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【文献速递】Journal of Marketing, Volume 90, Issue5, September 2026
2026年9月Journal of Marketing（UTD24 & FT50）的9篇文章，主题有食物选择的环境影响、创意的内部契合度、引入电动滑板车与共享出行和消费者安全、从消费者文本数据中提取情绪变量的测量工具、互联网普及与实体零售、新手艺术家的艺术品定价、社交平台上的数字情景实验、经济困境下特许经营集群的治理策略、社交媒体内容创作的非典型性。
1.Closing the Knowledge Gap: Understanding and Reducing the Environmental Impact of Food Choices
弥合知识鸿沟：理解并减少食物选择的环境影响
2.A Recipe for Creativity: An Ingredient-Embedding Approach
创意的食谱：一种基于“成分嵌入”的研究方法
3.How E-Scooters Impact Shared Mobility and Consumer Safety
电动滑板车如何影响共享出行与消费者安全
4.Natural Affect DEtection (NADE): Using Emojis to Infer Emotions from Text
自然情感识别（NADE）：利用表情符号从文本中推断情绪
5.The Rise of Broadband and the Retail Landscape: Evidence from Consumer Packaged Goods
宽带互联网的兴起与零售市场格局：来自包装消费品市场的证据
6.Neither a Picasso nor a Leonardo da Vinci: An Examination of Novice Artwork Pricing with Multimodal Data
既非毕加索，也非达·芬奇：基于多模态数据的新手艺术品定价研究
7.DICE: Advancing Social Media Research Through Digital In-Context Experiments
DICE：通过数字情境实验推进社交媒体研究
8.Surviving Economic Adversity: Governance of Franchise Clusters
在经济困境中求生：特许经营集群的治理
9.How Closely Should You Follow a Trend? Atypicality and Engagement on Social Media
1.Closing the Knowledge Gap: Understanding and Reducing the Environmental Impact of Food Choices
弥合知识鸿沟：理解并减少食物选择的环境影响
作者：Bart J. Bronnenberg,Trang Bùi,Barbara Deleersnyder,Lesley Haerkens,George Knox,Arjen van Lin,Max J. Pachali,Anna Paley,Robert W. Smith和Samuel Stäbler
Abstract: The global food system has a large impact on the environment. By converting household grocery purchases into environmental cost factors like greenhouse gas (GHG) emissions and land use, this study examines the sustainability of food purchases over a ten-year period using household panel data in two prosustainability markets (Germany and the Netherlands). The environmental intensity of households’ grocery baskets has not declined over time in these countries. Even though younger and more educated households are starting to shift their diets, the share of plant-based alternatives in food diets remains very low. The authors propose that one contributing factor is a lack of environmental knowledge, which they address by developing an app that gives personalized feedback on the emissions associated with consumers’ food purchases. The app also allows users to create sustainable grocery bundles aligned with their dietary preferences. Two experiments demonstrate that interacting with the app (1) raises subjective and objective environmental knowledge related to food, with much of this improvement persisting for over six months, and (2) reduces GHG emissions associated with stated food choices by up to 33%. These reductions are driven by different information formats within the app, including peer comparisons and detailed information about food-category emissions.
