A suggested price is oftentimes utilized in practice to enhance the profitability of pay what you want (PWYW). In this paper, we focus on this suggested price strategy. We conduct five experiments to explore factors that impact buyers' payments after seeing the suggested price. In Study 1, we show a relationship between the suggested price and payments. Intuitively, a higher suggested price results in increased payments. Studies 2A and 2B demonstrate that the relationship between the suggested price and payments is mediated by cost estimation, while Studies 3A and 3B display that the relationship is moderated by the presence of a charitable element. Interestingly, in the case with a charitable element, increasing the suggested price does not stimulate an increment in payments on a par with the case without a charitable element. This paper proposes that sellers who use PWYW could employ a suggested price to furnish buyers with pertinent cost information, but utilizing PWYW with a suggested price may not be suitable for products with a charitable component.
{"title":"Enhancing the profitability of pay what you want: A study of suggested prices","authors":"Pi-Ying Yen, Yongqi Li, Haoyu Liu","doi":"10.1002/mar.21993","DOIUrl":"https://doi.org/10.1002/mar.21993","url":null,"abstract":"A suggested price is oftentimes utilized in practice to enhance the profitability of pay what you want (PWYW). In this paper, we focus on this suggested price strategy. We conduct five experiments to explore factors that impact buyers' payments after seeing the suggested price. In Study 1, we show a relationship between the suggested price and payments. Intuitively, a higher suggested price results in increased payments. Studies 2A and 2B demonstrate that the relationship between the suggested price and payments is mediated by cost estimation, while Studies 3A and 3B display that the relationship is moderated by the presence of a charitable element. Interestingly, in the case with a charitable element, increasing the suggested price does <i>not</i> stimulate an increment in payments on a par with the case without a charitable element. This paper proposes that sellers who use PWYW could employ a suggested price to furnish buyers with pertinent cost information, but utilizing PWYW with a suggested price may not be suitable for products with a charitable component.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"222 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140125415","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Martin Rochi, Philipp A. Rauschnabel, Karl-Heinz Renner, Björn S. Ivens
As technologies become smarter, they tend to protect their users, much like parents protect their children. However, caring too much about a user can lead to technology paternalism, a construct that is becoming increasingly relevant with the advent of smart technologies. Nonetheless, very little is known about what technology paternalism is or how it can be measured. The authors applied established procedures from scale development methodology followed by quantitative measurement to present and validate a three-factor scale (limiting, overruling, and welfare). The approach offers first empirical evidence linking technology paternalism to associated concepts, showing that it correlates as expected with established constructs in the literature on technology acceptance. This study contributes to the literature by uncovering a construct of interest to a critical discussion of technology paternalism and by providing a measurement tool that can be used by researchers, policy makers, and managers.
{"title":"Technology paternalism: Development and validation of a measurement scale","authors":"Martin Rochi, Philipp A. Rauschnabel, Karl-Heinz Renner, Björn S. Ivens","doi":"10.1002/mar.21971","DOIUrl":"https://doi.org/10.1002/mar.21971","url":null,"abstract":"As technologies become smarter, they tend to protect their users, much like parents protect their children. However, caring too much about a user can lead to technology paternalism, a construct that is becoming increasingly relevant with the advent of smart technologies. Nonetheless, very little is known about what technology paternalism is or how it can be measured. The authors applied established procedures from scale development methodology followed by quantitative measurement to present and validate a three-factor scale (limiting, overruling, and welfare). The approach offers first empirical evidence linking technology paternalism to associated concepts, showing that it correlates as expected with established constructs in the literature on technology acceptance. This study contributes to the literature by uncovering a construct of interest to a critical discussion of technology paternalism and by providing a measurement tool that can be used by researchers, policy makers, and managers.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"40 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140047230","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Muhammad Vasil, Prasanta Kr Chopdar, Dimitrios Buhalis, Sitanshu Sekhar Das
The objective of this study is to provide an integrated view of the body of knowledge of value co-creation in the sharing economy in terms of the topical content and the research background. To this end, this study conducts a systematic literature review guided by the SPAR-4-SLR protocol. Leveraging the integrated ADO-TCM framework, the review identifies 39 antecedents under 3 categories, 7 decision constructs, and 18 outcome constructs related to value co-creation, as well as the prevalent theories, contexts, and methods explored in this domain. The review exposes several research gaps and offers insightful future research pathways that are directed toward theory, context, and method. These pathways can serve as a guide to strengthen and advance the theoretical, contextual, and methodological foundations of future research, contributing to the sustained evolution of the domain.
