Micro-level product-market dynamics: Shared knowledge and its relationship to market development

This work draws on consumer and psychology research to explain sociocognitive aspects of product-market dynamics at a higher level of specificity than prior research. The authors extend the field’s understanding of market-shaping shared knowledge through a theory-informed discussion of how shared product knowledge comes to exist and how it changes as product markets develop. They define shared knowledge as the aspects of product representations that are common across the minds of market actors, making it possible for them to understand one another. The authors also discuss ways to track shared knowledge content that is expressed in market narratives. As the characteristics of shared knowledge are explained and linked to stages of product-market development, the authors develop a set of researchable propositions to guide future research. The theoretical arguments and propositions in this article complement extant marketing strategy research by integrating individual-level consumer theory with market evolution models. José Antonio Rosa (jose.rosa@case.edu; Ph.D., University of Michigan) is an assistant professor of marketing at Case Western Reserve University. His research interests include product markets as sociocognitive phenomena, embodied knowledge in consumer and managerial sensemaking, consumer illiteracy and coping, commitment and motivation among members of network marketing organizations, and buying group satisfaction. His research has been published in marketing and management publications, including theJournal of Marketing and theAcademy of Management Journal. Before entering academia, he worked in the automotive and information systems industries. Jelena Spanjol (jspanjol@tamu.edu; Ph.D., University of Illinois) is an assistant professor of marketing at Texas A&M University. Her research interests include product market dynamics, product portfolio management, innovation, sensemaking, and organizational and managerial cognition in marketing strategy. Her research has been published in marketing and management publications, including theJournal of Marketing and several book chapters. Before academia, she worked in the scientific software industry.     

善因营销中的消费者感知和反应研究

善因营销是企业履行社会责任的重要战略形式，因兼顾企业、消费者、非营利组织、社会等多方利益而广受关注。消费者对企业及其善因营销行为的感知和反应是善因营销战略能否成功的关键。但影响感知和反应的因素错综复杂，包含了资助时间、规模、事项类型、企业声誉及消费者个性等不同方面。不同的企业应该区别对待。     

The contribution of implicit cognition to the Theory of Reasoned Action Model: a study of food preferences

Abstract

Attitudes are at the heart of the Theory of Reasoned Action (TRA), but problems in defining and measuring attitudes have contributed to typically low ability to predict behaviour. This article investigates the impact of potential disjuncture between evaluations that an individual externally verbalises (explicit attitudes), and evaluations that are internally held and may exist outside of conscious awareness (implicit attitudes), on the predictive ability of TRA. We study consumers’ attitudes towards eating healthy food and subsequent behaviour in a context of socially consensual behaviour. An Implicit Association Test (IAT) is used to measure implicit attitudes, and these scores are contrasted with self-reported explicit attitude scores. Ninety one participants took part in the study. We found, surprisingly, that implicit attitude has no significant effect on behavioural intention. However, a disjuncture between an individual’s implicit and explicit attitudes, reflecting internal psychological conflict, affected behaviour.     

Does the locomotion technique matter in an immersive virtual store environment? – Comparing motion-tracked walking and instant teleportation

Immersive virtual reality shopping environments may use a variety of locomotion techniques. Currently the most prominent are instant teleportation and motion-tracked walking. Motion-tracked walking more closely mimics natural shopping behaviour as it allows a shopper to physically walk through the virtual store; however, it requires a larger space and has design and cost implications. Instant teleportation is likely to be cheaper and to enable larger store formats; yet it is unknown whether the choice of instant teleportation results in different in-store behaviour by shoppers. Our research examines whether instant teleportation provides a feasible design alternative to motion-tracked walking by determining whether it does result in altered shopper behaviour. Using a split sample experiment in a purpose-built immersive VR convenience store, we compare shoppers’ emotional states (engagement, excitement and stress, measured through electroencephalography), purchase behaviour metrics, and store coverage (represented by heat maps) between motion-tracked walking and instant teleportation locomotion techniques. Results demonstrate that the absence of physical walking had no impact on emotional states or the investigated shopping outcomes. While instant teleportation led to some skipped shelf sections, there was no impact observed on the number of unplanned purchases. To the extent that the naturalism of immersive VR relies on proprioceptive engagement or embodied cognition, this appears to be adequately supported by upper body movements that do not require physical walking. These findings provide fresh insights for the design of Virtual Reality shopping environments for market research or future online-retailing platforms.     

Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective

This study examines how mannequins' physical conditions of display height and distance are related to consumers’ shopping motivations in generating mental simulation resulting in purchase intention. A 2 × 2 x 2 between-subjects lab experiment (n = 249) was conducted to address this question. The results reveal a significant three-way interaction effect of display height, distance, and shopping motivation. Specifically, it is found that for those with a dominant hedonic shopping motivation, a mannequin displayed up high generates greater mental simulation than one displayed down low, but for those with a dominant utilitarian shopping motivation, a mannequin displayed high and close to consumers generates greater mental simulation than one displayed low and close to them. This study also reveals that mental simulation mediates the influence of the interaction effect of “display height x distance,” moderated by shopping motivation, on purchase intention. Important theoretical and practical implications for retail managers are discussed.     

How group efficacy mediates the relationship between group affect and identification

This study examines the mediating role of group efficacy on the relationship between group affect and group identification by integrating the collective cognition process. Using a sample of forty-seven work groups in Study 1, the results show that group efficacy fully mediates the relationship between positive and negative group affect and group identification. Study 2 applies a two-wave panel design to verify the impact of group efficacy on group identification. The results of Study 2 indicate that group efficacy relates positively to the development of group identification. The implications for theory and practice are discussed.     

基于结构方程模型的集聚农户共生认知及影响因素分析:以重庆市为例

研究目的:探讨对集聚农户共生、集聚区土地利用率提高的影响因素,为提升农户共生的认知水平、优化农户共生关系及促进资源的节约集约利用提供有效路径及理论指导。研究方法:参与式农户调查,结构方程模型。研究结果:(1)户主自身特征、农户家庭特征、集聚共生效益特征及外部环境与政策特征这4类外源潜变量对农户共生认知产生重要影响且影响程度大小不同,其中,集聚共生效益特征的影响最为显著,外部环境与政策特征、户主自身特征和农户家庭特征的影响依次减弱;(2)是否为干部、对原集聚模式的满意度、是否促进农户生产生活条件和政府对集聚区的补贴力度分别对这4类外源潜变量具有较好的解释能力。研究结论:显化农户共生效益、增强"精英"农户及村干部的正向引导、提升农户成员受教育水平、培养农户"共生共荣"理念等是深化农户共生关系,促进和谐乡村人居环境建设的重要路径。     

Toward an Integrated Model of Purchase Intention of Dietary Supplements in Sexually Oriented Advertising

This study was designed to examine antecedent factors that yielded a model of purchase intention of dietary supplements in sexually oriented advertising. Results suggested that sexual cognition, gender difference, individual attitude toward advertisements, and product involvement were yielded as key predictors toward people's purchase intention of dietary supplements. However, sexually oriented advertising did not considerably increase their purchase intention. A regression analysis also loaded sexual cognition and product involvement as two key determinants in the model of purchase intention of dietary supplements. Moreover, people with a more positive level of sexual cognition significantly resulted in their higher degree of purchase intention of dietary supplements.     

年轻高管与企业股价崩盘风险：来自“代理冲突观”的证据*

在企业纷纷实施高管年轻化战略的背景下，本文从股价崩盘风险的视角分析和检验了年轻高管风险偏好的经济后果及其作用机理。本文基于“个体认知观”和“代理冲突观”展开理论推演，采用中国沪深A股非金融上市公司的数据，检验发现，年轻高管会显著加剧企业未来的股价崩盘风险，且这种影响主要存在于民营企业，在国有企业并不显著。进一步针对具体作用机制的检验发现，年轻高管在投资决策中选择了更多能迅速提升个人收益的风险性投资项目，但在不能迅速提升个人收益的风险性投资项目上与年长高管没有显著差异。同时，年轻高管对股价崩盘风险的加剧效应仅仅存在于高管在上市公司领取薪酬的样本企业，且更高的独立董事比例能显著抑制年轻高管的股价崩盘风险加剧效应。这表明，年轻高管个体认知层面的风险偏好被其追求个人私利最大化的代理冲突所扭曲，进而为年轻高管风险偏好的“代理冲突观”提供了实证证据。     

The Relationships Amongst Emotional Experience,Cognition, and Behavioural Intention in Battlefield Tourism

The objective of this study was to identify the hypothesized relationships amongst emotional experience, cognition, and behavioural intention in battlefield tourism. A face-to-face questionnaire survey was administered and 655 valid questionnaires were collected at heritage site related to the Sino-French War in Keelung, Taiwan. The results revealed significant positive relationships between emotional experience and cognition as well as between cognition and behavioural intention. Structural equation modelling verified that cognition fully mediated the effects of emotional experience on behavioural intention. Moreover, this study suggests that cognition may be an accurate predictor of behavioural intention, particularly in regard to battlefield tourism.