摘要：全球食品系统对环境产生了巨大的影响。本研究将家庭食品采购转化为温室气体（GHG）排放、土地利用等环境成本指标，并基于德国和荷兰两个可持续发展导向市场中的家庭面板数据，考察了十年期间食品购买行为的可持续性变化。研究发现，在这两个国家，家庭食品购买组合的环境影响强度并未随着时间推移而下降。尽管年轻群体和受教育程度较高的家庭已经开始调整其饮食结构，但植物替代食品在饮食中的占比仍然非常低。作者认为，其中一个重要原因在于消费者缺乏环境知识。为此，研究团队开发了一款应用程序，为消费者提供与其食品购买行为相关的个性化排放反馈。与此同时，该应用程序还允许用户根据自身的饮食偏好，创建可持续的食品购物组合。两项实验表明，与该应用进行互动能够：（1）提高消费者与食品相关的主观和客观环境知识，且这种提升的大部分效果能持续六个月以上；（2）使消费者所述的食品选择对应的温室气体排放量最高降低33%。研究进一步发现，这种排放减少效果来源于应用程序所提供的不同信息呈现方式，其中包括消费者之间的比较信息以及有关不同食品类别排放情况的详细信息。
2.A Recipe for Creativity: An Ingredient-Embedding Approach
创意的食谱：一种基于“成分嵌入”的研究方法
作者：Sibel Sozuer, Oded Netzer和Kriste Krstovski
Abstract: An idea is more than a simple collection of words or ingredients that make up the idea. What makes an idea original or appealing is how these elements are combined in the context in which they appear. This research leverages representation learning methods, specifically word embeddings, to measure internal coherence among the components of a creative idea and capture the relationship between its coherence and idea evaluation or success. Using a large-scale online recipe dataset with over 57,000 recipes, as well as an ideation dataset of 1,057 ideas, the authors investigate how the fit among idea components relates to downstream measures such as popularity and evaluation. The results consistently show that internal coherence of an idea promotes its popularity, trial, and posttrial evaluation. Counter to prior research on creativity, which suggests that creativity is mostly associated with positive outcomes, the study finds that ideas with unique ingredients have lower popularity or trial, but higher ratings given trial in the context of food recipes. Based on these findings, the authors develop a generative recipe tool that suggests recipe improvements by adding, removing, or substituting ingredients (http://recipecreativity.com/).
摘要：一个创意并不仅仅是构成该创意的简单词语或成分的集合。真正使一个创意具有原创性或吸引力的，是这些元素在其所处情境中的组合方式。本研究利用表征学习方法，特别是词嵌入，来衡量创意各组成部分之间的内部一致性，并考察这种内在一致性与创意的评价结果或成功程度之间的关系。作者使用了一个包含超过57,000份食谱的大规模在线食谱数据库，以及一个包含1,057个创意的创意数据集，考察创意各组成部分之间的契合程度如何影响后续结果，例如受欢迎程度和评价结果。研究结果一致表明，创意内部各组成部分之间的一致性越高，该创意的受欢迎程度、尝试率以及更高的尝试后的评价就越高。这一发现与以往关于创造力的研究结论有所不同。既有研究通常认为，创造力主要与积极结果相关；而本研究发现，在食谱背景下，包含独特食材的创意虽然往往具有较低的受欢迎程度和尝试率，但一旦消费者实际尝试，其获得的评价反而更高。基于上述研究发现，作者进一步开发了一种生成式食谱工具，能够通过添加、删除或替换食材来提出食谱改进方案。
3.How E-Scooters Impact Shared Mobility and Consumer Safety
电动滑板车如何影响共享出行与消费者安全
作者：Ruichun Liu和Unnati Narang
Abstract: New forms of shared micromobility services, such as e-scooters, are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. The authors examine how the entry of e-scooters impacts other incumbent shared mobility services (i.e., ride-sharing and bike-sharing) and consumer safety (i.e., crimes) using data on the entry of e-scooters in parts of Chicago in 2019 and a generalized synthetic control approach. The results show that the entry of e-scooters increases the number of short rideshare trips by 15.72% but decreases the number of bikeshare trips by 7.62%. The effects are consistent with a category expansion mechanism for ride-sharing and a category cannibalization mechanism for bike-sharing. The authors also find that the entry of e-scooters increases the number of crimes (e.g., vehicle break-ins) by 17.94%, mostly due to street and vehicle crimes. The effects of e-scooters are heterogeneous by the age and racial composition of a neighborhood. Overall, e-scooters contribute about $8.1 million in ride-sharing revenues, but they also have an unintended negative environmental effect amounting to over 800 metric tons of carbon emissions per year. This research offers an app companion for stakeholders.
