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Decoding consumer resistance to near-expired products: The role of social stereotyping 解读消费者对即将过期产品的抗拒:社会刻板印象的作用
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.09.005
Yongheng Liang , Yunlu Yin , Qian Xu
Why are consumers reluctant to purchase near-expired products despite the commonly tempting price deals associated with them? Whereas prior literature attributes this phenomenon to various product-related factors (e.g., freshness or quality concerns), we propose that it may also partially stem from consumers’ concern of being stereotyped as stingy; that is, people tend to stereotype the purchasers of near-expired products as stingy, which may in turn motivate consumers to resist these products to maintain their social evaluation. Seven studies—including an IAT (Implicit Association Test) experiment, a field experiment, lab and online experiments—offer converging evidence for the proposed effect. The authors also validate the proposed underlying process by showing that the effect is magnified when price discounts are applied to near-expired products and attenuates when purchases are made privately or when purchasers are imbued with socially desirable characteristics such as being proenvironmental and smart consumers. The authors conclude by highlighting insights for emerging ESG (Environmental, Social, and Governance) marketing and retailing practices.
为什么消费者不愿意购买接近过期的产品,尽管与之相关的价格优惠通常很诱人?以往的文献将这一现象归因于各种与产品相关的因素(如对新鲜度或质量的担忧),而我们则提出,这一现象也可能部分源于消费者担心被定型为小气鬼;也就是说,人们倾向于将购买快过期产品的人定型为小气鬼,这反过来又可能促使消费者抵制这些产品,以维持他们的社会评价。七项研究--包括一项内隐联想测试(IAT)实验、一项现场实验、实验室实验和在线实验--为所提出的效应提供了一致的证据。作者还验证了所提出的基本过程,表明当价格折扣适用于接近过期的产品时,这种效应会被放大,而当私下购买或购买者被赋予了社会期望的特征(如环保和聪明的消费者)时,这种效应会减弱。最后,作者强调了对新兴 ESG(环境、社会和治理)营销和零售实践的启示。
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引用次数: 0
FM ii: Copyright/ ID Statement FM ii:版权/ ID声明
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/S0022-4359(24)00084-8
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引用次数: 0
The effects of buy now, pay later (BNPL) on customers’ online purchase behavior 先买后付(BNPL)对顾客网上购物行为的影响
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.09.004
Ashish Kumar , Jari Salo , Ram Bezawada
Recent innovations in financial technology (FinTech) have introduced short-term financing options for customer loans, allowing customers to make purchases and pay for them in future installments without incurring interest, a model commonly referred to as Buy Now, Pay Later (BNPL). Despite the increasing provision of BNPL by online retailers, there remains a limited understanding of its effects on customers’ online purchase behavior. To address this gap, we utilize a synthetic difference-in-differences research design to estimate the impact of customers’ BNPL adoption on their online purchase behavior, specifically measured by order size. Our empirical results indicate that customers who adopt BNPL provided by a focal retailer have a higher order size than those who use traditional payment services. Our empirical estimates indicate an increase of 6.42% in online spending by customers adopting BNPL. Additionally, we examine the moderating effects of various customer segments - including loyalty, category experience, and promotion sensitivity - as well as demographic factors such as age, income, household size, and product characteristics, particularly low-ticket items. The impact of BNPL adoption is found to be amplified among customers with high levels of category experience and promotion sensitivity. Conversely, the effect is attenuated among older and higher-income customers, indicating that younger and low-income customers are the primary drivers of this effect. Moreover, our analysis demonstrates that purchases of low-ticket items predominantly drive the observed effect. This study provides strategic insights for online retailers concerning the implementation and targeting of BNPL as an effective online payment option.
