, which relates to information processing on different levels of abstraction, the authors propose that consumers’ stress deteriorates their evaluation of products. The latter effect results from a stress‐induced focus shift, from product characteristics with high levels of construal to those with low levels of construal (Study 1). This shift also decreases the price that consumers are willing to pay (Study 2), though the product category moderates the impact of stress on willingness to pay (WTP), such that the decline in consumers’ WTP is smaller for products characterized by lower levels of construal (Study 3). This research extends existing knowledge on the impact of relaxation on consumers’ WTP by including stress in the analysis. Effect sizes are similar to those in related studies. In terms of managerial implications, this study recommends decreasing consumers’ stress levels at the point of purchase and tailoring marketing mix activities to match prevalent stress levels, if firms hope to mitigate the negative effect of stress.     

Seller-Financing of Homes: A Consumer Economic Perspective

In recent years, the proportion of home purchases financed by lending institutions has declined and the use of alternative financing methods has increased. This paper examines the costs, risks and benefits associated with seller-financing, a popular alternative financing method. The topic is discussed from the perspectives of the buyer and the seller. An empirical analysis is also conducted of condominium sales in Hawaii to gauge the impact of seller-financing upon the housing market as well as its economic effects upon buyers and sellers. Overall, it is concluded that buyers are the primary beneficiaries of seller-financing.     

Lessons for Consumer Education Policy: The Case of the Office of Consumers' Education

The Office of Consumers' Education existed for almost seven years, disbursing in excess of $18 million for grants and contracts in support of consumer education activities. Stimulated by this funding consumer education evolved and expanded, and many excellent products were produced. At the same time, however, the program experienced substantial difficulties. Poor program design, initial failure to articulate goals and objectives, and inadequate administrative support all served to reduce the potential effect of this program. The OCE experience can provide guidance for future consumer education programs, at any governmental level. There is no need to repeat costly lessons about the form and substance of such programs where the case of OCE provides useful instruction. ¹ 1 This article is based on the author's doctoral dissertation, “The Implementation of a Discretionary Project Program: A Case Study of the Office of Consumer's Education,” Ann Arbor, Mich.: University Microfilms International, 1983. Space limitations severely diminish communication of the richness of detail collected in the case study. Interested readers are encouraged to consult the original document.
     

The Impact of Power Distance Belief on Consumers' Brand Preferences

Five lab studies and a field study explore how power distance belief (PDB) influences consumers' preference for mass-market versus niche brands, the underlying mechanisms, and boundary conditions. We find that high (vs. low) PDB consumers are more likely to prefer mass-market over niche brands because they tend to be risk averse, which in turn increases preference for widely used brands. Consequently, the relationship between PDB and brand preferences is mediated by risk aversion. Further, when product usage contexts are risky, low (but not high) PDB consumers' preference for mass-market brands increases, whereas offering an extended money-back guarantee increases high (but not low) PDB consumers' preference for niche brands. In addition, we find that when choosing service providers (versus choosing physical goods), low (but not high) PDB consumers are significantly more likely to prefer mass-market brands over niche brands. We conclude with the implications of these findings for marketers, such as for their segmentation and targeting endeavors. We also provide specific tools that marketers could use, both inside and outside the store, to influence consumers' preference for mass-market versus niche brands.     

The Impact of Advertising on Consumer Demand for Beef:

Thi study used two related data sets to obtain new estimates of food shopper responses to prices and advertising. Supermarket scan data comprised the source of information of sales and prices. Chain level newspaper and broadcast media advertising in the area measured the marketing program. Unique features of the study include the use of item movement and the accomodation of possible cross media effects. Consequently, the paper presents a way of monitoring promotions and relating them to sales. Three fresh beef aggregates (ground, roasts, and steaks) are used to estimate the impacts of broadcast media and newspaper adevertising by a supermarket chain. New estimates of direct and cross advertising impacts are also reported.     

品牌名称元素对消费者感知影响的最新研究进展回顾

品牌名称是品牌资产的重要组成部分,它包含了语音、语义、字体及颜色等多种元素,这些元素的特征会影响消费者的感知和购买行为。本文基于感觉和知觉的相互作用关系,探讨了品牌名称元素影响消费者行为的一般路径,并从四个主要方面对其主要表现进行了归纳和介绍。随后,本文从期望证实理论、感觉传递效应和认知神经学三个角度对其形成机理进行了深入剖析。最后对本议题的未来研究方向做出了展望。     

The Impact of Entrepreneurial Orientation,Technological Capability,and Consumer Attitude on Firm Performance: A Multi‐Theory Perspective

Despite the maturing entrepreneurial orientation literature, limited advance has occurred in the theoretical aspect of entrepreneurial orientation–firm performance relationship, and wide‐ranging empirical investigations are few. The authors address these concerns by testing a comprehensive model and by extending the theoretical boundary. Specifically, drawing on dynamic capability theory, core competence perspective, and consumer theories, we argue that technological capability is central for growth and financial performance of an entrepreneurially oriented firm. We introduce a construct called consumer attitude dynamism. We reason that this variable influences the growth of entrepreneurial firms. Our theory and empirical results primarily contribute to the entrepreneurship literature.     