摘要：近年来，电动滑板车等新型共享微型出行服务正在各大城市迅速发展。然而，在零售和餐饮行业之外，这类服务所产生的影响在营销学文献中仍缺乏充分研究。作者利用2019年芝加哥部分地区引入电动滑板车的数据，并采用广义合成控制法，考察电动滑板车的进入如何影响其他已有的共享出行服务，即共享乘车服务和共享单车服务，以及消费者安全，即犯罪情况。研究结果表明，电动滑板车的引入使短途共享乘车出行次数增加15.72%，但使共享单车出行次数减少7.62%。这一结果与两种不同的作用机制相一致：对于共享乘车服务而言，电动滑板车产生了品类扩张效应；而对于共享单车服务而言，则产生了品类蚕食效应。作者还发现，电动滑板车的进入使犯罪数量增加17.94%，其中主要是街头犯罪和车辆犯罪（例如车内盗窃等）。此外，电动滑板车的影响会因社区的年龄结构和种族构成不同而存在异质性。总体而言，电动滑板车每年能够为共享乘车行业带来约810万美元的收入，但同时也产生了一项意外的负面环境影响，即每年增加超过800公吨的碳排放。
4.Natural Affect DEtection (NADE): Using Emojis to Infer Emotions from Text
自然情感识别（NADE）：利用表情符号从文本中推断情绪
作者：Christian Hotz-Behofsits, Nils Wlömert和Nadia Abou Nabout
Abstract:Emotions are central to consumer communications, and extracting them from user-generated online content is crucial for marketers, given that such consumer opinions significantly shape brand perceptions, influence purchase decisions, and provide essential insights for marketing analytics. To leverage vast user-generated data, marketers and researchers require advanced text-to-emotion converters. However, existing tools for fine-grained emotion extraction face several limitations: Lexica are constrained by their dictionaries, machine learning models by human-annotated training data, and large language models by insufficient validation. As a result, marketing research still tends to rely on mere sentiment detection instead of extracting more nuanced emotions from text. This article introduces NADE (Natural Affect DEtection), a novel text-to-emoji-to-emotion converter that first “emojifies” language and then converts these emojis into intensity measures of well-established, theory-grounded emotions. This approach addresses the limitations of existing tools by leveraging the inherent emotional information in emojis. Using human raters and state-of-the-art converters as benchmarks, the authors establish the benefits of exploiting emojis, validate NADE, and demonstrate its use in several marketing applications using data from various social media platforms. Users can apply the proposed converter through an easy-to-use online app and programming packages for Python and R.
摘要：情绪是消费者沟通的核心要素。对于营销人员而言，从用户发布的在线内容中获取消费者的情绪至关重要，因为这些消费者意见不仅会显著影响品牌认知和购买决策，还能够为营销分析提供重要意见。为了充分利用海量的用户生成数据，营销人员和研究人员需要先进的文本到情绪的转换工具。然而，现有的细粒度情绪提取工具存在若干局限。基于词典的方法受到词典本身覆盖范围的限制；机器学习模型依赖人工标注的数据进行训练；而大语言模型则普遍存在验证不足的问题。因此，目前的营销研究仍然倾向于仅进行情感倾向检测，而不是从文本中提取更加细致的情绪。本文提出了一种新型的从文本到表情符号再到情绪转换器NADE（自然情感识别）。该方法首先将文本“表情符号化”，即利用表情符号来表达文本中的情感信息；随后将这些表情符号转换为已有充分理论基础的情绪强度指标。这一方法通过利用表情符号中天然包含的情感信息，解决了现有工具的一些局限。作者以人工评价者以及最先进的转换工具作为基准进行比较，验证了利用表情符号的优势以及NADE的有效性，并进一步利用来自多个社交媒体平台的数据，展示了NADE在若干营销应用中的使用方式。用户可以通过一个易于使用的在线应用程序使用作者提出的转换器，也可以通过适用于Python和R的编程软件包来调用该工具。
5.The Rise of Broadband and the Retail Landscape: Evidence from Consumer Packaged Goods
宽带互联网的兴起与零售市场格局：来自包装消费品市场的证据
作者：Uyen Tran
