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【文献速递】Journal of Marketing Research, Volume 63, Issue5, October 2026
1.How Effective Is Suggested Pricing? Experimental Evidence from an E-Commerce Platform
建议定价的效果如何？来自电子商务平台的实验证据
2.Consumers Prefer That Corporations Donate Periodically
消费者更偏好企业定期捐赠
3.Market Effects of Inattention: Theory and Evidence from Left-Digit Bias
注意力不足的市场效应：来自左位数偏差的理论与证据
4.Less Is More (Natural): The Effect of Ingredient Quantity Framing on Consumer Preferences
少即是（更）天然：成分数量框架对消费者偏好的影响
5.The Pick-the-Winner-Picker Heuristic: Preference for Categorically Correct Forecasts
“选择赢家预测者”启发式：对类别结果预测正确性的偏好
6.Communication Patterns in Joint Decision-Making
共同决策中的沟通模式
7.Measuring Heterogeneity in TV Advertising Elasticities: Evidence from 135 Retail and Restaurant Brands
衡量电视广告弹性的异质性：来自135个零售与餐饮品牌的证据
8.The Impact of Figure–Ground Reversal in Brand Logos on Brand Attitude
品牌标识中图形—背景反转对品牌态度的影响
9.Increasing App Engagement Behaviors via Goal-Enabling Technology Features: The Role of Goal Difficulty Dimensions
1.How Effective Is Suggested Pricing? Experimental Evidence from an E-Commerce Platform
建议定价的效果如何？来自电子商务平台的实验证据
作者：Jessica Fong，Puneet Manchanda和Yu Song
Abstract: This research investigates how platform-suggested prices influence sellers’ pricing decisions and selling outcomes. In collaboration with Mercari, a peer-to-peer e-commerce platform, the authors conduct a field experiment that varies whether a seller receives a suggested price—and, if so, the suggested price itself. They find that a 30% change in suggested prices leads to a 5% change in listing prices in the same direction. Suggested prices are more influential when pricing is more challenging, such as for new sellers and used items. Lower suggested prices improve both the likelihood of sale and the resulting seller revenue. A subsequent experiment shows that these results are likely to generalize to the full equilibrium. The findings imply that platform-suggested pricing is an effective compromise that guides seller pricing while allowing sellers to incorporate their private information.
摘要：本研究考察平台建议价格如何影响卖家的定价决策与销售结果。作者与点对点电商平台Mercari合作开展了一项田野实验，通过操纵卖家是否收到建议价格，以及收到的具体建议价格水平进行检验。研究发现，建议价格变动30%会使商品挂牌价格同方向变动约5%。当定价任务更具挑战性时，例如对于新卖家和二手商品，建议价格的影响更为显著。较低的建议价格不仅能够提高商品售出的可能性，还能增加卖家最终获得的销售收入。后续实验进一步表明，这些结果很可能适用于完全均衡状态。研究结果说明，平台建议定价是一种有效的折中机制，既能够引导卖家进行定价，又允许卖家在定价过程中纳入其掌握的私有信息。
2.Consumers Prefer That Corporations Donate Periodically
消费者更偏好企业定期捐赠
作者：Alexander B. Park，Yanyi Leng，Fausto J. Gonzalez，Jared Watson和Francesca Valsesia
Abstract: How should firms best communicate their corporate social responsibility efforts? Across seven preregistered studies (two large field studies and five online lab experiments), the authors find that making a series of periodic contributions (e.g., donating $20,000 per month for 12 months), rather than donating an equivalent aggregate amount (e.g., $240,000 in a year), improves outcomes for donor companies, such as reputation, customer engagement, and purchase likelihood. The benefits of periodic donations arise primarily because of heightened consumer perception of the donor company’s authentic prosocial motivation, which affects outcomes in two ways: First, the consistency of periodic donations increases perception that the donor gave because of authentic prosocial motives, which then increases favorable donor evaluations. Second, heightened perception of the donor’s authentic prosocial motivation also increases the perceived impact of the donation, further boosting favorable donor evaluations. Additional studies demonstrate when and why periodic donations may benefit (or, in some cases, even harm) evaluations of the donor. This research highlights consumers’ sensitivity to cues of consistency, and the importance of perceived authentic prosocial motivation, when consumers grant charitable credit for corporate social responsibility.
