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【文献速递】Journal of the Academy of Marketing Science,Volume 54, Issue 2, April 2026
2026年Journal of the Academy of Marketing Science（FT50）的14篇文章，主题有银发营销策略、营销领域量表开发的标准、药品促销中医患导向促销的差异比较、客户成功作为跨组织绩效的三维度概念、慈善众筹平台中直接引语诉求如何影响捐赠行为、众筹后商业化中支持者规模对产品生存的双刃剑效应、全渠道定价从差异化转向统一定价的效果、简化营养标签何时以及如何改善快餐选择、视觉调节效应如何影响消费者判断、大学如何利用社交媒体进行学生招生、无条件赠礼通过感激与义务感双重驱动消费、感知视角相似性作用下奢侈品鉴定中人类优于AI、视频广告中简短简单场景提高注意同步性，以及价格促销冲击中折扣深度增加冲击而新产品开发减少冲击。
1.Strategies in the silver economy: A framework and a research agenda
银发经济中的策略：一个框架与研究议程
2.Standards for scale development in marketing: Elevating the role of theory
营销领域量表开发的标准：强化理论的核心作用
3.Direct and spillover promotional effects on drug prescriptions: Comparing differential physician- vs. patient-focused promotional effects
药物处方的直接与溢出促销效应：医生导向与患者导向促销效果的差异比较
4.Customer success: An interorganizational performance concept in business markets
客户成功：企业市场中的跨组织绩效概念
5.To quote or not to quote: The effect of direct-speech appeals on donation in charity crowdfunding platforms
引用与否：慈善众筹平台中直接引用诉求对捐赠行为的影响
6.Navigating post-crowdfunding commercialization: Launch decision, market sales, and product survival
众筹后商业化的路径：上市决策、市场销量与产品生存
7.Effects of switching from channel-specific pricing to uniform pricing in omnichannel retail: Evidence from a quasi-experiment
全渠道零售中从渠道差异化定价转向统一定价的效果：来自准实验的证据
8.When and how simplified nutrition labels improve fast-food choices
简化营养标签何时以及如何改善快餐选择
9.The visual moderation effect: How the representation of loyalty reward progress affects consumer judgments and behaviors
视觉调节效应：忠诚奖励进度的呈现方式如何影响消费者判断与行为
10.How universities can use social media for student acquisition
大学如何利用社交媒体进行学生招生
11.The effects of unconditional gifts on customer-firm relationships
无条件赠礼对顾客—企业关系的影响
12.Keeping it real in human eyes: Receptivity to human vs. AI in luxury authentication and the role of perceived perspective similarity
人类视角下的真实性：奢侈品鉴定中人类与AI的接受度差异及感知视角相似性的作用
13.The dynamic effects of visual complexity and scene cuts on viewer attention
视觉复杂性与镜头切换对观众注意力的动态影响
14.The size of the same-week promotion bump—Drivers and their implications
摘要
1.Strategies in the silver economy: A framework and a research agenda
银发经济中的策略：一个框架与研究议程
作者：P. K. Kannan, Lingling Zhang, Dongsheng Zhou和Dhruv Grewal
Abstract:The world’s population is aging rapidly, creating profound implications for businesses operating in the emerging “silver economy,” which encompasses economic activities of consumers over 50 years of age. Although older adults hold significant wealth and purchasing power, they are often underserved by marketing strategies that rely on stereotypes or overemphasize youth segments. This paper highlights the need for more nuanced, culturally informed strategies and approaches to engaging senior consumers. We argue for gerontographic segmentation—based on needs and socioeconomic characteristics rather than chronological age—and propose the 5As of silver marketing: Awareness, Accessibility, Affordability, Affect, and Advocacy. These principles provide a framework for designing inclusive products, communications, and services that resonate with diverse senior populations across global markets. We also explore cross-cultural distinctions, such as wellness-oriented appeals in Western countries, family-centered approaches in China, and safety-focused marketing in Japan. In turn, this paper sets out a research agenda to integrate insights from gerontology, psychology, and cross-cultural studies into marketing theory. For practitioners, we emphasize opportunities to create value through age-friendly innovations, universal design, and authentic engagement. Ultimately, we encourage both academics and managers to recognize the silver economy as a driver of growth and innovation, rather than as a challenge to be managed. We hope the research agenda that we have provided will help stimulate a better understanding of the Silver Segment.
