Ramos et al. (Journal of Consumer Psychology, 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.
{"title":"Moral foundations theory and consumer behavior","authors":"Shreyans Goenka, Manoj Thomas","doi":"10.1002/jcpy.1429","DOIUrl":"10.1002/jcpy.1429","url":null,"abstract":"<p>Ramos et al. (<i>Journal of Consumer Psychology</i>, 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"34 3","pages":"536-540"},"PeriodicalIF":4.0,"publicationDate":"2024-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1429","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141529354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
How should brands present quantity discounts to increase consumer appeal? We propose that, compared to distributed presentations that spread a discount across units (e.g., buy two, get 30% off on each unit), consolidated presentations that place the discount on a single unit (e.g., buy two, get 60% off on the second unit) can lead to a higher purchase likelihood. Four studies demonstrate this “discount consolidation effect” across a variety of consumption contexts, product categories and price levels. The studies show that this effect occurs because compared to consolidated presentations of a quantity discount, distributed presentations can lead to less favorable perceptions about the quality of the discounted product and about the savings offered. We also identify an important boundary condition, illustrating that when the discount offered is substantively small in size, the effect is attenuated. These findings add to the theoretical literature and offer actionable managerial insights.
{"title":"The discount consolidation effect: How brands can present quantity discounts more effectively","authors":"Haiyang Yang, Dipankar Chakravarti","doi":"10.1002/jcpy.1407","DOIUrl":"10.1002/jcpy.1407","url":null,"abstract":"<p>How should brands present quantity discounts to increase consumer appeal? We propose that, compared to distributed presentations that spread a discount across units (e.g., buy two, get 30% off on each unit), consolidated presentations that place the discount on a single unit (e.g., buy two, get 60% off on the second unit) can lead to a higher purchase likelihood. Four studies demonstrate this “discount consolidation effect” across a variety of consumption contexts, product categories and price levels. The studies show that this effect occurs because compared to consolidated presentations of a quantity discount, distributed presentations can lead to less favorable perceptions about the quality of the discounted product and about the savings offered. We also identify an important boundary condition, illustrating that when the discount offered is substantively small in size, the effect is attenuated. These findings add to the theoretical literature and offer actionable managerial insights.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"34 4","pages":"620-631"},"PeriodicalIF":4.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140165572","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Aradhna Krishna, Andrea Webb Luangrath, Joann Peck
This article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch-based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device-mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.
{"title":"A review of touch research in consumer psychology","authors":"Aradhna Krishna, Andrea Webb Luangrath, Joann Peck","doi":"10.1002/jcpy.1413","DOIUrl":"10.1002/jcpy.1413","url":null,"abstract":"<p>This article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch-based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device-mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"34 2","pages":"359-381"},"PeriodicalIF":4.8,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1413","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139779466","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research finds evidence for a plural name advantage on brand attitude. Six studies, including two archival datasets with real market brands and four experiments using fictitious brands, show that brands with plural names (e.g., Dunkin' Donuts) are associated with more favorable brand attitude than brands with singular names (e.g., Dunkin' Donut). This plural brand name advantage is driven by perceptions of brand entitativity emerging from the collective reading of plural entities. However, the positive effect of plural brand names on brand attitude is attenuated in the case of premium brands. This research has practical implications for brand name strategy and makes a theoretical contribution by bringing attention to the under-researched space of morphology in brand name linguistics.