摘要：企业应如何更有效地传达其企业社会责任活动？通过七项预注册研究，包括两项大规模田野研究和五项在线实验室实验，作者发现，相较于一次性捐赠等额的总金额（例如一年捐赠24万美元），企业采取一系列定期捐赠（例如连续12个月每月捐赠2万美元）能够为捐赠企业带来更有利的结果，包括企业声誉、顾客参与以及购买可能性。定期捐赠所带来的益处主要源于消费者对捐赠企业真实亲社会动机的感知增强，而这种感知通过两种方式影响结果。第一，定期捐赠所体现出的一致性，会使消费者更倾向于认为企业是出于真实的亲社会动机进行捐赠，进而提升其对捐赠企业的正面评价。第二，对捐赠企业真实亲社会动机的更强感知还会提高消费者对捐赠效果的感知，从而进一步提升其对捐赠企业的正面评价。补充研究进一步揭示了定期捐赠何时以及为何能够改善或损害消费者对捐赠企业的评价。本研究凸显了消费者对一致性线索的敏感性，以及真实亲社会动机感知在消费者评价企业社会责任慈善行为时的重要作用。
3.Market Effects of Inattention: Theory and Evidence from Left-Digit Bias
注意力不足的市场效应：来自左位数偏差的理论与证据
作者：Andreas Kraft和Raghunath Singh Rao
Abstract: A large body of research shows that even when information is accessible, consumers often fail to attend to it. To what extent and under what conditions can firms profit from such consumer inattention? The authors study this question theoretically and empirically in the used car market, focusing on the widely documented left-digit bias. Theoretically, firms can profit from targeting the most inattentive consumers even when there is an active decentralized market for used goods trading. Leveraging a detailed dataset of millions of automobile transactions from a seven-year period, the authors find that consumers exhibit inattention in the form of left-digit bias to the odometer, and such inattention is estimated to be significantly more for consumers who buy from firms. Compared with private sellers, car dealerships transact with ex post significantly more left-digit-biased consumers. Dealerships sell more vehicles with odometer readings below round numbers, sell them faster, and extract higher margins from these vehicles. The results imply that intermediaries can “skim” consumers with specific behavioral biases and extract meaningful surplus from selling to them.
摘要：大量研究表明，即使相关信息容易获取，消费者也常常未能给予充分关注。那么，企业在多大程度上以及在什么条件下能够从消费者的这种忽视中获利？作者从理论和实证两个层面研究了这一问题，具体聚焦于二手车市场中已有大量研究记录的左位数偏差。从理论上看，即使市场中存在活跃且去中心化的二手商品交易，企业仍可以通过锁定注意程度最低的的消费者来获取利润。基于涵盖七年、数百万笔汽车交易的详细数据集，作者发现，消费者在关注里程表读数时表现出左位数偏差形式的信息忽视，而且这种忽视在向企业购车的消费者中更为严重。与私人卖家相比，汽车经销商所交易的消费者事后表现出更强的左位数偏差。经销商会售出更多里程数略低于整数关口的车辆，而且这些车辆售出速度更快，能够为经销商带来更高的利润率。研究结果表明，中介机构可以“筛选”具有特定行为偏差的消费者，并通过向这些消费者销售商品获取可观的剩余价值。
4.Less Is More (Natural): The Effect of Ingredient Quantity Framing on Consumer Preferences
少即是（更）天然：成分数量框架对消费者偏好的影响
作者：Michelle Yoosun Kim，Rachel Gershon，Sydney E. Scott，Daniella Kupor，Tianqi Chen和Remi Trudel
Abstract: Despite the ubiquity of ingredient quantity information in the marketplace, prior literature has yet to examine whether ingredient quantity shapes consumer choice. This research presents and tests a novel framework that charts when, why, and how this pervasive ingredient quantity information influences consumers’ food decisions. The findings from two preregistered pilot studies, seven preregistered experiments, and ten supplementary experiments in the Web Appendix indicate that consumers are often more interested in food products framed as containing few (vs. many) ingredients, even when the same ingredient list is displayed across products. This preference stems from the perception that fewer ingredients indicate less processing, especially when a product’s processing history is unavailable. As a result, a product with fewer ingredients is perceived as more natural and is thus preferred. Further, the studies also show that although consumers commonly pursue the goal to consume natural products, when other consumption goals (e.g., the goal to seek indulgent or unique products) rise in importance, a product framed as containing more ingredients can become more preferred. This work uncovers how ingredient quantity information biases consumers’ perceptions and daily food product decisions, and it provides easily implementable guidance for marketers seeking to increase consumers’ purchase likelihood.
