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【文献速递】Journal of Retailing，Volume 102, Issue 3, September 2026
采编:陈姝霖 校对:李健博 终审:邵兵家
2026年9月Journal of Retailing（ABS 4）的12篇文章，主题有算法驱动的自主掠夺与操纵、支付选项与购买可能性、NFT设计选择与投资者反应的异质性、购物中心满意度与生存的驱动因素、环境对零售体验的影响、真实性与销售增长、消费者视角与美学极简主义的奢侈品估值、全国品牌与自有品牌的促销弹性、自主定价市场中两部收费制的盈利性、消费者的画像与行为、产品可评价性与过度包装、政治意识形态在塑造服务补救后满意度中的作用等。
1.Unleashing the predators: Autonomous predation and manipulation through algorithms
释放“掠食者”：算法驱动的自主掠夺与操纵
2.When payment options stand out: Payment option salience on the product page increases purchase likelihood
当支付选项凸显时：产品页面上的支付选项的对购买可能性的提升作用
3.NFT design choices and the heterogeneity of investor responses
NFT设计选择与投资者反应的异质性
4.Keeping the mall alive? Identifying drivers of shopping mall satisfaction and survival from customer reviews
让购物中心焕发生机？从用户评论中识别购物中心满意度与生存的驱动因素
5.When familiar retail experiences feel new: How unfamiliar environments increase enjoyment
当熟悉的零售体验焕然一新：陌生环境如何提升享受感
6.How and when authenticity relates to sales growth: Longitudinal field evidence from the retail customer journey
真实性如何及何时与销售增长相关：来自零售顾客旅程的纵向实地证据
7.Minimalist by design, ambiguous in value: Consumer perspective and the valuation of aesthetically minimalist luxury products in retail contexts
设计极简，价值模糊：零售情境中消费者视角与美学极简主义奢侈品的估值
8.Promotion elasticities of national and store brands: The effect of price level and brand type on promotion elasticity
全国品牌与自由品牌的促销弹性：价格水平与品牌类型对促销弹性的影响
9.Profitability of two-part tariffs in name-your-own-price markets
自主定价市场中两部收费制的盈利性
10.Who seeks variety? Profiles and behaviors of consumers with varying brand choice concentration
谁在寻求多样化？具有不同品牌选择集中度的消费者的画像与行为
11.Man is the measure of all things: Evaluability and overpackaging
人是万物的尺度：可评价性与过度包装
12.When recovery discounts backfire: The role of political ideology in shaping post-recovery satisfaction
摘要
1.Unleashing the predators: Autonomous predation and manipulation through algorithms
释放“掠食者”：算法驱动的自主掠夺与操纵
作者：Ibrahim Abada和Xavier Lambin
Abstract: Algorithms are increasingly prevalent in industries such as e-commerce, enabling rapid price adjustments. We show that reinforcement learning algorithms, widely used in dynamic pricing and retail optimization, can independently engage in predatory pricing without any human guidance. When aggressive price competition is too costly, these algorithms may instead exploit the learning dynamics and rigidity of rivals’ pricing systems, shaping competitors’ early learning outcomes in ways that sustain high prices after entry. As a result, competition may be softened and entry less effective, despite the absence of explicit exclusionary or manipulative intent. These outcomes emerge from standard algorithmic design choices rather than deliberate strategy and may elude existing regulatory frameworks. We discuss managerial safeguards and regulatory responses aimed at preserving competition in increasingly AI-driven retail markets.
