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【文献速递】Psychology & Marketing,Volume 43, Issue 9, September 2026
2026年9月Psychology & Marketing的25篇文章，主题涵盖虚拟代言人与真人代言人的情感表达、生成式AI在服务补救中的优势及其作用机制、品牌消费否认、视觉隐含运动的说服效应、商业化陪伴与孤独缓解、自我相关取向与低调奢侈消费、社交媒体广告中的AI个性化、AI医疗中的共情差距、视觉对称性与安全感知、消费者对AI生成音乐的矛盾态度、自主技术引发的自主性与控制感丧失、社交媒体理想化标准、专家短推荐清单效应、人类监督感知与AI可信度、产品内在品质对消费者崇外倾向的抑制作用、消费秘密与决策后悔、AI拟人化与强化如何影响消费者决策反思、强势与弱势品牌定位及消费者不道德行为、交换平台头像真实感与交易结果、心智能力与决策、销售人员吸引力与消费者接近行为、加密货币情境下的心理账户、具身AI角色定位与购买意愿、AI认证标签通过信任促进AI采纳，以及自主支持型AI带来的亲密感与真实性权衡。
目 录
1.Emotional Showdown: Can Virtual Endorsers Out‐Express Human Endorsers in Digital Advertising?
情感对决：虚拟代言人在数字广告中的情感表达能否胜过真人代言人？
2.When and How Does Generative AI Outperform Human Agents in Service Recovery?
生成式AI何时以及如何在服务补救中优于人工客服？
3.Brand Consumption Denial: Conceptualization, Scale Development, and Validation
品牌消费否认：概念界定、量表开发与验证
4.Visual Implied Motion in Marketing: A Dual‐Route Framework of Perceptual Persuasion
营销中的视觉隐含运动：感知说服的双路径框架
5.Companionship as Service: The Psychological Efficacy of Commercialized Interactions in Reducing Loneliness
陪伴即服务：商业化互动缓解孤独感的心理效能
6.Inside the Quiet Luxury Mindset: How Do Self‐Related Orientations Influence Inconspicuous Luxury Consumption?
走进静奢心态：自我相关取向如何影响低调奢侈消费？
7.AI‐Driven Personalization in Social Media Advertising: How Tracking Awareness and eWOM Homophily Shape Trust and Consumer Responses
社交媒体广告中的AI驱动个性化：追踪意识与电子口碑同质性如何塑造消费者信任和反应
8.The Embodiment of Vulnerability: How Consumers Judge Empathy Gaps in Artificial Intelligence‐Driven Healthcare
脆弱性的具身化：消费者如何判断AI驱动医疗服务中的共情差距
9.The Silent Guardian: Symmetry’s Subtle Influence on Safety Cues and Consumer Behavior
沉默的守护者：对称性对安全线索与消费者行为的微妙影响
10.Liking Without Endorsing: Consumer Dilemmas in Responses to AI‐Generated Music
喜欢但不认同：消费者面对AI生成音乐时的两难
11.Perceived Loss of Autonomy and Personal Control in the Age of Autonomous Technologies: Scale Development and Validation
自主技术时代的自主性与个人控制感知丧失：量表开发与验证
12.When Social Media Ideals Backfire: How Idealized Digital Standards Undermine Self‐Efficacy and Goal Attainability
社交媒体理想形象的反噬：理想化数字标准如何削弱自我效能与目标可实现性
13.The Singular Effect of Expert Short Recommendation Lists
专家短推荐清单的独特效应
14.Human in the Loop, or Perceived Oversight? The Psychological Inference That Drives AI Credibility
人在回路，还是感知监督？驱动AI可信度的心理推断
15.The Role of Intrinsic Quality in Reducing Consumer Xenocentrism: Evidence From a New World Wine Market
内在品质在降低消费者崇外倾向中的作用：来自新世界葡萄酒市场的证据
16.Not the Real Me! Effects of Secrecy on Consumers’ Regret About Their Consumption Decisions
这不是真正的我！秘密对消费者消费决策后悔的影响
17.How Artificial Intelligence Influences Consumer Reflection in Decision‐Making: The Role of AI Anthropomorphism and Reinforcement
AI如何影响消费者的决策反思：AI拟人化与强化的作用
18.Every Dog has Its Day: How Top‐Dog Versus Underdog Brand Positioning Affects Unethical Consumer Behavior
风水轮流转：强势品牌与弱势品牌定位如何影响消费者不道德行为
19.From Real to Artificial: How Profile Image Realism Shapes Warmth, Competence, and Trade Outcomes in Swapping Platforms
从真实到人工：头像真实感如何塑造交换平台中的温暖感、能力感与交易结果
20. Mental Capacity and Decision Making: Where to From Here?
心智能力与决策：未来何去何从？
21.Beauty Isn’t Always Better: How Salesperson Attractiveness Affects Consumers’ Approach Behaviors
颜值并非总是更好：销售人员吸引力如何影响消费者的接近行为
22.New Money, Old Biases: Understanding Mental Accounting in the Cryptocurrency Era
新货币，旧偏差：理解加密货币时代的心理账户
23.Servant, Partner, or Competitor? How Embodied AI Role Positioning Influences Consumer’s Purchase Intention Through Threat Perception and Feelings of Dominance
仆人、伙伴还是竞争者？具身AI角色定位如何通过威胁感和支配感影响消费者购买意愿
24.Beyond Black Boxes: AI Certification Labels Increase Adoption through Trust
超越黑箱：AI认证标签通过信任提升采用意愿
25.Too Caring to Be Real? Autonomy‐Supportive AI, Intimacy Gains, and Authenticity Loss
1.Emotional Showdown: Can Virtual Endorsers Out-Express Human Endorsers in Digital Advertising?
情感对决：虚拟代言人在数字广告中的情感表达能否胜过真人代言人？
作者：Chenying Hai, Jun Yan, Yinghao He和Yinglu (Elle) Wu
Abstract: Despite the growing use of virtual endorsers in emotional advertising, it remains unclear whether they can convey emotions as effectively as human endorsers. In commercial advertising, positive emotional ads are the most prevalent. This study investigates the comparative effectiveness of virtual and human endorsers in delivering positive emotions in digital advertising. Leveraging field data analysis powered by a large language model and five controlled experiments, our findings reveal that human endorsers outperform virtual endorsers in conveying abstract emotions such as hope and gratitude. However, there is no significant difference between the two in conveying concrete emotions such as happiness and excitement. Emotional contagion and perceived expectation violation emerge as parallel mediators, while perceived self-endorser attitude similarity mitigates the disadvantage of virtual endorsers in expressing abstract emotions. These findings advance understanding of the distinct emotional dynamics between virtual and human endorsers in emotional marketing and provide actionable insights for marketers.
摘要：尽管虚拟代言人在情感广告中的应用日益广泛，但它们能否像真人代言人一样有效地传达情感，仍有待明确。在商业广告中，正向情感广告最为普遍。本研究考察了虚拟代言人与真人代言人在数字广告中传递正向情感的相对有效性。基于大语言模型进行田野数据分析和五项控制实验，我们发现，真人代言人在传达希望和感恩等抽象情感时优于虚拟代言人。然而，在传达快乐和兴奋等具体情感时，两者之间不存在显著差异。情感感染和感知期望违背发挥平行中介机制，而消费者感知到的自我与代言人之间的态度相似性则能够缓解虚拟代言人在表达抽象情感方面的劣势。这些发现深化了我们对虚拟代言人与真人代言人在情感营销中所呈现的不同情感作用机制的理解，并为营销人员提供了可操作的实践启示。
2.When and How Does Generative AI Outperform Human Agents in Service Recovery?
生成式AI何时以及如何在服务补救中优于人工客服？
作者：Hesam Olya, Amin Nazifi, Babak Taheri和Huaiyu Li
Abstract: Exploring the potential of Artificial Intelligence (AI) in service failure and recovery (SFR) remains a growing area of research. However, understanding how generative AI (GenAI) performs in SFR remains unknown. Using a multi-method approach comprising two preliminary studies (qualitative interviews and a lab experiment) and four online experiments in different live streaming contexts, we investigate the impact of GenAI compared with human agents on consumer repurchase intention, following single and double deviations. Drawing on Cognitive Appraisal Theory (CAT), we show that GenAI, compared with human agents, leads to higher repurchase intention after a single failure. Conversely, human agents generate higher repurchase intention after a double deviation. We identify empathy and compensation as moderating factors in a double deviation context. Specifically, a high level of empathy leads to GenAI outcomes on par with those achieved by human agents, and compensation enhances recovery outcomes for GenAI beyond those of human agents. These effects are mediated by promotion emotion, while rival mechanisms (i.e., frustration and helplessness) are ruled out. These findings offer actionable guidance to live-streaming platforms, game developers, and online event organizers on using GenAI for single failures and human agents for complex double deviations, enhancing promotion emotion and repurchase intentions.