{"title":"More the merrier: Effects of plural brand names on perceived entitativity and brand attitude","authors":"Tanvi Gupta, Shirley (Shuo) Chen, Smaraki Mohanty","doi":"10.1002/jcpy.1409","DOIUrl":"https://doi.org/10.1002/jcpy.1409","url":null,"abstract":"This research finds evidence for a plural name advantage on brand attitude. Six studies, including two archival datasets with real market brands and four experiments using fictitious brands, show that brands with plural names (e.g., Dunkin' Donuts) are associated with more favorable brand attitude than brands with singular names (e.g., Dunkin' Donut). This plural brand name advantage is driven by perceptions of brand entitativity emerging from the collective reading of plural entities. However, the positive effect of plural brand names on brand attitude is attenuated in the case of premium brands. This research has practical implications for brand name strategy and makes a theoretical contribution by bringing attention to the under-researched space of morphology in brand name linguistics.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"9 1","pages":""},"PeriodicalIF":4.8,"publicationDate":"2024-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139460359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Mental illnesses are among the most frequent health conditions worldwide, affecting both men and women. However, we find that men are more likely than women to avoid adopting mobile apps that are designed to promote users' mental health. Building on previous research that men are often more motivated than women to behave in gender-congruent ways, we suggest that there exists a mental health-feminine stereotype that acts as an obstacle to men's adoption of mental health apps. Privacy and self-help features offered by digital mental health apps are insufficient to overcome the mental health-stereotype that deter men from pursuing mental health support. Across five studies, we show that consumers feel more feminine when adopting mental health apps, and perceive others who adopt mental health apps to be more feminine than those who do not. We also show that presenting mental health apps in a masculine frame increases the likelihood of men adopting mental health apps, especially those with stronger adherence to traditional masculinity ideology.
{"title":"Man up! The mental health-feminine stereotype and its effect on the adoption of mental health apps","authors":"Jaewoo Lee, Remi Trudel","doi":"10.1002/jcpy.1405","DOIUrl":"https://doi.org/10.1002/jcpy.1405","url":null,"abstract":"Mental illnesses are among the most frequent health conditions worldwide, affecting both men and women. However, we find that men are more likely than women to avoid adopting mobile apps that are designed to promote users' mental health. Building on previous research that men are often more motivated than women to behave in gender-congruent ways, we suggest that there exists a mental health-feminine stereotype that acts as an obstacle to men's adoption of mental health apps. Privacy and self-help features offered by digital mental health apps are insufficient to overcome the mental health-stereotype that deter men from pursuing mental health support. Across five studies, we show that consumers feel more feminine when adopting mental health apps, and perceive others who adopt mental health apps to be more feminine than those who do not. We also show that presenting mental health apps in a masculine frame increases the likelihood of men adopting mental health apps, especially those with stronger adherence to traditional masculinity ideology.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"254 1","pages":""},"PeriodicalIF":4.8,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139413365","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Much marketing research focuses on what individual consumers need or want for consumption and how they satisfy these needs or wants themselves. However, consumers often give up money, time, or preferences to help others address their consumption needs and wants across the customer journey. The authors introduce the unifying construct of “consumption sacrifice,” defined as the willing and intentional act of incurring a cost to the self—in money, time, or preferences—when making a consumption decision, with expected direct benefits to one's partner. The authors offer examples of consumption sacrifices along the customer journey and suggest that this construct offers a new lens through which to examine the existing literature on choices involving others. The authors put forward the view that sacrifices are often invisible to recipients—and thus underrecognized and underappreciated—failing to achieve their full potential. At the same time, different sacrifice motives (partner-focused, relationship-focused, self-focused) may affect the extent to which actors care about making sacrifices visible to recipients. Finally, the authors propose future research questions, including what leads consumers to perform more visible sacrifices, what drives the invisibility of sacrifices among recipients, and what are the consequences of performing and receiving invisible sacrifices.