摘要：算法在电子商务等行业日益普及，使得价格能够快速调整。本研究表明，广泛应用于动态定价和零售优化的强化学习算法，可以在无需任何人工指导的情况下独立实施掠夺性定价。当激进的价格竞争成本过高时，这些算法可能会转而利用竞争对手定价系统的学习动态和刚性，塑造竞争对手的早期学习结果，从而在进入市场后维持高价格。因此，尽管不存在明确的排他性或操纵性意图，竞争可能会被弱化，进入者的效果也可能降低。这些结果源于标准的算法设计选择，而非刻意策略，并且可能规避现有监管框架。本文讨论了旨在保护日益由人工智能驱动的零售市场竞争的管理保障措施和监管应对方案。
2.When payment options stand out: Payment option salience on the product page increases purchase likelihood
当支付选项凸显时：产品页面上的支付选项的对购买可能性的提升作用
作者：Deniz Lefkeli, Nazli Gurdamar-Okutur和Francisco Villarroel Ordenes
Abstract: Displaying payment option information on the product page is a growing phenomenon we observed in the online retail landscape. However, research falls short in documenting how and why presenting payment option information on the product page influences consumers’ purchase decisions. Across four studies, including field and online experiments, we show that making payment options salient on the product page increases purchase likelihood, because it prompts consumers to engage in mental simulation of the payment process. Online retailer website designs that enhance payment option salience on the product page, such as through the use of logos and prominently visible displays, thus can increase purchase likelihood. However, under high cognitive load the effect can be mitigated. Our findings contribute to the literature by introducing the notion of payment option salience as well as providing insights to the retailers on how to effectively communicate payment option information.
摘要：在产品页面上展示支付选项信息是我们在线上零售领域观察到的一种日益增长的现象。然而，现有研究尚未充分记录在产品页面上呈现支付选项信息如何及为何影响消费者的购买决策。通过四项研究（包括实地实验和在线实验），本研究发现，在产品页面上突出支付选项可提高购买可能性，因为这促使消费者进行支付过程的心理模拟。因此，在线零售商网站设计若能在产品页面上增强支付选项的显著性（例如使用标识和突出可见的展示方式）可以提高购买可能性。然而，在高认知负荷条件下，这一效应会被削弱。本研究的发现通过引入支付选项显著性这一概念为该领域文献做出贡献，并为零售商如何有效传达支付选项信息提供了实践启示。
3.NFT design choices and the heterogeneity of investor responses
NFT设计选择与投资者反应的异质性
作者：Navid Bahmani, Amit Bhatnagar和Minakshi Trivedi
Abstract: Non-fungible tokens (NFTs) have recently emerged as a new category of consumer-facing digital assets that firms design and commercialize through digital marketplaces, often linking them to branded collectibles, experiences, or physical products. As firms increasingly experiment with these digital offerings, investors must evaluate whether NFT initiatives represent meaningful retail innovations that create value or speculative initiatives that dilute firm resources. This study examines how investors evaluate firms’ design and commercialization choices when introducing NFTs as consumer-facing digital retail offerings distributed through online marketplaces. Using an event study of NFT announcements made by publicly traded U.S. firms, we document substantial heterogeneity in investor responses: nearly half of NFT announcements are associated with positive stock-market reactions, and the distribution of abnormal returns is wide and highly dispersed. We show that specific design and commercialization attributes systematically shape these responses. In particular, NFTs that incorporate in-real-life capabilities (e.g., physical products or experiences), rely on environmentally friendly proof-of-stake blockchain technology, and employ paid pricing strategies generate more favorable investor reactions. By identifying the retail design and commercialization choices that shift NFT initiatives toward value creation rather than value destruction, our study provides new insight into how investors interpret emerging digital retail offerings and offers guidance for firms experimenting with NFT-based commercialization strategies.
