怀旧消费决策模型及其营销启示

怀旧是人的天性,是人们感时伤怀的一种情绪。消费者怀旧消费决策主要包括产生于转化两个环节。消费者怀旧情感从纵向视角来看分为两个层次:怀旧倾向与怀旧强度,对应两大产生机制:内化机制与唤起机制。怀旧情感通过品牌信任、品牌依恋和品牌承诺的中介,从而转化怀旧购买。这种怀旧情感的产生-转化模型可以为企业开展怀旧营销提供思路。     

A Model of the Consumer Decision to Seek Legal Redress

A model explaining why Oregon consumers took legal action in consumer disputes when state mediation failed is proposed and empirically tested with path analysis. Although the test shows that this model has a reasonable amount of external validity, a new, revised model is developed which fits the empirical results extremely well. This revised model emphasizes perceived effectiveness and access to court as especially important factors in determining whether a consumer takes legal action.     

Consumer Response to Telecommunications Deregulation: The Equal Access Decision

This paper examines consumer response to equal access-the choice of a primary long-distance carrier. A model is developed that suggests that those consumers who seek information to aid in decision making may acquire it either through search or experience. The paper reports results of a survey of consumers who recently made the equal access decision. Logit analysis identified search in other purchase decisions and age as two characteristics significantly related to the extent of prepurchase search.     

Consumer Decision Making on the Web: A Theoretical Analysis and Research Guidelines

Recent empirical data on online shopping suggests that consumers have the potential to make better quality decisions while shopping on the web. But whether such potential is being realized by most consumers is an unresolved matter. Hence, the purpose of this research is to understand how (1) certain features of electronic environments have a favorable effect on the abilities of consumers to make better decisions, and (2) identify information‐processing strategies that would enable consumers to make better quality decisions while shopping online. A cross‐disciplinary theoretical analysis based on constructs drawn from economics (e.g., time costs), computing (e.g., recommendation agents), and psychology (e.g., decision strategies) is conducted to identify factors that potentially influence decision quality in electronic environments. The research is important from a theoretical standpoint because it examines an important aspect of online consumer decision making, namely, the impact of the electronic environment on the capabilities of consumers. It is important from both a managerial and public policy standpoint because the ability of shoppers to make better quality decisions while shopping online is directly related to improving market efficiency and enhancing consumer welfare in electronic markets.     

Monroe Friedman: Consumer Boycotts: Effecting Change Through the Marketplace and the Media

Journal of Consumer Policy -     

The Hierarchy of Consumer Participation: Knowledge and Proficiency in Telecommunications Decision Making

This paper establishes a “hierarchy of consumer participation” that has striking parallels to the hierarchy of political involvement developed by Milbrath (1965, 1982). Analysis of consumer decision making required by the deregulation of telecommunications shows that independence of decision making, propensity to use sources of information, and propensity to influence others' decisions are highly interrelated. Four main types of consumers are identified: consumer influentials, active consumers, dependent consumers, and nondecision makers. The levels of consumer participation should be highly salient in defining targets and programs for consumer research, education, protection, and policymaking.     

Fairness and Consumer Decision Making under the Unfair Commercial Practices Directive

This article analyses the unfairness concept from the Unfair Commercial Practices Directive (UCPD). It considers why the nature and level of protection is particularly important given the range of coverage of the regime and the Europeanisation agenda. It argues that the UCPD concept provides the potential for a relatively protective approach to consumer decision making. At the same time, it emphasizes that realisation of this potential is partly dependent on recognizing the limits of transparency as a protective tool and in understanding the “professional diligence” and “average consumer” concepts in particular ways. It is further suggested that the protective potential of the regime is not necessarily undermined by the “average consumer” concept or by the “informed decision-making” paradigm of the general unfairness clause. Indeed, the general clause may be capable of extending the protective effects to some extent. Finally, it is suggested that regulators may have a key role to play in maximizing both the level of protection and the prospects for a genuinely common European approach.     

Linking Sources of Consumer Confusion to Decision Satisfaction: The Role of Choice Goals

Previous empirical research on the relationship between consumer confusion and customer satisfaction has largely neglected the role of choice goals. In a context of technologically complex products, the authors analyze the effect of selected choice goals on the consumer confusion‐decision satisfaction link. The empirical findings, which are based on a field study of smart phone users, show that different sources of confusion have distinctive effects on choice goals, which in turn influence decision satisfaction. For example, while confusion caused by ambiguous information and choice overload is found to reduce choice confidence, perceived attribute similarity between products or brands increases choice confidence. Among the choice goals, evaluation costs and negative affect are found to increase decision satisfaction. The findings have important implications for marketers and consumer policymakers in terms of marketing communication and customer satisfaction.     