Abstract: The proliferation of broadband internet has sparked concerns about the future of brick-and-mortar retail. This article explores consumer behavior in the U.S. consumer packaged goods sector during broadband's proliferation from 2004 to 2019. Using household panel and retail scanner data covering more than 40,000 brands in 900 categories, the author analyzes nine household and retailer outcomes: brands purchased, trips taken, retailers visited, offline spending, any online spending, online spending share, prices, price dispersion, and demand elasticities. The author combines U.S. Census and Federal Communications Commission data to track the rollout of broadband. In contrast to established notions that broadband adoption would rapidly transform shopping behaviors in this period, the findings reveal a more nuanced and gradual pattern of change. Exploiting geographic variation in broadband growth, the author finds economically modest average effects with significant heterogeneity by age and household income. The analysis reveals generational differences: sharp declines in brick-and-mortar shopping among younger consumers counterbalanced by relative stability in larger older cohorts. In short, this article finds that broadband access drove a gradual evolution in consumer behavior, rather than a dramatic upheaval.
摘要：宽带互联网的快速普及引发了人们对于实体零售业未来发展的担忧。本文考察了2004年至2019年宽带互联网快速普及期间，美国包装消费品行业中的消费者行为变化。作者结合家庭面板数据和零售扫描数据，涵盖900个品类中的4万多个品牌，对九类家庭和零售商层面的结果变量进行了分析，包括购买的品牌数量、购物次数、到访的零售商数量、线下消费支出、是否有线上消费支出、线上消费支出占比、价格、价格离散程度以及需求弹性。作者进一步结合美国人口普查局和美国联邦通信委员会的数据，对宽带互联网的推广和普及过程进行了追踪。与一些认为宽带互联网的广泛使用会在这一时期迅速改变消费者购物行为的观点不同，本文的研究结果显示，消费者行为的变化呈现出一种更加细致且渐进的模式。利用不同地区宽带互联网发展速度上的差异，作者发现，宽带普及所产生的平均经济影响较为有限，但不同消费者群体之间存在显著的异质性，尤其体现在年龄和家庭收入方面。研究进一步发现，不同代际消费者之间存在明显差异：年轻消费者的实体店购物行为大幅下降，而规模更大的年长消费者群体的实体店购物行为则相对稳定。简而言之，本文发现，宽带互联网的普及推动了消费者行为的渐进式演变，而非剧烈的颠覆性变化。
6.Neither a Picasso nor a Leonardo da Vinci: An Examination of Novice Artwork Pricing with Multimodal Data
既非毕加索，也非达·芬奇：基于多模态数据的新手艺术品定价研究
作者：Sharmistha Sikdar, Ishita Chakraborty和Nika Dogonadze
Abstract:Novice art pricing is an understudied domain. Novice artists operate as microenterprises, making crucial price-setting decisions. Research shows that newcomers often risk overpricing or underpricing their work, and existing online tools offer basic, cost-based pricing advice. Using a three-study framework, the authors examine novice art pricing on Etsy, where artwork listings include structured data, images, and textual descriptions. They first analyze how these inputs relate to final selling prices using a hedonic regression on structured data, followed by a multimodal fusion deep learning model that integrates structured, visual, and textual features. The results show that features related to artist authenticity (e.g., certificates), customer service (e.g., shipping, returns, personalization), and art style (e.g., genre) are important price predictors. Thus, novice art sales on online platforms exhibit some features typical of mature art markets (e.g., authenticity and reputation) but emphasize customer-focused services. Finally, using a Cox proportional hazards model, the authors show that, while higher artist reputation is associated with faster sales, discounting correlates with longer time on market. These associations suggest the importance of price setting. From these insights, the authors develop a price recommender application that predicts both selling prices and time to sell, offering practical guidance for newcomer artists and online platforms.