摘要：探索人工智能（AI）在服务失败与补救（SFR）中的应用潜力，正成为一个不断发展的研究领域。然而，生成式人工智能（GenAI）在服务失败与补救中的表现如何，目前仍缺乏深入认识。本研究采用多方法研究设计，包括两项预研究（定性访谈和实验室实验）以及在不同直播情境下开展的四项在线实验，考察在单次服务失败和双重服务失败情境下，生成式人工智能与人工客服相比如何影响消费者的重复购买意愿。基于认知评价理论（CAT），我们发现，在单次服务失败之后，与人工客服相比，生成式人工智能能够带来更高的重复购买意愿。相反，在发生双重服务失败之后，人工客服能够带来更高的重复购买意愿。我们进一步识别出共情和补偿在双重服务失败情境中的调节作用。具体而言，高水平共情能够使生成式人工智能取得与人工客服相当的补救效果，而补偿则能够使生成式人工智能的服务补救效果超过人工客服。这些效应通过促进性情绪发挥中介作用，同时排除了挫败感和无助感等竞争性机制。上述发现为直播平台、游戏开发商和在线活动组织者提供了可操作的实践指导，即针对单次服务失败可使用生成式人工智能，而针对复杂的双重服务失败则更适合采用人工客服，从而增强消费者的促进性情绪和重复购买意愿。
3.Brand Consumption Denial: Conceptualization, Scale Development, and Validation
品牌消费否认：概念界定、量表开发与验证
作者：Ulun Akturan, Nilşah Cavdar Aksoy和Deniz Kuter
Abstract: Despite the broad literature on brand-related positive or negative responses, there is limited understanding about the brands people avoid in public but continue to use in private. This paper addresses this gap by introducing and conceptualizing a novel construct called brand consumption denial, which is defined as the active denial of one’s relationship with a brand to avoid negative social judgment or to protect the privacy of a valued relationship. Furthermore, this study develops a reliable, valid, and robust scale to measure brand consumption denial. Five studies reveal it is distinct and multidimensional, comprising (1) social judgment–driven brand consumption denial and (2) secret love–driven brand consumption denial. Results further show brand consumption denial has divergent effects on consumer–brand relationships: social judgment–driven brand consumption denial weakens attachment and recommendation intention, whereas secret love–driven brand consumption denial sustains attachment and even reinforces recommendation intention without self-disclosure.
摘要：尽管有关消费者对品牌产生正面或负面反应的研究已经十分丰富，但对于那些人们在公开场合回避、却仍在私下继续使用的品牌，我们仍知之甚少。本文通过提出并界定“品牌消费否认”这一新构念来弥补上述研究空白。品牌消费否认是指，消费者为了避免负面的社会评价，或为了保护一段珍视的品牌关系的私密性，而主动否认自己与某一品牌之间关系的行为。此外，本研究还开发了一套具有良好信度、效度和稳健性的品牌消费否认量表。五项研究表明，品牌消费否认是一个独立且多维的构念，包括：（1）社会评价驱动的品牌消费否认；（2）隐秘喜爱驱动的品牌消费否认。结果进一步表明，这两类品牌消费否认对消费者与品牌关系产生不同影响：社会评价驱动的品牌消费否认会削弱品牌依恋和推荐意愿，而隐秘喜爱驱动的品牌消费否认则能够维持品牌依恋，甚至在消费者不进行自我披露的情况下进一步强化推荐意愿。
4.Visual Implied Motion in Marketing: A Dual-Route Framework of Perceptual Persuasion
营销中的视觉隐含运动：感知说服的双路径框架
作者：Tianyi Zhang和Charles Spence
Abstract: Depicting movement in static marketing stimuli, referred to as ‘implied motion’, is widely used across packaging, logos, and advertising, and multimodal brand communications. Despite growing evidence of its persuasive impact, the underlying psychological mechanisms and boundary conditions remain theoretically fragmented. This systematic review synthesizes 31 experimental studies and integrates the findings within the Elaboration Likelihood Model of persuasion. The evidence shows that implied motion first enhances perceptual salience and attentional allocation. From there, its effects operate through two distinct routes. When accompanied by narrative context, implied motion facilitates central-route elaboration through mental simulation, engagement, empathy, and narrative transportation, strengthening brand and product attitudes. Under rapid processing, it functions as a peripheral cue, triggering heuristic inferences (e.g., energy, freshness) and fluency, increasing purchase intention, willingness to pay, and choice. Both routes are moderated by consumer-level factors (e.g., consumption goal, involvement) and design-level factors (e.g., product type, brand-motion fit). By integrating evidence across attention, elaboration, heuristic inference, and attitudinal and behavioural outcomes, this review provides a theoretically grounded account of how dynamic cues embedded in static visuals shape consumer judgment. Implications for marketing strategy and future research directions are discussed.
摘要：在静态营销刺激中呈现运动感，即“隐含运动”，已被广泛应用于包装、标志、广告以及多模态品牌传播之中。尽管越来越多的证据表明隐含运动具有说服效应，但关于其内在心理机制和边界条件的理论解释仍较为零散。本系统性综述综合分析了31项实验研究，并基于说服的精细加工可能性模型对相关发现进行了整合。现有证据表明，隐含运动首先会增强感知显著性和注意分配，随后通过两条不同的路径发挥作用。当隐含运动与叙事情境相结合时，它会通过心理模拟、投入、共情和叙事沉浸促进中央路径的信息精细加工，从而强化消费者对品牌和产品的态度。在快速加工情境下，隐含运动则作为一种外围线索发挥作用，通过触发启发式推断（如活力、新鲜感）和加工流畅性，提高购买意愿、支付意愿和选择倾向。这两条路径均受到消费者层面因素（如消费目标、涉入程度）以及设计层面因素（如产品类型、品牌与运动的匹配程度）的调节。通过整合注意、精细加工、启发式推断以及态度和行为结果方面的证据，本综述从理论上系统解释了嵌入静态视觉中的动态线索如何塑造消费者判断，并进一步讨论了其对营销战略和未来研究方向的启示。
5.Companionship as Service: The Psychological Efficacy of Commercialized Interactions in Reducing Loneliness
陪伴即服务：商业化互动缓解孤独感的心理效能
作者：Wanyi Chen, Ruizhi Yuan和Martin J. Liu
Abstract: Loneliness is a pervasive public health concern, yet the efficacy of emerging commercial interventions remains understudied. Paid companionship service—transactional, stranger-based encounters designed to provide connection—represents a novel market response, but their psychological impact is less understood. We conceptualized this emerging service as a market-mediated relational exchange, a unique service logic that leverages transactional efficiency to deliver the high-intensity relational value. This research employed a mixed-methods design to investigate the psychological pathways through which this service operates. A qualitative study (Study 1) first explored consumers’ lived experiences with commercialized interactions, uncovering a spectrum of potential mechanisms and contextual contingencies. Among these, the mediating role of state social connection and the moderating influence of social presence emerged as the most empirically pivotal and theoretically robust pathways for loneliness reduction. Subsequently, two experiments (Study 2) rigorously tested the hypothesized mechanisms. Results demonstrated that paid companionship significantly reduced immediate feelings of loneliness compared to control conditions. This effect was statistically mediated by an enhanced sense of state social connection. The service’s efficacy was, however, context-dependent: the presence of an out-group audience (a form of social presence) moderated the effect, amplifying the reduction in loneliness. Our findings also highlighted its potential long-term challenges driven by consumers’ boundary work to navigate between market and social logics, including the risks of emotional dependency and diminishing marginal utility over time. This research provided the first empirical evidence for the psychological efficacy of paid companionship, detailing both its immediate restorative benefits and its contextual and temporal limitations.