摘要：世界人口正在快速老龄化，这对在新兴的“银发经济”（涵盖50岁以上消费者的经济活动）中运营的企业产生了深远影响。尽管老年人拥有可观的财富和购买力，但面向他们的营销策略常陷入刻板印象、过度聚焦年轻群体，导致其需求长期被忽视。本文强调了需要更细致、更具文化敏感性的策略和方法来吸引老年消费者。我们主张基于需求和社会经济特征（而非实际年龄）进行老年消费群体细分，并提出银发营销的5A原则：认知、可及、可负担、情感与倡导。这些原则为设计适配全年龄的产品、传播和服务提供了系统性框架，使其精准契合全球市场中老年群体的多元需求。本文进一步探讨了跨文化差异，例如西方国家的健康导向型诉求、中国的家庭中心式策略以及日本的安全优先型营销。在此基础上，本文提出了一个研究议程，旨在将老年学、心理学和跨文化研究的见解整合到营销理论中。对于从业者，我们强调了通过适老创新、通用设计和真诚互动来创造价值的机会。最后，我们鼓励学术界和管理者将银发经济视为增长和创新的驱动力，而非一个需要应对的挑战。我们希望所提出的研究议程能有助于促进对银发群体的系统性认知。
2.Standards for scale development in marketing: Elevating the role of theory
营销领域量表开发的标准：强化理论的核心作用
作者：John Hulland, Kevin L. Sample和Mark B. Houston
Abstract:The latent nature of many phenomena we study in marketing necessitates the use of multi-item scales to adequately reflect construct richness. Ensuring that these scales are both valid and reliable provides a critical foundation for subsequent research. In pursuit of this goal, we propose a refined scale-development process model that builds on existing standards while emphasizing the role of theory for creating meaningful, valid, and novel scales. Further, we use a “methods-in-use” approach to systematically review scale-development papers published in premier marketing journals over the past 25 years to identify areas both where marketing scholars appropriately use established guidelines, but also where elements are executed with insufficient rigor. This leads to recommendations to help scholars avoid some common pitfalls we observed in reviewing and evaluating extant scale-development research. Finally, drawing on our framework in conjunction with observations of current scale development practices as well as recent methodological advances (e.g., the emergence of AI), we delineate best practices for creating high-quality scales.
摘要：营销学研究中的许多现象具有潜在特性，因此需要采用多题项量表以完整反映构念内涵。保证量表兼具效度与信度，是后续研究开展的重要前提。为此，我们提出了一个精炼的量表开发过程模型，该模型在现有标准的基础上，凸显了理论在构建有意义、有效且新颖的量表中的作用。此外，我们采用“方法实践检视法”，系统回顾了过去25年发表在顶级营销期刊上的量表开发论文，以识别营销学者既恰当使用既有指南的领域，也存在执行不够严谨的环节。基于此，我们提出相关建议，帮助学者规避量表开发研究中的常见误区。最后，结合我们的框架、对当前量表开发实践现状及前沿方法论进展（如人工智能的出现），明确了高质量量表开发的最优实践路径。
3.Direct and spillover promotional effects on drug prescriptions: Comparing differential physician- vs. patient-focused promotional effects
药物处方的直接与溢出促销效应：医生导向与患者导向促销效果的差异比较
作者：Zhili Tian, Sangkil Moon和Yong Cai
Abstract:We examine the impact of marketing strategies on new prescriptions. Companies promote drugs to both physicians, prescribing medications, and patients. We examine two antidepressant classes—SSRIs and SNRIs—highlighting two key findings: (1) Physician-targeted promotions, such as detailing, samples, and journal advertising, are more effective than patient-targeted promotions, direct-to-consumer advertising (DTCA), in their direct effects on drug adoption. (2) Physician-focused promotions exhibit stronger spillover effects on competing brands than patient-focused promotions. We emphasize that physicians, as agents with medical expertise, are the primary decision-makers, while patients have limited influence on their prescriptions. Agency theory provides a rationale for the differential promotional effects, as the interests of physicians and patients diverge, and physicians have superior medical expertise and knowledge on a drug’s efficacy and safety. Our findings provide evidence for companies to reallocate their resources from DTCA to physician-targeted promotions. This policy leads to lower costs of patent-protected drugs for patients.