摘要：尽管有关成分数量的信息在市场中无处不在，但既有研究尚未考察成分数量是否会影响消费者选择。本研究提出并检验了一个新的理论框架，用以揭示这种普遍存在的成分数量信息何时、为何以及如何影响消费者的食品决策。两项预注册预实验、七项预注册实验以及网络附录中的十项补充实验结果表明，即使不同产品展示的是完全相同的成分列表，消费者通常对被描述为含量较少而非较多成分的食品表现出更高兴趣。这种偏好源于消费者认为较少的成分意味着较低程度的加工，尤其是在无法获得产品加工历史信息时更是如此。因此，成分较少的产品会被感知为更加天然，从而更受消费者青睐。研究还表明，尽管消费者通常具有追求消费天然产品的目的，但当其他消费目标（例如追求享乐型或独特产品）的重要性上升时，被描述为含有更多成分的产品反而可能更受消费者青睐。本研究揭示了成分数量信息如何使消费者的感知和日常食品决策产生偏差，并为希望提高消费者购买可能性的营销人员提供了易于实施的实践指导。
5.The Pick-the-Winner-Picker Heuristic: Preference for Categorically Correct Forecasts
“选择赢家预测者”启发式：对类别结果预测正确性的偏好
作者：Jay Naborn和Jonathan E. Bogard
Abstract: People routinely make decisions based on predictions made by others (e.g., political pundits, market analysts), so it is in their best interest to identify high-quality forecasts. Experts characterize good forecasting as minimization of continuous error (i.e., predictions close to the eventual outcome). By contrast, the present work reveals that laypeople typically see good forecasts as those that correctly predict an event’s categorical outcome (e.g., the winning team). Using within-subjects, between-subjects, and incentive-compatible designs, 15 studies demonstrate this “pick-the-winner-picker heuristic” as well as its psychological mechanism: People evaluate forecasts by assigning separate weights to (1) categorical correctness and (2) continuous error minimization, depending on the overall importance of the categorical and continuous dimensions for that situation. Thus, in the common case when the categorical dimension matters most (e.g., sports contests), people prize forecasts that accurately predicted the categorical outcome (e.g., the winner, not the margin of victory). However, when the categorical dimension’s stakes are experimentally reduced, an attenuation is observed. Although this describes how people typically evaluate forecasts, crucially, a dimension’s importance is not necessarily related to its diagnosticity of forecaster skill or reliability. Accordingly, the pick-the-winner-picker heuristic may constitute a normative mistake, while framing manipulations help debias judgments.