摘要：孤独已成为一个普遍存在的公共健康问题，但新兴商业干预方式的有效性仍缺乏充分研究。付费陪伴服务，即以交易为基础、由陌生人提供并旨在建立社会连接的互动形式，代表了一种新的市场回应方式，但其心理影响尚未得到充分理解。我们将这一新兴服务界定为一种由市场中介的关系交换，即一种独特的服务逻辑，它利用交易效率来提供高强度的关系价值。本研究采用混合方法设计，考察该类服务发挥作用的心理路径。首先，一项定性研究（研究1）探讨了消费者参与商业化互动的真实体验，并揭示出一系列潜在机制和情境性影响因素。其中，即时社会联结的中介作用以及社会临场感的调节作用，是缓解孤独感最具实证重要性和理论稳健性的两条路径。随后，两项实验（研究2）对所提出的机制进行了严格检验。结果表明，与控制条件相比，付费陪伴能够显著降低消费者即时的孤独感，这一效应在统计上由增强的即时社会联结感所中介。然而，该服务的有效性具有情境依赖性：外群体受众的存在，即一种社会临场感形式，会调节这一效应，使付费陪伴对孤独感的缓解作用进一步增强。我们的研究结果还揭示了该类服务潜在的长期挑战，这些挑战源于消费者为协调市场逻辑与社会关系逻辑而进行的边界工作，其中包括情感依赖风险以及随时间推移而出现的边际效用递减。本研究首次为付费陪伴服务的心理效能提供了实证证据，同时揭示了其即时缓解效益以及在情境和时间维度上的局限性。
6.Inside the Quiet Luxury Mindset: How Do Self-Related Orientations Influence Inconspicuous Luxury Consumption?
走进静奢心态：自我相关取向如何影响低调奢侈消费？
作者：Xiaoyu Zhang, Eugene Cheng-Xi Aw和Ian Phau
Abstract: This study examines how self-related orientations, including self-monitoring, self-directed pleasure, and self-identity, drive consumers’ inconspicuous luxury consumption. The quantitative phase (Study 1) gathered data from luxury consumers in China via a professional survey panel. PLS-SEM was utilized to examine relationships between variables, cIPMA to assess the importance and performance of predictors, and fsQCA to identify configurational patterns. The qualitative phase (Study 2) involved semi-structured interviews, offering deeper insights to complement the quantitative findings. The quantitative results indicate that association with elite and privacy in luxury consumption are the primary motivations for inconspicuous luxury consumption. Self-monitoring enhances elite association, while self-directed pleasure fosters privacy motivation, and self-identity reinforces both. The cIPMA highlights the central roles of privacy in luxury consumption and self-monitoring, whereas the fsQCA uncovers four causal configurations underlying inconspicuous luxury consumption. Qualitative findings further reveal that inconspicuous luxury consumption arises from the interaction of social structure, psychological motivation, and behavioral strategies, as individuals guided by cultural capital and self-oriented aesthetics translate emotional needs and rational restraint into understated, self-consistent consumption expressions. This study theoretically reveals the impact mechanism of self-related orientations on consumer behavior, specifically inconspicuous luxury consumption, enriches the relevant literature, and provides luxury brands with personalized marketing strategies to effectively address consumer needs, amid growing concerns over wealth inequality and social stratification.
摘要：本研究考察了自我监控、自我导向愉悦和自我身份认同等自我相关取向如何驱动消费者的低调奢侈品消费。量化研究阶段（研究1）通过专业调查样本平台收集了中国奢侈品消费者的数据，并采用偏最小二乘结构方程模型（PLS-SEM）检验变量之间的关系，采用cIPMA评估预测变量的重要性与表现，并采用模糊集定性比较分析（fsQCA）识别组态模式。定性研究阶段（研究2）采用半结构式访谈，以提供更深入的见解并补充量化研究结果。量化结果表明，与精英群体建立关联以及奢侈品消费中的隐私需求，是推动低调奢侈品消费的主要动机。自我监控会增强消费者与精英群体建立关联的动机，自我导向愉悦会促进隐私动机，而自我身份认同则同时强化这两类动机。cIPMA结果凸显了奢侈品消费隐私和自我监控的核心作用，而fsQCA则揭示了导致低调奢侈品消费的四种因果组态。定性研究进一步表明，低调奢侈品消费源于社会结构、心理动机与行为策略之间的交互作用。在文化资本和自我导向审美的引导下，个体将情感需求和理性克制转化为低调且与自我一致的消费表达。本研究从理论上揭示了自我相关取向影响消费者行为，尤其是低调奢侈品消费的作用机制，丰富了相关文献，并在财富不平等和社会分层问题日益受到关注的背景下，为奢侈品牌提供了能够有效回应消费者需求的个性化营销策略。
7.AI-Driven Personalization in Social Media Advertising: How Tracking Awareness and eWOM Homophily Shape Trust and Consumer Responses
社交媒体广告中的AI驱动个性化：追踪意识与电子口碑同质性如何塑造消费者的信任和反应
作者：Andrea Heintz Tangari, My (Myla) Bui, Anjala S. Krishen和Elyria Kemp
Abstract: This research examines how consumers’ awareness that digital tracking is used to personalize social media advertising shape trust, purchase intentions, and willingness to pay (WTP). Across three experiments, we demonstrate that trust in social media ad information increases when consumers use social media more and when they perceive themselves as more influenced by digital/social media advertising. This trust subsequently enhances purchase intentions and WTP. Building on trust transfer theory, we show that awareness of digital tracking shifts how consumers interpret ad content, strengthening the relationship between trust and consumers’ downstream responses. We also explore the moderating role of homophily using electronic word-of-mouth (eWOM). Findings reveal that consumers respond more positively when eWOM comes from similar others under less-personalized ad display conditions, but when ad display is highly personalized due to tracking, consumers rely less on similarity and more on tracking-based cues. These findings reveal how knowledge of personalization and social similarity cues interact to shape consumer trust in the ad information and responses in social media advertising environments. Recommendations are offered for how companies can communicate their use of digital tracking for personalization in social media advertising to build consumer trust and increase purchase intentions and WTP.
摘要：本研究考察消费者意识到数字追踪被用于个性化社交媒体广告时，这种认知如何影响其信任、购买意愿和支付意愿（WTP）。通过三项实验，我们发现，消费者使用社交媒体越频繁，以及越认为自己容易受到数字媒体或社交媒体广告影响，其对社交媒体广告信息的信任就越高，而这种信任随后会进一步增强其购买意愿和支付意愿。基于信任转移理论，我们进一步发现，对数字追踪的认知会改变消费者解读广告内容的方式，从而强化信任与消费者后续反应之间的关系。我们还在电子口碑（eWOM）情境下考察了同质性的调节作用。结果表明，在广告展示个性化程度较低的情况下，当电子口碑来自与自己相似的他人时，消费者反应更为积极；但当基于追踪的广告展示高度个性化时，消费者会减少对相似性线索的依赖，转而更多依赖基于追踪的线索。这些发现揭示了消费者对个性化的认知与社会相似性线索如何相互作用，共同塑造其对广告信息的信任以及在社交媒体广告环境中的反应。本研究进一步就企业应如何传达其在社交媒体广告个性化过程中对数字追踪的使用提出建议，以提升消费者信任、购买意愿和支付意愿。
8.The Embodiment of Vulnerability: How Consumers Judge Empathy Gaps in Artificial Intelligence-Driven Healthcare
脆弱性的具身化：消费者如何判断AI驱动医疗服务中的共情差距
作者：Mariana Girão Carrilho, Diego Costa Pinto, Saleh Shuqair, Márcia Maurer Herter和Anna S. Mattila
Abstract: Empathy is central to healthcare, yet its role is evolving as artificial intelligence increasingly delivers forms of care traditionally provided by humans. Drawing on Embodiment Theory and Mind–Body Dualism, this research introduces the concept of the embodiment of vulnerability—the extent to which vulnerability is anchored in the body (embodied) or in the mind (disembodied). We propose that perceptions of empathy for AI care depend on the match between the type of vulnerability and the agent’s mode of understanding. When vulnerability is embodied, as in physical pain or discomfort, humans are perceived as more empathetic because empathy judgments are grounded in affective resonance and embodied cues. However, when vulnerability is disembodied, as in mental health contexts characterized by psychological and emotional distress, AI agents achieve comparable perceived empathy because judgments are grounded in linguistic and informational inference. Across three studies, two controlled experiments, and a text mining of health app reviews, we document a vulnerability-contingent dilemma in empathy judgments: humans are favored under embodied vulnerability, whereas AI agents match human providers under disembodied vulnerability. These findings contribute to the literature by showing that the embodiment of vulnerability systematically shapes how consumers infer the capacity for empathic care of human and AI tools.