摘要：非同质化代币（NFT）近年来已成为面向消费者的数字资产新类别，企业通过数字市场进行设计和商业化，通常将其与品牌收藏品、体验或实体产品相关联。随着企业日益尝试这些数字产品，投资者必须评估NFT项目究竟是有意义且创造价值的实质性零售创新，还是稀释企业资源的投机行为。本研究考察了企业在推出作为面向消费者、通过在线市场分销的数字零售产品时，投资者如何评估其设计和商业化选择。通过对美国上市公司NFT公告的事件研究，我们记录了投资者反应的显著异质性：近一半的NFT公告与正向股市反应相关，且异常收益率的分布范围广泛且高度离散。研究表明，特定的设计和商业化属性系统地塑造了这些反应。特别是，融入了现实世界功能（如实体产品或体验）、采用环保的权益证明区块链技术以及采用付费定价策略的NFT，会引发更有利的投资者反应。通过识别将NFT项目从价值破坏转向价值创造的零售设计和商业化选择，本研究为投资者如何解读新兴数字零售产品提供了新见解，并为尝试基于NFT商业化策略的企业提供了指导。
4.Keeping the mall alive? Identifying drivers of shopping mall satisfaction and survival from customer reviews
让购物中心焕发生机？从用户评论中识别购物中心满意度与生存的驱动因素
作者：David de Jong, Dennis Herhausen, Stephan Ludwig, Christoph Teller, Francisco Villarroel Ordenes和Dhruv Grewal
Abstract: As digital commerce expands, shopping malls with similar observable characteristics experience sharply different trajectories, raising the question of why some sustain customer satisfaction and survive while others close. We develop an aspect-based sentiment analysis to extract sentence-level sentiment toward five perceived mall retail environment (PMRE) attributes, mall access, mall atmosphere, cross-store assortment, within-store assortment and price and promotion from more than 250,000 online customer reviews and examine their associations with mall satisfaction and mall survival across two large-scale studies in the United States and the United Kingdom. Review-level analyses show that sentiment toward mall-controlled PMRE attributes, especially cross-store assortment and mall atmosphere, is more strongly associated with mall satisfaction than sentiment toward tenant-controlled PMRE attributes. These associations vary systematically with mall size, population density, and population income. Mall-year survival models show that higher mall satisfaction is associated with higher chance of survival and that satisfaction statistically accounts for the association between PMRE attribute sentiment and survival. This pattern is consistent with satisfaction serving as the central evaluative conduit linking cumulative customer perceptions to long-term mall viability. Together, the findings clarify which controllable PMRE attributes relate most strongly to customer satisfaction, when these associations are strongest, and how aggregated customer evaluations correspond to mall survival.
摘要：随着数字商务的扩张，具有相似可观测特征的购物中心却呈现出截然不同的发展轨迹，这引出一个问题：为何一些购物中心能够维持顾客满意度并持续运营，而另一些则关闭。我们开发了一种基于属性的情感分析方法，从超过25万条在线用户评论中提取对购物中心零售环境感知的五个属性——购物中心可达性、购物中心氛围、跨店品类组合、店内品类组合以及价格与促销——的句子级情感，并在美国和英国的两项大规模研究中检验其与购物中心满意度和购物中心生存的关联。评论层面的分析表明，对购物中心可控的零售环境感知属性（尤其是跨店品类组合和购物中心氛围）的情感，与购物中心满意度的关联强度大于对租户可控属性的情感。这些关联随购物中心规模、人口密度和人口收入而系统性地变化。购物中心年度生存模型显示，较高的满意度与较高的生存概率相关，且满意度在统计上中介了零售环境感知属性情感与生存之间的关联。这一模式与满意度作为连接累积顾客感知与购物中心长期生存能力的核心评价传导机制相一致。总之，研究结果阐明了哪些可控的零售环境感知属性与顾客满意度关联最强、这些关联在何时最强，以及汇总的顾客评价如何对应购物中心的生存。
5.When familiar retail experiences feel new: How unfamiliar environments increase enjoyment
当熟悉的零售体验焕然一新：陌生环境如何提升享受感
作者：Aekyoung Kim, Donnel Briley, Loraine Lau-Gesk和Ruud Wetzels
Abstract: Can the same product or service be experienced differently depending on feelings evoked by the retailer’s environment? The current research explores how consumers’ sense of environment familiarity influences retail experiences. A series of eight studies demonstrates that consumers like familiar products more when they sense an unfamiliar (vs. familiar) environment because they become discovery-oriented, whereby familiar items seem more novel under these conditions. Consistent with this explanation, we find that the proposed effect is specific to familiar products and does not apply to products that are inherently new (i.e., unfamiliar), and that this effect occurs due to consumers having a mindset geared toward discovery. The present research reveals the important joint impact of the retailer environment and product type on customers’ experiences, by showing how and why feelings evoked by retailers’ surroundings affect consumers’ judgments and behaviors. Our findings have implications for retailers wishing to improve in-store experiences, as well as for consumer welfare.