商业集聚印象与消费者口碑传播的关系

商业集聚是一系列零售店铺在地理上的集中,这种空间上的联合会产生1+1＞2的经济与创新的双重协同增值效应,提升城市商圈的综合实力.而商业集聚印象是消费者对集聚体客观实在的感知,是商业集聚体竞争力的一种具体表现.本文基于M-R模型和“认知—情感—行为”理论,对商业集聚印象影响消费者口碑传播的机制进行实证研究.研究结果显示,消费者情感和顾客认同都充当了部分中介作用,而顾客认同对口碑传播的直接影响和作用更为显著;消费者情感不仅对口碑传播具有直接影响,而且通过顾客认同对消费者口碑传播产生间接作用.     

The Death Care Industry: A Review of Regulatory and Consumer Issues

Although virtually every person in the United States will purchase or consume a funeral‐related product or service, relatively little is understood about the processes a consumer undertakes in making these expensive decisions in stressful circumstances. Regulation of the industry has been contentious from the outset, and there have been numerous questions as to regulatory effectiveness. This article outlines and discusses issues related to the death care industry with particular attention to consumer interests.     

Product Strategy and Antitrust: A Consumer Choice Perspective

Traditionally antitrust law is strongly tied to price theory economics so that prices, costs, profits, and profit sacrifice are typically examined in antitrust cases. This paper proposes broadening traditional antitrust analysis to also explicitly examine the likely effect of allegedly anticompetitive conduct on product options and consumer choice. In order to accomplish this task, this paper proposes that various aspects of marketing strategy should be considered when examining product strategies that are accused of being anticompetitive. This paper further suggests that the current list of inconsistently and poorly defined product strategies used by the courts be augmented by three more straight forward but overlapping categories based on impact on consumer choice: Lock‐Outs, Lock‐Ins, and Hold‐Ups.     

Affirmative Disclosure of Nutrition Information and Consumers' Food Preferences: A Review

In order to evaluate a food advertising regulation proposed by the FTC, this paper examines some empirical studies of food marketing practices and their influence on consumer attitudes and behavior toward nutrition information and dietary habits. The requirement for affirmative disclosure of nutrition information may fall short of its intended goal because consumers have low motivation to use such information and inadequate comprehension of it. Moreover, the limited information processing capacity of the average person may preclude effective communication of nutrition information in a television commercial. The regulation's most likely impact would be to create awareness of nutrition information and increase the salience of nutrition in the consumer's food choices. Unless consumer education programs are coordinated with the regulatory efforts, lack of motivation and comprehension in the use of nutrition information will be a major barrier in achieving any significant improvement in the nutrition status of consumers.     

奖励对现有消费者推荐意愿形成的研究述评

随着互联网的发展,利用社交关系进行营销推广的顾客推荐奖励计划(Customer Referral Reward Programs,简称CRPs)愈发受到企业的青睐.但在实践运用中,CRPs并不总是能有效地激发现有消费者的推荐意愿.本文通过对国内外相关文献的梳理与归纳,形成了CRPs影响下现有消费者推荐意愿的形成机理,为...     

The Impact of Violent Humor on Advertising Success: A Gender Perspective

Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach in American television advertising is the use of aggressive humor; a dramatic change in the way humor has historically been employed. This investigation examines two studies of the responses of men and women to violence in humorous advertising. The results of both studies reveal differences in the responses of men and women suggesting there may be a risk in coupling humor with high physical violence in ads targeted toward female audiences. The second study examines in a path model the role of perceived violations of social norms and perceived humor on the attitudes of men and women toward the ad and the brand. The poor response of women to more violence with humor ads is closely related to their perceived violations of social norms; for men, their more positive response to such ads is related to their perception of humor in the ads with humor and stronger violence.     

The Alien Past: Consumer Culture in Historical Perspective

The profound transformations in everyday life that have accompanied the advent of a global consumer culture have rendered the past as alien; our own ancestors occupied a realm as foreign as those we encounter when we travel. As virtually everything has become a commodity, modern values – labor-saving, convenience, cleanliness, fashion, and newness itself – have become primary considerations for purchasing. Those values were transmitted in the initial advertising for mass-produced consumer goods. They contributed to the altered relationships with our bodies and with the material world that accompanied the shift from production-driven to consumption-driven cultures. Historicizing these issues – understanding and embracing the concept of change over time – fosters the development of a critical perspective. That perspective is intrinsically complicated, since describing change in these arenas requires acknowledging that new ways have always coexisted with old.     

Consumer Purchasing in Foreign Countries: A Perceived Risk Perspective

Increases in tourism and international business mean more non-nationals will be consuming products in foreign countries. No study has yet examined their purchasing behaviour using a perceived risk framework. This article reports the results of an exploratory study of national and non-national consumers who rated loss types and risk relievers for 24 products. In general non-nationals perceived more risk in product purchase and considerably more psychosocial loss than nationals. They also rated all risk relievers as significantly more useful than nationals. For both groups brand loyalty was the most useful risk reliever while celebrity endorsement was the least useful.