摘要：共情是医疗服务的核心，但随着人工智能越来越多地提供传统上由人类承担的照护服务，共情在医疗服务中的作用也在发生变化。基于具身理论和心身二元论，本研究提出“脆弱性的具身化”这一概念，即脆弱性在多大程度上根植于身体（具身）或心理（非具身）。我们提出，消费者对人工智能照护中共情能力的感知，取决于脆弱性类型与服务主体理解方式之间的匹配。当脆弱性具有具身性，例如身体疼痛或不适时，人类会被认为更具共情能力，因为消费者的共情判断建立在情感共鸣和具身线索之上。然而，当脆弱性具有非具身性，例如以心理和情绪困扰为特征的心理健康情境时，人工智能服务主体会被感知为具有与人类相当的共情水平，因为此时消费者的判断主要建立在语言和信息推断之上。通过三项研究，包括两项控制实验和一项针对健康应用评论的文本挖掘，我们揭示出一种取决于脆弱性类型的共情判断困境：在具身脆弱性条件下，人类更受青睐；而在非具身脆弱性条件下，人工智能服务主体能够达到与人类服务提供者相当的水平。这些发现拓展了相关文献，表明脆弱性的具身化程度会系统性地影响消费者对人类和人工智能工具是否具备提供共情式照护能力的推断。
9.The Silent Guardian: Symmetry's Subtle Influence on Safety Cues and Consumer Behavior
沉默的守护者：对称性对安全线索与消费者行为的微妙影响
作者：Yi Huang, Hanwen Bi, Wei Zhao, Fenghua Wang和Yu Pan
Abstract: Symmetry is a fundamental feature of natural and human-designed environments. While prior research has emphasized symmetry’s role in enhancing esthetic evaluations, its influence on consumer behavior in safety- related contexts remains underexplored. This study investigates how symmetry in visual displays shapes safety perceptions, offering strategic marketing insights. By using a mixed-methods approach that combines Google Trends analysis, archival data, and five lab experiments, we show that symmetrical elements in product presentations and brand imagery increase perceived safety, which in turn boosts consumer responses. Perceived safety mediates the relationship between symmetry and consumer responses, with effects robust across product categories. Moreover, the effect of symmetry is particularly pronounced when the product is perceived as unsafe, providing causal support for the mediating role of perceived safety. Finally, we investigate the role of different symmetry types, revealing that both vertical and horizontal symmetry comparably enhance safety perceptions, challenging assumptions about directional biases in visual design. These insights provide marketers a powerful tool to strategically integrate symmetry into product visuals, and digital campaigns, leveraging its role as a non-semantic structural cue that shapes perceived safety to influence consumer behavior in competitive markets.
摘要：对称性是自然环境和人工设计环境的一项基本特征。以往研究主要强调对称性提升审美评价的作用，但其在与安全相关的消费情境中如何影响消费者行为，仍未得到充分探索。本研究考察视觉展示中的对称性如何塑造消费者的安全感知，并由此提供营销战略启示。通过结合Google Trends分析、档案数据以及五项实验室实验的混合方法设计，我们发现，产品展示和品牌形象中的对称元素能够提升消费者的安全感知，并进而增强消费者反应。感知安全性在对称性与消费者反应之间发挥中介作用，且该效应在不同产品类别中均具有稳健性。此外，当产品被感知为不安全时，对称性的作用尤为显著，从而为感知安全性的中介作用提供了因果证据。最后，我们进一步考察了不同类型对称性的作用，结果表明，垂直对称和水平对称都能够以相近程度提升安全感知，这一发现挑战了视觉设计中有关方向性偏差的既有假设。上述发现为营销人员提供了一种有力工具，即可以在产品视觉呈现和数字营销活动中战略性地整合对称元素，并利用其作为一种非语义性的结构线索，通过塑造消费者的感知安全性来影响竞争性市场中的消费者行为。
10.Liking Without Endorsing: Consumer Dilemmas in Responses to AI-Generated Music
喜欢但不认同：消费者面对AI生成音乐时的两难
作者：Andrew B. Edelblum和Joshua Poe
Abstract: Despite a growing literature documenting consumer aversion to AI-generated creative output, AI-generated music has achieved notable success in the marketplace, with some songs achieving chart placements and attracting millions of streams. We reconcile this discrepancy by identifying music as a uniquely affect-driven art form in which authorship cues carry less weight in quality judgments following direct content exposure. Across three experiments, a pilot study, and multiple supplemental tests, we show that although consumers initially report lower expected enjoyment for AI-generated (vs. human-generated) music, these differences attenuate following direct exposure. We further demonstrate that this pattern is domain-specific: Whereas evaluations of AI-generated music converge with those of human-generated music after listening, penalties for AI authorship persist in more cognitively mediated domains (e.g., writing). Importantly, such a convergence in aesthetic evaluation does not reflect unqualified acceptance. Instead, consumers experience evaluative conflict as they reconcile favorable listening experiences with prior aversive beliefs about AI creativity. Further, despite increased enjoyment, consumers remain less willing to engage deeply with AI-generated music through behaviors like relistening and sharing. Together, our findings provide a novel account of how consumers evaluate AI-generated creativity, highlighting the role of affective processing in attenuating—but not fully resolving—AI authorship concerns in music.
摘要：尽管越来越多的研究记录了消费者对AI生成创意内容的排斥，但AI生成音乐在市场上却取得了显著成功，一些歌曲不仅进入音乐排行榜，还获得了数百万次播放。我们认为，这一看似矛盾的现象源于音乐是一种独特的、主要由情感驱动的艺术形式。在消费者直接接触内容之后，创作者身份线索在音乐质量判断中的权重相对较低。通过三项实验、一项预测试以及多项补充检验，我们发现，尽管消费者最初预期AI生成音乐相较于人类创作音乐会带来更低的愉悦感，但在实际聆听之后，这种差异会减弱。我们进一步发现，这一模式具有领域特异性：在聆听之后，消费者对AI生成音乐和人类创作音乐的评价会趋于一致，而在需要更多认知加工的创作领域，例如写作中，AI创作者身份带来的负面评价仍然持续存在。重要的是，这种审美评价的趋同并不意味着消费者毫无保留地接受AI生成音乐。相反，当消费者试图协调良好的聆听体验与其原先对AI创造力的负面信念时，会产生评价冲突。此外，尽管消费者的愉悦感有所提高，他们仍然不太愿意通过重复聆听和分享等行为与AI生成音乐进行更深层次的互动。总体而言，本研究为消费者如何评价AI生成的创意内容提供了新的解释，凸显了情感加工在减弱但无法彻底消除消费者对音乐中AI创作者身份担忧方面的作用。
11.Perceived Loss of Autonomy and Personal Control in the Age of Autonomous Technologies: Scale Development and Validation
自主技术时代的自主性与个人控制感知丧失：量表开发与验证
作者：Xiaofan Chen, Emma Slade, Xiaojun Wang和Davit Marikyan
Abstract: As a significant application of artificial intelligence (AI), autonomous technologies (ATs) free people from decision-making and task-completion but they take away the autonomy and control that used to belong to users. This research advances understanding of AT acceptance by conceptually distinguishing and empirically validating two related but previously conflated constructs: perceived loss of autonomy and perceived loss of personal control. We develop clear definitions and reliable measurement scales for both constructs following rigorous scale development procedures with multiple methods and samples. We then examine their effects across two AT contexts that differ in task orientation—autonomous driving (utility-oriented) and autonomous shopping (meaning-oriented)—using separate survey samples. Findings reveal that perceived loss of autonomy is salient when technologies take over meaning-oriented tasks (e.g., shopping), whereas perceived loss of personal control is more influential for utility-oriented tasks (e.g., driving). This research contributes to AT acceptance literature by distinguishing and refining the conceptualization of loss of autonomy and loss of personal control, providing validated scales, and offering nuanced insights into how the effects of these two constructs vary by task orientation.