Healthcare Ethics: A Patient-Centered Decision Model

A common financial model used in business decisions is the cost/benefit comparison. The costs of a proposed project are compared with the benefits, and if the benefits outweigh the costs, the project is accepted; if the costs exceed the benefits, the project is rejected. This model is applicable when tangible costs and benefits can be reasonably measured in monetary units. However, it is difficult to consider intangible factors in this model because intangible factors cannot be readily quantified in money. While some might argue that the financial model should not apply to healthcare decisions, the fact is that costs do enter into the picture. People may decide to forego needed healthcare because they cannot afford it. Healthcare providers may make choices based in part on the costs of diagnosis and treatment, rather than solely on medical information and what is best for the patient. Should financial issues enter into healthcare decisions – decisions about human health and well being? If so, how should the costs and benefits be measured and evaluated? What are some ethical issues and dilemmas involved in such decisions? This paper addresses ethical dilemmas and financial issues in healthcare. A healthcare decision model, which considers medical information, financial information, as well as ethical and other intangible factors, is proposed.     

Toward Consumer Efficiency: A Model for Improved Buymanship

This paper suggests that changes in the economic, marketing, and social environments call for alternative approaches to the traditional models of buymanship. The authors propose a shopping model that incorporates four main tenets: (1) search is conceived as a continuous process; (2) consumers take advantage of retail price competition at one point in time and over time; (3) an acceptable set of brands and stores is integral to purchase decisions; and (4) low price on an acceptable brand triggers purchase. Implications for consumer buying, research, and consumer education are identified.     

Consumer Class Actions: Are They a Solution for Enforcing Consumer Rights? The Israeli Model

Class actions were introduced into the Israeli legal system in order to overcome the difficulties in the enforcement of consumer laws. Despite extensive consumer legislation during the 1980s, consumer laws were not enforced until the mid 1990s. Only since the incorporation of class action procedures in the Consumer Protection Law in 1994 have consumer actions become more common. The introduction of class actions under the Consumer Protection Law (CPL) led to a revival of consumer protection law. As a result, legal discourse in the field of consumer law has completely changed. Nonetheless, even after 1994 more than 90% of class action applications were dismissed at the early stages. This paper analyses the reasons for the poor results of this procedure, and suggests reform by amending the CPL. The conclusion presented in this paper is that consumer class actions have great potential, but that their correct implementation depends on a better understanding of the purpose of consumer legislation.     

Aiding Decision Making to Reduce the Impacts of Climate Change

Utilizing theory and empirical insights from psychology and behavioural economics, this paper examines individuals’ cognitive and motivational barriers to adopting climate change adaptation and mitigation measures that increase consumer welfare. We explore various strategies that take into account the simplified decision-making processes used by individuals and resulting biases. We make these points by working through two examples: (1) investments in energy efficiency products and new technology and (2) adaptation measures to reduce property damage from future floods and hurricanes. In both cases there is a reluctance to undertake these measures due to high and certain upfront costs, delayed and probabilistic benefits, and behavioural biases related to this asymmetry. The use of choice architecture through framing and the use of default options coupled with short-term incentives and long-term contracts can encourage greater investment in these measures.     

It Is Time to Change How We Think about Electricity: Getting the Consumer Involved

The electricity supply industry operated for over a hundred years under a regulatory framework that viewed our economic welfare as directly linked to our increasing consumption of electricity. The public utility under its obligation to serve customers designed a system to meet the growing consumption needs of the public. Today both our attitude toward energy and our technological capabilities allow the consumer to play their proper role as informed customers. The consumer can now deploy conservation technologies, and state regulators have begun to modify the form of regulation employed policies that enable conservation and energy efficiency choices on the consumers' part. This article examines the history of this transformation in the consumers' role within the electric system and the implications this has for the evolution in regulatory policy that is now harnessing the power of consumer involvement and breaking the link between profits and sales.     

Softening the Blow: Company Self-Disclosure of Negative Information Lessens Damaging Effects on Consumer Judgment and Decision Making

Is self-disclosure of negative information a viable strategy for a company to lessen the damage done to consumer responses? Three experiments assessed whether self-disclosing negative information in itself lessened the damaging impact of this information compared to third-party disclosure of the same information. Results indicated that mere self-disclosure of a negative event positively affected consumers’ choice behavior, perceived company trustworthiness, and company evaluations compared to third-party disclosure. The effectiveness of the self-disclosure strategy was moderated by the initial reputation of a company, such that its impact was only observed for companies that had a poor reputation at the outset. For them, self-disclosure considerably lessened the impact of negative information compared to third-party disclosure. For companies that enjoyed a positive reputation, type of disclosure did not affect consumer responses. Mediation analysis showed that perceptions of company trustworthiness underlie the effects of the self-disclosure strategy on consumer judgment.     