{"title":"Value co-creation in the sharing economy: Revisiting the past to inform future","authors":"Muhammad Vasil, Prasanta Kr Chopdar, Dimitrios Buhalis, Sitanshu Sekhar Das","doi":"10.1002/mar.21990","DOIUrl":"https://doi.org/10.1002/mar.21990","url":null,"abstract":"The objective of this study is to provide an integrated view of the body of knowledge of value co-creation in the sharing economy in terms of the topical content and the research background. To this end, this study conducts a systematic literature review guided by the SPAR-4-SLR protocol. Leveraging the integrated ADO-TCM framework, the review identifies 39 antecedents under 3 categories, 7 decision constructs, and 18 outcome constructs related to value co-creation, as well as the prevalent theories, contexts, and methods explored in this domain. The review exposes several research gaps and offers insightful future research pathways that are directed toward theory, context, and method. These pathways can serve as a guide to strengthen and advance the theoretical, contextual, and methodological foundations of future research, contributing to the sustained evolution of the domain.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140035503","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Matteo Montecchi, Andrés Gvirtz, Kirk Plangger, Gerard Prendergast, Douglas West
Marketing experts are tasked with making important decisions that influence firms' performance. Some decision tasks are decomposable and can be broken down into smaller parts (e.g., pricing new products). Others are non-decomposable and are challenging to break down (e.g., selecting creative work for advertising campaigns). The literature remains divided on whether expertize aids decision-makers in addressing these different decision tasks, as well as how different decision-making processes (critical analysis, intuition, introspection) improve decision-makers' performance when they face these tasks. Using experiments with comparative samples of senior marketing managers (experts) and general public participants (non-experts), we test whether expertize provides advantages when making decisions. Our results suggest that experts perform better than the general public with decomposable decision tasks, though not with non-decomposable decision tasks. Furthermore, decision-makers who rely on critical analysis perform better compared to intuition when addressing decomposable decision tasks, but the decision process is less important with non-decomposable decision tasks. These findings provide insight into the conceptual boundaries of marketing professionals' expertize. Managers could apply these insights to potentially save resources (e.g., time, finances) by delegating decisions to more junior staff or even by leveraging external counsel through crowdsourcing.
{"title":"Marketing experts are always right…aren't they? Disentangling the effects of expertize and decision-making processes","authors":"Matteo Montecchi, Andrés Gvirtz, Kirk Plangger, Gerard Prendergast, Douglas West","doi":"10.1002/mar.21988","DOIUrl":"https://doi.org/10.1002/mar.21988","url":null,"abstract":"Marketing experts are tasked with making important decisions that influence firms' performance. Some decision tasks are decomposable and can be broken down into smaller parts (e.g., pricing new products). Others are non-decomposable and are challenging to break down (e.g., selecting creative work for advertising campaigns). The literature remains divided on whether expertize aids decision-makers in addressing these different decision tasks, as well as how different decision-making processes (critical analysis, intuition, introspection) improve decision-makers' performance when they face these tasks. Using experiments with comparative samples of senior marketing managers (experts) and general public participants (non-experts), we test whether expertize provides advantages when making decisions. Our results suggest that experts perform better than the general public with decomposable decision tasks, though not with non-decomposable decision tasks. Furthermore, decision-makers who rely on critical analysis perform better compared to intuition when addressing decomposable decision tasks, but the decision process is less important with non-decomposable decision tasks. These findings provide insight into the conceptual boundaries of marketing professionals' expertize. Managers could apply these insights to potentially save resources (e.g., time, finances) by delegating decisions to more junior staff or even by leveraging external counsel through crowdsourcing.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140035350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rada Gutuleac, Gabriele Baima, Cristian Rizzo, Stefano Bresciani
Companies are increasingly collaborating with virtual influencers (VIs) as endorsers for their social media campaigns, yet they often lack awareness of the risks and opportunities involved. VIs are AI-generated, and visually presented as an interactive, real-time animated entity in a digital environment. Grounding on the uncanny valley theory, this study investigates how the anthropomorphism of VIs influences consumer behavior. Through two experimental studies, we investigate the effect of a VI's level of anthropomorphism on consumer intentions, revealing the mediating role of uncanniness. Specifically, we find that highly anthropomorphized VIs may elicit a greater sense of uncanniness among consumers. Interestingly, the second study unveils that, in the presence of social cues, the influence of anthropomorphism on uncanniness is attenuated. From a theoretical perspective, these findings contribute to the existing literature on the uncanny valley theory and reveal the role of social cues in mitigating consumers' sense of uncanniness. Alongside this, it offers practical insights for practitioners navigating the complexities of managing VIs in digital marketing endeavors.