摘要：本文研究营销策略对新药处方的影响。制药公司同时向开具处方的医生和使用药物的患者进行促销。我们考察了两类抗抑郁药——选择性5-羟色胺再摄取抑制剂（SSRIs）和5-羟色胺去甲肾上腺素再摄取抑制剂（SNRIs）——并突出了两个关键发现：（1）医生导向促销（如药品拜访、样品和期刊广告）对药物采用的直接效果强于患者导向促销（即直接面向消费者的广告DTCA）；（2）医生导向促销对竞争品牌的溢出效应强于患者导向促销。本文指出，作为具有医学专业知识的代理人，医生是主要的决策者，而患者对处方的影响有限。代理理论为上述促销效果的差异提供了理论解释：医生与患者的利益存在分歧，且医生在药物疗效和安全性方面拥有更专业的医学知识和信息。研究结论为制药公司优化了资源从DTCA重新配置到医生导向促销活动的证据。这一策略有助于降低患者使用专利保护药品的成本。
4.Customer success: An interorganizational performance concept in business markets
客户成功：企业市场中的跨组织绩效概念
作者：Anna Gehring, Wolfgang Ulaga, Andreas Eggert和Bryan Hochstein
Abstract:Driven by fast-paced digital transformation, business-to-business firms increasingly identify customer success (CS) management as a relevant business function. The rapid adoption of CS practices triggered a growing body of academic research on CS. Yet questions about the nature, relevance, and contribution of this concept to marketing theory and practice persist: Is CS just another customer mindset metric, or is it a substantively new and important concept that broadens relationship marketing theory? Employing a theories-in-use approach, this research identifies CS as an interorganizational performance concept that comprises three salient dimensions: the degree, the congruence, and the visibility of a customer’s goal achievement. Goal framing, or customers’and suppliers’collaborative efforts to identify and operationalize the goals customers seek by using suppliers’ market offerings, emerges as a unique antecedent of CS. Integrating CS into the marketing–performance outcome chain sheds new light on value co-creation across organizational boundaries in business markets.
摘要：在数字化加速转型的推动下，B2B企业将客户成功（CS）管理视为核心业务职能。客户成功实践的迅速普及推动了学术界对客户成功的研究兴趣。然而，该概念的本质、相关性及其对营销理论和实践的贡献，仍存在争议：客户成功仅仅是另一种衡量客户心态的指标，还是一个实质性的、新颖且重要的概念，能够拓展关系营销理论？本研究采用“实践理论法”，将客户成功界定为跨组织绩效概念，包含三大核心维度：客户目标实现的程度、一致性以及可见性。目标框架，即客户与供应商通过协作努力，识别并实现客户使用供应商市场供给所寻求的目标，成为客户成功的独特前因。将客户成功整合到营销—绩效结果链中，为理解企业市场中跨组织边界的价值共创提供了新的视角。
5.To quote or not to quote: The effect of direct-speech appeals on donation in charity crowdfunding platforms
引用与否：慈善众筹平台中直接引用诉求对捐赠行为的影响
作者：Ziqi Zhang, Xuejiao Lin, Qiang Kris Zhou和Guoqing Guo
Abstract:On charity crowdfunding platforms like GoFundMe, fundraisers largely rely on campaign appeals to engage and persuade potential donors. When appealing to prospective donors, fundraisers can either quote speeches from the beneficiaries to describe their dilemmas (direct-speech appeal) or present the same information descriptively without direct speech (non-direct-speech appeal). This research examines how, why and when direct-speech appeals affect the effectiveness of fundraising on charity crowdfunding platforms. In Study 1, we analyzed a secondary dataset of over 68,000 crowdfunding projects and found that direct-speech appeals are associated with larger donation amounts and more attracted donors. In Study 2, 3 and 4, we conducted controlled experiments to establish the causal relationship and explore the underlying mechanisms and boundary conditions. The convergent results show that direct-speech appeals positively affect donation outcomes. The effect is driven by increased perceived closeness toward beneficiaries elicited by direct-speech appeals and it is more pronounced among individuals with high mental imagery tendency and when the donation cause is urgent. Our research contributes to the literature on charity crowdfunding platforms and provides actionable insights for crowdfunding fundraisers.