摘要：作为人工智能（AI）的一项重要应用，自主技术（ATs）能够使人们摆脱决策和任务执行，但与此同时，也可能削弱用户原本自主性和控制权。本研究通过在概念上区分并在实证上验证两个相互关联但以往经常被混淆的构念，即感知自主性丧失和感知个人控制感丧失，推进了对自主技术接受的理解。我们遵循严格的量表开发程序，采用多种方法和多个样本，为两个构念界定了清晰的定义并开发了良好信度的测量量表。随后，我们使用独立的调查样本，在两类任务取向不同的自主技术情境中检验其作用，即效用导向的自动驾驶和意义导向的自主购物。研究结果表明，当技术接管意义导向型任务，例如购物时，感知自主性丧失更为突出；而对于效用导向型任务，例如驾驶，感知个人控制感丧失的影响更为显著。本研究通过区分并细化自主性丧失与个人控制感丧失的概念，提供经过验证的测量量表，并揭示这两个构念的作用如何随任务取向而变化，从而对自主技术接受领域的相关研究作出贡献。
12.When Social Media Ideals Backfire: How Idealized Digital Standards Undermine Self-Efficacy and Goal Attainability
社交媒体理想形象的反噬：理想化数字标准如何削弱自我效能与目标可实现性
作者：Rafael Wagner, Diego Costa Pinto, Saleh Shuqair, Ana Valenzuela和Barry J. Babin
Abstract: Consumers increasingly pursue long-term goals with the support of social media environments, where idealized standards influence how success is defined and evaluated. Although such standards are often assumed to motivate self-improvement, we examine how exposure to idealized digital representations affects motivation during ongoing goal pursuit. Drawing on goal systems and self-regulation theories, we propose that idealized standards function as external goal-regulating systems that inflate perceived distance between one’s current state and a desired goal state, undermining self-efficacy and goal attainability. Across five studies, including a large-scale text-mining analysis and four controlled experiments, we show that idealized representations weaken motivation not by increasing perceived effort, but by inflating perceived goal distance and eroding self-efficacy. We further demonstrate that these effects depend on how goals are construed. Activating a performance-oriented mindset amplifies the negative impact of idealized standards, whereas activating a mastery-oriented mindset attenuates it. Finally, we identify a content-design intervention that mitigates the motivational costs of idealized standards: emphasizing the means of goal attainment rather than idealized end states preserves motivation despite exposure to idealized goals.
摘要：消费者越来越多地借助社交媒体环境追求长期目标，而社交媒体中的理想化标准则会影响成功如何被界定和评价。尽管人们通常认为这些标准能够激励个体实现自我提升，但本研究考察了在持续目标追求过程中，接触理想化数字表征如何影响个体的动机。基于目标系统理论和自我调节理论，我们提出，理想化标准会作为一种外部目标调节系统发挥作用，夸大个体当前状态与期望目标状态之间的感知距离，进而削弱自我效能感和目标可实现性。通过五项研究，包括一项大规模文本挖掘分析和四项控制实验，我们发现，理想化表征之所以削弱动机，并不是因为提高了感知努力程度，而是因为它扩大了感知目标距离并削弱了自我效能感。我们进一步发现，这些效应取决于个体如何表征目标。激活绩效导向思维模式会放大理想化标准的负面影响，而激活掌握导向思维模式则会减弱这种影响。最后，我们识别出一种能够缓解理想化标准所带来动机损耗的内容设计干预方式：相较于强调理想化的最终状态，强调实现目标的具体手段，即使消费者接触到理想化目标，也能够维持其目标追求动机。
13.The Singular Effect of Expert Short Recommendation Lists
专家短推荐清单的独特效应
作者：Victor D. Mejía和Samy Guesmi
Abstract: Recommendation lists (RLs), such as the 10 best restaurants to try or the 30 top films to watch, are widespread in the marketplace. They comprise several impersonalized items recommended to consumers by either a human expert (e.g., journalist, blogger) or a data-aggregation process, that is, an aggregator (e.g., consumer ratings). We investigate the effects of RL length (number of items) and RL source (expert vs. aggregator) on consumer perception, behavior, purchase intention and satisfaction. Experts signal more refined tastes than aggregators, which summarize ordinary people’s reviews, and short RLs signal a more diversified set of items than long RLs. This leads to an advantage for short expert RLs, which we describe as the “expert-shortlist effect.” Across four studies (N = 1100) in different product categories, we demonstrate that (1) consumers perceive short expert RLs as more content-driven than popularity-driven and associate them with greater diversity, (2) they spend more time learning about items in short human RLs, are less likely to select the first recommended item and opt for more expensive items, and (3) their purchase intention and satisfaction are moderated by their understanding of the recommendations (i.e., mentalizing). These results offer direct practical implications for recommendation lists.
摘要：推荐清单（RLs），例如“最值得尝试的10家餐厅”或“最值得观看的30部电影”，在市场中十分常见。此类清单由若干非个性化推荐项目组成，其推荐来源可能是人类专家（如记者、博主），也可能是数据聚合过程，即聚合者（如消费者评分）。本研究考察推荐清单长度（项目数量）和推荐清单来源（专家与聚合者）如何影响消费者感知、行为、购买意愿和满意度。相较于汇总普通消费者评论的聚合者，专家能够传递出更为精致的品味信号；与此同时，相较于较长的推荐清单，较短的推荐清单则能够传递出推荐项目更具多样性的信号。这使得专家提供的短推荐清单具有独特优势，我们将其称为“专家短清单效应”。通过四项涵盖不同产品类别的研究（N = 1100），我们发现：（1）消费者认为专家提供的短推荐清单更多是由内容质量而非流行程度驱动，并认为其中的项目具有更高的多样性；（2）消费者会花更多时间了解人类专家短推荐清单中的项目，更不容易直接选择排名第一的推荐项目，并倾向于选择价格更高的项目；（3）消费者对推荐内容的理解，即心理化过程，会调节其购买意愿和满意度。上述结果为推荐清单的设计与应用提供了直接的实践启示。
14.Human in the Loop, or Perceived Oversight? The Psychological Inference That Drives AI Credibility
人在回路，还是感知监督？驱动AI可信度的心理推断
作者：Guneet Kaur Nagpal和June Cotte
Abstract: Industry practice and AI governance frameworks increasingly treat human oversight of AI systems as a core trust-building mechanism. Yet the specific psychological inference through which human-in-the-loop (HITL) systems build credibility remains unidentified. We address this gap across two experiments in AI-generated investment research. In Study 1, we manipulate the disclosed source of an identical report (human, black-box AI, human-supervised AI, or glass-box AI) and find that source labels exert only small effects on credibility and no effect on investment behavior. Critically, human-supervised AI produces the lowest credibility of any condition, contradicting the assumption that adding a human is always trust-positive. In Study 2, we decompose HITL into five theoretically grounded candidate signals through which perceived source could shape credibility. Perceived oversight adequacy, the inference that “someone competent reviewed this work before I saw it,” emerges as the dominant mediator of the source-to-credibility relationship. The findings reframe the HITL question from whether to add a human to how to signal that the analytical process was sound.
摘要：行业实践和人工智能治理框架日益将人类对人工智能系统的监督视为建立信任的核心机制。然而，人机回路（HITL）系统究竟通过何种具体心理推断建立可信度，目前尚未得到识别。本研究通过两项人工智能生成投资研究报告情境下的实验来弥补这一研究空白。在研究1中，我们操纵完全相同报告所披露的来源，分别为人类、黑箱人工智能、人类监督的人工智能和透明化人工智能。结果发现，来源标签对可信度的影响较小，对投资行为则没有影响。尤其值得注意的是，人类监督的人工智能在所有条件中获得了最低的可信度，这与“加入人类监督总能提升信任”的假设相矛盾。在研究2中，我们将人机回路进一步分解为五种具有理论基础的候选信号，以识别感知来源可能通过何种机制影响可信度。结果表明，感知监督充分性，即消费者形成“在我看到这项工作之前，已经有一位胜任的人对其进行过审核”的推断，是连接来源与可信度关系中最主要的中介机制。上述发现重新界定了人机回路问题的核心，即关键不在于是否加入人类，而在于如何向用户传递分析过程本身是可靠和规范的信号。
15.The Role of Intrinsic Quality in Reducing Consumer Xenocentrism: Evidence From a New World Wine Market
内在品质在降低消费者崇外倾向中的作用：来自新世界葡萄酒市场的证据
作者：Alvaro Luis Lamas Cassago, Mateus Manfrin Artêncio, Richard Paul Bagozzi, Janaina de Moura Engracia de Giraldi和Fernando Batista Da Costa
Abstract: Through technological advances in winemaking, New World wine-producing countries have achieved wines of comparable or superior quality relative to traditional European producers. Nevertheless, the symbolic value associated with European wines may still outweigh that of domestic products, particularly in countries where historical sociocultural structures foster a preference bias toward the outgroup at the expense of the ingroup, which underlies consumer xenocentrism (C-XEN). This study examined whether presenting the intrinsic quality of a New World wine as superior to an Old World wine influences purchase intentions through C-XEN. Hypotheses were tested with a representative sample of consumers in an experimental setting, where the intrinsic quality of foreign versus domestic wines was compared through expert and science-based information. Building on a social identity–system justification framework, this study identified the conditions under which these effects occur by employing moderators (product involvement, trust in science, material self). Consistent with Social Identity Theory, the findings indicate that superior quality reduced C-XEN. Yet, this reduction did not translate into significantly higher purchase intentions for the domestic wine. According to System Justification Theory, this indicates that self-enhancement and social-aggrandizement motives associated with choosing foreign wine remain strong despite quality. Theoretically, the study advances understanding of C-XEN by demonstrating how scientific quality information can reduce this preference bias and by suggesting avenues for research to explore how System Justification processes can be further challenged. Practically, it suggests that marketers can promote domestic products through expert- and science-based communication, offering a pathway to attenuate C-XEN without undermining social-signaling motives.
