【文献速递】2026年第38期，Journal of Consumer Psychology，36卷，第3期，2026年7月

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2026年7月Journal of Consumer Psychology（FT50）的8篇文章，主题有无家可归者的影响力招聘与消费者的传染顾虑、不同类型模糊限制语的说服效应、突尼斯情境下的道德追求、支付框架对消费者周期性付款中折扣时机偏好的影响、叙事方式如何影响沉浸感与讲述者说服力、性别认同与投资风险承担行为、消费者真实性判断的双加工理论框架、人机伙伴关系等。

1.Homelessness-based impact hiring and consumers' contagion concerns

基于无家可归者的影响力招聘与消费者的传染顾虑

2.Effectively communicating uncertainty: The persuasive impact of different types of hedges

有效传达不确定性：不同类型模糊限制语的说服效应

3.Repentance-driven fitness: Moral striving in a Tunisian context

忏悔驱动的健身：突尼斯情境下的道德追求

4.Discount now or later? The effect of payment framing on consumer preferences for discount timing in periodic payments

现在打折还是以后打折？支付框架对消费者周期性付款中折扣时机偏好的影响

5.How storytelling modality affects transportation and storyteller persuasion

叙事方式如何影响沉浸感与讲述者说服力

6.Gender identity, overconfidence, and risk attitudes

性别认同、过度自信与风险态度

7.Authenticity as fact or feeling: A dual-process framework of consumer authenticity judgments

真实性是事实还是感受？消费者真实性判断的双加工理论框架

8.Human–AI partnerships: Living and working with AI Assistants, AI Agents, and AI Companions

摘要

1.Homelessness-based impact hiring and consumers' contagion concerns

基于无家可归者的影响力招聘与消费者的传染顾虑

作者：Brandon J. Reich, Wanying Shi和Cindy Xin Wang

Abstract: Prosocial company actions typically create favorable product evaluations. However, an emerging practice whereby companies employ individuals experiencing homelessness (i.e., “homelessness-based impact hiring [IH]”) represents a meaningful exception. Five experiments show that consumers hold unfavorable perceptions of products from companies implementing homelessness-based IH, despite moderately favorable moral judgments of the company, due to an unfavorable emotional response (i.e., disgust) activated by stigma-driven contagion concerns. Experiment 1 demonstrates this phenomenon using actual choice behavior. Experiment 2 shows that the effect is specific to homelessness (vs. stigmatized groups in general) and is mediated by disgust. Experiment 3 replicates these effects using a non-food product where contagion is relevant, while showing the effect attenuates when contagion is less relevant. Experiments 4 and 5 demonstrate how social proof may enhance the favorability of consumer response by targeting contagion concerns and therefore reducing disgust. Findings suggest that, despite consumer moral support, marketers cannot rely on halo effects from this emerging practice, while also providing theory-driven guidance on overcoming obstacles to its implementation.

摘要：亲社会性的企业行为通常能够带来积极的产品评价。然而，一种新兴实践——企业雇佣无家可归者（即“基于无家可归者的影响力招聘”）却构成了一个重要例外。五项实验研究表明，尽管消费者对实施基于无家可归者影响力招聘的企业持有较为积极的道德评价，但由于污名驱动的传染担忧激发了负面情绪反应（即厌恶），消费者仍会对这些企业的产品产生负面评价。实验1通过真实选择行为证明了这一现象。实验2表明，该效应在无家可归者群体中尤为显著（相较于一般污名化群体而言），并且由厌恶感所中介。实验3在一个与传染相关的非食品产品情境中重复验证了这些效应，结果表明当传染的相关性较低时，该效应会减弱。实验4和实验5进一步表明，社会认同信息能够通过针对消费者的传染顾虑并减少厌恶感，从而提升消费者反应的积极性。研究结果表明，尽管消费者在道德层面支持这一新兴实践，营销者仍不能依赖该实践所产生的光环效应；同时，本研究也为克服实施该实践过程中面临的障碍提供了理论驱动的指导。

2.Effectively communicating uncertainty: The persuasive impact of different types of hedges

有效传达不确定性：不同类型模糊限制语的说服效应

作者：Demi Oba, Jonah Berger和Reihane Boghrati

Abstract: Communicators often hedge. Consumers say a restaurant might have good mimosas or that a product is probably the best while Amazon suggests movies they think you'll like. But might these different hedges have different effects on persuasion? We suggest that (1) whether a hedge takes a personal (vs. general) perspective and (2) the likelihood suggested by a hedge both play important roles in determining hedging's persuasive impact. A multi-method investigation combining experiments with machine learning of millions of online reviews supports these hypotheses. Together, they demonstrate that the effects of both hedge perspective and hedge likelihood are driven by a common mechanism: perceived confidence. Hedges that involve personal perspective or higher likelihood increase persuasion because they suggest communicators are more confident. Moreover, we demonstrate that hedging can protect communicators from backlash without sacrificing persuasive impact and highlight that brands can leverage hedging's persuasive impact when speaking through anthropomorphized agents. This work contributes to the literature on language in marketing, showcases how subtle linguistic features impact perceived confidence, and has clear implications for anyone trying to be more persuasive.