摘要：新手艺术家的艺术品定价是一个尚未得到充分研究的领域。新手艺术家通常以微型企业的形式开展经营活动，因此，如何制定合理的价格对他们而言至关重要。已有研究表明，新进入市场的艺术家往往容易对自己的作品定价过高或过低，而现有的在线定价工具通常只能提供基于成本的基础性定价建议。作者采用三项研究，考察Etsy平台上的新手艺术品定价问题。Etsy上的艺术品商品信息同时包含结构化数据、图像数据和文本描述，因此能够为研究提供多模态数据。首先，作者利用基于结构化数据的特征价格回归，分析这些输入变量与艺术品最终销售价格之间的关系；随后，作者进一步构建了一种多模态融合深度学习模型，将结构化、视觉和文本特征进行整合。研究结果表明，与艺术家真实性相关的特征，例如认证证书，以及与客户服务相关的特征，例如配送、退货和个性化服务，还有与艺术风格相关的特征，例如艺术流派，都是艺术品价格的重要预测因素。因此，在线平台上的新手艺术品销售虽然呈现出一些成熟艺术品市场的典型特征，例如真实性和艺术家声誉的重要性，但同时更加突出以客户为中心的服务。最后，作者使用Cox比例风险模型研究发现：较高的艺术家声誉与更快的销售速度相关，而折扣则与作品在市场上停留更长时间相关。这些关系进一步表明，合理的价格制定具有重要意义。基于上述研究发现，作者开发了一款价格推荐应用程序，能够同时预测艺术品的销售价格和销售所需时间，为新进入市场的艺术家和在线平台提供实践指导。
7.DICE: Advancing Social Media Research Through Digital In-Context Experiments
DICE：通过数字情境实验推进社交媒体研究
作者：Hauke Roggenkamp, Johannes Boegershausen和Christian Hildebrand
Abstract: This article introduces Digital In-Context Experiments (DICE), an experimental paradigm that enables researchers to study entire social media feeds while tracking users’ granular behavioral data at the post level. Current research paradigms (vignette-based experiments, online platform studies, and observational studies) predominantly focus on isolated social media posts without examining how users consume content within the broader context of a feed. This isolation overlooks the competing attention between content (e.g., sponsored posts or ads) within a feed and contextual spillovers that occur when users scroll through continuous streams of content. DICE complements existing paradigms by presenting posts within scrollable feeds, more closely resembling how users experience content on social media. This allows researchers to systematically manipulate entire feed compositions while unobtrusively tracking participants’ scrolling behavior. To demonstrate the potential of DICE, the article presents two illustrative case studies that examine contextual spillovers and predict ad recall in environments where content competes for attention. The authors conclude with directions for future research and managerial perspectives derived from expert interviews with marketing professionals. An accompanying open-source app, available at https://dice-app.org, enables researchers to conveniently integrate the experimental paradigm into their preferred workflow.