摘要：随着酿酒技术不断进步，新世界葡萄酒生产国已经能够生产出在质量上与传统欧洲生产商相当甚至更优的葡萄酒。然而，欧洲葡萄酒所具有的象征价值仍可能高于本国产品，尤其是在一些国家，历史形成的社会文化结构会导致消费者偏好外群体而相对贬低内群体，这正是消费者崇外倾向（C-XEN）的基础。本研究考察，当新世界葡萄酒的内在质量被呈现为优于旧世界葡萄酒时，这种信息是否会通过消费者崇外倾向影响其购买意愿。研究在实验情境下使用具有代表性的消费者样本，通过专家信息和科学依据比较国外葡萄酒与本国葡萄酒的内在质量，以检验研究假设。基于社会身份理论与系统合理化理论相结合的框架，本研究进一步引入产品涉入、科学信任和物质自我作为调节变量，以识别上述效应发生的具体条件。与社会身份理论一致，研究发现，更优的产品质量能够降低消费者崇外倾向。然而，这种崇外倾向的降低并未进一步转化为对本国葡萄酒显著更高的购买意愿。根据系统合理化理论，这一结果表明，即使本国产品具有质量优势，选择外国葡萄酒所带来的自我提升和社会地位彰显动机仍然十分强烈。在理论上，本研究通过证明科学质量信息能够降低消费者崇外偏好，推进了对消费者崇外倾向的理解，并为未来研究如何进一步挑战系统合理化过程提供了研究方向。在实践上，本研究表明，营销人员可以通过基于专家意见和科学证据的传播方式推广本国产品，从而在不削弱消费者社会信号传递动机的情况下，为减弱消费者崇外倾向提供一条可行路径。
16.Not the Real Me! Effects of Secrecy on Consumers' Regret About Their Consumption Decisions
这不是真正的我！秘密对消费者消费决策后悔的影响
作者：Dongjin He和Yuwei Jiang
Abstract: Many consumers have secrets that frequently preoccupy their minds. They may find themselves thinking about their secrets even outside of contexts where secret-keeping is relevant, such as during shopping activities. Previous research suggests that the impact of secret preoccupation on individuals’ perceptions and behavior is significant. Thus, in the marketing context, it is very likely that secrecy will also have an impact on consumption choices and post-purchase attitudes or behaviors. This research investigates how the salience of secrecy affects consumers’ self-perception and judgment of the consumption decisions they made. Five studies reveal that consumers have greater regret about the consumption decisions they made during the period when their secrets are salient (vs. not), and show that this effect is driven by perceived decision inauthenticity. The effect of secrecy salience on consumers’ regret about their consumption decision is weakened when the decision was clearly driven by external incentives and when the decision was made for others.
摘要：许多消费者都拥有一些经常萦绕于心的秘密。即使身处并不需要保守秘密的情境，例如购物过程中，他们也可能不由自主地想到这些秘密。以往研究表明，对秘密的持续关注会显著影响个体的感知和行为。因此，在营销情境中，秘密也很可能影响消费者的消费选择以及购买后的态度和行为。本研究考察秘密显著性如何影响消费者的自我感知以及对自身消费决策的判断。五项研究表明，当秘密处于显著状态时，相较于秘密不显著时，消费者会对自己在此期间作出的消费决策产生更强的后悔感，而这一效应源于其对决策非真实性的感知。当消费决策明显是由外部激励所驱动，或者该决策是为他人作出时，秘密显著性对消费者消费决策后悔的影响会减弱。
17.How Artificial Intelligence Influences Consumer Reflection in Decision-Making: The Role of AI Anthropomorphism and Reinforcement
AI如何影响消费者的决策反思：AI拟人化与强化的作用
作者：En Chen, Jie Meng和Safak Dogan
Abstract: Consumer reflexivity describes how individuals evaluate consumption in relation to their historical, social, and ideal selves. As AI-driven recommendations become increasingly personalized, understanding how AI design features shape these reflexive processes is essential. This research examines the roles of anthropomorphism and reinforcement in influencing consumer reflexivity. Study 1 validates a self-reflexivity model, showing that reflections on historical, social, and ideal selves sequentially drive self-evaluation, emotional responses, and behavioral intentions. Study 2 employs a 2 × 2 experiment to assess structural stability and across anthropomorphism and reinforcement contexts. The core reflexivity pathway remains largely structurally stable across conditions, and cross-condition tests of systematic path-strengthening differences are not supported. Importantly, evidence from measurement invariance testing implies a shift in the meaning and composition of the ideal-self construct, indicating a construct-level, meaning-shifting mechanism rather than a simple amplification of downstream relationships. The findings advance consumer identity research by distinguishing structurally stable self-foundations from context-sensitive aspirational representations in AI-mediated interactions, and by offering guidance for designing human-centered recommender agents that support reflective decision-making and consumer well-being.
摘要：消费者反思性描述了个体如何参照其历史自我、社会自我和理想自我来评价消费行为。随着人工智能驱动的推荐日益个性化，理解人工智能的设计特征如何塑造这些反思过程变得尤为重要。本研究考察拟人化和强化如何影响消费者反思性。研究1验证了一个自我反思模型，结果表明，对历史自我、社会自我和理想自我的反思会依次推动自我评价、情绪反应和行为意向。研究2采用2×2实验设计，考察该模型在不同拟人化和强化情境下的结构稳定性。结果表明，核心反思路径在不同条件下总体保持结构稳定，也没有证据表明不同条件会系统性地增强这些路径的作用强度。更重要的是，测量不变性检验的证据表明，理想自我构念的含义和构成发生了变化，这意味着人工智能情境产生的作用机制是一种构念层面的意义转变，而非对后续变量之间关系的简单强化。上述发现通过区分结构稳定的自我基础与人工智能介导互动中对情境敏感的理想化自我表征，推进了消费者身份认同研究，同时也为设计能够支持反思性决策和消费者福祉的以人为本推荐智能体提供了指导。
18.Every Dog has Its Day: How Top-Dog Versus Underdog Brand Positioning Affects Unethical Consumer Behavior
风水轮流转：强势品牌与弱势品牌定位如何影响消费者不道德行为
作者：Huijian Fu, Wei Cai和Linfeng Hu
Abstract: Unethical consumer behavior inflicts substantial damage on firm performance and social order, rendering it a formidable challenge in the field of commercial ethics. Scholars have therefore sought to identify the antecedents of unethical consumer behavior in order to devise more effective countermeasures. Across six experiments (N = 1398, including one experiment reported in the supporting Materials), the present study demonstrates that brand positioning (top-dog vs. underdog) exerts a significant influence on unethical consumer behavior. Compared with top-dog brands, underdog brands attenuate unethical consumer behavior by amplifying consumer empathy toward the brands, which subsequently heightens anticipated guilt associated with violating moral norms. This attenuating effect is, however, weakened when (a) consumers’ moral identity is low and (b) the salience of harm is high. These findings advance the consumer ethics literature and offer actionable guidance for brands: integrating underdog narratives into brand stories and in-purchase communications can help curb unethical acts such as cheating and coupon abuse, especially for consumer segments with high moral identity or when harm from unethical behavior is less salient.