摘要：沟通者在表达时常使用模糊限制语（hedging）。例如，消费者可能会说某家餐厅“可能有不错的含羞草鸡尾酒”，或者某款产品“可能是最好的”；亚马逊也会推荐它“认为”消费者可能喜欢的电影。然而，这些不同类型的模糊限制语是否会对说服效果产生不同影响？本研究提出：（1）模糊限制语是否采用个人视角（相对于一般性视角），以及（2）模糊限制语所表达的可能性程度，都会在决定模糊限制语的说服效果中发挥重要作用。本研究采用多方法研究设计，结合实验与对数百万条在线评论的机器学习分析，验证了上述假设。研究表明，模糊限制语视角和可能性程度的影响均由一个共同机制驱动，即感知信心。采用个人视角或表达更高可能性的模糊限制语之所以能够增强说服效果，是因为它们向消费者传递了传播者更具信心的信号。此外，本研究还发现，使用模糊限制语能够在不牺牲说服效果的情况下保护传播者免受负面反应，并指出品牌可以通过拟人化代理进行传播时利用模糊限制语的说服作用。本研究拓展了营销领域关于语言使用的研究，揭示了细微的语言特征如何影响消费者对传播者信心的感知，并为所有希望提升说服力的传播者提供了明确的实践启示。

3.Repentance-driven fitness: Moral striving in a Tunisian context

忏悔驱动的健身：突尼斯情境下的道德追求

作者：Hela Zouaoui, Russell Belk和Vitor Lima

Abstract: How do Islamic moral-spiritual meaning systems shape motivations for fitness consumption, and why do they sustain ongoing moral striving? Drawing on 13months of ethnography and 17 interviews in a Tunisian gym, we show how Muslim gymgoers often interpret exercise through Tawba, the Islamic practice of repentance and return. Diet lapses, missed sessions, and bodily discomfort are folded into a recurring cycle of renewed intention, effort, and moral self-correction. This cycle also reshapes fitness capital. Effort gains legitimacy when read as sincere, modest, and restrained, while display-oriented practices such as selfies, branded visibility, and transformation narratives can become morally suspect. Coaches and peers stabilize these judgments by making bodily work socially legible. The findings extend goal-striving research by showing how religious meaning systems sustain persistence through repeated moral return, where fitness becomes valuable through proper orientation as much as visible progress.

摘要：伊斯兰道德—精神意义体系如何塑造健身消费的动机？为什么这些意义体系能够维持持续性的道德追求？本研究基于在突尼斯一家健身房开展的13个月民族志研究以及17次访谈，揭示了穆斯林健身者如何经常通过“Tawba”（伊斯兰教中悔改与回归的实践）来理解身体锻炼。饮食失控、错过训练以及身体不适等经历，都被纳入一个不断循环的过程之中，该过程包含重新确立意图、付诸努力以及进行道德自我修正。这一循环也重新塑造了健身资本。当努力被理解为真诚、谦逊且克制时，其正当性便得以提升；而以展示为导向的实践，例如自拍、品牌化展示以及身体转变叙事，则可能受到道德质疑。教练和同伴通过使身体训练在社会中具有可理解性，进一步稳固了这些价值判断。本研究拓展了目标追求研究，揭示了宗教意义体系如何通过反复的道德回归维持个体的持续努力，其中，健身价值不仅来源于可见的进步，也来源于个体是否以正确的方式和方向投入其中。

4.Discount now or later? The effect of payment framing on consumer preferences for discount timing in periodic payments

现在打折还是以后打折？支付框架对消费者周期性付款中折扣时机偏好的影响

作者：Mijin Kwon和Song Oh Yoon

Abstract: Consistent with the standard model of time discounting, subscription firms typically offer introductory discounts early in the subscription. However, we demonstrate that consumers are more likely to prefer a delayed discount when the discount is expressed in the same unit as the recurring price (e.g., “$10, $10, $5”). The identical framing leads consumers to perceive the payments as a coherent sequence, making it easier to identify an improving pattern and project it forward, thereby lowering expectations of the post-promotion price. By contrast, when the discount is framed differently from the recurring price (e.g., “$10, $10, 50% off”), it is perceived as a segregated gain, and consumers revert to the standard preference for immediate benefits. Across four studies, we demonstrate this effect using actual online click-through behavior (Study 1) and identify the underlying mechanism: the preference for delayed discounts arises from lower future price expectations driven by sequence-continuation inferences (Study 2). Consistent with this account, the effect disappears when the basis for this inference is removed—either by disclosing the renewal price (Study 3) or by disrupting sequence coherence (Study 4). Four supplementary studies further generalize the findings across product categories and narrative pricing displays and rule out several alternative explanations.