{"title":"Consumption sacrifice","authors":"Ximena Garcia-Rada, Tami Kim, Peggy J. Liu","doi":"10.1002/jcpy.1404","DOIUrl":"https://doi.org/10.1002/jcpy.1404","url":null,"abstract":"Much marketing research focuses on what individual consumers need or want for consumption and how they satisfy these needs or wants themselves. However, consumers often give up money, time, or preferences to help others address their consumption needs and wants across the customer journey. The authors introduce the unifying construct of “consumption sacrifice,” defined as the willing and intentional act of incurring a cost to the self—in money, time, or preferences—when making a consumption decision, with expected direct benefits to one's partner. The authors offer examples of consumption sacrifices along the customer journey and suggest that this construct offers a new lens through which to examine the existing literature on choices involving others. The authors put forward the view that sacrifices are often invisible to recipients—and thus underrecognized and underappreciated—failing to achieve their full potential. At the same time, different sacrifice motives (partner-focused, relationship-focused, self-focused) may affect the extent to which actors care about making sacrifices visible to recipients. Finally, the authors propose future research questions, including what leads consumers to perform more visible sacrifices, what drives the invisibility of sacrifices among recipients, and what are the consequences of performing and receiving invisible sacrifices.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"40 6 1","pages":""},"PeriodicalIF":4.8,"publicationDate":"2024-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139413367","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Christopher Cannon, Kelly Goldsmith, Caroline Roux
A great deal of work in consumer psychology has been devoted to understanding how individuals manage resource discrepancies. This includes tangible resources – such as money, food, and products – as well as intangible resources – such as time, skills, and social relationships. Resource discrepancies can either be positive – as in the case of having substantial wealth – or negative – as in the case of poverty. Several constructs across the behavioral sciences have been introduced to describe how consumers perceive their various resource discrepancies including, but not limited to, power, social status, scarcity, inequality, and social class. However, little guidance is provided to understand when and why these resource-based constructs can produce both overlapping and opposing consequences. This conceptual article provides a resolution to this issue by introducing an integrative theory that situates these constructs within the same unifying framework based on two fundamental dimensions: high (vs. low) personal control and self- (vs. other-) dependence. Based on this framework, we offer eight testable propositions and develop a research agenda for academics interested in studying resource discrepancies.
{"title":"An integrative theory of resource discrepancies","authors":"Christopher Cannon, Kelly Goldsmith, Caroline Roux","doi":"10.1002/jcpy.1406","DOIUrl":"https://doi.org/10.1002/jcpy.1406","url":null,"abstract":"A great deal of work in consumer psychology has been devoted to understanding how individuals manage resource discrepancies. This includes tangible resources – such as money, food, and products – as well as intangible resources – such as time, skills, and social relationships. Resource discrepancies can either be positive – as in the case of having substantial wealth – or negative – as in the case of poverty. Several constructs across the behavioral sciences have been introduced to describe how consumers perceive their various resource discrepancies including, but not limited to, power, social status, scarcity, inequality, and social class. However, little guidance is provided to understand when and why these resource-based constructs can produce both overlapping and opposing consequences. This conceptual article provides a resolution to this issue by introducing an integrative theory that situates these constructs within the same unifying framework based on two fundamental dimensions: high (vs. low) personal control and self- (vs. other-) dependence. Based on this framework, we offer eight testable propositions and develop a research agenda for academics interested in studying resource discrepancies.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"155 3","pages":""},"PeriodicalIF":4.8,"publicationDate":"2024-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139413403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Consumers often make decisions for multiple-others when they do not know each one's true preferences. Under such circumstances, we demonstrate perceptions of enhanced preference heterogeneity for multiple-others, relative to the perceived preference of single-others. As a result, choices for multiple-others are more diversified than those for single-others. We attribute this effect to the perceived uniqueness of others in the multiple-other setting. Notably, when others are perceived as particularly unique, the inclination toward over-diversification intensifies. However, this diversification often leads to choices that do not align with the true preferences of the individuals, causing potential mismatches in demand and supply. We conclude with a discussion on the implications of these findings for managers and suggest avenues for future research.
