Over the last half-century, consumer research has often depicted scarcity as a dominant factor increasing price. But should we assume that scarcity’s upward pressure on price remains intact, in a world where novel forms of digital products proliferate? In this article, we propose that blockchain-encrypted digital goods, in particular, non-fungible tokens (NFTs), offer good reason to revisit this assumption. In this context, we argue and find that social value can outweigh intrinsic value as a determinant of willingness-to-pay. As a result, when scarcity threatens access to high levels of social value, its effect on price can be negative rather than positive—an inversion of a pattern typically observed for offline collectibles. Secondary data taken from the NFT platform Opensea and a set of experimental studies support this social value-based lens. Given these findings, we propose a research agenda to ground future work in this area. We also suggest that NFTs offer a laboratory in which past theories related to social value, scarcity, and price can be reconsidered and future theories developed, hopefully allowing consumer researchers to lead knowledge development in these domains over the next 50 years.
{"title":"Beyond Scarcity: A Social Value-Based Lens for NFT Pricing","authors":"R. Hofstetter, M. P. Fritze, Cait Lamberton","doi":"10.1093/jcr/ucad082","DOIUrl":"https://doi.org/10.1093/jcr/ucad082","url":null,"abstract":"\u0000 Over the last half-century, consumer research has often depicted scarcity as a dominant factor increasing price. But should we assume that scarcity’s upward pressure on price remains intact, in a world where novel forms of digital products proliferate? In this article, we propose that blockchain-encrypted digital goods, in particular, non-fungible tokens (NFTs), offer good reason to revisit this assumption. In this context, we argue and find that social value can outweigh intrinsic value as a determinant of willingness-to-pay. As a result, when scarcity threatens access to high levels of social value, its effect on price can be negative rather than positive—an inversion of a pattern typically observed for offline collectibles. Secondary data taken from the NFT platform Opensea and a set of experimental studies support this social value-based lens. Given these findings, we propose a research agenda to ground future work in this area. We also suggest that NFTs offer a laboratory in which past theories related to social value, scarcity, and price can be reconsidered and future theories developed, hopefully allowing consumer researchers to lead knowledge development in these domains over the next 50 years.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140973342","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}
Christilene du Plessis, Serena D'Hooge, Steven Sweldens
The continuous trinity model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations and strategic recommendations for managing brand partnerships. For policymakers, the CTM offers guidance on types of advertisements requiring closer scrutiny.
{"title":"The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes","authors":"Christilene du Plessis, Serena D'Hooge, Steven Sweldens","doi":"10.1093/jcr/ucad046","DOIUrl":"https://doi.org/10.1093/jcr/ucad046","url":null,"abstract":"\u0000 The continuous trinity model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations and strategic recommendations for managing brand partnerships. For policymakers, the CTM offers guidance on types of advertisements requiring closer scrutiny.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140975967","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}
This article reflects on the study of consumer-related emerging topics in the Journal of Consumer Research (JCR) and looks ahead to consider what the next generation of emergent issues might be that capture consumer researchers’ attention and interest. Drawing on conversations with eminent scholars who have made major contributions to JCR by introducing emerging topics to our literature, the author (i) provides a commentary of past approaches to researching novel emerging topics, (ii) suggests some domains from which new emerging topics for consumer research can be sourced, such as new digital technologies (e.g., artificial intelligence) and major societal challenges (e.g., climate change, sustainability, and health), and (iii) offers guidance on how to approach research on important emerging topics.