摘要：本文提出了数字情境实验（DICE）这一实验研究范式，使研究人员能够在研究完整社交媒体信息流的同时，在帖子层面追踪用户的细粒度行为数据。当前的研究范式，包括基于情境短文的实验、在线平台研究以及观察性研究，主要关注彼此孤立的社交媒体帖子，而较少考察用户是在怎样的信息流整体情境中消费这些内容的。这种将帖子孤立出来的研究方式忽视了信息流中不同内容之间的注意力竞争，例如赞助内容或广告之间会相互竞争用户的注意力，以及用户持续浏览信息流内容时产生的情境溢出效应。DICE通过将帖子呈现在可滚动的信息流中，使实验环境更加接近用户在社交媒体平台上体验内容的方式，从而对现有研究范式形成补充。这种方法使研究人员能够系统地操纵整个信息流的内容构成，同时在不干扰参与者的情况下追踪其滚动浏览行为。为了展示DICE的研究潜力，本文提出了两个具有代表性的案例研究，用于考察情境溢出效应，并预测内容争夺注意力环境中的广告回忆。最后，作者结合对营销专业人士的专家访谈，提出了未来研究方向以及对管理实践的启示。此外，作者还提供了一个配套的开源应用程序，研究人员可以通过 dice-app.org 方便地将这一实验范式整合到自己原有的研究工作流程中。
8.Surviving Economic Adversity: Governance of Franchise Clusters
在经济困境中求生：特许经营集群的治理
作者：Xu (Vivian) Zheng, Yajing Fan和Mrinal Ghosh
Abstract: Despite research on clustering strategies in franchised systems, little is known about its impact on outlet survival during times of economic adversity. In this research, the authors identify two governance mechanisms used by franchisors that vary at a cluster or outlet level—franchisee ownership fragmentation and franchisor on-site supervision—and develop a framework to suggest the efficacy of these mechanisms in mitigating the negative effect of economic adversity on the survival of franchised outlets operating in a cluster. They test this framework using a novel clustering algorithm and survival analysis on a uniquely constructed dataset of 8,677 outlets across 18 franchisors over 14 years. They find that when economic conditions deteriorate, franchisee ownership fragmentation, which reflects greater diversity in cluster composition and knowledge sources, reduces franchised outlet failure hazard within denser clusters. In contrast, franchisor on-site supervision, which denotes lower franchisee autonomy, intensifies outlet failure hazard in such clusters. This research offers actionable insights for franchisors on managing in-cluster outlets during economic adversity and introduces FranClusterer, a practical app-based tool for cluster identification and governance.
摘要：尽管已有研究探讨了特许经营体系中的集群化策略，但对于这种策略在经济困境对门店生存的影响，目前仍知之甚少。在本研究中，作者识别出特许经营商所采用的两种治理机制，这两种机制在集群或门店层面存在差异，分别是：加盟商所有权分散化和特许经营商现场监督。在此基础上，作者构建了一个理论框架，用于分析这些治理机制在多大程度上能够缓解经济困境对集群中特许经营门店生存所产生的负面影响。作者利用一种新的集群识别算法以及生存分析，对一个独特构建的数据集进行检验。该数据集覆盖14年时间，18家特许经营商旗下的8,677家门店。研究发现，当经济环境恶化时，盟商所有权分散化能够降低更加密集的集群中特许经营门店的失败风险。这种所有权分散化反映了集群构成以及知识来源的更大多样性。与之相反，特许经营商现场监督意味着加盟商拥有更低的自主权，而这种治理方式反而会在上述集群中提高门店失败风险。本研究为特许经营商在经济困境如何管理集群内部的门店提供了可操作的管理启示，并进一步介绍了一种基于应用程序的实用工具FranClusterer，可用于集群识别与治理。
9.How Closely Should You Follow a Trend? Atypicality and Engagement on Social Media
你应该多大程度追随潮流？——社交媒体内容的非典型性与用户互动
作者：Marc Bravin, Melanie Clegg, Reto Hofstetter, Marc Pouly和Jonah Berger
Abstract: Following trends on social media has become increasingly popular. But what is the best way to do so? Should brands and other creators copy the trend as closely as possible, or should they put a more unique spin on it? To answer this question, the authors develop a multimodal, unsupervised video analytics tool (MUVID) to quantify the typicality of over 85,000 TikTok dance videos. Results indicate that more atypical videos (i.e., more differentiated from the trend) generate more engagement. Consistent with the notion that atypicality drives engagement, this relationship is amplified when atypicality is easier to observe (i.e., when audiences have seen more trend videos). Follow-up experiments, including a content-creator field experiment, manipulate atypicality and confirm its causal impact. The findings provide practical guidance on how to create more impactful content, shed light on effective trend-following, and offer a tool (available through an app) that researchers and practitioners can use to quantify typicality and analyze short videos more generally.
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