摘要：同样的产品或服务是否会因零售商环境所唤起的感受不同而被差异化体验？本研究探讨了消费者对环境熟悉感的感知如何影响零售体验。一系列共八项研究表明，当消费者感知到陌生（相对于熟悉）的环境时，会更喜欢熟悉的产品，因为他们会变得以发现为导向，在此条件下熟悉的物品显得更具新奇感。与此解释一致，我们发现所提出的效应特定于熟悉产品，不适用于本质上新颖（即不熟悉）的产品，并且该效应源于消费者持有一种倾向于发现的心态。本研究通过展示零售商环境所唤起的感受如何及为何影响消费者的判断和行为，揭示了零售商环境与产品类型对顾客体验的重要联合影响。本研究的发现对希望改善店内体验的零售商以及消费者福利均具有启示意义。
6.How and when authenticity relates to sales growth: Longitudinal field evidence from the retail customer journey
真实性如何及何时与销售增长相关：来自零售顾客旅程的纵向实地证据
作者：D. Todd Donavan, Brad․ D. Carlson, Jeremy S. Wolter和James G. Maxham
Abstract: We examine how perceived organizational authenticity relates to customer–company identification (CCI) and store-level comparable sales growth (CSG) using a rare, retailer-partnered longitudinal field dataset. Linking three waves of customer survey data to archival store-level sales across hundreds of locations, we assess how authenticity is associated with identification over time and when this relationship is strongest. Adopting an empirics-first approach, we find that authenticity is positively associated with subsequent CCI, and that CCI – rather than authenticity directly – predicts later comparable sales growth, consistent with an indirect identification-linked pathway to performance. We further examine retailer-tracked boundary conditions across the customer journey (pre-purchase, purchase, and post-purchase), treating them as exploratory, field-based contingencies rather than novel theoretical constructs. A complementary retail experiment provides convergent evidence for the moderating role of prestige. Overall, the study offers rare field evidence linking authenticity to customer identification and archival sales performance and identifies retail contexts in which authenticity appears most influential in practice.
摘要：我们利用一份罕见的、与零售商合作的纵向实地数据集，考察了感知组织真实性与顾客-公司认同（CCI）及门店层面可比销售增长（CSG）之间的关系。将三波顾客调查数据与数百家门店的档案级销售数据相链接，我们评估了真实性如何随时间与认同相关联，以及这种关系在何时最强。采用实证优先的方法，我们发现真实性与后续顾客-公司认同正相关，并且顾客-公司认同（而非真实性本身）预测了后续的可比销售额增长，这与一条间接的、通过认同影响绩效的路径一致。我们进一步考察了零售商追踪的、跨越顾客旅程（购前、购中和购后）的边界条件，将其视为探索性的实地权变因素而非新颖的理论构念。一项补充性零售实验为声望的调节作用提供了汇聚性证据。总体而言，本研究提供了将真实性与顾客认同及存档销售绩效相关联的罕见实地证据，并识别了在实践中真实性似乎最具影响力的零售情境。
7.Minimalist by design, ambiguous in value: Consumer perspective and the valuation of aesthetically minimalist luxury products in retail contexts
设计极简，价值模糊：零售情境中消费者视角与美学极简主义奢侈品的估值
作者：Niek Althuizen和Sona Klucarova
Abstract: The aesthetic design of a luxury product plays an important role in attracting consumers’ attention in both offline and online retail settings. While minimalist designs may appeal aesthetically, they often suppress visible status cues, creating ambiguity about product value. This research examines how such valuation ambiguity can be reduced by providing high-status cues in the retail environment. We show that the effectiveness of providing high-status cues depends on the consumer perspective, that is, whether consumers express their own willingness to pay (first-order perspective) or what they believe others would pay (second-order perspective). Across a series of studies, we find that high-status cues have a stronger positive effect on valuations when consumers adopt a second-order perspective. This effect arises because consumers believe others are better able to recognize aesthetic minimalism as a genuine expression of luxury, particularly when others are perceived as possessing superior design knowledge. Overall, our findings highlight valuation ambiguity as a challenge to minimalist luxury and show that high-status cues are most effective when consumers are prompted to consider how others would value an aesthetically minimalist product.
