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Relational governance, strategic planning and firm performance 关系治理、战略规划与企业绩效
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-23 DOI: 10.1108/mip-04-2021-0122
Volkan Yeniaras, Ilker Kaya
PurposeWhile there is growing attention to the efficacy of business and political ties in emerging economies, there are not many studies explicitly examining the relations of business and political ties to small and medium enterprises (SME) strategy formation in emerging economies outside of the East-Asian setting. This study attempts to refine the facilitating role of formal strategic planning (FSP) in the relation of business and political ties to financial firm performance.Design/methodology/approachStructural equation modeling and conditional mediation analyses were used.FindingsThe authors show that while business ties are positively related to FSP, political ties are negatively associated with it. In addition, this study provides empirical evidence that FSP positively mediates the relation of business ties to financial performance. Conversely, there exists a negative indirect relationship between political ties and financial performance. This study shows that the demand uncertainty negatively moderates the relation of FSP to financial performance.Originality/valueThe findings offer noteworthy inferences for firm managers and policy makers, who should evaluate the benefits and costs carried by business and political ties.
目的尽管新兴经济体越来越关注商业和政治关系的有效性,但在东亚以外的新兴经济体中,没有多少研究明确探讨商业和政治联系与中小企业战略形成的关系。本研究试图完善正式战略规划在商业和政治关系与金融公司绩效关系中的促进作用。使用了结构方程建模和条件中介分析。研究结果表明,虽然商业关系与FSP呈正相关,但政治关系与之呈负相关。此外,本研究还提供了实证证据,证明FSP正调节商业关系与财务绩效的关系。相反,政治关系与财务绩效之间存在着消极的间接关系。本研究表明,需求不确定性对FSP与财务绩效的关系具有负向调节作用。原创性/价值研究结果为公司经理和政策制定者提供了值得注意的推论,他们应该评估商业和政治关系带来的利益和成本。
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引用次数: 1
The interplay between brand and business model architectures:a conceptual grid 品牌和商业模式架构之间的相互作用:一个概念网格
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-16 DOI: 10.1108/mip-12-2020-0525
Marc Logman
PurposeThis conceptual paper studies how brand and business model architectures interact.Design/methodology/approachConfronting the literature on brand and business model architectures, a “problematizing review” perspective is taken in this article. To develop the conceptual framework, a cyclical process of theory generation based on a literature review and empirical evidence is used. Various interaction options between a brand and business model architecture are discussed in detail and illustrated with practical examples.FindingsThe conceptual grid allows positioning each brand and business model architectural move in a coherent way, emphasizing the alignment challenges of each positioning option. This study also sheds another light on “dynamic capabilities,” as companies not only need to mix, remix and orchestrate business model architecture decisions, but at the same time align these decisions with brand architecture decisions.Originality/valueBy confronting and integrating two research domains, a novel higher-order theoretical perspective is obtained. In this sense it contributes to a management school of thought that is more integrative and deals better with today's more complex and dynamic reality, in which business model and brand decisions cannot be taken independently.
这篇概念性论文研究了品牌和商业模式架构是如何相互作用的。设计/方法论/方法面对关于品牌和商业模型架构的文献,本文采用了“问题化审查”的观点。为了发展概念框架,使用了基于文献综述和经验证据的周期性理论生成过程。详细讨论了品牌和业务模型架构之间的各种交互选项,并通过实际示例进行了说明。概念网格允许以连贯的方式定位每个品牌和商业模式架构,强调每个定位选项的一致性挑战。这项研究还揭示了“动态能力”的另一个亮点,因为公司不仅需要混合、再混合和编排业务模型架构决策,同时还需要将这些决策与品牌架构决策结合起来。原创性/价值通过两个研究领域的对抗和整合,获得了一个新的高阶理论视角。从这个意义上说,它有助于形成一种更综合的管理思想流派,更好地应对当今更复杂、更动态的现实,在这种现实中,商业模式和品牌决策不能独立进行。
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引用次数: 0
The role of multi-stakeholders in market orientation and sustainable performance 多方利益相关者在市场导向和可持续绩效方面的作用
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-16 DOI: 10.1108/mip-05-2021-0157
Fabrício Stocker, M. Zanini, Hélio Arthur Reis Irigaray
PurposeThis paper aims to investigate the relationship between market orientation (MO) and stakeholder orientation (SO) in sustainable corporate performance, with a focus on environmental, social and governance (ESG) results.Design/methodology/approachThis research is operationalized by way of a structural equation model (SEM) involving 208 energy companies and covering a worldwide context. Primary data relating to MO and SO were collected by survey questionnaire, while secondary data on sustainable performance were collected from the Global Reporting Initiative (GRI) sustainability report.FindingsThe results reveal that SO not only enhances strategic positioning and activities linked to market intelligence, but also serves as a determining factor of superior performance. The findings provide new insights into how MO is connected with sustainable corporate performance.Practical implicationsThe impact of this study leads to improvements in planning marketing and in market intelligence process, which are essential activities of managers and marketing planners. There are also implications for other organizational processes. The authors point out the relevance including multi-stakeholders, whose impact is perceived in the organization's results, and improving relations with them.Originality/valueThe authors' first contribution is empirically examining organizational competence with regard to the MO and marketing intelligence that have the greatest impact on sustainable performance. Second, the authors operationalized the SO construct, which until then had been treated in isolation in the literature.