摘要：与时间折扣的标准模型一致，订阅型企业通常会在订阅初期提供优惠折扣。然而，本研究发现，当折扣以与周期性价格相同的单位呈现时（例如，“10美元、10美元、5美元”），消费者更可能偏好延迟折扣。这种一致的定价表述使消费者将各期付款视为一个连贯的序列，从而更容易识别出价格逐渐改善的趋势，并将其外推至未来，进而降低其对促销结束后价格的预期。相比之下，当折扣以不同于周期性价格的形式呈现时（例如，“10美元、10美元、五折”），消费者会将其视为一种独立的收益，并恢复对即时利益的标准偏好。通过四项研究，本研究利用真实在线点击行为（研究1）验证了这一效应，并揭示了其潜在机制：延后折扣偏好的产生源于消费者通过序列延续推断形成的较低未来价格预期（研究2）。与该解释一致，当这种推断依据被消除时，该效应会消失——无论是通过披露续订价格（研究3），还是通过破坏序列连贯性（研究4）。此外，四项补充研究进一步表明，该发现能够推广至不同产品类别和叙事式价格呈现方式，并排除了若干替代性解释。

5.How storytelling modality affects transportation and storyteller persuasion

叙事方式如何影响沉浸感与讲述者说服力

作者：Anne Hamby, Rebecca Krause-Galoni, Adam Duhachek和Derek Rucker

Abstract: Stories persuade not only audiences, but their storytellers. For audiences, prior research documents modality matters: spoken stories are often more transporting and persuasive than written ones. For storytellers, we find a contrary result: storytellers are more transported and persuaded when they write rather than speak their stories. Although unpredicted by prior theory, we offer one explanation for this occurrence: structured thinking. We propose that, for storytellers, writing is better at promoting structured thinking, which facilitates storyteller transportation and persuasion. We further demonstrate that the effect of modality on the storyteller is moderated by story valence. The storyteller is persuaded in the direction of the story and thus exhibits more favorable evaluations after telling positive stories but more unfavorable evaluations after telling negative ones. These findings reveal that communication modality is an important factor in storyteller self-persuasion and open new directions for research on narratives, modality, and persuasion.

摘要：故事不仅能够说服受众，也能够说服故事讲述者自身。对于听众而言，已有研究表明，叙事方式会产生重要影响：与书面故事相比，口述故事通常能够带来更强的沉浸感和说服效果。然而，对于故事讲述者而言，本研究发现了相反的结果：相比于口述故事，讲述者在书写故事时会产生更强的沉浸感，并受到更大的说服影响。尽管这一发现并未被以往理论所预测，但本文提出了一种解释机制：结构化思维。研究认为，对于故事讲述者而言，写作更有助于促进结构化思维，而结构化思维进一步增强了讲述者的沉浸感和自我说服效果。此外，本研究进一步表明，叙事方式对讲述者的影响会受到故事效价的调节。讲述者会朝向故事所表达的方向受到影响，因此，在讲述积极故事后，讲述者会表现出更加积极的评价；而在讲述消极故事后，则会表现出更加消极的评价。这些发现揭示了传播方式是影响讲述者自我说服的重要因素，并为叙事、传播方式和说服研究开辟了新的研究方向。

6.Gender identity, overconfidence, and risk attitude

性别认同、过度自信与风险态度

作者：Edward R. Lawrence和Benedikt Wick

Abstract: We explore the relationship between gender identity, overconfidence, and investment risk-taking behaviors. We quantify overconfidence as a discrepancy between an individual's perceived and actual financial knowledge, and our empirical analysis reveals significant differences in overconfidence levels across gender identities. Consumers who identify as nonbinary exhibit significantly lower levels of financial overconfidence compared to individuals identifying as either male or female. The lower levels of overconfidence are attributed to a more modest self-assessment of financial knowledge rather than a difference in actual knowledge. Higher overconfidence is linked with a greater willingness to take on financial risks. Nonbinary individuals exhibit a considerably lower inclination to take risks in their investment decisions. While nonbinary individuals are more likely to experience mental health challenges, these do not explain the reduced levels of overconfidence and risk-taking. Moreover, the nonbinary pattern is not a generic minority effect.