{"title":"Keeping Up and Staying Fresh: Reflections on Studying Emerging Topics in Consumer Research","authors":"Andrew T Stephen","doi":"10.1093/jcr/ucae014","DOIUrl":"https://doi.org/10.1093/jcr/ucae014","url":null,"abstract":"\u0000 This article reflects on the study of consumer-related emerging topics in the Journal of Consumer Research (JCR) and looks ahead to consider what the next generation of emergent issues might be that capture consumer researchers’ attention and interest. Drawing on conversations with eminent scholars who have made major contributions to JCR by introducing emerging topics to our literature, the author (i) provides a commentary of past approaches to researching novel emerging topics, (ii) suggests some domains from which new emerging topics for consumer research can be sourced, such as new digital technologies (e.g., artificial intelligence) and major societal challenges (e.g., climate change, sustainability, and health), and (iii) offers guidance on how to approach research on important emerging topics.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140972811","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}
Ioannis Evangelidis, Sudeep Bhatia, Jonathan Levav, Itamar Simonson
Over the past 50 years, consumer researchers have presented extensive evidence that consumer preference can be swayed by the decision context, particularly the configuration of the choice set. Importantly, behavioral research on context effects has inspired prominent quantitative research on multialternative decision-making published in leading psychology, management, economics, and general interest journals. While both streams of research seem to agree that context effects are an important research area, there has been relatively limited interaction, communication, and collaboration between the two research camps. In this article, we seek to initiate an active dialogue between the two sides. We begin by providing a critical overview of the two literatures on context effects, discussing both their strengths and weaknesses, as well as disparities and complementarities. Here, we place particular emphasis on deepening consumer researchers’ understanding of context effects by drawing on prominent quantitative research published in non-marketing journals over the last decades. Importantly, we provide a roadmap for the future that can inspire further research and potential collaborations between the two camps, overcoming silos in knowledge creation.
{"title":"50 Years of Context Effects: Merging the Behavioral and Quantitative Perspectives","authors":"Ioannis Evangelidis, Sudeep Bhatia, Jonathan Levav, Itamar Simonson","doi":"10.1093/jcr/ucad028","DOIUrl":"https://doi.org/10.1093/jcr/ucad028","url":null,"abstract":"\u0000 Over the past 50 years, consumer researchers have presented extensive evidence that consumer preference can be swayed by the decision context, particularly the configuration of the choice set. Importantly, behavioral research on context effects has inspired prominent quantitative research on multialternative decision-making published in leading psychology, management, economics, and general interest journals. While both streams of research seem to agree that context effects are an important research area, there has been relatively limited interaction, communication, and collaboration between the two research camps. In this article, we seek to initiate an active dialogue between the two sides. We begin by providing a critical overview of the two literatures on context effects, discussing both their strengths and weaknesses, as well as disparities and complementarities. Here, we place particular emphasis on deepening consumer researchers’ understanding of context effects by drawing on prominent quantitative research published in non-marketing journals over the last decades. Importantly, we provide a roadmap for the future that can inspire further research and potential collaborations between the two camps, overcoming silos in knowledge creation.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140975517","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}
Martin Mende, Abhishek Borah, Maura L. Scott, Lisa E. Bolton, Leonard Lee
With its 2030 Agenda for Sustainable Development, the United Nations (UN) developed 17 Sustainable Development Goals (SDGs) as a “blueprint for peace and prosperity for people and the planet.” This initiative raises the question: how has the Journal of Consumer Research (JCR) shed light on the SDGs? This research analyzes 50 years of consumer research through the lens of the SDG and makes four contributions. First, the authors provide a content analysis of articles in JCR and how it relates to the SDGs over time; they also analyze the Journal of Consumer Psychology (JCP) and Journal of Public Policy & Marketing (JPP&M) with regard to the SDGs. Second, this research reveals where JCR has made progress and achieved impact (via Altmetric) but also identifies gaps in the literature. Thus, the analyses shed light on what research in JCR, JCP, and JPP&M understands (and does not understand) about consumer behavior and points the way to future SDG-oriented research. Finally, based on insights from interviews with thought leaders, sociology of science, UN data dashboards, and an exploratory survey in three countries (the U.S., France, and Singapore), the authors provide recommendations on how the field can (better) incorporate the SDGs in research, teaching, and service.
