Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.
{"title":"The Effect of Pursuing Self-Regulatory Goals on Variety Seeking","authors":"Hoori Rafieian, Yanliu Huang, B. Kahn","doi":"10.1093/jcr/ucad044","DOIUrl":"https://doi.org/10.1093/jcr/ucad044","url":null,"abstract":"\u0000 Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46094357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Kushagra Bhatnagar, Jack S. Tillotson, S. Toyoki, B. Laker
Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements existing research by investigating a group of lactose-intolerant consumers who must learn to transition to a new consumption repertoire because of socially embarrassing symptoms. Consumers must engage in high-risk, unguided, experiential learning pathways in a less than sympathetic frontstage, without the support of a cooperative community or a well-developed vocabulary, and while grappling with an impaired and unruly body in a dynamic marketplace. The findings demonstrate that consumers adapt to this hostile learning environment by surfing between different consumption repertoires in a fluid, impermanent manner.
{"title":"Learning to Live with an Unruly Consuming Body","authors":"Kushagra Bhatnagar, Jack S. Tillotson, S. Toyoki, B. Laker","doi":"10.1093/jcr/ucad041","DOIUrl":"https://doi.org/10.1093/jcr/ucad041","url":null,"abstract":"\u0000 Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements existing research by investigating a group of lactose-intolerant consumers who must learn to transition to a new consumption repertoire because of socially embarrassing symptoms. Consumers must engage in high-risk, unguided, experiential learning pathways in a less than sympathetic frontstage, without the support of a cooperative community or a well-developed vocabulary, and while grappling with an impaired and unruly body in a dynamic marketplace. The findings demonstrate that consumers adapt to this hostile learning environment by surfing between different consumption repertoires in a fluid, impermanent manner.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48479914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In recent decades, U.S. gun rights lobbying groups, politicians, courts, and market actors have sought to responsibilize U.S. consumers to use firearms to address the societal problem of crime. These efforts center an interpretation of the constitutional right to keep and bear arms guaranteed by the Second Amendment as an entitlement for individuals to practice armed self-defense. Using interview and online discussion data, this research investigates consumers’ responses to responsibilization for this morally fraught set of behaviors, and the role of consumers’ various understandings of the right to bear arms in these responses. Findings show that consumers consider multiple, specific armed protection scenarios and accept responsibilization in only a portion of these scenarios while rejecting it for the remainder. Acceptance is determined by their appraisals of the morality of consumer responsibilization subprocesses. Consumers’ understanding of the constitutional right serves as a heuristic in these appraisals, with some understandings leading consumers to accept responsibilization across a much larger proportion of scenarios than others. Contributions include illustrating response to consumer responsibilization as a proportionality; illuminating consumers’ active role in appraising responsibilizing efforts; and demonstrating how some consumers come to understand a responsibilized behavior as a moral entitlement.
{"title":"Morality Appraisals in Consumer Responsibilization","authors":"Michelle Barnhart, A. Huff, Inara K. Scott","doi":"10.1093/jcr/ucad032","DOIUrl":"https://doi.org/10.1093/jcr/ucad032","url":null,"abstract":"\u0000 In recent decades, U.S. gun rights lobbying groups, politicians, courts, and market actors have sought to responsibilize U.S. consumers to use firearms to address the societal problem of crime. These efforts center an interpretation of the constitutional right to keep and bear arms guaranteed by the Second Amendment as an entitlement for individuals to practice armed self-defense. Using interview and online discussion data, this research investigates consumers’ responses to responsibilization for this morally fraught set of behaviors, and the role of consumers’ various understandings of the right to bear arms in these responses. Findings show that consumers consider multiple, specific armed protection scenarios and accept responsibilization in only a portion of these scenarios while rejecting it for the remainder. Acceptance is determined by their appraisals of the morality of consumer responsibilization subprocesses. Consumers’ understanding of the constitutional right serves as a heuristic in these appraisals, with some understandings leading consumers to accept responsibilization across a much larger proportion of scenarios than others. Contributions include illustrating response to consumer responsibilization as a proportionality; illuminating consumers’ active role in appraising responsibilizing efforts; and demonstrating how some consumers come to understand a responsibilized behavior as a moral entitlement.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45138900","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the fight for legitimacy, understanding the rules of status games is critical. This idea holds true in the wedding marketplace. However, when legalization of marriage for same-sex couples disrupted the binary wedding script, the rules of the game became less clear to consumers. Couples sometimes found their gendered bodies, roles, and expressions were out of sync with the evolving script of a destabilized wedding field, thus raising legitimacy questions. This situation is defined as hysteresis—meaning delays in the realignment between habitus and the field. Hysteresis results in consumers’ disorientation about what forms of capital are valued as well as perceived absences of materials or recognition from the market. This study investigates consumers’ attempts to mobilize gendered capital to resolve hysteresis through realignment of habitus and the script. Grounded in a Bourdieuian field-level analysis of depth interviews with 30 same-sex couples and ethnographic observation in the wedding field, four consumption alignment strategies are identified that consumers leverage to address hysteresis: confronting, masking, collaborating, and experimenting. Consumers’ variations in gendered capital explain which consumption alignment strategies they use, with different possibilities for updating habitus and expanding the script. Throughout this process, consumers’ moral judgments hinder this pursuit.
