Journal of Consumer Psychology最新文献

Given that the vast majority of brand extensions fail, it is important to understand how extension failure influences consumer judgments of the parent brand that launched the extension. In the brand extension literature, there is a paucity of research on the role of consumer characteristics in influencing response to such failures. To fill this gap, the present research examines the impact of consumers' implicit theory orientation—their perspective on whether personality traits are malleable versus fixed—on the severity of negative feedback effects following extension failure. Seven studies show that entity theorists, who believe in the fixedness of personality traits, penalize parent brands more than incremental theorists, who endorse trait malleability. This brand penalty effect arises because as compared to incremental theorists, entity theorists are motivated to view brands as a cohesive group and therefore equate extension failure with the diminishment of the overarching parent brand. This effect is more likely when brand cohesiveness is low or ambiguous, but it is less likely when brand cohesiveness is high. Furthermore, while entity theorists are more likely to reduce brand evaluations after extension failure, the two groups do not differ in parent brand evaluations after extension success.

Product owners often find it challenging to part with their possessions. As a result, owners may pursue various behavioral strategies to facilitate disposal, even when considering products that are no longer needed or personally useful. According to ethnographic research, one such strategy is to move products into purgatories, or temporary liminal spaces. Using an experimental approach, we aim to causally assess whether product purgatories do in fact induce disposal. Findings from three studies indicate that moving items into purgatories allows owners to psychologically brace for subsequent product disposal. However, unlike prior research that has focused on reduced product attachment as a primary driver of disposal preparedness, the present research documents a novel mechanism that does not necessarily entail attachment reduction. Specifically, purgatories are shown to trigger mental simulation of the product disposal process, thereby helping product owners brace for the looming loss of their product.

A great deal of research has investigated how various aspects of ethnic identity influence consumer behavior, yet this literature is fragmented. The objective of this article was to present an integrative theoretical model of how individuals are motivated to think and act in a manner consistent with their salient ethnic identities. The model emerges from a review of social science and consumer research about US Hispanics, but researchers could apply it in its general form and/or adapt it to other populations. Our model extends Oyserman's (Journal of Consumer Psychology, 19, 250) identity-based motivation (IBM) model by differentiating between two types of antecedents of ethnic identity salience: longitudinal cultural processes and situational activation by contextual cues, each with different implications for the availability and accessibility of ethnic cultural knowledge. We provide new insights by introducing three ethnic identity motives that are unique to ethnic (nonmajority) cultural groups: belonging, distinctiveness, and defense. These three motives are in constant tension with one another and guide longitudinal processes like acculturation, and ultimately influence consumers' procedural readiness and action readiness. Our integrative framework organizes and offers insights into the current body of Hispanic consumer research, and highlights gaps in the literature that present opportunities for future research.

Tiered discounts offer larger discounts as consumers meet higher spending thresholds (e.g., spend $100+, receive 10% off; spend $200+, receive 20% off). This research investigates how consumers treat these multiple dollar thresholds as reference points for spending. We find that tiered discounts with smaller increments between thresholds encourage higher spending compared to those with larger increments. This effect occurs because consumers treat thresholds as motivational spending goals when the distance to higher thresholds is smaller (vs. larger). Consistent with this reasoning, signaling goal progress (i.e., displaying cart amount while shopping) attenuates the spending difference smaller versus larger increment sizes yield. Additionally, the effect of tier increment size on spending is more prominent for maximizers. From a theoretical perspective, this work contributes to our understanding of how individuals process multiple reference points within a single promotion and identifies that spending thresholds in price promotions may be treated as spending goals. From a managerial perspective, this work investigates the relationship between tiered discount design and consumer spending.

Hurricanes, wildfires, pandemics, and other disasters have taken millions of lives in the past few years and caused substantial economic losses. To tackle these extraordinary circumstances, governments, organizations, and companies seek assistance from both humans and high-technology machines such as robots. This research report documents how highlighting robots' (vs. humans') helping behaviors in disaster response can affect consumers' prosociality, explores driving mechanisms, and tests solutions. Study 1 found that consumers donated fewer items of clothing after watching news highlighting robots' (vs. humans') assistance in a mudslide disaster. Featuring the COVID-19 pandemic, Study 2 further showed that this decrease in prosociality occurred because reading about robots' assistance felt less encouraging/inspiring to consumers. Studies 3A-3C (and a supplemental study) explored multiple mechanisms and identified a key driver for the backfire effect—a lower perception of courage in disaster response robots. Accordingly, Study 4 tested three theory-driven solutions to raise the perceived courage in robots to increase consumer prosociality.

Kumar and Epley (2023) review robust evidence for an intriguing hypothesis: That people fail to appreciate the benefits of everyday social behaviors and thus hesitate to connect with others in ways that would increase well-being. In this commentary, we discuss how consumer research can enrich theory and application in this emerging line of inquiry. We suggest (a) that the hedonic implications of undersociality can be integrated with reputational signaling insights to generate new questions about the wisdom and utility of social behavior, and (b) that undersociality has interesting implications for a consumption domain of particular interest to maximizing welfare: charitable giving.

Encouraging people to donate their organs is not an easy endeavor. Globally, the percentage of organ donors is low. Prior research shows that one of the major impediments to organ donation is the perception that donating an organ is equivalent to giving up part of the self. Such a perception may be mitigated by physiological self-tracking though. Findings from three studies reveal that physiological self-tracking facilitates greater acceptance of and encourages organ donation. This happens because a focus on one's physiological data, as part of the self-tracking process, leads consumers to view their body as distinct from their self (i.e., self–body dualism). Consequently, people are less likely to equate donating organs with losing a part of themselves. The findings suggest that encouraging greater use of self-trackers may help people overcome their organ donation inhibitions.

Ratner et al. (2023) and Silver and Small (2023) raise deeply interesting questions about the broad consequences of increasing sociality, about people's ability to anticipate the outcomes of sociality, and about broader issues people may be considering when thinking of connecting with another person. We focus this response on the potential role of intentions and anticipated impressions in affecting undersociality, as well as the possibility of interactions that could moderate the gap between people's expectations of social engagement and their actual experiences. Many unanswered and important questions remain in need of critical empirical attention. We encourage future research that provides a better understanding of undersociality by focusing on intentions, impressions, and interactions.

Kumar and Epley (2023) argue that people underinvest in spending time, effort, and money on other people, and that consumers' own well-being would improve from increased “sociality.” We pose two questions to enhance understanding of the relationship between sociality and efforts to benefit one's own well-being: (1) when will other-oriented consumption promote versus hinder consumers' own well-being, and (2) what leads consumers to embrace versus forego efforts to improve their well-being (i.e., self-care) that does not involve sociality? We propose that the degree to which the consumer is concerned about incorporating others' preferences, the magnitude of resources involved, and the temporal dynamics of consumption will be relevant factors in addressing these two questions. Future research to explore the proposed three factors and other factors will be important for consumers who seek to improve their well-being as well as marketers who seek to promote it.