本文旨在探讨市场导向(MO)和利益相关者导向(SO)在可持续企业绩效中的关系,重点关注环境、社会和治理(ESG)结果。设计/方法/方法本研究通过结构方程模型(SEM)的方式进行,涉及208家能源公司,涵盖全球范围。关于MO和SO的主要数据通过调查问卷收集,而关于可持续绩效的次要数据来自全球报告倡议组织(GRI)的可持续发展报告。结果表明,SO不仅增强了战略定位和与市场情报相关的活动,而且是卓越绩效的决定因素。研究结果为MO与可持续企业绩效之间的关系提供了新的见解。实际意义本研究的影响导致了计划营销和市场情报过程的改进,这是管理者和营销策划者的基本活动。这对其他组织过程也有影响。作者指出相关性包括多方利益相关者,其影响在组织的结果中被感知,并改善与他们的关系。原创性/价值作者的第一个贡献是对组织能力进行实证研究,其中MO和营销情报对可持续绩效的影响最大。其次,作者将SO结构付诸实践,在此之前,该结构在文献中一直被孤立地对待。
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引用次数: 1
Maximizing customers' lifetime value using limited marketing resources 利用有限的营销资源最大化客户终身价值
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-13 DOI: 10.1108/mip-02-2021-0050
Mage Marmol, Anita Goyal, P. Copado-Mendez, Javier Panadero, A. Juan
PurposeFor any given customer, his/her profitability for a business enterprise can be estimated by the so-called customer lifetime value (CLV). One specific goal for many enterprises consists in maximizing the aggregated CLV associated with its set of customers. To achieve this goal, a company uses marketing resources (e.g. marketing campaigns), which are usually expensive.Design/methodology/approachThis paper proposes a formal model of the Customer Life Value problem inspired by the uncapacitated facility location problem.FindingsThe computational experiments conducted by the authors illustrate the potential of the approach when compared with a standard (non-algorithm-supported) one.Originality/valueThe approach leads up to the economic trade-off between the volume of the employed resources and the aggregated CLV, i.e. the higher the number of resources utilized, but also the higher the cost of achieving this level of lifetime value. Hence, the number of resources to be “activated” has to be decided, and the effect of each of these resources on each CLV will depend upon how “close” the resource is from the corresponding customer (i.e. how large will the impact of the active resource on the customer).