{"title":"When Fields Are Destabilized: Mobilizing Gendered Capital to Resolve Hysteresis","authors":"Sunaina R. Velagaleti, Amber M. Epp","doi":"10.1093/jcr/ucad038","DOIUrl":"https://doi.org/10.1093/jcr/ucad038","url":null,"abstract":"\u0000 In the fight for legitimacy, understanding the rules of status games is critical. This idea holds true in the wedding marketplace. However, when legalization of marriage for same-sex couples disrupted the binary wedding script, the rules of the game became less clear to consumers. Couples sometimes found their gendered bodies, roles, and expressions were out of sync with the evolving script of a destabilized wedding field, thus raising legitimacy questions. This situation is defined as hysteresis—meaning delays in the realignment between habitus and the field. Hysteresis results in consumers’ disorientation about what forms of capital are valued as well as perceived absences of materials or recognition from the market. This study investigates consumers’ attempts to mobilize gendered capital to resolve hysteresis through realignment of habitus and the script. Grounded in a Bourdieuian field-level analysis of depth interviews with 30 same-sex couples and ethnographic observation in the wedding field, four consumption alignment strategies are identified that consumers leverage to address hysteresis: confronting, masking, collaborating, and experimenting. Consumers’ variations in gendered capital explain which consumption alignment strategies they use, with different possibilities for updating habitus and expanding the script. Throughout this process, consumers’ moral judgments hinder this pursuit.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44521933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Expression of Concern: Super Size Me: Product Size as a Signal of Status","authors":"","doi":"10.1093/jcr/ucad037","DOIUrl":"https://doi.org/10.1093/jcr/ucad037","url":null,"abstract":"","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135270083","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Expression of Concern: Dynamics of Communicator and Audience Power: The Persuasiveness of Competence versus Warmth","authors":"","doi":"10.1093/jcr/ucad036","DOIUrl":"https://doi.org/10.1093/jcr/ucad036","url":null,"abstract":"","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135269852","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Cosmopolitanism is often cast as an elite cultural orientation and as a privileged disposition to an increasingly globalized marketplace, instigated by, and lived through, mobility. But how does cosmopolitanism evolve among consumers at intersectional subordinate positions of power? This article analyses the emergence of cosmopolitanism through a 9-year longitudinal extended case study of female migrants with low levels of resources. Through the deployment of a Bourdieusian framework cosmopolitanism is theorized to evolve through processes set in motion by the experience of mismatch and subsequent alignment between new social contexts and existing socialized dispositions (hysteresis). The experience of hysteresis caused by mobility can lead to a habitus with traits of cosmopolitanism. The emergence of a cosmopolitan habitus can result in a sense of emancipation, but it also engenders new subordinate positions within intersectional systems of power. The outcome of this process is labelled Dominated Cosmopolitanism, representing a more nuanced version of cosmopolitanism that incorporates various systems of power. The analysis has implications for acculturation studies in consumption contexts characterized by low resource endowments and provides new insights into the processual nature of the constitution of social systems of power.
{"title":"Dominated Cosmopolitanism: Consumer Habitus Dynamics among Low-Resource Migrants","authors":"Zuzana Chytková, Dannie Kjeldgaard","doi":"10.1093/jcr/ucad035","DOIUrl":"https://doi.org/10.1093/jcr/ucad035","url":null,"abstract":"\u0000 Cosmopolitanism is often cast as an elite cultural orientation and as a privileged disposition to an increasingly globalized marketplace, instigated by, and lived through, mobility. But how does cosmopolitanism evolve among consumers at intersectional subordinate positions of power? This article analyses the emergence of cosmopolitanism through a 9-year longitudinal extended case study of female migrants with low levels of resources. Through the deployment of a Bourdieusian framework cosmopolitanism is theorized to evolve through processes set in motion by the experience of mismatch and subsequent alignment between new social contexts and existing socialized dispositions (hysteresis). The experience of hysteresis caused by mobility can lead to a habitus with traits of cosmopolitanism. The emergence of a cosmopolitan habitus can result in a sense of emancipation, but it also engenders new subordinate positions within intersectional systems of power. The outcome of this process is labelled Dominated Cosmopolitanism, representing a more nuanced version of cosmopolitanism that incorporates various systems of power. The analysis has implications for acculturation studies in consumption contexts characterized by low resource endowments and provides new insights into the processual nature of the constitution of social systems of power.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46391605","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan’s individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e., more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable.
{"title":"Intel Inside: The Linguistic Properties of Effective Slogans","authors":"Brady T Hodges, Zachary Estes, Caleb Warren","doi":"10.1093/jcr/ucad034","DOIUrl":"https://doi.org/10.1093/jcr/ucad034","url":null,"abstract":"Abstract How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan’s individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e., more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136216140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Call for Nominations: Editor in Chief","authors":"","doi":"10.1093/jcr/ucad026","DOIUrl":"https://doi.org/10.1093/jcr/ucad026","url":null,"abstract":"","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134988422","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Correction to: The Upscaling Effect: How the Decision Context Influences Tradeoffs between Desirability and Feasibility","authors":"","doi":"10.1093/jcr/ucad031","DOIUrl":"https://doi.org/10.1093/jcr/ucad031","url":null,"abstract":"","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2023-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49095845","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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