摘要：本研究探讨了性别认同、过度自信与投资风险承担行为之间的关系。我们将过度自信量化为个体对自身金融知识的感知与其实际金融知识之间的差异。实证分析结果显示，不同性别认同群体在过度自信水平上存在显著差异。与非二元性别认同者相比，自我认同为男性或女性的个体表现出显著更高的金融过度自信水平。非二元性别个体较低的过度自信水平主要源于其对自身金融知识更为审慎的自我评估，而非实际金融知识水平的差异。较高程度的过度自信与更强的金融风险承担意愿相关。在投资决策中，非二元性别个体表现出明显较低的风险承担倾向。尽管非二元性别个体更容易经历心理健康方面的挑战，但这些因素并不能解释其较低的过度自信水平和风险承担行为。此外，非二元性别个体所呈现出的模式并非由一般性的少数群体效应所导致。

7.Authenticity as fact or feeling: A dual-process framework of consumer authenticity judgments

真实性是事实还是感受？消费者真实性判断的双加工理论框架

作者：Rosanna K. Smith和Katherine Du 

Abstract: Authenticity is highly valued in the marketplace, yet consumers often disagree on what is authentic and even attribute authenticity to “fake” marketplace entities. Although prior research has advanced understanding by identifying multiple types and components of authenticity, it remains loosely connected to broader psychological theory, limiting integration and predictive power. We propose a conceptual framework that shifts the focus from what authenticity is to how authenticity judgments are formed. Integrating a systematic review of authenticity research with dual-process theories, we position authenticity as the outcome of a judgment process that proceeds through two routes: a fact-based route grounded in deliberate, analytical evaluation of claims and a feeling-based route based on intuitive processing, emotional resonance, and automatic associations. This distinction explains paradoxes in authenticity research and generates novel predictions regarding (1) the authenticity cues consumers prioritize under each route and resulting authenticity judgments, (2) the situational and motivational conditions that activate each route, and (3) downstream implications for brands. By embedding authenticity judgments within established psychological theory, we offer a more unified and predictive foundation for authenticity research.

摘要：真实性在市场中备受推崇，然而，消费者对于何种事物具有真实性往往存在分歧，甚至会将真实性归因于市场中的“虚假”实体。尽管已有研究通过识别真实性的多种类型和构成要素推进了对真实性的理解，但这些研究与更广泛的心理学理论之间仍缺乏紧密联系，从而限制了理论整合与预测能力。本研究提出了一个概念框架，将研究重点从“真实性是什么”转向“消费者如何形成真实性判断”。通过整合对真实性研究的系统性回顾与双加工理论，本研究将真实性视为判断过程的结果，该过程通过两条路径展开：一条是基于事实的路径，源于对相关主张进行有意识、分析性的评估；另一条是基于感受的路径，建立在直觉加工、情感共鸣以及自动化联想之上。这一区分解释了真实性研究中的诸多悖论，并进一步提出了关于以下方面的新预测：（1）消费者在不同判断路径下优先关注的真实性线索及其所形成的真实性判断；（2）激活不同判断路径的情境条件和动机条件；（3）对品牌的后续影响。通过将真实性判断置于已有心理学理论体系之中，本研究为真实性研究提供了一个更加统一且具有预测力的理论基础。

8.Human–AI partnerships: Living and working with AI Assistants, AI Agents, and AI Companions

人机伙伴关系：与AI助手、AI智能体和AI伴侣共同生活与工作

作者：Ripinka Koli Patil, Dan Hamilton Rice和Chris Janiszewski

Abstract: As the use of interactive artificial intelligence (AI) expands exponentially, it will permeate into many aspects of consumers' lives, including decision-making and consumption. As marketers, it is important to understand how consumers currently use interactive AI and how this usage will evolve. We propose that the increased functionality of interactive AI will encourage consumers to view many interactive AI products as long-term partners, instead of as static tools for finite tasks. Consequently, the future uses of interactive AI will be determined not only by the advancement of the underlying technology but also by consumer responses to repeated interactions with AI technology. We propose a taxonomy of human–AI partnerships (i.e., AI Assistants, AI Agents, AI Companions), provide a profile for each type of AI partner, anticipate how AI partnerships will evolve over time, and discuss how this evolution will influence AI usage. Finally, we provide an extensive agenda for future research.

原文链接：https://myscp.onlinelibrary.wiley.com/toc/15327663/2026/36/3

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