{"title":"People, Peace, Prosperity, and the Planet: A Journey toward Sustainable Development in Consumer Research","authors":"Martin Mende, Abhishek Borah, Maura L. Scott, Lisa E. Bolton, Leonard Lee","doi":"10.1093/jcr/ucad068","DOIUrl":"https://doi.org/10.1093/jcr/ucad068","url":null,"abstract":"\u0000 With its 2030 Agenda for Sustainable Development, the United Nations (UN) developed 17 Sustainable Development Goals (SDGs) as a “blueprint for peace and prosperity for people and the planet.” This initiative raises the question: how has the Journal of Consumer Research (JCR) shed light on the SDGs? This research analyzes 50 years of consumer research through the lens of the SDG and makes four contributions. First, the authors provide a content analysis of articles in JCR and how it relates to the SDGs over time; they also analyze the Journal of Consumer Psychology (JCP) and Journal of Public Policy & Marketing (JPP&M) with regard to the SDGs. Second, this research reveals where JCR has made progress and achieved impact (via Altmetric) but also identifies gaps in the literature. Thus, the analyses shed light on what research in JCR, JCP, and JPP&M understands (and does not understand) about consumer behavior and points the way to future SDG-oriented research. Finally, based on insights from interviews with thought leaders, sociology of science, UN data dashboards, and an exploratory survey in three countries (the U.S., France, and Singapore), the authors provide recommendations on how the field can (better) incorporate the SDGs in research, teaching, and service.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140973722","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}
This research shows that although the used and unused versions of a digital good (e.g., virtual apparel) are identical in every pixel and functionality, consumers tend to prefer the unused version. This “genesis effect” occurs because consumers tend to perceive used (vs. unused) digital goods as virtually contaminated and because being permanently listed as the first (vs. subsequent) owner in the ownership record can confer a greater sense of status. Specifically, in study 1, analyses of large-scale field data on purchases of digital goods in the metaverse showed that consumers paid substantially more to acquire the unused (vs. used) version of the same good. Studies 2–4 causally demonstrated the genesis effect and its underlying mechanism across metaverse product categories—participants were less likely to purchase digital goods described as used (vs. unused). Virtual contamination and virtual status jointly mediated the effect. Furthermore, being the first—at the genesis of a digital product’s usage history—was particularly special, such that participants were less sensitive to increases in the number of prior owners after the first one. Finally, showing participants that a used good had been digitally reconstituted attenuated the genesis effect. These findings add to the literature on consumer behavior in the metaverse and offer managerial insights on digital goods marketing.
{"title":"The Genesis Effect: Digital Goods in the Metaverse","authors":"Haiyang Yang","doi":"10.1093/jcr/ucad072","DOIUrl":"https://doi.org/10.1093/jcr/ucad072","url":null,"abstract":"\u0000 This research shows that although the used and unused versions of a digital good (e.g., virtual apparel) are identical in every pixel and functionality, consumers tend to prefer the unused version. This “genesis effect” occurs because consumers tend to perceive used (vs. unused) digital goods as virtually contaminated and because being permanently listed as the first (vs. subsequent) owner in the ownership record can confer a greater sense of status. Specifically, in study 1, analyses of large-scale field data on purchases of digital goods in the metaverse showed that consumers paid substantially more to acquire the unused (vs. used) version of the same good. Studies 2–4 causally demonstrated the genesis effect and its underlying mechanism across metaverse product categories—participants were less likely to purchase digital goods described as used (vs. unused). Virtual contamination and virtual status jointly mediated the effect. Furthermore, being the first—at the genesis of a digital product’s usage history—was particularly special, such that participants were less sensitive to increases in the number of prior owners after the first one. Finally, showing participants that a used good had been digitally reconstituted attenuated the genesis effect. These findings add to the literature on consumer behavior in the metaverse and offer managerial insights on digital goods marketing.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140975307","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 this article, we review the ways in which replication has been and could be featured in consumer behavior, using Journal of Consumer Research as a specific setting. We present a framework for thinking about the generalizability of research findings and differentiate various potential benefits that replication can have for understanding variability in consumer research findings. We then define four different types of replications, describe how researchers can use these approaches to produce distinct benefits, and give guidance regarding conducting, interpreting, and the potential contributions of these different types of replications. We conclude with a discussion of various ways in which replication could be more fully integrated into different phases of the scientific research process, taking into account the contribution necessary for publication. In particular, we identify opportunities to incorporate independent replication into original papers, to increase the replication-based contribution in papers that build on prior work, and to use systematic replication in conjunction with meta-analysis to synthesize and confirm conclusions from a mature research literature. More fully integrating replication into scientific practice can yield a new equilibrium, in which replication is routine, typically consistent with previous results, and recognized as necessary for establishing an empirical generalization.