摘要：奢侈品的产品美学设计在线上线下零售环境中吸引消费者注意力方面发挥着重要作用。虽然极简设计可能在审美上具有吸引力，但它们往往抑制可见的身份地位信号，从而造成产品价值的模糊性。本研究考察了如何通过在零售环境中提供高地位线索来减少这种估值模糊性。我们发现，提供高地位线索的有效性取决于消费者的视角，即消费者是表达自己的支付意愿（一阶视角）还是推测他人愿意支付的价格（二阶视角）。通过一系列研究，我们发现当消费者采纳二阶视角时，高地位线索对估值的正向影响更强。这一效应之所以产生，是因为消费者认为他人更能识别美学极简主义作为奢侈品的真实表达，尤其是当他们感知他人具备更优越的设计知识时。总体而言，本研究的发现强调了估值模糊性是极简主义奢侈品的挑战，并表明当消费者被引导去思考他人会如何估值一件审美极简产品时，高地位线索最为有效。
8.Promotion elasticities of national and store brands: The effect of price level and brand type on promotion elasticity
全国品牌与自有品牌的促销弹性：价格水平与品牌类型对促销弹性的影响
作者：Kristopher O. Keller和Raj Sethuraman
Abstract: Prior research suggests that price promotions by higher-priced products generate greater sales lift than those by lower-priced products. This view implies that higher-priced products should promote more often, all else equal. However, this assertion largely rests on the asymmetric price effect, which holds that promotions by higher-priced national brands (NBs) draw disproportionately from lower-priced store brands (SBs), thereby confounding price level (high vs. low) with brand type (NB vs. SB). In other words, it remains unclear whether higher-priced NBs are more promotion elastic because of their price level, or simply because they are NBs. This paper disentangles the effects of price level and brand type by analyzing nearly 700 million observations for 60,000 UPC products across 30 grocery categories (2016–2019). The authors find that while NBs are generally more promotion-elastic than SBs (promotion elasticities of−3.47 vs. −2.40), the role of price level depends critically on the brand type. For NBs, lower-priced products exhibit 3 % greater promotion elasticities, whereas for SBs, higher-priced products benefit from 12 % greater promotion elasticities, though there is sizeable heterogeneity across categories and markets in these effects. Thus, the paper also explores the sources of this heterogeneity and assesses the category-level sales lift of promotions.
摘要：先前研究表明，高价格产品的价格促销比低价格产品能产生更大的销售提升。这一观点意味着，在其他条件相同的情况下，高价格产品应更频繁地进行促销。然而，这一论断在很大程度上依赖于非对称价格效应，即高价格全国性的品牌（NBs）促销会不成比例地吸引低价格自有品牌（SBs）的顾客，从而混淆了价格水平（高与低）和品牌类型（全国性品牌与自有品牌）的影响。换言之，高价格全国性品牌更具促销弹性究竟是因为其价格水平，还是仅仅因为它们是全国性品牌，这一问题仍不明确。本文通过分析2016至2019年间30个杂货品类中6万个UPC产品的近7亿条观测数据，厘清了价格水平和品牌类型的影响。作者发现，虽然全国性品牌总体上比自有品牌更具促销弹性（促销弹性分别为-3.47和-2.40），但价格水平的作用关键取决于品牌类型。对于全国性品牌而言，较低价格的产品表现出高出3%的促销弹性；而对于自有品牌而言，较高价格的产品则享有高出12%的促销弹性，尽管这些效应在品类和市场间存在较大的异质性。因此，本文还探讨了这种异质性的来源，并评估了品类层面的促销销售提升。
9.Profitability of two-part tariffs in name-your-own-price markets
自主定价市场中两部收费制的盈利性
作者：Lucas Stich和Robert Zeithammer
Abstract: Name-Your-Own-Price (NYOP) mechanisms offer retailers a participatory alternative to posted pricing by allowing consumers to bid on goods and services. We examine when and why charging a non-refundable bidding fee to submit a bid—a “two-part NYOP” mechanism—can improve retailer profitability. Across two incentive-compatible laboratory experiments and one field experiment, we assess the relative profitability of this mechanism compared with simple NYOP with zero bidding fee and document behavioral factors that moderate the relative profitability. We find that modest bidding fees can increase a NYOP seller’s profits; however, the extent to which they do so is moderated by 1) consumers’ experience with the mechanism and 2) the use of a decision aid that helps consumers with calculations. Both moderators reduce buyer participation to the point that a NYOP seller may no longer benefit from charging bidding fees. Thus, NYOP retailers may find bidding fees most effective as short-term promotions or membership benefits rather than permanent pricing strategies. Our field experiment corroborates that small, reasonable fees can raise profits in short-term sales campaigns, consistent with the laboratory evidence. Regarding the underlying consumer behavior, quantitative predictions of the existing risk-neutral theory do not align well with the observed behavior, even among experienced consumers. Risk-averse expected utility theory does not fit well either, because consumers exhibit a robust preference inconsistency previously documented in the literature.