Age,Perceived Risk and Satisfaction in Consumer Decision Making: A Review and Extension

This paper presents results from an empirical study (n=230) of age groups and risk, concluding that popular assumptions about differences between age groups need to be challenged. We draw on the literature noting the lack of consensus and relative paucity of empirical studies in high involvement purchases. Our analysis defines the issues associated with age and the impact of defining age groups on our understanding of risk and its reduction. The results show that age differences are associated with specific risk factors and that the relationship of age and behaviour is not always linear. Whilst most marketing practitioners tend to see the older groups as separate and different, we found little evidence to support this simplistic view, and we highlight the need for more sophisticated age-based segmentation.     

The Baltic Model for the Settlement of Individual Consumer Disputes

The aim of this study is to assess the possibilities consumers in the Baltic countries have to fulfil their rights in individual consumer disputes by using different forms of alternative dispute resolution. Special attention will be paid to the relation between the existing alternative dispute resolution (ADR) systems and the European Commission's Recommendation 1998 on ADR. The main finding is that in all three countries individual disputes are settled by the same consumer authorities which are also protecting consumers' collective interests. The system resembles in many respects the Nordic model but there are some significant differences. These differences give good reason to speak about the "Baltic model," which differs from all systems existing in the EC Member States. The most remarkable difference is the right to impose administrative sanctions if a trader refuses to comply with a decision which a consumer authority has made with respect to an individual consumer dispute. The basic structure of the Baltic model does not clash with the principles of the EC Recommendation on ADR adopted in 1998. On the contrary, in practice the Baltic model gives better guarantees for consumer access to justice in individual disputes than many systems used in the Member States.     

Consumer Perspectives on Brand Extension Effects in Mexico: An Empirical Analysis of Buying Decision Patterns

ABSTRACT

Brands are successful because people prefer them to ordinary products. In addition to the psychological factors, brands give consumers the means whereby they can make choices and judgments. The secret to successful branding is to influence the way consumers perceive the company or product, and brands can affect the minds of customers by appealing to acquired and analyzed information. The inflow and outflow of information about brands through inter-personal communication may act as a device for coordinating consumers' expectations resulting from the purchasing decisions of other consumers in markets with consumption externalities. The belief that individual differences or choice behavior in brand preference are caused by personality differences has not always been supported by empirical research.

RESUMEN. Las marcas son exitosas porque las personas se inclinan a preferirlas a los productos comunes. Además de los factores psicológicos, las marcas también brindan a los consumidores los medios necesarios que les permiten tomar decisiones y hacer juicios. El secreto de las marcas exitosas consiste en el hecho de que ellas influyen sobre la forma en que los consumidores perciben a la compañía o producto, afectando la mente de los consumidores y atrayéndolos a una información adquirida y analizada. El flujo de información sobre las marcas en ambas direcciones en una comunicación interpersonal, puede actuar como un dispositivo para coordinar las expectativas de los consumidores en base a la decisión de compra de otros consumidores en mercados con externalidades de consumo. La creencia de que las diferencias o gustos individuales respecto a la preferencia de las marcas son causados por diferencias en la personalidad, es algo que la investigación empírica no consigue confirmar siempre.

RESUMO. Marcas são bem sucedidas porque as pessoas as preferem aos produtos comuns. Além dos fatores psicológicos, as marcas fornecem aos consumidores os meios por intermédio dos quais podem fazer escolhas e emitir julgamentos. O segredo para uma política de marcas bem sucedida é influenciar a maneira como os consumidores percebem a empresa ou o produto, e as marcas podem afetar a mente dos consumidores lançando mão de informaç[otilde]es adquiridas e analisadas. O fluxo de entrada e saída de informação sobre marcas, gerado pela comunicação interpessoal, pode atuar como um instrumento para coordenar expectativas de consumidores resultantes das decis[otilde]es de compra de outros consumidores em mercados com externalidades de consumo. A crença de que as diferenças individuais ou o comportamento de escolha na preferência pela marca são causados por diferenças de personalidade não tem sempre sido corroborada pela pesquisa empírica.     

An empirical assessment of the Consumer Agency Model: Evidence from India and China

Abstract

This research empirically validates the Consumer Agency Model which illustrates consumer reactions to the introduction of new Western products to emerging markets. This study represents the first quantitative effort to test the framework in a comparative field study of consumer attitudes towards a franchised business in the two largest emerging markets globally, China and India. It builds on the original model with McDonald’s as the prototypical representative of the Western franchise industry. The analysis confirms existence of the Consumer Agency Model with remarkable similarity in both countries. Implications for franchise companies as they target the two investigated markets are provided.     

消费特征变化引领消费品市场发展新格局

消费品市场发展与居民消费特征变化的关联度，随着市场经济的发展和人们消费水平的提高而不断提高。在全面建设小康社会的新阶段，居民消费呈现出一系列新的消费特征。在居民消费结构优化和升级步伐加快，新的消费特征日益凸现的大背景下，消费品市场有许多不适应之处。消费特征变化呼唤新型消费品市场的发展壮大。