摘要：人们经常依据他人所作的预测来进行决策，例如政治评论员或市场分析师的预测，因此，识别高质量预测符合人们自身的利益。专家通常将优秀预测界定为最小化连续误差，即预测值尽可能接近最终结果。与此不同，本研究发现，普通人通常将能够正确预测某一事件类别结果的预测视为更好的预测，例如正确预测最终获胜的球队。通过被试内设计、被试间设计以及激励相容性设计，15项研究证实了这种“选择赢家预测者”启发式，并揭示了其心理机制：人们在评价预测时，会分别赋予两个方面不同权重，即（1）类别预测的正确性和（2）连续误差最小化程度，而具体权重取决于类别维度和连续维度在特定情境中的总体重要性。因此，在常见的类别维度最重要的情境中，例如体育比赛，人们尤其重视那些准确预测了类别结果的预测，即是否预测对赢家，而非是否准确预测胜负差距。然而，当通过实验降低类别维度的重要性时，这种效应会减弱。尽管上述模式描述了人们通常如何评价预测，但关键在于，某一维度的重要性并不一定与其对预测者能力或可靠性的诊断价值相关。因此，“选择赢家预测者”启发式可能构成一种规范性判断错误，而通过框架操纵可以帮助减少这种判断偏差。
6.Communication Patterns in Joint Decision-Making
共同决策中的沟通模式
作者：Kelley Gullo Wight，Holly S. Howe，Danielle J. Brick和Gavan J. Fitzsimons
Abstract: Communication is a key aspect of the joint decision-making process, yet the field lacks an understanding of how people talk to each other while making joint decisions. In this article, the authors analyzed nearly 200 joint decision conversations from shop-along observations. They found that joint decision conversations are composed of four distinct communication patterns, which characterize how partners talk to each other: (1) coordination (including inquiry and disclosure), (2) contrast (including persuasion and devil’s advocate), (3) build, and (4) one-sided. The authors then used these communication patterns as the building blocks of joint decision conversations to quantitatively model how they dynamically flow as partners shop together, finding that decision partners navigate the decision life cycle nonlinearly and communication pattern usage affects immediate satisfaction outcomes. The findings enable connections to be drawn across the splintered literatures on dyadic communication. The authors develop a taxonomy that reflects an integrated, cross-disciplinary phenomenological understanding of each communication pattern to facilitate interdisciplinary research. Theoretical advancements and practical implications are discussed, as are areas for future research.
摘要：沟通是共同决策过程中的关键组成部分，但现有研究尚未充分理解人们在共同作出决策时究竟如何彼此交流。本文分析了近200段来自陪同购物观察的共同决策对话。研究发现，共同决策对话由四种不同的沟通模式构成，这些模式刻画了决策伙伴彼此交流的方式：（1）协调，包括询问和披露；（2）对立，包括说服和扮演反方；（3）共建；（4）单边沟通。随后，作者将这些沟通模式作为共同决策对话的基本构成单元，对消费者共同购物过程中不同沟通模式如何动态演进进行了量化建模。结果发现，共同决策伙伴并非以线性方式经历整个决策生命周期，而且不同沟通模式的使用会影响即时满意度。这些发现有助于将此前相对割裂的双人沟通研究文献联系起来。作者进一步构建了一个分类体系，以综合且跨学科的现象学视角反映每一种沟通模式，从而促进跨学科研究。文章最后讨论了相关理论进展、实践启示以及未来研究方向。
7.Measuring Heterogeneity in TV Advertising Elasticities: Evidence from 135 Retail and Restaurant Brands
衡量电视广告弹性的异质性：来自135个零售与餐饮品牌的证据
作者：Samsun Knight，Tsung-Yiou Hsieh和Yakov Bart
Abstract: The authors estimate the heterogeneity of TV advertising effectiveness across store characteristics and advertising levels using a large-scale panel of 135 U.S. retail and restaurant brands, and then use these estimates to assess strategies for improving TV advertising performance. The findings show significant heterogeneity in TV advertising elasticity across characteristics for over 93% of brands, but also show that firms’ observed allocations generally fail to fully exploit this estimated heterogeneity and instead covary much more closely with simple heuristics. For example, firms tend to advertise in areas where they already have high revenue, rather than in the areas estimated to have the highest incremental revenue from advertising. In particular, brands tend to overinvest in dense, high-income markets and underinvest in markets with high concentrations of college-educated residents. The authors project that brands could improve ad lift by a median 2.35 percentage points (relative to <.5% median baseline ad lift) and earn tens of millions in additional revenue under identical-budget reallocations that better leverage this heterogeneity, and that such reallocations could increase the proportion of brands achieving positive return on investment from TV advertising by 14–16 percentage points.