{"title":"The over-diversification effect: Enhancement in perceived heterogeneity of multiple (vs. single)-others' preferences","authors":"Ritesh Saini, Dian Wang, Haipeng (Allan) Chen","doi":"10.1002/jcpy.1403","DOIUrl":"https://doi.org/10.1002/jcpy.1403","url":null,"abstract":"Consumers often make decisions for multiple-others when they do not know each one's true preferences. Under such circumstances, we demonstrate perceptions of enhanced preference heterogeneity for multiple-others, relative to the perceived preference of single-others. As a result, choices for multiple-others are more diversified than those for single-others. We attribute this effect to the perceived uniqueness of others in the multiple-other setting. Notably, when others are perceived as particularly unique, the inclination toward over-diversification intensifies. However, this diversification often leads to choices that do not align with the true preferences of the individuals, causing potential mismatches in demand and supply. We conclude with a discussion on the implications of these findings for managers and suggest avenues for future research.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"88 1","pages":""},"PeriodicalIF":4.8,"publicationDate":"2024-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139413462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
<p>We are honored to serve as Editors of the <i>Journal of Consumer Psychology</i> (JCP), accepting the baton from Lauren Block, Jennifer Argo, and Tom Kramer and continuing down the path of excellence that they and their predecessors have forged for the journal. Prior editors sought to define the journal's scope (e.g., Block et al., <span>2020</span>; Wyer & Shavitt, <span>2002</span>), improve its operational efficiency (e.g., Maheswaran, <span>2006</span>; Wyer & Shavitt, <span>2003</span>), and introduce impact initiatives (e.g., Maheswaran, <span>2006</span>), including alternative formats that support diverse research contributions (Mukhopadhyay et al., <span>2018</span>). Their efforts, as well as those of prior editors, associate editors, reviewers, and authors, have helped make JCP the journal that it is today – a premier outlet for research that advances knowledge of consumer psychology.</p><p>In our initial editorial, we share our thoughts about where the journal is now and the direction we plan to follow, acknowledging the need for us to address other important issues in future editorials. Because this initial editorial builds on the ideas and efforts of the incredible scholars who preceded us as editors, or describes distinctive features of the journal that we plan to continue, we borrow words and phrases from past editorials or the journal website, believing there are limited ways to describe similar perspectives and practices.</p><p>We embrace the notion articulated most recently by our immediate predecessors that consumer psychology involves an understanding of the science underlying consumer behavior (Block et al., <span>2020</span>). It encapsulates understanding consumers' thoughts, feelings, or behaviors as they interact with products, services, or ideas in the marketplace and beyond (Hoyer & MacInnis, <span>2007</span>; Peter & Olson, <span>2017</span>; Schiffman & Kanuk, <span>2000</span>). We share previous editors' inclusive perspective of consumer psychology and echo their sentiments that while consumer psychological research needs to provide insights about consumers and consumption, it does not have to be constrained to the marketplace alone or be limited in terms of its relevance to a narrow set of stakeholders. While consumers make important decisions in retail settings, not all consumer decisions or consumption activities take place in stores. For example, how consumers process information could be of importance even if it does not directly translate into an observable outcome. In other contexts, the decision may occur at home, but could have downstream marketplace consequences. Ultimately, as long as the research provides insights about the psychology of consumption, whether or not these insights inform managerial practice, consumer welfare, or public policy, we believe it may be appropriate for JCP.</p><p>Consistent with the journal's focus on consumers and the psychology of consumption, issues t
{"title":"JCP: The next mile","authors":"David B. Wooten, Rajesh Bagchi, Aparna Labroo","doi":"10.1002/jcpy.1402","DOIUrl":"https://doi.org/10.1002/jcpy.1402","url":null,"abstract":"<p>We are honored to serve as Editors of the <i>Journal of Consumer Psychology</i> (JCP), accepting the baton from Lauren Block, Jennifer Argo, and Tom Kramer and continuing down the path of excellence that they and their predecessors have forged for the journal. Prior editors sought to define the journal's scope (e.g., Block et al., <span>2020</span>; Wyer & Shavitt, <span>2002</span>), improve its operational efficiency (e.g., Maheswaran, <span>2006</span>; Wyer & Shavitt, <span>2003</span>), and introduce impact initiatives (e.g., Maheswaran, <span>2006</span>), including alternative formats that support diverse research contributions (Mukhopadhyay et al., <span>2018</span>). Their efforts, as well as those of prior editors, associate editors, reviewers, and authors, have helped make JCP the journal that it is today – a premier outlet for research that advances knowledge of consumer psychology.