摘要：在GoFundMe等慈善众筹平台上，筹款人主要依靠项目诉求来吸引和说服潜在捐赠者。在向潜在捐赠者进行诉求时，筹款人可以引用受益人的原话来描述其困境（直接引用诉求），也可以不使用直接引用而以描述性方式呈现相同信息（非直接引用诉求）。本研究探讨了直接引用诉求如何、为何以及何时影响慈善众筹平台上的筹款效果。研究1基于包含超过68,000个众筹项目的二手数据集展开分析，发现直接引用诉求与更高的捐赠金额和更多的捐赠者数量相关。在研究2、3和4中，我们进行了受控实验验证二者间的因果关系，并探索其潜在机制和边界条件。综合结果表明，直接引用诉求对捐赠结果产生积极影响。这一效应是由直接引用诉求所引发的对受益人感知亲近感的增强所驱动的，并且在心理意象倾向较高的个体中以及捐赠原因具有紧迫性时更为显著。我们的研究为慈善众筹平台的文献做出了贡献，并为众筹筹款人提供了切实可行的见解。
6.Navigating post-crowdfunding commercialization: Launch decision, market sales, and product survival
众筹后商业化的路径：上市决策、市场销量与产品生存
作者：Haisu Zhang
Abstract:Despite growing scholarly work on crowdfunding, not enough studies have examined post-crowdfunding commercialization. In this research, we conceptualize post-crowdfunding commercialization as a three-phase process: product launch, sales in the mainstream market, and product survival. In Study 1, we examine 638 video games and find that successfully crowdfunded products are about seven times more likely to be launched in the market than failed ones. In Study 2, we rely on the dual-market view from innovation diffusion theory and suggest that backers at the crowdfunding stage and consumers at the commercialization stage represent two distinct markets. Using longitudinal data on 211 crowdfunding projects, we find that crowd size (i.e., the number of backers) functions as a double-edged sword: It is positively related to product adoption but negatively related to customer satisfaction. Product adoption and customer satisfaction further mediate the relationship between crowd size and product survival. Moreover, time to market worsens the negative relationship between crowd size and customer satisfaction.
摘要：众筹的学术研究日益增多，但针对众筹后商业化的研究仍然不足。本研究将众筹后商业化界定为一个三阶段过程：产品上市、主流市场销售以及产品生存。研究1基于638款电子游戏数据分析，发现成功众筹的产品上市的可能性约为失败产品的七倍。研究2借鉴创新扩散理论中的双市场观点，提出众筹阶段的支持者与商业化阶段的消费者代表了两个不同的市场。基于211个众筹项目的纵向数据分析，我们发现支持者规模（即支持者人数）如同一把双刃剑：它与产品采纳正相关，但与顾客满意度负相关。产品采纳和顾客满意度进一步在支持者规模与产品生存之间起中介作用。此外，上市时间会加剧支持者规模与顾客满意度之间的负向关系。
7.Effects of switching from channel-specific pricing to uniform pricing in omnichannel retail: Evidence from a quasi-experiment
全渠道零售中从渠道差异化定价转向统一定价的效果：来自准实验的证据
作者：Mengzhou Zhuang, Eric Er Fang和Peijian Song
Abstract:Many omnichannel firms are switching from channel-specific pricing to uniform pricing, but little is known about the immediate and long-term effects of this change. Relying on a quasi-experiment setting featuring a pricing policy change varying across 4,150 products over 18 months, we empirically investigate the effects of uniform pricing on online and offline channel sales. We show that this transition is beneficial for both online and offline sales, with effects becoming increasingly positive over time. Furthermore, we show that the treatment effects can be decomposed into two contrasting effects: a delayed positive effect and an immediate negative effect on product sales. Last, in consumer-level analysis, we show that the treatment effects are due to two distinct behavioral patterns: a decrease in the shopping frequency of 77.4% of the consumers who can no longer leverage price differences between channels and an increase in the activity of 22.6% of consumers who appreciate the ease of search and the comprehensiveness of the omnichannel experience. This study sheds light on an important pricing decision in omnichannel retail—whether to switch from channel-specific to uniform pricing.