摘要：自定价（NYOP）机制允许消费者对商品和服务自行报价，再由卖家决定是否接受这一价格——这是一种不同于传统固定定价的零售模式。我们考察了收取不可退款的出价费以提交报价（“两部收费制自定价”机制）何时及为何能提高零售商盈利能力。通过两项激励相容的实验室实验和一项实地实验，我们评估了该机制相较于零出价费简单自定价机制的相对盈利能力，并记录了调节这种相对盈利能力的行为因素。我们发现，适度的出价费可以提高NYOP卖家的利润；然而，其提高程度受到以下因素的调节：1）消费者对该机制的经验，以及2）帮助消费者进行计算决策辅助工具的使用。这两个调节因素均会降低买家参与度，以至于NYOP卖家可能不再从收取出价费中获益。因此，NYOP零售商可能会发现出价费作为短期促销或会员权益比作为永久定价策略更为有效。我们的实地实验证实，小额合理的费用可以在短期销售活动中提高利润，与实验室证据一致。关于潜在的消费者行为，现有风险中性理论的定量预测与观察到的行为并不完全吻合，即使是有经验的消费者也不例外。现有的风险中性理论的定量预测与观察到的行为并不完全吻合，即使是有经验的消费者也是如此。风险厌恶期望效用理论也不适用，因为消费者表现出文献中先前记录的一种强烈的偏好不一致性。
10.Who seeks variety? Profiles and behaviors of consumers with varying brand choice concentration
谁在寻求多样化？具有不同品牌选择集中度的消费者的画像与行为
作者：Andreas Plank和Oliver Koll
Abstract: Whether a household’s observed variety seeking — captured by brand choice concentration across purchases within a category— primarily reflects category-specific conditions or a stable, cross-category behavioral tendency is still an unresolved question. Using panel data on grocery purchases from approximately 39,000 households, we relate brand choice concentration levels across 131 FMCG categories. Our findings reveal consistently positive correlations in brand choice concentration across categories, which persist after controlling for shopping frequency. Households exhibiting greater variety seeking show distinct profiles: they buy more on deal, prefer smaller and more premium national brands, are less prone to choose private labels. In terms of socio-demographics, they are larger, have higher incomes, and their main shopper is more likely female. Rather than treating variety seeking as a category-specific phenomenon, retail marketing should realize that, irrespective of the category, some shoppers consistently show a stronger propensity to explore the assortment while others are more inclined to concentrate their choices on a narrower set of brands.
摘要：一个家庭在某一品类中是只买固定的几个品牌，还是会尝试更多不同品牌——这一多样化寻求行为究竟主要受品类特定条件的影响，还是一种稳定的、跨品类的个人倾向，目前尚无定论。利用约39,000个家庭杂货购买的面板数据，我们关联了131个快速消费品品类中的品牌选择集中度水平。研究发现在各品类间品牌选择集中度存在一致的正相关关系，且在控制购物频率后仍然存在。表现出更强多样化寻求的家庭具有鲜明特征：他们更倾向于购买促销商品，偏好更小规格和更高端的全国品牌，且不太倾向于选择自有品牌。在社会人口统计学方面，这些家庭规模更大、收入更高，且主要购物者更有可能是女性。零售营销不应将多样化寻求视为品类特定现象，而应认识到，无论品类如何，一些购物者始终表现出更强的探索品类组合的倾向，而另一些则更倾向于将其选择集中在较窄的品牌范围。
11.Man is the measure of all things: Evaluability and overpackaging
人是万物的尺度：可评价性与过度包装
作者：Feng Jiang, Chao Fan, Su Lu, Guohui Sun和Luping Sun
Abstract: Despite the fact that overpackaging can signal better product protection and higher quality, it may also trigger perceptions of waste and diminish perceived value. With such a persistent tension, it remains unclear when and why overpackaging can be beneficial or harmful. To tackle this issue, this research leverages cue utilization theory and general evaluability theory to propose product evaluability as a boundary condition to explain consumer responses to overpackaging. A series of five studies, using a variety of operationalizations of evaluability and packaging, different research designs, and secondary data from both Eastern and Western cultural contexts, consistently show that consumers prefer overpackaging only when product evaluability is low, whereas they prefer non-overpackaging when product evaluability is high. Our research also reveals two asymmetric pathways through perceived value: when product evaluability is low, overpackaging increases purchase intention via boosting quality value, whereas when product evaluability is high, overpackaging decreases purchase intention via reducing price value. These findings reframe overpackaging from a universally wasteful practice to a context-dependent retail strategy, implying that packaging decisions should be matched to product evaluability rather than standardized across different product assortments.