</p><p>In our initial editorial, we share our thoughts about where the journal is now and the direction we plan to follow, acknowledging the need for us to address other important issues in future editorials. Because this initial editorial builds on the ideas and efforts of the incredible scholars who preceded us as editors, or describes distinctive features of the journal that we plan to continue, we borrow words and phrases from past editorials or the journal website, believing there are limited ways to describe similar perspectives and practices.</p><p>We embrace the notion articulated most recently by our immediate predecessors that consumer psychology involves an understanding of the science underlying consumer behavior (Block et al., <span>2020</span>). It encapsulates understanding consumers' thoughts, feelings, or behaviors as they interact with products, services, or ideas in the marketplace and beyond (Hoyer & MacInnis, <span>2007</span>; Peter & Olson, <span>2017</span>; Schiffman & Kanuk, <span>2000</span>). We share previous editors' inclusive perspective of consumer psychology and echo their sentiments that while consumer psychological research needs to provide insights about consumers and consumption, it does not have to be constrained to the marketplace alone or be limited in terms of its relevance to a narrow set of stakeholders. While consumers make important decisions in retail settings, not all consumer decisions or consumption activities take place in stores. For example, how consumers process information could be of importance even if it does not directly translate into an observable outcome. In other contexts, the decision may occur at home, but could have downstream marketplace consequences. Ultimately, as long as the research provides insights about the psychology of consumption, whether or not these insights inform managerial practice, consumer welfare, or public policy, we believe it may be appropriate for JCP.</p><p>Consistent with the journal's focus on consumers and the psychology of consumption, issues t","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"34 1","pages":"3-5"},"PeriodicalIF":4.8,"publicationDate":"2024-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.1402","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139109953","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Matthew J. Hall, Jamie D. Hyodo, Kirk Kristofferson
When a consumer (a recommender) recommends a product to another consumer (a recommendee), it is not uncommon to learn whether the recommendee chose the recommended option (i.e., accepted the recommendation) or a different option (i.e., rejected the recommendation). Our research examines how rejected recommendations affect recommenders’ subsequent intentions toward the originally recommended product. We find that upon learning one's recommendation was rejected, recommenders are less likely to repurchase or choose the product in the future. This negative effect emerges because recommenders question their knowledge about the recommended product (i.e., self-perceived expertise is reduced). Such questioning is more likely to occur when the recommendee is a close other and less likely to occur when the recommended product is perceived to primarily differ from alternatives due to subjective preferences (i.e., horizontal differentiation is salient). Importantly, this rejected recommendation effect is shown to be distinct from a social proof account. The current research contributes to WOM theory by identifying a novel outcome of recommendation interactions—rejected recommendations—and by demonstrating that this outcome can cause consumers to shift away from a product despite having felt positively enough about the product to recommend it to others.
{"title":"How rejected recommendations shape recommenders’ future product intentions","authors":"Matthew J. Hall, Jamie D. Hyodo, Kirk Kristofferson","doi":"10.1002/jcpy.1401","DOIUrl":"https://doi.org/10.1002/jcpy.1401","url":null,"abstract":"When a consumer (a recommender) recommends a product to another consumer (a recommendee), it is not uncommon to learn whether the recommendee chose the recommended option (i.e., accepted the recommendation) or a different option (i.e., rejected the recommendation). Our research examines how rejected recommendations affect recommenders’ subsequent intentions toward the originally recommended product. We find that upon learning one's recommendation was rejected, recommenders are less likely to repurchase or choose the product in the future. This negative effect emerges because recommenders question their knowledge about the recommended product (i.e., self-perceived expertise is reduced). Such questioning is more likely to occur when the recommendee is a close other and less likely to occur when the recommended product is perceived to primarily differ from alternatives due to subjective preferences (i.e., horizontal differentiation is salient). Importantly, this rejected recommendation effect is shown to be distinct from a social proof account. The current research contributes to WOM theory by identifying a novel outcome of recommendation interactions—rejected recommendations—and by demonstrating that this outcome can cause consumers to shift away from a product despite having felt positively enough about the product to recommend it to others.","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"47 1-2","pages":""},"PeriodicalIF":4.8,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138525516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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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