对于任何给定的客户,他/她对企业的盈利能力可以通过所谓的客户生命周期价值(CLV)来估计。许多企业的一个特定目标是最大化与其客户集相关联的聚合CLV。为了实现这一目标,公司使用营销资源(如营销活动),这通常是昂贵的。设计/方法/途径受无容量设施选址问题的启发,本文提出了客户生命价值问题的形式化模型。作者进行的计算实验说明了与标准(非算法支持)方法相比,该方法的潜力。原创性/价值这种方法导致了在使用资源的数量和聚合CLV之间的经济权衡,即使用的资源数量越多,但实现这种终身价值水平的成本也就越高。因此,必须决定要“激活”的资源数量,并且这些资源对每个CLV的影响将取决于资源与相应客户的“接近”程度(即,活动资源对客户的影响有多大)。
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引用次数: 3
A “double-edged sword” effect of consumer expertise on tourism loyalty 消费者专业知识对旅游忠诚度的“双刃剑”效应
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-12 DOI: 10.1108/mip-06-2021-0189
Xiaodan Zhang, Maiju Guo
PurposeAs globalization promotes mobility and tourism around the world, the substitution effect of outbound tourism on domestic tourism becomes increasingly apparent. Knowing how to increase customers' loyalty toward domestic tourism is an urgent and critical question for policymakers and tourism managers, especially from the perspective of customer segmentation. The purpose of this paper is to explore whether and how consumer expertise affects domestic tourism loyalty. This paper also provides comprehensive research for understanding differences between married and unmarried consumers in responses to the impact of expertise on loyalty.Design/methodology/approachThe study is based on a survey of 384 individuals. We use Partial least squares (PLS), a variance-based structural equation model, and statistical comparison to test research hypotheses.FindingsResults suggest that consumer expertise has a “double-edged sword” effect on domestic tourism loyalty. On one hand, it increases the perceived benefit of domestic tourism and reduces consumers' motivation to switch to outbound tourism, resulting in a higher level of domestic tourism loyalty. On the other hand, consumer expertise improves consumers' switching ability and switching opportunity to travel abroad, leading to a lower level of domestic tourism loyalty. Furthermore, this paper documents that married and unmarried customers present heterogeneous attitudes in the decision process. We found that married customers are less sensitive to the impact of consumer expertise on the perceived benefit and the impact of consumer expertise on switch ability. However, married customers are more sensitive to both the impact of perceived usefulness on the switch motivation, and the impact of switch motivation, switch opportunity and switch ability on domestic tourism loyalty.Research limitations/implicationsOur findings enrich the literature on consumer expertise and loyalty. Future studies may consider examining similar relationships by utilizing multiple research methods as well as testing the research findings and mechanisms in different contexts.Practical implicationsThis research provides practical guidance for cultivating and maintaining domestic tourism loyalty, such as consumer segmentation in terms of tourism knowledge and information.Originality/valueThis paper examines the relationship between consumer expertise and loyalty in the context of tourism and uncovers the mechanism behind it. More importantly, to our knowledge, this paper is the first to identify consumers' marital status as a key factor that influences the process of how consumer expertise affects domestic tourism loyalty.
全球化促进了世界范围内的流动和旅游,出境旅游对国内旅游的替代效应日益明显。如何提高顾客对国内旅游的忠诚度是政策制定者和旅游管理者迫切需要解决的问题,特别是从顾客细分的角度来看。本文的目的是探讨消费者专业知识是否以及如何影响国内旅游忠诚度。本文还提供了全面的研究,以了解已婚和未婚消费者在回应专业知识对忠诚度的影响方面的差异。设计/方法/方法这项研究是基于对384人的调查。我们使用偏最小二乘(PLS),基于方差的结构方程模型和统计比较来检验研究假设。研究结果表明,消费者专业知识对国内旅游忠诚度具有“双刃剑”效应。一方面,它增加了国内旅游的感知利益,降低了消费者转向出境游的动机,从而提高了国内旅游的忠诚度。另一方面,消费者专业度提高了消费者出国旅游的转换能力和转换机会,导致国内旅游忠诚度水平降低。此外,本文还证明了已婚和未婚客户在决策过程中表现出异质态度。研究发现,已婚顾客对消费者专业知识对感知利益的影响和消费者专业知识对转换能力的影响不太敏感。已婚顾客对感知有用性对转换动机的影响和转换动机、转换机会和转换能力对国内旅游忠诚的影响更为敏感。研究局限/启示我们的研究结果丰富了关于消费者专业知识和忠诚度的文献。未来的研究可以考虑利用多种研究方法来检验类似的关系,并在不同的背景下检验研究结果和机制。实践意义本研究对国内旅游忠诚度的培养和维持提供了实践指导,如旅游知识和信息的消费者细分。原创性/价值本文考察了旅游背景下消费者专业知识与忠诚度之间的关系,并揭示了其背后的机制。更重要的是,据我们所知,本文首次发现消费者的婚姻状况是影响消费者专业度对国内旅游忠诚度影响过程的关键因素。
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引用次数: 1
Role of brand experience in predicting consumer loyalty 品牌体验在预测消费者忠诚度中的作用
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-12 DOI: 10.1108/mip-11-2020-0471
A. Safeer, He Yuanqiong, M. Abrar, Rizwan Shabbir, Hafiz Muhammad Wasif Rasheed
PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.