金融科技(FinTech)最近的创新为客户贷款引入了短期融资选项,允许客户购买并在未来分期付款而不产生利息,这种模式通常被称为“先买后付”(BNPL)。尽管在线零售商越来越多地提供BNPL,但对其对客户在线购买行为的影响的理解仍然有限。为了解决这一差距,我们利用综合差异研究设计来估计客户采用BNPL对其在线购买行为的影响,特别是通过订单规模来衡量。我们的实证结果表明,采用焦点零售商提供的BNPL的客户比使用传统支付服务的客户有更高的订单规模。我们的实证估计表明,采用BNPL的客户在线支出增加了6.42%。此外,我们还研究了不同客户群的调节效应——包括忠诚度、品类体验和促销敏感性——以及人口统计学因素,如年龄、收入、家庭规模和产品特征,尤其是低价商品。采用BNPL的影响被发现在品类经验和促销敏感性较高的客户中被放大。相反,这种效应在年龄较大和收入较高的客户中减弱,表明年轻和低收入客户是这种效应的主要驱动因素。此外,我们的分析表明,购买低价商品主要推动了观察到的效果。该研究为在线零售商提供了关于BNPL作为一种有效的在线支付选择的实施和目标的战略见解。
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引用次数: 0
Not-so-speedy delivery: Should retailers use discounts or donations to incentivize consumers to choose delayed delivery? 配送速度不那么快:零售商是否应该使用折扣或捐赠来激励消费者选择延迟配送?
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.09.002
Katie Kelting , Stefanie Robinson , Stacy Wood
Many retailers feel the pressure to provide increasingly speedy delivery, but the realities of speedy delivery logistics are costly, complicated, and uncertain. In response, retailers have been using discounts to nudge consumers’ voluntary choice of a slower delivery option, but with tepid results. The current research argues that a better incentive exists. Data from six studies demonstrate that changing from a discount (the retailer giving the consumer a $1 reward/coupon) to a donation (the retailer donating $1 to a charity) incentive significantly increases the voluntary choice of delayed delivery. Importantly, the data shows that exchange equity drives this effect. However, two boundary conditions are identified: 1) the retailer communicating a reason for the delayed delivery and 2) the type of product being purchased by the consumer. In sum, the current research provides actionable insights for retailers that offer a delayed delivery option to consumers during checkout and speaks to the current debate about consumers’ desire for speedy delivery.
许多零售商感受到了提供越来越快的送货速度的压力,但现实中的快速送货物流成本高昂、复杂且不确定。为此,零售商一直在利用折扣来促使消费者自愿选择较慢的送货速度,但收效甚微。目前的研究认为,存在更好的激励措施。来自六项研究的数据表明,从折扣(零售商给消费者 1 美元的奖励/优惠券)到捐赠(零售商向慈善机构捐赠 1 美元)的激励措施,能显著增加消费者对延迟送货的自愿选择。重要的是,数据显示交换公平推动了这一效应。然而,我们发现了两个边界条件:1)零售商传达延迟交货的原因;2)消费者购买的产品类型。总之,当前的研究为在结账时向消费者提供延迟送货选项的零售商提供了可操作的见解,并对当前关于消费者对快速送货的渴望的讨论有所启发。
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引用次数: 0
Wearing your success on your sleeve: How salesperson luxury brand consumption affects consumers’ perceptions 把你的成功挂在袖子上:销售人员对奢侈品牌的消费如何影响消费者的看法
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.08.001
Veronica L. Thomas , Dora E. Bock , Stephanie M. Mangus , Setare Mohammadi
First impressions matter. Just as salespeople assess potential customers, consumers make judgments about salespeople, using cues from a salesperson's appearance and behavior to shape their expectations. In this research, we propose that a salesperson's personal display of luxury-branded products (e.g., wearing a Burberry scarf or driving a BMW) in a non-luxury retail setting is an unexplored but consequential cue that negatively frames consumers’ expectations of a pending negotiation. Across four studies, we demonstrate that, in business-to-consumer contexts, when a salesperson displays luxury-branded products, consumers reduce their expectations of receiving a favorable deal compared to when no luxury brands are displayed. Such expectations are problematic as they deter consumers from approaching salespeople, which can lead to lost sales for firms. Further, we find that the negative effect of luxury-branded products on deal expectations is sequentially mediated by consumers’ perceptions of salesperson materialism and moral character. Finally, we demonstrate that cues signaling the salesperson's customer orientation fail to negate the damaging effects of luxury-brand displays and may backfire depending on the signaler. As such, this research provides takeaways for salespeople who sell non-luxury products and offers important contributions to theory.