摘要：许多全渠道公司正从渠道差异化定价转向统一定价，但关于这一变化的短期和长期影响，人们知之甚少。基于一项覆盖 4150 种产品、历时 18 个月的准实验场景（聚焦定价政策变更），我们实证检验了统一定价对线上和线下渠道销售的影响。研究发现，这种转变对线上和线下销售均有益处，且其积极效应随时间推移而不断增强。此外，该处理效应可以分解为双重反向作用：对产品销售存在即时负向冲击与滞后正向增益。最后，消费者层面的机制检验显示，上述效应源于两类差异化行为模式：77.4% 的消费者（无法再利用渠道价差套利）购物频率显著下降，而 22.6% 的消费者（看重全渠道搜索便捷性与体验完整性）参与活跃度明显提升。这项研究揭示了全渠道零售中的一个重要定价决策——是否从渠道差异化定价转向统一定价。
8.When and how simplified nutrition labels improve fast-food choices
简化营养标签何时以及如何改善快餐选择
作者：K. Sudhir , Onesun Steve Yoo和Zihao Zhou
Abstract:Simplified nutrition labels, such as Nutri-Score, are increasingly used in grocery stores, but their effects on out-of-home consumption, their psychological mechanisms, and potential moderators remain poorly understood. An initial online experiment showed that Nutri-Score leads fast-food customers to select meals (and especially desserts) of higher nutritional quality by helping them identify the healthiest options, ruling out three other theory-driven potential mechanisms. A field study involving 200,039 fast-food meals replicated the positive effects of Nutri-Score in a middle-class metropolitan area but found that it backfired in a less affluent provincial town. A second online experiment, which recruited a nationally representative sample, replicated the nutritional improvement for middle-class people living in metropolitan areas, but found no effect among those with a lower socioeconomic status living in provincial towns. Nutrition importance was the only one of the nine factors tested that moderated the effects of Nutri-Score and explained dietary differences across these groups.
摘要：简化营养标签（如Nutri-Score）越来越多地应用于杂货店，但其对户外消费的影响、心理机制以及潜在的调节因素仍知之甚少。一项初步的在线实验表明，Nutri-Score通过帮助快餐顾客识别出最健康的选择（排除了其他三种理论驱动的潜在机制），促使他们选择营养质量更高的餐食（尤其是甜点）。基于200,039份快餐餐食的实地研究复现了Nutri-Score在中产阶级大都市区的积极效应，但在相对欠富裕的城镇中却产生了反向效果。第二项全国代表性的样本在线实验，复现了居住在大都市区的中产阶级的营养改善效果，但发现在城镇的社会经济地位较低的群体中没有效果。在所测试的九个因素中，营养重要性是唯一一个调节Nutri-Score效应并解释这些群体之间饮食差异的因素。
9.The visual moderation effect: How the representation of loyalty reward progress affects consumer judgments and behaviors
视觉调节效应：忠诚奖励进度的呈现方式如何影响消费者判断与行为
作者：Carlos Bauer, Mansur Khamitov, Mathew S. Isaac和Julio Sevilla
Abstract:Across nine studies (N = 3,735), the authors find evidence of a visual moderation effect, defined as the tendency for consumers to make progress estimates that are closer to the midpoint of a range (i.e., less extreme) when presented with loyalty reward progress information in a more visual format. Results indicate that when actual reward progress is displayed more visually, loyalty program (LP) members overestimate their progress when they are far from their reward but underestimate it when they are near their reward. The authors further demonstrate that this effect arises because the inherent ambiguity of more visual (vs. more numerical) representations leads consumers to feel less confident about the progress they have achieved and, consequently, to assume that they are closer to the middle of the feasible range. This visual moderation effect, which influences consumers’motivation and their propensity to undertake behaviors that would help them achieve their loyalty reward (e.g., patronizing the firm again), is robust across (1) different visual representations of progress (e.g., block bar charts, circular rings), (2) various LP contexts/categories (e.g., coffee shop, grocery store, frozen yogurt shop, car wash, restaurant), and (3) different samples (e.g., online panel participants, university students, actual customers).