公司越来越多地与虚拟影响者（VIs）合作，将其作为社交媒体活动的代言人，但他们往往对其中的风险和机遇缺乏认识。虚拟影响者是人工智能生成的，在数字环境中以交互式实时动画实体的形式呈现。本研究以 "不可思议谷 "理论为基础，探讨 VI 的拟人化如何影响消费者行为。通过两项实验研究，我们调查了 VI 的拟人化程度对消费者意图的影响，揭示了 "不可思议 "的中介作用。具体来说，我们发现高度拟人化的虚拟形象可能会引起消费者更多的不真实感。有趣的是，第二项研究发现，在有社会线索的情况下，拟人化对不可爱感的影响会减弱。从理论角度看，这些研究结果为现有的 "不可思议谷 "理论文献做出了贡献，揭示了社会线索在减轻消费者不可思议感方面的作用。与此同时，它还为从业人员在数字营销工作中管理VI的复杂性提供了实用见解。
{"title":"Will virtual influencers overcome the uncanny valley? The moderating role of social cues","authors":"Rada Gutuleac, Gabriele Baima, Cristian Rizzo, Stefano Bresciani","doi":"10.1002/mar.21989","DOIUrl":"https://doi.org/10.1002/mar.21989","url":null,"abstract":"Companies are increasingly collaborating with virtual influencers (VIs) as endorsers for their social media campaigns, yet they often lack awareness of the risks and opportunities involved. VIs are AI-generated, and visually presented as an interactive, real-time animated entity in a digital environment. Grounding on the uncanny valley theory, this study investigates how the anthropomorphism of VIs influences consumer behavior. Through two experimental studies, we investigate the effect of a VI's level of anthropomorphism on consumer intentions, revealing the mediating role of uncanniness. Specifically, we find that highly anthropomorphized VIs may elicit a greater sense of uncanniness among consumers. Interestingly, the second study unveils that, in the presence of social cues, the influence of anthropomorphism on uncanniness is attenuated. From a theoretical perspective, these findings contribute to the existing literature on the uncanny valley theory and reveal the role of social cues in mitigating consumers' sense of uncanniness. Alongside this, it offers practical insights for practitioners navigating the complexities of managing VIs in digital marketing endeavors.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"45 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140005167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sean Sands, Vlad Demsar, Carla Ferraro, Colin Campbell, Justin Cohen
Rapid advances in AI technology have important implications for, and effects on, brands and advertisers. Increasingly, brands are creating digital models to showcase clothing and accessories in a similar way to human models, with AI used to customize various body types, ages, sizes, and skin tones. However, little is known about how the underrepresented consumers respond to a brand's intention to use AI-generated models to represent them. We explore this by conducting four studies. We find evidence that a brand's intention to use AI-generated (vs. human) models negatively affects brand attitude (study 1). We further investigate this effect using two different underrepresented consumer groups: LGBTQIA+ consumers (study 2) and consumers with disabilities (study 3). We show the effect to be serially mediated by consumers' perception of greater threat to their self-identity and a lower sense of belonging, subsequently having a negative effect on brand attitude. Finally, we show that the perception of a brand's motivation for representing diverse consumer groups can attenuate these negative effects (study 4). Specifically, when consumers believe a brand is intrinsically motivated to use AI-generated diversity representations, they report a significantly lower social identity threat which in turn is associated with a significantly higher sense of belonging to the brand. Our research findings suggest that a brand's well-meaning intentions to represent diversity can in fact have negative effects on the very consumers whom a brand is trying to attract. While catering to diversity is of critical importance, our results indicate that brand managers should exercise caution when using AI to appeal to diverse groups of potential consumers.