第一印象很重要。就像销售人员评估潜在客户一样,消费者也会对销售人员做出判断,通过销售人员的外表和行为来形成他们的期望。在这项研究中,我们提出,在非奢侈品零售环境中,销售人员对奢侈品牌产品的个人展示(例如,戴着巴宝莉围巾或驾驶宝马)是一个未被探索但重要的线索,它会负面地塑造消费者对即将进行的谈判的期望。在四项研究中,我们证明,在企业对消费者的环境中,当销售人员展示奢侈品牌的产品时,与没有展示奢侈品牌的情况相比,消费者对获得优惠交易的期望降低了。这样的期望是有问题的,因为它们会阻止消费者接近销售人员,这可能导致公司的销售损失。此外,我们发现奢侈品牌产品对交易预期的负面影响依次被消费者对销售人员物质主义和道德品质的感知所中介。最后,我们证明了暗示销售人员的客户导向的线索不能抵消奢侈品牌展示的破坏性影响,并且可能会适得其反,这取决于信号者。因此,这项研究为销售非奢侈品的销售人员提供了启示,并对理论做出了重要贡献。
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引用次数: 0
Navigating corporate activism in an era of uncertainty—A call for research 在一个不确定的时代引导企业行动主义——一项研究的呼吁
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-12-01 DOI: 10.1016/j.jretai.2024.11.003
Kimberly A. Whitler
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引用次数: 0
Understanding surprise: Toward a theory of surprise marketing 理解惊喜:走向惊喜营销理论
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-11-28 DOI: 10.1016/j.jretai.2024.11.001
Wenjun Emma Guo , Beibei Dong , Robert W. Palmatier
Surprise marketing is a deliberate strategy involving the introduction of unexpected and/or uncertain elements (e.g., unexpected coupons, mystery box) into the customer shopping journey to evoke strong positive emotions. Despite its widespread use, academic research lacks a comprehensive understanding of its intricacies. This study addresses this gap by delving into four crucial dimensions—what, how, why, and when—to provide a more profound comprehension of surprise marketing, define the concept, and delineate its fundamental characteristics. Building on both theoretical literature and real-world business examples, the authors identify curiosity and attribution as mechanisms that initiate four mediating paths: excitement, anxiety, gratitude, and skepticism. These paths underscore the tensions underlying surprise marketing that also shape marketing outcomes across shopping stages and lead to both favorable and adverse effects. Reflecting these inherent dynamics, this study introduces five managerial moderators—surprise stimulus type, surprise stimulus value, surprise complexity, customer loyalty type, and distribution channel—that can either amplify or reduce the dynamic effects of surprise marketing. These boundaries of its influence reveal managerial pathways to achieve favorable outcomes. This article concludes with managerial implications and research directions to advance pioneering trends in surprise marketing practices.
惊喜营销是一种有意的策略,包括在顾客的购物过程中引入意想不到的和/或不确定的元素(例如,意想不到的优惠券,神秘的盒子),以唤起强烈的积极情绪。尽管它被广泛使用,但学术研究缺乏对其复杂性的全面理解。本研究通过深入探究四个关键维度——做什么、如何做、为什么做和何时做——来解决这一差距,为惊喜营销提供更深刻的理解,定义概念,并描绘其基本特征。基于理论文献和现实世界的商业案例,作者认为好奇心和归因是启动四条中介路径的机制:兴奋、焦虑、感激和怀疑。这些路径强调了惊喜营销背后的紧张关系,这种紧张关系也影响了整个购物阶段的营销结果,并导致有利和不利的影响。为了反映这些内在的动态,本研究引入了五个管理调节因子——惊喜刺激类型、惊喜刺激价值、惊喜复杂性、客户忠诚度类型和分销渠道——它们可以放大或减少惊喜营销的动态效应。其影响的这些边界揭示了实现有利结果的管理途径。本文总结了管理意义和研究方向,以推进惊喜营销实践的先驱趋势。
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引用次数: 0
FM ii: Copyright/ ID Statement FM ii:版权/身份证声明
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-01 DOI: 10.1016/S0022-4359(24)00057-5
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引用次数: 0
Quiet sellers: When introversion drives salesperson performance 安静的销售者当内向性格影响销售业绩时
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-01 DOI: 10.1016/j.jretai.2024.06.004
Nawar N. Chaker , Johannes Habel , Nathaniel N. Hartmann , Felix Johannsen , Heinrich Rusche

Introversion is commonly assumed to be disadvantageous for salespeople. This research challenges that assumption, identifying when introversion may be advantageous. We propose that when salespeople have closer relationships with other sales team members, the association between introversion and salesperson performance becomes more positive. We argue that this is because introverts in strategic network positions receive higher-quality advice and are better at listening. We further suggest that this interaction effect is strengthened when information quantity is higher, which is the case in larger teams. Network analyses of more than 260 salespeople in a direct selling context and a brick-and-mortar store context support our central assertion that introversion can be advantageous, given certain conditions. Altogether, our work extends the literature by underscoring the importance of the interplay between introversion, social networks, and network characteristics to job-related outcomes. For sales and retailing practice, our study highlights unique advantages introverted salespeople have, which have meaningful implications for firms’ hiring and personnel development practices.