{"title":"Taking the Full Measure: Integrating Replication into Research Practice to Assess Generalizability","authors":"Oleg Urminsky, Berkeley J. Dietvorst","doi":"10.1093/jcr/ucae007","DOIUrl":"https://doi.org/10.1093/jcr/ucae007","url":null,"abstract":"\u0000 In this article, we review the ways in which replication has been and could be featured in consumer behavior, using Journal of Consumer Research as a specific setting. We present a framework for thinking about the generalizability of research findings and differentiate various potential benefits that replication can have for understanding variability in consumer research findings. We then define four different types of replications, describe how researchers can use these approaches to produce distinct benefits, and give guidance regarding conducting, interpreting, and the potential contributions of these different types of replications. We conclude with a discussion of various ways in which replication could be more fully integrated into different phases of the scientific research process, taking into account the contribution necessary for publication. In particular, we identify opportunities to incorporate independent replication into original papers, to increase the replication-based contribution in papers that build on prior work, and to use systematic replication in conjunction with meta-analysis to synthesize and confirm conclusions from a mature research literature. More fully integrating replication into scientific practice can yield a new equilibrium, in which replication is routine, typically consistent with previous results, and recognized as necessary for establishing an empirical generalization.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141128075","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}
Sonya A. Grier, David Crockett, Guillaume D Johnson, Kevin D Thomas, T. Bradford
Race has been a market force in society for centuries. Still, the question of what constitutes focused and sustainable consumer research engagement with race remains opaque. We propose a guide for scholars and scholarship that extends the current canon of race in consumer research toward understanding race, racism, and related racial dynamics as foundational to global markets and central to consumer research efforts. We discuss the nature, relevance, and meaning of race for consumer research and offer a thematic framework that critically categorizes and synthesizes extant consumer research on race along the following dimensions: (1) racial structuring of consumption and consumer markets, (2) consumer navigation of racialized markets, and (3) consumer resistance and advocacy movements. We build on our discussion to guide future research that foregrounds racial dynamics in consumer research and offers impactful theoretical and practical contributions.
{"title":"Race in Consumer Research: Past, Present, and Future","authors":"Sonya A. Grier, David Crockett, Guillaume D Johnson, Kevin D Thomas, T. Bradford","doi":"10.1093/jcr/ucad050","DOIUrl":"https://doi.org/10.1093/jcr/ucad050","url":null,"abstract":"\u0000 Race has been a market force in society for centuries. Still, the question of what constitutes focused and sustainable consumer research engagement with race remains opaque. We propose a guide for scholars and scholarship that extends the current canon of race in consumer research toward understanding race, racism, and related racial dynamics as foundational to global markets and central to consumer research efforts. We discuss the nature, relevance, and meaning of race for consumer research and offer a thematic framework that critically categorizes and synthesizes extant consumer research on race along the following dimensions: (1) racial structuring of consumption and consumer markets, (2) consumer navigation of racialized markets, and (3) consumer resistance and advocacy movements. We build on our discussion to guide future research that foregrounds racial dynamics in consumer research and offers impactful theoretical and practical contributions.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140976840","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}
Disability is a basic human condition that affects a significant proportion of the world’s population, yet many disability- and accessibility-relevant issues remain pressing and insufficiently addressed. With three experiments, the current research investigates potential reasons for why marketplace disability accessibility has not been universally accepted. Potential barriers to greater accessibility in marketplaces may arise because such efforts appear at odds with other salient priorities, at micro (i.e., consumer) and macro (i.e., firm, policy, or societal) levels. In the proposed framework and resulting experiments, micro-level trade-offs prompt perceptions of personal cost and macro-level trade-offs prompt perceptions of firm morality. In turn, these perceptions mediate firm evaluations, showing that consumers at baseline respond negatively to accessibility. Critically, however, several practical interventions emerge from these processes. Marketers can mitigate consumers’ negative responses to accessibility by employing simple framing choices such as emphasizing who benefits or noting what the purpose of the offering is. By demonstrating one way to better understand perceptions of the full spectrum of the consumer population, this research provides pathways for consumer researchers to further delve into disability-related research in the future.