{"title":"Inauthentic inclusion: Exploring how intention to use AI-generated diverse models can backfire","authors":"Sean Sands, Vlad Demsar, Carla Ferraro, Colin Campbell, Justin Cohen","doi":"10.1002/mar.21987","DOIUrl":"https://doi.org/10.1002/mar.21987","url":null,"abstract":"Rapid advances in AI technology have important implications for, and effects on, brands and advertisers. Increasingly, brands are creating digital models to showcase clothing and accessories in a similar way to human models, with AI used to customize various body types, ages, sizes, and skin tones. However, little is known about how the underrepresented consumers respond to a brand's intention to use AI-generated models to represent them. We explore this by conducting four studies. We find evidence that a brand's intention to use AI-generated (vs. human) models negatively affects brand attitude (study 1). We further investigate this effect using two different underrepresented consumer groups: LGBTQIA+ consumers (study 2) and consumers with disabilities (study 3). We show the effect to be serially mediated by consumers' perception of greater threat to their self-identity and a lower sense of belonging, subsequently having a negative effect on brand attitude. Finally, we show that the perception of a brand's motivation for representing diverse consumer groups can attenuate these negative effects (study 4). Specifically, when consumers believe a brand is intrinsically motivated to use AI-generated diversity representations, they report a significantly lower social identity threat which in turn is associated with a significantly higher sense of belonging to the brand. Our research findings suggest that a brand's well-meaning intentions to represent diversity can in fact have negative effects on the very consumers whom a brand is trying to attract. While catering to diversity is of critical importance, our results indicate that brand managers should exercise caution when using AI to appeal to diverse groups of potential consumers.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139969545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ryan E. Freling, Melanie Moore Koskie, Traci H. Freling, Julie G. Moulard, Jody L. Crosno
Gift giving has long intrigued and perplexed consumers and scholars alike. Of particular interest is when and why givers bestow gifts that miss the mark with recipients. The current meta-analysis quantitatively investigates giver–recipient mismatches by empirically examining 153 unique effects from 114 studies across 29 papers. Results suggest that characteristics of the gifts, characteristics of the occasion, and characteristics of the giver/receiver in the gift exchange presented in the original studies affect the degree to which giver–recipient asymmetries are more/less pronounced. This research confirms a persistent disconnect between evaluations gift givers and recipients make about the exchanges in which they participate. This “Gift Gap” is exacerbated when the gift exchanged is sentimental in value, consumed privately, and when the exchange occurs between friends. These results provide some support for various theoretical perspectives hypothesized to explain these asymmetric evaluations. Finally, this research reveals the dearth of research focused on familial gift exchange, cultural differences in gift exchange, and gift exchange for unpleasant occasions or occasions unrelated to birthdays and holidays.
{"title":"Exploring gift gaps: A meta-analysis of giver–recipient asymmetries","authors":"Ryan E. Freling, Melanie Moore Koskie, Traci H. Freling, Julie G. Moulard, Jody L. Crosno","doi":"10.1002/mar.21981","DOIUrl":"https://doi.org/10.1002/mar.21981","url":null,"abstract":"Gift giving has long intrigued and perplexed consumers and scholars alike. Of particular interest is when and why givers bestow gifts that miss the mark with recipients. The current meta-analysis quantitatively investigates giver–recipient mismatches by empirically examining 153 unique effects from 114 studies across 29 papers. Results suggest that characteristics of the gifts, characteristics of the occasion, and characteristics of the giver/receiver in the gift exchange presented in the original studies affect the degree to which giver–recipient asymmetries are more/less pronounced. This research confirms a persistent disconnect between evaluations gift givers and recipients make about the exchanges in which they participate. This “Gift Gap” is exacerbated when the gift exchanged is sentimental in value, consumed privately, and when the exchange occurs between friends. These results provide some support for various theoretical perspectives hypothesized to explain these asymmetric evaluations. Finally, this research reveals the dearth of research focused on familial gift exchange, cultural differences in gift exchange, and gift exchange for unpleasant occasions or occasions unrelated to birthdays and holidays.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"15 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139919624","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although an underdog brand positioning can elicit positive consumer responses, maintaining a brand's positioning requires maintaining consistent brand associations. If the associations created by the company's service providers do not align with the brand's positioning, this discrepancy can lead to consumer confusion or to a decline in brand attitudes. Chatbots, as customer-facing representatives, play a crucial role in how consumers perceive and evaluate a brand. However, the role of chatbots in shaping brand attitude has not been extensively studied. Therefore, this study investigates the effects of chatbot conversational styles on consumers' perceptions of the fit between a brand's positioning and its messaging, focusing on both “top-dog” and “underdog” brands. This study demonstrates that underdog brands using chatbots with warm conversational styles and top-dog brands using chatbots with competent (i.e., professional) conversational styles foster positive brand evaluations by consumers through perceived fit. Additionally, this study introduces the concept of power state—an individual's degree of perceived control over their surroundings—as a moderator in human–chatbot interactions, demonstrating that high-power-state consumers of top-dog brands favor a competent conversational style, whereas low-power-state consumers favor a warm conversational style regardless of the brand's positioning.