目的本研究通过感知品牌真实性(PBA)在全球品牌环境中的中介作用,探讨了品牌体验维度(行为、智力、感官和情感)在预测消费者忠诚度(回购意愿(RPI)、口碑(WOM)和支付意愿(WPM))中的作用。设计/方法/方法共有422名消费者参与了这项研究,并在完成一项自我管理的在线调查后,对顶级正宗全球品牌提供了反馈。采用偏最小二乘结构方程模型(PLS-SEM)进行数据分析。发现这项研究发现,品牌体验维度对PBA(主要是感官和智力体验)产生了积极影响,PBA显著预测了消费者忠诚度(RPI、WOM和WPM)。研究局限性/含义这项研究揭示了一些可用于调查新研究可能性的局限性。从理论角度来看,本研究对品牌体验维度、PBA和消费者忠诚度提供了新的见解,以发展消费者与品牌的关系。实际含义这项研究提供了一些管理建议。通过将品牌真实性作为一种定位工具,全球管理者可以有效地制定和实施各种体验式营销策略,与消费者建立长期关系,以获得他们的忠诚度。独创性/价值这是一项新的研究,使用福尼尔的关系理论来调查PBA上的BED,以预测真实全球品牌背景下的消费者忠诚度。
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引用次数: 24
Mapping the influence of influencer marketing: a bibliometric analysis 影响力营销的影响力映射:文献计量学分析
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-11 DOI: 10.1108/mip-03-2021-0085
Abhishek, Mukta Srivastava
PurposeThe advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this critical gap by mapping the influence of IM to understand the intellectual structure and propose a future research agenda for scholars working in the domain.Design/methodology/approachThe authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis.FindingsThe main findings include identifying six clusters in the domain, i.e. “mechanism of IM,” “measuring the impact of IM,” “persuasive cues in IM,” “likability factors of influencers,” “authenticity of influencers” and “understanding followers.” Future research guidelines have been proposed in each of the six clusters, followed by research and managerial implications, conclusion and limitations.Originality/valueThis study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.
社交媒体的出现导致了影响者和影响者营销(IM)领域的出现。尽管这是一个新兴的研究领域,但它仍然缺乏一个全面和系统的文献计量学分析。本研究试图通过绘制IM的影响来了解知识结构,并为在该领域工作的学者提出未来的研究议程,从而填补这一关键空白。设计/方法/方法作者使用VOSviewer和Biblioshiny软件包进行了引文分析、书目耦合、关键词分析和三场图分析等多种分析。本研究的主要发现包括确定了该领域的六个集群,即“即时通讯的机制”、“即时通讯的影响测量”、“即时通讯的说服线索”、“影响者的讨人喜欢因素”、“影响者的真实性”和“理解追随者”。未来的研究指导方针已在每六个集群提出,其次是研究和管理的影响,结论和局限性。原创性/价值本研究可能是第一次尝试使用VOSviewer和Biblioshiny软件包在该领域提供全面的文献计量学分析。
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引用次数: 21
Influencer marketing: purchase intention and its antecedents 影响力营销:购买意愿及其影响因素
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-09 DOI: 10.1108/mip-04-2021-0104
Yi Li, Yan Peng
PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.