摘要：消费者不道德行为会对企业绩效和社会秩序造成重大损害，因此已成为商业伦理领域的一项严峻挑战。为制定更有效的应对措施，学者们一直致力于识别消费者不道德行为的前因。通过六项实验（N = 1398，其中一项实验报告于补充材料中），本研究发现，品牌定位（强势品牌与弱势品牌）会显著影响消费者不道德行为。与强势品牌相比，弱势品牌能够通过增强消费者对品牌的共情，进一步提高消费者在违反道德规范时所产生的预期内疚感，从而减少消费者不道德行为。然而，在以下两种情况下，这种抑制效应会减弱：（a）消费者的道德身份认同较低；（b）伤害的显著性较高。上述发现推进了消费者伦理领域的相关研究，并为品牌提供了可操作的实践指导：将弱势者叙事融入品牌故事和购买过程中的传播内容，有助于抑制欺骗、滥用优惠券等不道德行为，尤其适用于道德身份认同较高的消费者群体，或消费者不道德行为所造成的伤害不那么显著的情境。
19.From Real to Artificial: How Profile Image Realism Shapes Warmth, Competence, and Trade Outcomes in Swapping Platforms
从真实到人工：头像真实感如何塑造交换平台中的温暖感、能力感与交易结果
作者：Sarah (Sa’arah) Alhouti, Louvins Pierre和Xiexin (Leah) Liu
Abstract: This research investigates how value transparency and profile image realism jointly shape consumers’ perceptions and trade behavior in Consumer-to-Consumer (C2C) swapping platforms. Across three studies, we examine whether realistic profile images enhance perceived warmth and competence, thereby fostering trade intentions under different levels of transparency. Study 1 analyzes behavioral data from an active swapping platform and finds that image realism positively predicts trade activity, particularly when value transparency is low. Study 2 uses an experiment to uncover underlying mechanisms; the results show that the effect of value transparency on perceived warmth and competence depends on image realism, which in turn influences trade intent. Study 3 contrasts realistic and AI-generated images to test the boundaries of artificial realism and reveals that AI imagery evokes weaker persuasion in high-transparency conditions. Together, these findings demonstrate that consumers rely on social cues from visual realism when informational cues are limited. This research extends models of authenticity signaling and the stereotype content framework to the context of C2C exchange, highlighting how visual and informational cues interact to influence fairness, trust, and persuasion in digital marketplaces that are increasingly shaped by AI-generated content.
摘要：本研究考察价值透明度与头像真实性如何共同塑造消费者在消费者对消费者（C2C）交换平台中的感知与交易行为。通过三项研究，我们考察真实感较高的头像是否能够提升消费者对交易对象温暖感和能力感的感知，并由此在不同透明度条件下促进交易意愿。研究1分析了一个实际运营的交换平台上的行为数据，结果发现，头像真实性能够正向预测交易活动，且这一效应在价值透明度较低时尤其显著。研究2通过实验揭示其内在机制。结果表明，价值透明度对感知温暖和感知能力的影响取决于头像真实性，而这些感知进一步影响交易意愿。研究3通过比较真实头像与人工智能生成头像，检验人工真实性的边界，结果发现，在高透明度条件下，人工智能生成图像的说服效果较弱。总体而言，这些发现表明，当信息线索有限时，消费者会依赖视觉真实性所传递的社会线索。本研究将真实性信号模型和刻板印象内容模型拓展至C2C交换情境，揭示了在日益受到人工智能生成内容影响的数字市场中，视觉线索与信息线索如何相互作用，并共同影响公平感、信任与说服效果。
20.Mental Capacity and Decision Making: Where to From Here?
心智能力与决策：未来何去何从？
作者：Steven D’Alessandro, Adam Steen和Bill Chitty
Abstract: Mental capacity is a growing marketplace issue as population aging, dementia, and mental illness intersect with increasingly complex consumer decisions across financial services, digital subscriptions, telecommunications, and healthcare. Yet marketing scholarship has focused primarily on competence—how well consumers perform a decision task—rather than capacity: whether consumers can form, use, and communicate a decision. This distinction, developed in clinical and legal settings, has rarely been operationalized for marketing contexts. The aim of this editorial is threefold: (1) to clarify the conceptual boundary between mental capacity and competence in consumer decision-making; (2) to translate four widely used clinical capacity criteria—understanding, appreciation, reasoning, and communication—into marketing-relevant consumer decision contexts; and (3) to outline a focused research agenda that addresses urgent and tractable questions for firms and policymakers. We argue that capacity is decision-specific and dynamic, implying that marketplace interventions must preserve consumer autonomy while reducing vulnerability to misleading information, undue influence, and financial exploitation. In doing so, we call on marketing scholars to engage with this under-studied domain before the scale of the problem outpaces the scholarship.
摘要：随着人口老龄化、痴呆症和精神疾病问题与金融服务、数字订阅、电信和医疗服务中日益复杂的消费者决策相互交织，心智能力正日益成为一个重要的市场问题。然而，营销学研究主要关注胜任力，即消费者完成决策任务的表现，而较少关注能力，即消费者是否能够形成、运用并表达决策。该区分最初发展于临床和法律领域，却很少在营销情境中得到操作化。本篇社论有三个目的：（1）澄清消费者决策中心智能力与胜任力之间的概念边界；（2）将临床实践中广泛采用的四项心智能力标准，即理解、认识、推理和沟通，转化为与营销相关的消费者决策情境；（3）提出一个有针对性的研究议程，以回应企业和政策制定者所面临的紧迫且可研究的问题。我们认为，心智能力具有决策特定性和动态性，这意味着市场干预措施既需要保护消费者自主性，也需要降低其受到误导性信息、不当影响和金融剥削的风险。基于此，我们呼吁营销学者在问题规模超出学术研究应对能力之前，更积极地关注这一研究不足的领域。
21.Beauty Isn't Always Better: How Salesperson Attractiveness Affects Consumers' Approach Behaviors
颜值并非总是更好：销售人员吸引力如何影响消费者的接近行为
作者：Veronica L. Thomas, Stephanie M. Mangus和Dora E. Bock
Abstract: This research examines how a consumer’s committed romantic relationship influences their decision to approach an attractive salesperson in a retail environment. To date, the majority of research espouses the benefits of salesperson attractiveness in enhancing consumers’ perceptions of the salesperson and the represented retailer. This is problematic because it creates a managerial bias toward attractive salespeople and, as we propose, provides an incomplete view of the effect of salesperson attractiveness on consumers’ behavior. Drawing on the interpersonal relationship literature on commitment, we propose that consumers in committed relationships activate relationship-maintenance motives that override the beauty bias when a salesperson’s attractiveness signals mate threat. We find that this effect is gendered, occurring only for female consumers. Our findings suggest that beauty is not always better, providing implications for both theory and practice.
摘要：本研究考察消费者所处的稳定恋爱关系如何影响其在零售环境中接近具有吸引力销售人员的决策。迄今为止，大多数研究都强调销售人员吸引力在提升消费者对销售人员及其所代表零售商评价方面的积极作用。然而，这种认识存在一定问题，因为它会造成管理者偏好外貌更具吸引力的销售人员，并且正如我们所提出的那样，它并未完整揭示销售人员吸引力对消费者行为的影响。基于人际关系研究中关于承诺的相关文献，我们提出，当销售人员的吸引力传递出潜在伴侣威胁信号时，处于稳定恋爱关系中的消费者会激活关系维持动机，从而削弱通常存在的美貌偏差。我们发现，该效应具有性别差异，仅出现在女性消费者中。研究结果表明，美貌并非总是更好，并由此为理论和实践提供了相关启示。
22.New Money, Old Biases: Understanding Mental Accounting in the Cryptocurrency Era
新货币，旧偏差：理解加密货币时代的心理账户
作者：Filipa de Almeida, Tatiana K. Affonso和Ian J. Scott
Abstract: Cryptocurrencies are an increasingly popular digital alternative to fiat currencies for consumers to save, invest, and spend. Thus, an important empirical question is how cryptocurrencies impact consumer behavior and financial decisions. Across four studies totaling 2704 participants, we investigate one classical decision-making bias: mental accounting. Mental accounting is the tendency to categorize money mostly based on subjective factors, rather than objective ones, and it has several cognitive and behavioral consequences. First, our findings show that the classic structural patterns of mental accounting generalize to cryptocurrency contexts, both in evaluative and in behavioral purchase paradigms. Second, although cryptocurrency did not alter these structural patterns, it increased anticipatory consumption guilt and reduced purchase likelihood in consumption contexts. Furthermore, our results indicate that the level of guilt differs between fiat and cryptocurrencies, leading to a reduction in purchasing intentions with the latter. Finally, we tested an intervention which proved effective at reducing mental accounting for cryptocurrency, directly addressing feelings of guilt, besides reducing mental accounting. These results have important implications as businesses turn to cryptocurrency and consider how they should adapt their existing marketing strategies to this new reality.