摘要：通过九项研究（样本量 N =3,735）作者证实了视觉调节效应的存在：当消费者以更具视觉化的形式接收忠诚奖励进度信息时，他们倾向于做出更接近范围中点（即更不极端）的进度估计。结果表明，当实际奖励进度以更具视觉化的方式呈现时，忠诚计划（LP）成员在距离奖励还很远时会高估自己的进度，而在接近奖励时会低估自己的进度。作者进一步证明，这一效应的产生是因为更具视觉化（相对于更具数字化）的呈现方式本身具有模糊性，导致消费者对自己已取得的进度信心降低，从而假定自己更接近可行范围的中点。这种视觉调节效应会影响消费者的动机以及他们为获得忠诚奖励而采取行为（例如再次光顾该商家）的倾向，并且在以下条件下均表现出稳健性：（1）不同的进度视觉表现形式（例如块状条形图、圆环图）；（2）不同的忠诚计划背景/类别（例如咖啡店、杂货店、冻酸奶店、洗车店、餐厅）；（3）不同的样本（例如在线调查小组成员、大学生、真实顾客）。
10.How universities can use social media for student acquisition
大学如何利用社交媒体进行学生招生
作者：Hai-Anh Tran, Heiner Evanschitzky, Stephan Ludwig, Bach Nguyen, Dhruv Grewal, Andrew M. Farrell和Anna-Lena Ackfeldt
Abstract:Higher education institutions face increasing pressure to promote their complex services in competitive global markets, yet they lack evidence-based insights into effective marketing communication strategies. Drawing on signaling theory, the current research examines how universities’ social media content influences student acquisition. Based on interviews with university social media managers, text analyses of more than one million tweets from 94 U.K. universities, and two experiments, the authors outline how universities’communication content and style choices drive student acquisition. Rather than content focused on the service environment or outcome quality, the study findings indicate that content pertaining to interaction quality has the strongest positive effect on acquisition. Stylistically, an emotional tone enhances the impact of such content, but a cognitive tone is more effective for content about outcome quality; the tone has no significant effect on content about the service environment. Furthermore, external signals offered by third-party rankings moderate these effects: Highly ranked institutions benefit most when they signal environment quality, whereas lower-ranked institutions benefit from emphasizing interaction quality. With such strategic guidance, universities can align their social media content and style and third-party quality signals to optimize student acquisition.