目的本研究探讨了社交媒体影响者影响目标消费者购买其内容中发布的某个品牌的途径。设计/方法/方法利用中国510名微博用户的样本,在Lisrel 8.8统计软件中通过结构方程建模(SEM)对概念模型进行了测试。研究结果本研究检验了影响者的来源特征会刺激消费者的积极态度(形象满意度和/或广告信任),进而影响消费者的购买意愿。影响者的专业知识、独创性和同质性对消费者的两种态度产生了积极影响。吸引力只会对形象满意度产生正向影响,互动性只会对广告信任产生正向影响。此外,本研究还验证了消费者自我品牌连接在两种态度和购买意愿之间的中介作用。独创性/价值通过区分消费者的两种不同态度,并结合消费者的自我品牌联系,我们提出了一个完整的基于沟通-说服矩阵的影响力营销整体机制的理论框架。
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引用次数: 34
Strategic marketing approaches impact on social enterprises 战略营销方法对社会企业的影响
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-08-02 DOI: 10.1108/mip-02-2021-0065
L. Nascimento, F. Steinbruch, D. Oliveira, Júlio César da Costa Júnior, Fernando Bins Luce
PurposeDue to social enterprises' (SEs) relevance to social value creation, marketing increases its attention to these hybrid organizations. However, there is no consensus on how strategic marketing can improve SE performance. Thus, this paper aims to discuss how commercial, social and societal strategic marketing approaches relate to compensatory and transformative social entrepreneurship scopes to improve SE performance.Design/methodology/approachThis paper is conceptual. We hold discussions and raise reflections to advance knowledge on both marketing and social entrepreneurship fields, more precisely by intertwining them.FindingsWe develop a conceptual model for adapting three strategic marketing approaches to compensatory and transformative SEs. We argue that SEs have three types of performances: commercial, social and societal. Social and commercial strategic marketing are essential for SEs acting in compensating local failures of capitalism. Societal and commercial strategic marketing are essential for SEs focused on transformative actions to changing global system. Such relations can leverage social impact, which we conceptualize as compensatory or transformative.Practical implicationsThe model contributes to improvements on strategic marketing decisions by marketers and entrepreneurs in social entrepreneurship.Originality/valueWe propose a decomposition of strategic marketing into three approaches: commercial, social and societal, which constitutes a novelty to the field. This can facilitate management of SEs with different actions and performances, whether at local or international levels.
由于社会企业与社会价值创造的相关性,市场营销增加了对这些混合组织的关注。然而,战略营销如何提高企业绩效尚无共识。因此,本文旨在讨论商业,社会和社会战略营销方法如何与补偿性和变革性社会企业家精神范围相关,以提高企业绩效。这篇论文是概念性的。我们举行讨论并提出反思,以推进市场营销和社会创业领域的知识,更准确地说,是通过将两者交织在一起。我们开发了一个概念模型,以适应三种战略营销方法,以补偿和变革性企业。我们认为,中小企业有三种类型的绩效:商业绩效、社会绩效和社会绩效。社会和商业战略营销对于中小企业弥补地方资本主义的失败至关重要。社会和商业战略营销对于专注于改变全球系统的变革行动的中小企业至关重要。这种关系可以利用社会影响,我们将其概念化为补偿性或变革性。该模型有助于改善社会企业家中营销人员和企业家的战略营销决策。创意/价值我们建议将战略营销分解为三种方法:商业,社会和社会,这构成了该领域的新颖性。这有助于管理在地方或国际层面采取不同行动和表现的私营企业。
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引用次数: 0
Awe, consumer conformity and social connectedness 敬畏、消费者一致性和社会联系
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2021-06-23 DOI: 10.1108/mip-01-2021-0017
Yan Yang, Jing Hu, B. Nguyen
PurposeThe purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect.Design/methodology/approachWe test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks.FindingsThis research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers.Practical implicationsMarketers can promote the sales of mass-market products through inducing awe.Social implicationsPublic regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.Originality/valueThe research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.
目的本文的目的是探讨敬畏感对个人在消费选择中对墨守成规态度的认可的影响,以及社会联系在产生这种影响中的中介作用。设计/方法论/方法我们在三项研究中检验了我们的假设。研究1使用了一项在线调查。研究2和3进行了两个实验室实验来诱导敬畏,并在两项消费选择任务中测量了消费者的一致性。发现这项研究表明,在随后不相关的消费情况下,倾向性敬畏和诱导性敬畏都会增加个人对多数人认可与少数人认可的选择替代品的偏好,这种影响是通过与其他决策者的社会联系来调节的。实际含义营销人员可以通过诱导敬畏来促进大众市场产品的销售。社会影响在某些情况下,公共监管机构可以利用人们附带的敬畏作为有效的政策干预,促进个人合作。独创性/价值这项研究首次证明了敬畏对消费者决策的新颖影响。它还强调了渴望社会联系的重要性,这解释了为什么敬畏感会与未知的人的意见相一致。
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引用次数: 4
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Marketing Intelligence & Planning
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