摘要：尽管过度包装可能传递更好的产品保护和更高品质的信号，但它也可能引发浪费感知并降低感知价值。在如此持续的张力下，过度包装何时及为何有利或有害仍不清楚。为解决这一问题，本研究借鉴线索利用理论和一般可评价性理论，提出产品可评价性作为解释消费者对过度包装反应的边界条件。一系列共五项研究，采用不同的可评价性和包装操作方式、不同的研究设计以及来自东西方文化背景的二手数据，一致表明：消费者仅在产品可评价性低时偏好过度包装，而在产品可评价性高时偏好非过度包装。本研究还揭示了通过感知价值的两种非对称路径：当产品可评价性低时，过度包装通过提升品质价值来增加购买意愿；而当产品可评价性高时，过度包装通过降低价格价值来减少购买意愿。这些发现将过度包装从一种普遍浪费的做法重新定义为一种情境依赖的零售策略，意味着包装决策应与产品可评价性相匹配，而非在不同产品品类间标准化。
12.When recovery discounts backfire: The role of political ideology in shaping post-recovery satisfaction
当补偿折扣适得其反：政治意识形态在塑造服务补救后满意度中的作用
作者：Shahin Sharifi, Kiju Jung和Adam Duhachek
Abstract: This research examines the role of political ideology in shaping post-recovery (cumulative) customer satisfaction—that is, customers' overall evaluation of the service experience after a failure and the firm's recovery efforts. Drawing on literature suggesting that conservatives are more sensitive to deservingness norms and more responsive to market-based fairness, we investigate how they react to monetary compensation following a service failure. Across six experiments and a descriptive archival study, we find that conservatives respond less favorably than liberals to modest monetary recovery offers. This occurs because conservatives express a stronger desire for greater compensation, indicating that monetary recovery efforts may fall short of their expectations of what is deserved, thus reducing satisfaction. Importantly, these effects are not observed for non-monetary recovery efforts and can also emerge among liberals when deservingness expectations are made salient. Our findings contribute to service recovery and political ideology research by revealing how ideological beliefs interact with compensation type to shape post-recovery (cumulative) satisfaction. This work also has applied significance: it suggests that recovery discounts may backfire among certain ideological segments and highlights opportunities for tailoring recovery strategies based on local market ideology.
摘要：本研究考察了政治意识形态在塑造补救后（累积）顾客满意度（即顾客在服务失败及企业补救努力后对服务体验的总体评价）中的作用。既有文献表明，保守主义者对应得性规范更为敏感，且对基于市场的公平性更为关注，据此，我们研究了他们对服务失败后货币补偿的反应。通过六项实验和一项描述性档案研究，我们发现保守派对适度的货币补救方案的反应不如自由派积极。这是因为保守派表现出对更高补偿的更强诉求，表明货币补救可能达不到他们对应得补偿的期望，从而降低满意度。重要的是，这些效应在非货币补救中未观察到，并且当应得性期望被凸显时，自由派中也可能出现这些效应。本研究的发现通过揭示意识形态信念如何与补偿类型交互以塑造服务补救后（累积）满意度，为服务补救和政治意识形态研究做出贡献。本研究还具有应用意义：它表明补偿折扣在某些意识形态群体中可能适得其反，并凸显了根据本地市场意识形态定制补救策略的机会。
https://www.sciencedirect.com/journal/journal-of-retailing/vol/102/issue/3
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