摘要：全球高等教育市场竞争日趋激烈，高校需要推广其复杂的教育服务，然而它们缺乏基于实证的有效营销传播策略指引。本研究借鉴信号理论，考察了大学社交媒体内容如何影响学生招生。基于对大学社交媒体管理者的访谈、对94所英国大学超百万条推文的文本分析以及两项实验，作者阐述了大学的传播内容和风格选择如何驱动学生招生。研究结果表明，与关注服务环境或结果质量的内容相比，关于互动质量的内容对招生的积极影响最强。在风格上，情感基调会增强此类内容的影响力，而认知基调对于结果质量相关的内容更为有效；基调对服务环境相关的内容没有显著影响。此外，第三方排名提供的外部信号调节了这些效应：排名高的院校在传递环境质量信号时受益最大，而排名低的院校则从强调互动质量中受益。基于本研究结果，大学可以调整其社交媒体内容、风格以及第三方质量信号，以优化学生招生。
11.The effects of unconditional gifts on customer-firm relationships
无条件赠礼对顾客—企业关系的影响
作者：Paul W. Fombelle, Clay M. Voorhees, Amie Gustafsson, Lars Witell和Anders Gustafsson
Abstract:This research demonstrates the impact of unconditional business-to-consumer (B2C) gifts. It contributes to the literature by examining how an unconditional gift at the beginning of a shopping experience can influence both loyalty and transactional spending. The findings show that an unconditional gift creates feelings of gratitude, driving loyalty and transactional spending. At the same time, receiving such a gift can lead to a sense of obligation, prompting increased transactional spending to alleviate this feeling. To address the identified gaps in research on B2C gift giving and provide managers a clear path to successfully launch an unconditional gift-giving program, we conduct two firm-partnered field experiments, tracking the behaviors of customers after receipt of an unconditional gift. We then conduct five experimental studies to validate the theoretical process and examine three managerially relevant contingencies: value of the gift, new versus existing customers, and a promotional reward versus an unconditional gift. We find that even unconditional gifts with little monetary value provide benefits for a firm and the effects are robust across new and existing customers. Furthermore, we find that unconditional gifts create greater feelings of obligation than promotional rewards. Managers can use our findings to design unconditional gift-giving programs regarding when, what, and how unconditional gifts should be given to have the largest impact on customers.
摘要：本研究聚焦企业面向消费者（B2C）的无条件赠礼策略。通过考察购物体验开始时的无条件赠礼如何影响忠诚度和交易性消费，丰富了相关领域研究。研究结果表明，无条件赠礼会产生感激之情，从而驱动忠诚度和交易性消费。与此同时，接受这种赠礼也可能导致义务感，促使消费者增加交易性消费以缓解这种感觉。为弥补 B2C 赠礼研究的不足、为企业落地相关策略提供实践指引，我们进行了两项与企业合作的现场实验，追踪了顾客收到无条件赠礼后的行为。随后，我们进行了五项实验研究，以验证理论过程并考察三个与管理相关的权变因素：赠礼的价值、新顾客与现有顾客的对比，以及促销奖励与无条件赠礼的对比。我们发现，低价值无条件赠礼也能为企业带来收益，并且这种效应在新老顾客中都是稳健的。此外，我们发现无条件赠礼比促销奖励能产生更强的义务感。管理者可以利用我们的发现来设计无条件赠礼计划，确定应在何时、赠送何种以及如何赠送无条件赠礼，从而对顾客产生最大的影响。
12.Keeping it real in human eyes: Receptivity to human vs. AI in luxury authentication and the role of perceived perspective similarity
人类视角下的真实性：奢侈品鉴定中人类与AI的接受度差异及感知视角相似性的作用
作者：Xuejing Ma, Fei Jin和Xianchi Dai
Abstract:Many providers in the fast-growing luxury market are investing heavily in authentication procedures to create a reliable environment for luxury transactions. The flourishing development of artificial intelligence (AI) has revolutionized authentication. This research examines consumer attitudes toward AI authentication of luxury products and investigates strategies to enhance consumers’receptivity to AI-based authentication in luxury consumption. Eight studies, along with two supplementary studies, conducted in controlled and field settings across diverse contexts, demonstrate that consumers show a preference for luxury goods authenticated by human experts over those authenticated by AI because of perceived perspective similarity. This effect is robust for both sellers and buyers. We further show that this effect is curbed when consumers buy luxury products for low (vs. high) social motives, when the product positioning is non-luxury (vs. luxury), and when the brand prominence is low (vs. high). These findings contribute to the psychology of AI in social contexts. They also offer actionable strategies to help practitioners improve consumers’acceptance of AI when consumption involves social motives.
