Consumer Psychology Review最新文献

This article uses the Multidimensional Model of Racial Identity (MMRI) as a framework to broaden the current understanding of racial identity, structure our review of consumer psychological research on racial identity, and identify future research opportunities, thereby answering calls for efforts to foreground the perspectives of Black consumers and present frameworks that advance understanding of Black consumers. Building on the conceptualization of racial identity involving both the significance and meaning that individuals attribute to their membership within the Black racial group, we note that prior consumer psychological research has focused on the former while ignoring the latter. We identify opportunities to leverage aspects of the MMRI in future research on marketplace discrimination, marketplace stigma, and support for minority-owned businesses. We also highlight opportunities to better understand the impact of the meaning of racial identity.

People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand-self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

There are many ways consumers' morality has been shown to impact their marketplace behavior. We present a theoretical framework for how to conceive of and study marketplace morality in an attempt to unify these disparate findings. First, we describe two common conceptualizations of marketplace morality: (a) the attribute-level approach (where a product attribute fits within a category that is normatively considered moral) and (b) the person-level approach (where consumers differ in the extent to which they dispositionally value morality). We then introduce a third conceptualization: (c) the attitude-level approach (where consumers differ in the extent to which they see their relevant attitude as based in their morality). Through this approach, we demonstrate morality's predictive utility for consumers' marketplace behaviors and help explain why other research could have found mixed evidence for its influence. Moreover, we use this approach to illuminate four contexts in which consumers' morality is more likely to influence marketplace attitudes and thereby impact their behavior: when the consumer's attitude is emotional, value-relevant, identity-relevant, and/or conceived in a negative valence. We conclude with a discussion of some of the unique challenges to attitude moralization in the marketplace as well as implications for managers promoting morally positioned purchases.

Although it is well accepted that the self-concept includes numerous identities, the preponderance of past consumer identity research has explored one identity at a time and this focus has limited new insights into the interplay between identities. We integrate across research streams to propose a Multiple-Identity Network as a unifying framework to help inform and direct future research on multiple identities. This framework identifies three important areas of opportunity for research on multiple identities: (a) Identity Structure, (b) Identity Management, and (c) Identity Change processes that drive both structure and management.

Consumer Psychology Review (CPR) was launched in 2018 as an annual journal offering systematic reviews of scholarly advances in consumer psychology research. As the inaugural editor, L.J. Shrum brought together leading scholars to provide critical review articles exploring topics such as evolution and consumer psychology, the neuropsychology of consumer behavior and marketing, the influence of aging on consumer decision making, cross-cultural consumer psychology, social influence, and online word of mouth, among many others.

In service of these goals, we will publish comprehensive reviews that integrate and update important research domains, new perspectives or frameworks that advance basic research and theory, and discussions of new literatures and real-world phenomena that stimulate conceptual and empirical work in areas of growing interest. In all cases, the aim of CPR is to publish high impact reviews that offer insight into past research and serve as springboards for future research across diverse domains of interest.

During our term as co-editors, we will continue the CPR model of inviting authors (in consultation with the Scientific Advisory Committee) to contribute to annual issues of the journal. Here, in our first issue, we present the insights of leading thinkers on the topics of fluency, disclosure, identity, habits, inauthenticity, intentions, repeat consumption, taste perception, and the limits of preference prediction. We hope this compendium of papers serves as a guide for other scholars working on these topics, both in understanding prior research and in stimulating new breakthroughs in research to come.

As technological advances enable consumers to share more information in unprecedented ways, today's disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer disclosure: how (i.e., actively vs. passively) and between whom (i.e., consumers and/or firms) disclosure occurs. We begin by exploring the drivers of active disclosure occurring in both social and commercial contexts: characteristics of (a) the discloser, (b) the situation in which the disclosure occurs, (c) the information being disclosed, and (d) others. Second, we review the limited but growing research on passive disclosure by focusing on (a) inferences observers make based on passively shared information, and (b) expectations disclosers have regarding the use and collection of passively shared information. Because the current understanding of passive disclosure is limited, we also outline what we see as fruitful avenues of future research. We conclude by pointing out what we perceive as key managerial insights.

Recent technology advances (e.g., tracking and “AI”) have led to claims and concerns regarding the ability of marketers to anticipate and predict consumer preferences with great accuracy. Here, we consider the capabilities of both traditional techniques (e.g., conjoint analysis) and more recent tools (e.g., advanced machine learning methods) for predicting consumer choices. Our main conclusion is that for most of the more interesting consumer decisions, those that are “new” and non-habitual, prediction remains hard. In fact, in many cases, prediction has become harder due to the increasing influence of just-in-time information (user reviews, online recommendations, new options, etc.) at the point of decision that can neither be measured nor anticipated ex ante. Sophisticated methods and “big data” can in certain contexts improve predictions, but usually only slightly, and prediction remains very imprecise—so much so that it is often a waste of effort. We suggest marketers focus less on trying to predict consumer choices with great accuracy and more on how the information environment affects the choice of their products. We also discuss implications for consumers and policymakers.

Food has a daily impact on all consumers, requiring frequent evaluations and decisions pre-consumption, during, and post-consumption. Given the number of consumer interactions and the complexity of the food consumption process, researchers have increasingly studied food from both a sensory standpoint and cognitive standpoint. In this review, we create a framework for this existing research. Specifically, we discuss research addressing the key sensory drivers of taste perceptions and consumption, including all five senses: vision, olfaction, audition, haptic, and/or taste. We also identify key cognitive contextual drivers of taste perception and consumption within a marketing context, including social cues, atmospherics, branding, and advertising. Building from the extant literature, we generate and propose areas for future food-related research.

Theories of authenticity usually try to explain what leads consumers to see something as authentic. Here, we address the inverse question instead: What makes a brand, individual, or product seem inauthentic? This shift in focus reveals a distinct psychology that is more than just the absence or inverse of responses to authenticity. Whereas authenticity typically confers meaning and value, invoking inauthenticity typically implies the detection of a moral violation. Specifically, consumers judge an entity to be inauthentic if they perceive a mismatch between what that entity claims to be (e.g., a socially responsible apparel brand, 100% orange juice) and what it really is upon closer scrutiny. Such judgments give rise to a powerful, non-compensatory reactance we term inauthenticity aversion. We segment inauthenticity violations into three principle types: deceptions, ulterior motives, and adulterations. This conceptualization allows us to capture a wide variety of inauthenticity cases and outline psychological commonalities across them. It also helps to explain the powerful outrage consumers display at perceived inauthenticity and illuminates potential hazards in common marketing approaches.

Thinking is accompanied by metacognitive experiences of ease or difficulty. People draw on these experiences as a source of information that can complement or challenge the implications of declarative information. We conceptualize the operation of metacognitive experiences within the framework of feelings-as-information theory and review their implications for judgments relevant to consumer behavior, including popularity, trust, risk, truth, and beauty.