摘要：对于消费者而言，加密货币正日益成为法定货币的一种数字化替代形式，可用于储蓄、投资和消费。因此，一个重要的实证问题是，加密货币会如何影响消费者行为和财务决策。通过四项研究，共计2704名参与者，我们考察了一种经典的决策偏差，即心理账户。心理账户是指个体主要基于主观因素而非客观因素对金钱进行分类的倾向，并会产生一系列认知和行为后果。首先，我们的研究结果表明，经典的心理账户结构模式同样适用于加密货币情境，无论是在评价范式还是行为购买范式中均是如此。其次，尽管加密货币并未改变这些结构模式，但在消费情境中，它会提高消费者的预期消费内疚感，并降低购买可能性。此外，我们的结果表明，使用法定货币与加密货币时产生的内疚水平存在差异，而更高的内疚感进一步导致消费者使用加密货币时的购买意愿下降。最后，我们检验了一项干预措施，结果表明，该措施能够有效降低消费者在加密货币情境中的心理账户效应，同时直接缓解其内疚感。随着越来越多的企业转向加密货币，并考虑如何调整现有营销战略以适应这一新现实，上述结果具有重要的实践意义。
23.Servant, Partner, or Competitor? How Embodied AI Role Positioning Influences Consumer's Purchase Intention Through Threat Perception and Feelings of Dominance
仆人、伙伴还是竞争者？具身AI角色定位如何通过威胁感和支配感影响消费者购买意愿
作者：Crystal T. Lee和Yung-Cheng Shen
Abstract: As artificial intelligence (AI) products increasingly engage consumers through quasi-social relationships, companies strategically position these using social role metaphors of servant, partner, or competitor. Drawing on the social dominance theory, we propose that AI social roles function as dominance signals that trigger distinct psychological mechanisms affecting consumer responses. Four experimental studies reveal that servant AI positioning generates the most favorable consumer responses through enhanced dominance perception and reduced threat, followed by partner AI, with competitor AI producing the least favorable outcomes. In Study 1, sequential mediation analysis confirms that AI roles influence purchase intentions through threat and dominance perceptions. These effects, however, are contingent upon both contextual and individual factors. Studies 2 and 3 demonstrate that visual design morphology (angular vs. curved) and humor modality (aggressive vs. affiliative) moderate threat perception, with curved designs and affiliative humor mitigating threat responses, particularly for competitor AI. Study 4 reveals an interaction wherein mastery-oriented consumers prefer competitor AI as they reappraise competitive positioning as a growth opportunity. These findings establish dominance signaling as a critical framework for understanding consumer–AI relationships and provide actionable insights for AI product positioning strategies.
摘要：随着人工智能（AI）产品越来越多地通过类社会关系与消费者互动，企业开始战略性地使用仆人、伙伴或竞争者等社会角色隐喻对人工智能进行定位。基于社会支配理论，我们提出，人工智能的社会角色会作为一种支配信号，触发不同的心理机制，从而影响消费者反应。四项实验研究表明，仆人型人工智能定位通过增强消费者的支配感并降低威胁感，产生最积极的消费者反应，其次是伙伴型人工智能，而竞争者型人工智能所带来的消费者反应最不积极。在研究1中，序列中介分析证实，人工智能角色会通过威胁感知和支配感知影响购买意愿。然而，这些效应同时受制于情境因素和个体因素。研究2和研究3表明，视觉设计形态（棱角型与曲线型）和幽默类型（攻击型与亲和型）会调节威胁感知，其中曲线型设计和亲和型幽默能够缓解威胁反应，且对竞争者型人工智能尤其有效。研究4发现了一项交互效应：掌握导向型消费者更偏好竞争者型人工智能，因为他们会将竞争性定位，将其视为一种成长机会。上述发现确立了支配信号作为理解消费者与人工智能关系的重要理论框架，并为人工智能产品的角色定位策略提供了可操作的实践启示。
24.Beyond Black Boxes: AI Certification Labels Increase Adoption through Trust
超越黑箱：AI认证标签通过信任提升采用意愿
作者：Filipa de Almeida, Joana Glaum, Kiall Hildred和Ian J. Scott
Abstract: Artificial intelligence (AI) is being increasingly used in daily life. Using these systems depends on end-users’ trust in them, and auditing processes have been proposed to determine and communicate whether an AI system is trustworthy. However, many end-users lack the expertise to both assess the trustworthiness of AI systems and to understand the outputs of auditing. Certification labels have been proposed as a non-technical solution to communicating AI trustworthiness to end-users. This research tests the effectiveness of Trustworthy AI certification labels on end-users’ trust in and behavioral intention to use (BIU) AI. In three studies, we show that using a simple certification label increases cognitive and affective trust in AI and BIU it. Moreover: cognitive trust mediates the label’s effect; labels displaying Trustworthy AI principles further increase perceived trustworthiness and BIU; and exposure to labeled AI systems reduces trust in and BIU non-labeled systems. This work contributes to literature on trust and acceptance of AI and on the effectiveness of certification labels for signaling trustworthiness, and offers insights for the design of effective AI certification labels.
摘要：人工智能（AI）在日常生活中的应用日益广泛。用户是否愿意使用这些系统取决于其对系统的信任，因此，有人提出通过审计流程来判断并传达某一人工智能系统是否值得信赖。然而，许多终端用户既缺乏评估人工智能系统可信度所需的专业知识，也难以理解审计结果。认证标签因此被提出作为一种向终端用户传达人工智能可信度的非技术性解决方案。本研究检验“可信人工智能”认证标签在提升终端用户对人工智能的信任以及使用人工智能的行为意向（BIU）方面是否有效。通过三项研究，我们发现，使用简单的认证标签能够提升用户对人工智能的认知信任和情感信任，并提高其使用人工智能的行为意向。此外，认知信任中介了认证标签的作用；展示“可信人工智能”原则的标签能够进一步提升感知可信度和使用行为意向；而接触带有认证标签的人工智能系统之后，用户对未贴标签系统的信任和使用行为意向都会降低。本研究对人工智能信任与接受领域以及认证标签作为可信度信号的有效性研究作出了贡献，并为设计有效的人工智能认证标签提供了启示。
25.Too Caring to Be Real? Autonomy-Supportive AI, Intimacy Gains, and Authenticity Loss
关心得太过而显得不真实？自主支持型AI、亲密感提升与真实性下降
作者：Thanh Tiep Le, Duy Khanh Phan和Bao Quoc Truong-Dinh
Abstract: Artificial intelligence-mediated communication increasingly incorporates autonomy-supportive and empathic language to foster emotionally meaningful consumer relationships, yet relational outcomes are not uniformly positive. This research introduces Perceived Autonomy Support in AI Communication (PAS-AI) to explain why empathically framed AI simultaneously enhances perceived intimacy and, beyond a threshold, undermines perceived authenticity. Across a staggered field rollout, a longitudinal user-level panel, and a between-subjects experiment (N = 207), we estimate causal and dynamic effects of PAS-AI using event-study Difference-in-Differences, System GMM, and experimental manipulation. Results show that moderate PAS-AI reliably increases relational intimacy, reflected in greater conversational elaboration and voluntary re-engagement. Yet when autonomy-supportive cues become overly consistent or fluent, users report authenticity decline, describing AI responses as scripted or “too caring to be real.” Human-in-the-loop escalation and transparent AI disclosure attenuate this decline, indicating that relational trust can be preserved through calibrated design. The findings reframe empathic AI as a matter of relational calibration rather than imitation. We distinguish throughout between PAS-AI attr(message-level linguistic features measured via NLP classifier) and PAS-AI perceived(the user-side psychological experience of autonomy support).
摘要：由人工智能介导的沟通越来越多地采用支持自主性和具有共情性的语言，以促进具有情感意义的消费者关系，但其关系结果并非始终积极。本研究提出“人工智能沟通中的感知自主支持”（Perceived Autonomy Support in AI Communication，PAS-AI）这一概念，用以解释为什么采用共情式人工智能一方面能够增强感知亲密感，另一方面在超过某一阈值后又会削弱感知真实性。通过分阶段实施的田野推广、纵向用户层面面板数据以及一项被试间实验（N = 207），我们分别采用事件研究法的双重差分模型、系统广义矩估计（System GMM）以及实验操纵，估计PAS-AI的因果效应和动态效应。结果表明，中等水平的PAS-AI能够稳定提升关系亲密感，具体表现为对话内容更加丰富以及用户更愿意主动再次参与互动。然而，当自主支持线索表现得过于一致或过于流畅时，用户会感知到真实性下降，并将人工智能的回应描述为程式化，或者“关心得过头，反而不像真的”。引入人机回路的升级处理机制以及透明的人工智能身份披露能够减弱这种真实性下降，这表明通过适度校准的设计可以维持关系信任。上述发现重新界定了共情型人工智能的核心问题，即其关键并非模仿人类，而是对关系体验进行适度校准。本文始终区分PAS-AI attr与PAS-AI perceived：前者指通过自然语言处理分类器测量的信息层面语言特征，后者则指用户在心理层面对自主支持的主观体验。
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