摘要：在快速增长的奢侈品市场中，许多服务提供商正大力投资于鉴定程序，以构建一个可靠的奢侈品交易环境。人工智能的蓬勃发展正重塑奢侈品鉴定范式。本研究考察了消费者对奢侈品人工智能鉴定的态度，并探讨了在奢侈品消费中提高消费者对基于人工智能的鉴定的接受度的策略。在受控环境和实地环境中进行的八项研究以及两项补充研究表明，由于感知视角相似性，消费者更偏好人类专家鉴定的奢侈品而非AI鉴定的奢侈品。该效应在卖买双方中均稳健成立。进一步研究表明，该效应在以下情境中显著弱化：消费者低社交动机购买、产品非奢侈定位、品牌低知名度时。这些发现有助于理解社会情境下的人工智能心理学。它们还为从业者提供了可行的策略，以在消费涉及社会动机时提高消费者对人工智能的接受度。
13.The dynamic effects of visual complexity and scene cuts on viewer attention
视觉复杂性与镜头切换对观众注意力的动态影响
作者：Sammy Wals, Dhruv Grewal, Ines Wilms, Tim Hilken, Alexia Briassouli 和Martin Wetzels
Abstract:This research examines the dynamic effects of video advertising features on viewers’attentional focus. We leverage state-of-the-art computer vision techniques to extract frame-level measures of visual complexity and scene cuts, and we combine these with eye-tracking data that capture attention via moment-to-moment attentional synchrony across viewers. Our findings indicate that short and visually simple scenes elicit higher levels of attentional synchrony. A time-series analysis of 2,520 individual viewing experiences across 42 public service announcements, reveals that visual complexity exerts a delayed, negative effect on attentional synchrony, whereas scene cuts (i.e., shorter scene durations) boost attention. Together, these results demonstrate that short and simple scenes help sustain attentional focus, which subsequently enhances narrative immersion, ad liking, and recognition. Our new analytical framework illustrates how computer vision, time-series modeling, and neuromarketing measures can be effectively integrated to advance video advertising research, while also offering actionable guidance for marketers to optimize viewer attention.
摘要：本研究考察了视频广告特征对观众注意力聚焦的动态影响。研究利用前沿计算机视觉技术，提取帧级别的视觉复杂性和镜头切换指标，并与眼动追踪数据（以观众实时注意力同步性衡量注意力）相结合分析。研究结果表明，简短且视觉简单的场景能引起更高水平的注意同步性。对42个公共服务公告中2,520次个体观看体验的时间序列分析显示，视觉复杂性对注意同步性产生延迟的负向影响，而镜头切换（即较短的场景时长）则能提升注意力。这些结果共同表明，简短且简单的场景有助于维持注意力聚焦，进而增强叙事沉浸感、广告喜爱度和识别度。该新分析框架展示了如何有效整合计算机视觉、时间序列建模和神经营销学测量来推进视频广告研究，同时为营销人员优化观众注意力提供了可行的指导。
14.The size of the same-week promotion bump—Drivers and their implications
同周促销效应规模：驱动因素与管理启示
作者：Anthony Koschmann, Scott A. Neslin, Shuba Srinivasan和Paul Wolfson
Abstract:Price promotions are the“go-to”marketing action for boosting sales. The same-week sales“bump”is the gold standard metric for evaluating the tactic. This study examines what drives the size of the bump. We analyze 589 consumer packaged goods brands over 15 years, drawing on utility theory to generate seven fundamental drivers and develop hypotheses. We show that for the average brand, discount depth and feature advertising increase the bump; yet, competitor price promotions, new products, and loyalty decrease it. SKU proliferation and advertising have no effect, on average. Differences in driver impact are substantial. For example, a standard deviation increase in promotional discount depth increases the bump by 18.0%, while a standard deviation increase in new product development decreases the bump by -12.9%. We show that jointly examining a comprehensive set of drivers is important—focusing just on a few can conflate their inferred impact with that of unexamined drivers. We illustrate how brand managers can use our results in response to competitor promotion activity. Overall, we generate substantive, conceptual, and managerial insights by undertaking a uniquely comprehensive, theory-driven study of what drives the size of the promotion bump.
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