{"title":"Effects of interaction between brand positioning and chatbot conversational style on perceived fit and brand attitudes","authors":"Li-Keng Cheng, Chung-Lin Toung","doi":"10.1002/mar.21986","DOIUrl":"https://doi.org/10.1002/mar.21986","url":null,"abstract":"Although an underdog brand positioning can elicit positive consumer responses, maintaining a brand's positioning requires maintaining consistent brand associations. If the associations created by the company's service providers do not align with the brand's positioning, this discrepancy can lead to consumer confusion or to a decline in brand attitudes. Chatbots, as customer-facing representatives, play a crucial role in how consumers perceive and evaluate a brand. However, the role of chatbots in shaping brand attitude has not been extensively studied. Therefore, this study investigates the effects of chatbot conversational styles on consumers' perceptions of the fit between a brand's positioning and its messaging, focusing on both “top-dog” and “underdog” brands. This study demonstrates that underdog brands using chatbots with warm conversational styles and top-dog brands using chatbots with competent (i.e., professional) conversational styles foster positive brand evaluations by consumers through perceived fit. Additionally, this study introduces the concept of power state—an individual's degree of perceived control over their surroundings—as a moderator in human–chatbot interactions, demonstrating that high-power-state consumers of top-dog brands favor a competent conversational style, whereas low-power-state consumers favor a warm conversational style regardless of the brand's positioning.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"20 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139919378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Laura Sáez-Ortuño, Santiago Forgas-Coll, Ruben Huertas-Garcia, Eloi Puertas-Prats
The proliferation of reviews evaluating different services on social networks and online platforms and their importance in consumer decision-making has led some unscrupulous individuals to take advantage of the anonymity offered by the Internet to manipulate these reviews and influence customers' decisions. The main objectives of this study are: (1) to test whether spammers usually perform their misdemeanors from the same IP address; (2) to explore whether there are differences between stated sexes in this regard; (3) to detect the main motivations for posting fraudulent reviews; and (4) to determine the motivations for doing so from the same IP address. These objectives were achieved by means of a quasi-experiment with a sample of 7,192,487 users, and a qualitative investigation in which 37 users who had falsified information were interviewed. The results show that spammers who tend to fake their identity do so from the same IP address and that they tend to be male. Four types of motivation are presented: revenge, entertainment, opportunity for profit, and self-esteem; as well as a further three to explain the use of the same IP: convenience, limited resources, and complacency.
由于社交网络和在线平台上对不同服务的评价激增，而且这些评价在消费者决策中非常重要，因此一些不法分子利用互联网提供的匿名性操纵这些评价，影响客户的决策。本研究的主要目的是(1) 检验垃圾邮件发送者是否通常从同一 IP 地址进行不法行为；(2) 探讨在这方面是否存在性别差异；(3) 发现发布欺诈性评论的主要动机；(4) 确定从同一 IP 地址进行不法行为的动机。为了实现这些目标，我们对 7 192 487 个用户样本进行了准实验，并对 37 个伪造信息的用户进行了定性调查。调查结果表明，伪造身份的垃圾邮件发送者往往使用同一个 IP 地址，而且多为男性。研究提出了四种动机：报复、娱乐、获利机会和自尊；以及另外三种使用同一 IP 地址的动机：方便、资源有限和自满。
{"title":"Chasing spammers: Using the Internet protocol address for detection","authors":"Laura Sáez-Ortuño, Santiago Forgas-Coll, Ruben Huertas-Garcia, Eloi Puertas-Prats","doi":"10.1002/mar.21985","DOIUrl":"https://doi.org/10.1002/mar.21985","url":null,"abstract":"The proliferation of reviews evaluating different services on social networks and online platforms and their importance in consumer decision-making has led some unscrupulous individuals to take advantage of the anonymity offered by the Internet to manipulate these reviews and influence customers' decisions. The main objectives of this study are: (1) to test whether spammers usually perform their misdemeanors from the same IP address; (2) to explore whether there are differences between stated sexes in this regard; (3) to detect the main motivations for posting fraudulent reviews; and (4) to determine the motivations for doing so from the same IP address. These objectives were achieved by means of a quasi-experiment with a sample of 7,192,487 users, and a qualitative investigation in which 37 users who had falsified information were interviewed. The results show that spammers who tend to fake their identity do so from the same IP address and that they tend to be male. Four types of motivation are presented: revenge, entertainment, opportunity for profit, and self-esteem; as well as a further three to explain the use of the same IP: convenience, limited resources, and complacency.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"61 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139919337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The effect of self-profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self-disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self-presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self-profiling authenticity and its effect on people's engagement by employing the theory of self-disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.
{"title":"How do username and avatar affect people's engagement with native advertising on social media: From the self-disclosure perspective","authors":"Yanwu Yang, Jun Zhang, Ting (Lisa) Gao","doi":"10.1002/mar.21980","DOIUrl":"https://doi.org/10.1002/mar.21980","url":null,"abstract":"The effect of self-profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self-disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self-presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self-profiling authenticity and its effect on people's engagement by employing the theory of self-disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.","PeriodicalId":501349,"journal":{"name":"Psychology and Marketing","volume":"22 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139919379","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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