内向通常被认为对销售人员不利。这项研究对这一假设提出了挑战,它确定了内向性格在什么情况下可能是有利的。我们提出,当销售人员与其他销售团队成员的关系更加密切时,内向性格与销售人员业绩之间的关联就会变得更加积极。我们认为,这是因为处于战略网络位置的内向者能获得更高质量的建议,并且更善于倾听。我们还认为,当信息量较高时,这种互动效应会得到加强,而在规模较大的团队中,情况就是如此。我们对直销和实体店中的 260 多名销售人员进行了网络分析,结果支持了我们的核心观点,即在特定条件下,内向性格可能是有利的。总之,我们的研究强调了内向、社交网络和网络特征之间的相互作用对工作相关结果的重要性,从而扩展了相关文献。对于销售和零售业的实践,我们的研究强调了内向型销售人员所具有的独特优势,这对企业的招聘和人员发展实践具有重要意义。
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引用次数: 0
Bargaining with algorithms: How consumers respond to offers proposed by algorithms versus humans 与算法讨价还价:消费者如何回应算法和人工提出的建议
IF 8 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-01 DOI: 10.1016/j.jretai.2024.05.001

The rapid integration of artificial intelligence (AI) into negotiations has catalyzed a transformative change in the retail industry. This study analyzes consumer responses to AI negotiators—a scenario becoming more common as retailers employ sophisticated algorithms in negotiation practices. Through five studies spanning B2C, B2B, and C2C negotiations, the findings reveal that consumers tend to make fewer adjustments to their counteroffers when bargaining with algorithms, persuaded of algorithms’ decision-making precision and comprehensive market intelligence. Notably, this confidence in algorithmic accuracy has a disproportionate effect on individuals from lower socioeconomic backgrounds, which can be mitigated by casting doubt on AI's infallibility. These insights do not merely provide retailers with a tactical advantage in utilizing AI for negotiations but also highlight the necessity for a more profound and ethical interaction with technology. Understanding the dynamics of human‒algorithm interaction in negotiation contexts allows retailers and brands to navigate this new terrain with greater efficacy and mindfulness.

人工智能(AI)与谈判的快速融合催化了零售业的变革。本研究分析了消费者对人工智能谈判者的反应--随着零售商在谈判实践中采用复杂的算法,这种情况变得越来越普遍。通过横跨 B2C、B2B 和 C2C 谈判的五项研究,研究结果表明,在与算法讨价还价时,消费者倾向于减少对还价的调整,因为他们相信算法的决策精确度和全面的市场情报。值得注意的是,这种对算法准确性的信心对社会经济背景较低的个人产生了不成比例的影响,而对人工智能的无懈可击性表示怀疑则可以减轻这种影响。这些见解不仅为零售商提供了利用人工智能进行谈判的战术优势,还凸显了与技术进行更深刻、更合乎道德的互动的必要性。了解谈判背景下人类与人工智能互动的动态,可以让零售商和品牌以更高的效率和心智驾驭这一新领域。
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引用次数: 0
期刊
Journal of Retailing
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