{"title":"Hidden Barriers to Marketplace Disability Accessibility: An Empirical Analysis of the Role of Perceived Trade-Offs","authors":"Lauren Grewal, Helen Van Der Sluis","doi":"10.1093/jcr/ucad051","DOIUrl":"https://doi.org/10.1093/jcr/ucad051","url":null,"abstract":"\u0000 Disability is a basic human condition that affects a significant proportion of the world’s population, yet many disability- and accessibility-relevant issues remain pressing and insufficiently addressed. With three experiments, the current research investigates potential reasons for why marketplace disability accessibility has not been universally accepted. Potential barriers to greater accessibility in marketplaces may arise because such efforts appear at odds with other salient priorities, at micro (i.e., consumer) and macro (i.e., firm, policy, or societal) levels. In the proposed framework and resulting experiments, micro-level trade-offs prompt perceptions of personal cost and macro-level trade-offs prompt perceptions of firm morality. In turn, these perceptions mediate firm evaluations, showing that consumers at baseline respond negatively to accessibility. Critically, however, several practical interventions emerge from these processes. Marketers can mitigate consumers’ negative responses to accessibility by employing simple framing choices such as emphasizing who benefits or noting what the purpose of the offering is. By demonstrating one way to better understand perceptions of the full spectrum of the consumer population, this research provides pathways for consumer researchers to further delve into disability-related research in the future.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140976694","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}
M. Khamitov, Koushyar Rajavi, Der-Wei Huang, Yuly Hong
Trust is one of the highly important concepts of consumer research; yet it is characterized by a striking lack of generalizations and consensus regarding the relative strength of its antecedents, consequences, and moderators. To close this important gap, the current research reports a comprehensive large-scale meta-analysis shedding light on a wide variety of the antecedents, consequences, and moderators of the individual consumer’s trust and their relative importance. Empirical generalizations are based on 2,147 effect sizes from 549 studies across 469 manuscripts in numerous disciplines, representing a total of 324,834 respondents in 71 countries over a five-decade span (1970–2020). The key findings are thus that (1) integrity-based (vs. reliability-based) antecedents are more effective in driving trust, and (2) trust is more effective in improving primarily attitudinal (vs. primarily behavioral) outcomes. Moderation analyses unpack further heterogeneity. Notably, both integrity-based and reliability-based antecedents have become stronger drivers of consumer trust in recent years. Theoretical and practical contributions are discussed in addition to advancing important future directions.
{"title":"Consumer Trust: Meta-Analysis of 50 Years of Empirical Research","authors":"M. Khamitov, Koushyar Rajavi, Der-Wei Huang, Yuly Hong","doi":"10.1093/jcr/ucad065","DOIUrl":"https://doi.org/10.1093/jcr/ucad065","url":null,"abstract":"\u0000 Trust is one of the highly important concepts of consumer research; yet it is characterized by a striking lack of generalizations and consensus regarding the relative strength of its antecedents, consequences, and moderators. To close this important gap, the current research reports a comprehensive large-scale meta-analysis shedding light on a wide variety of the antecedents, consequences, and moderators of the individual consumer’s trust and their relative importance. Empirical generalizations are based on 2,147 effect sizes from 549 studies across 469 manuscripts in numerous disciplines, representing a total of 324,834 respondents in 71 countries over a five-decade span (1970–2020). The key findings are thus that (1) integrity-based (vs. reliability-based) antecedents are more effective in driving trust, and (2) trust is more effective in improving primarily attitudinal (vs. primarily behavioral) outcomes. Moderation analyses unpack further heterogeneity. Notably, both integrity-based and reliability-based antecedents have become stronger drivers of consumer trust in recent years. Theoretical and practical contributions are discussed in addition to advancing important future directions.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":7.2,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140975699","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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