摘要：作者利用涵盖135个美国零售和餐饮品牌的大规模面板数据，估计不同门店特征和广告投放水平下电视广告效果的异质性，并进一步利用这些估计结果评估改善电视广告绩效的策略。研究发现，超过93%的品牌在不同特征维度上的电视广告弹性均存在显著异质性。然而，企业实际的广告资源配置通常未能充分利用这种异质性，反而与一些简单启发式规则更加高度一致。例如，企业往往更倾向于在已经拥有较高收入的地区投放广告，而不是在预计能够通过广告获得最高增量收入的地区进行投放。具体而言，品牌往往在高人口密度、高收入市场中过度投资，而在大学教育人口占比较高的市场中投资不足。作者预测，在广告预算保持不变的情况下，如果通过重新配置预算以更充分利用这种异质性，品牌的广告增益中位数可提高2.35个百分点，而其基准广告提升效果的中位数低于0.5%，同时还能带来数千万美元的额外收入。此外，这种预算重新配置还可以使电视广告投资回报率为正的品牌比例提高14至16个百分点。
8.The Impact of Figure–Ground Reversal in Brand Logos on Brand Attitude
品牌标识中图形—背景反转对品牌态度的影响
作者：Yi-Na Li，Brady T. Hodges，Liu Fu和Haipeng (Allan) Chen
Abstract: Figure–ground reversal (FGR) transcends visual conventions by reversing the roles of figure and ground in brand logo designs. In this research, the authors study how FGR logos affect consumers’ brand attitudes. Using traditional self-reported measures as well as biometric technology, they illuminate the unique nature of FGR's underlying mechanism and identify moderators to shed additional light on that process. Specifically, they find that the positive effect of FGR logos on brand attitude is mediated by engagement and aesthetic appeal, and moderated by the visual identification and semantic interpretability of FGR objects. Across a multimethod investigation that includes live-bidding, incentive-compatible willingness-to-pay, eye-tracking, and multiple boundary condition experiments, the authors provide empirical support for these effects and reveal the underlying mechanism. They conclude by discussing the contributions of the research to the literature on visual marketing phenomena and the implications of the findings for better visual branding in the marketplace.
摘要：图形—背景反转（FGR）通过在品牌标志设计中颠倒图形与背景的角色，突破了传统视觉惯例。本研究考察图形—背景反转型标志如何影响消费者的品牌态度。通过结合传统自陈式测量与生物特征测量技术，作者揭示了图形—背景反转作用机制的独特性质，并识别相关调节因素，以进一步阐明这一过程。具体而言，研究发现，图形—背景反转型标志对品牌态度的积极影响由参与度和审美吸引力所中介，同时受到图形—背景反转对象的视觉可识别性和语义可解释性的调节。通过一项多方法研究，包括真实竞价、具有激励相容性的支付意愿测量、眼动追踪以及多项边界条件实验，作者为上述效应提供了实证支持，并揭示了其内在作用机制。文章最后讨论了本研究对视觉营销现象相关文献的贡献，以及研究发现对于优化市场中视觉品牌塑造的实践启示。
9.Increasing App Engagement Behaviors via Goal-Enabling Technology Features: The Role of Goal Difficulty Dimensions
通过目标赋能型技术特征提升用户App参与行为：目标难度维度的作用
作者：Jake An，André Bonfrer和 Christine Eckert
Abstract: Mobile applications in the personal development sector increasingly integrate goal-enabling technology features (GETFs), which allow users to define a service-related end goal, set implementation strategies through subgoals, and monitor progress. Little is known, however, about how the difficulty of goals chosen during GETF adoption affects subsequent app behaviors. This study examines whether customers who set more versus less difficult end goals and subgoals show greater engagement and retention, and whether firms can nudge customers toward goal-difficulty levels conducive to sustained engagement. Using behavioral data from an investment app that introduced GETFs, the authors employ hierarchical modeling with staggered synthetic control and instrumental variable regression to address self-selection and endogeneity. Results reveal substantial heterogeneity: Many adopters show no or negative engagement changes, whereas those selecting moderately challenging goals and subgoals significantly increase in-app investment actions, though not sign-ins. Higher engagement postadoption predicts improved retention after one year. A field experiment confirms that subgoal difficulty causally drives in-app actions. These findings suggest that personalized guidance during GETF adoption can enhance sustained engagement. Marketing managers are advised to tailor goal-setting features to individual needs, providing expert-like support. This research provides novel empirical evidence on goal-difficulty levels that most effectively promote app engagement.
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