小提示：点击上面蓝色“营销电商文献速递”即可一键关注
【文献速递】Journal of Marketing, Volume 90, Issue6, November 2026
1.Investor Reactions to Firms’ Announcements of Operational Decisions in Markets Involved in Geopolitical Conflicts
投资者对企业在受地缘政治冲突影响的市场中经营决策公告的反应
2.Customization and the Customer Journey
定制化与顾客旅程
3.Breaking Up to Move Forward: The Value Gains of Alliance Terminations
为前进而“分手”：联盟终止带来的价值增益
4.Quality in Context: Experience-Relevant Consumption Context Influences Product Ratings
情境中的质量：与体验相关的消费情境如何影响产品评分
5.Customer Data Privacy Stewardship
顾客数据隐私责任管理
6.Multiple Unit Offers and Rate Calculations: How Rates Influence Price and Promotion Sensitivity
多单位报价与比率计算：比率如何影响价格敏感性与促销敏感性
7.Using Expenditure Reframes to Increase Interest in Claiming Government Benefits
运用支出重构提高申领政府福利的意愿
8.The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of Firsthand and Secondhand Products
光泽溢价：产品光泽度对消费者评价全新与二手产品的影响
9.The Differentiated Environment: Person–Thing Orientation and Feedback Effects
1.Investor Reactions to Firms’ Announcements of Operational Decisions in Markets Involved in Geopolitical Conflicts
投资者对企业在受地缘政治冲突影响的市场中经营决策公告的反应
作者：Larisa Kovalenko、Priya Rangaswamy和Alina Sorescu
Abstract:Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research illuminating the consequences of these decisions remains scarce. In this article, the authors develop a theoretical framework that integrates rational expectations theory with the person-situation framework to explain how investors react to firms’ operational decisions in such markets. Using Russia's war in Ukraine as the empirical context, the authors analyze 289 announcements by 237 firms publicly traded in the United States and United Kingdom during the first month of the conflict. They find that firms announcing a suspension of their operations experience more negative short-term market reactions than firms announcing continued operations. However, these negative reactions are attenuated when suspensions are more anticipated due to prior competitor suspensions, higher public interest in the conflict, larger firm operational footprint in the affected market, and greater preconflict media attention focused on the focal firms. This framework provides important insights for managers faced with both market pressures and stakeholder expectations during geopolitical crises, as well as a theoretical basis for scholars to further examine the consequences of turmoil in firms’ international markets.
摘要：企业越来越面临在受地缘政治冲突影响且引发全球关注的市场中如何运营的决策，但探究此类决策后果的相关研究仍较为匮乏。本文提出了一个整合理性预期理论与个人-情境分析框架，构建理论模型，来阐释投资者如何对此类市场中的企业运营决策做出反应。文章以俄乌冲突作为实证研究背景，选取冲突爆发首月，美、英两国237家上市公司发布的 289 份公告开展分析。研究发现：相较于宣布维持经营的企业，宣布暂停业务的企业会遭遇更为负面的短期市场反应。不过，如果受以下条件影响，市场对暂停业务的负面反应会有所弱化：已有竞争对手率先暂停业务使市场对该企业暂停行为具备预期；社会公众对冲突关注度较高；企业在受冲突影响市场中的业务布局规模较大；冲突爆发前目标企业已获得较多媒体关注。该理论框架既可为地缘政治危机下同时面临市场压力与利益相关方诉求的企业管理者提供重要参考，也为学界进一步研究企业国际市场动荡带来的各类后果奠定理论基础。
2.Customization and the Customer Journey
定制化与顾客旅程
作者：Suh Yeon Kim、Rebecca W. Hamilton、TI Tongil Kim和Michael V. Lewis
Abstract:Retailers frequently offer customers the opportunity to customize in addition to buying ready-made products. Although prior research shows that customization can increase product evaluations, purchase intent, and willingness to pay, customers often do not opt into customization. Using a multimethod approach, the authors resolve this discrepancy by demonstrating that the customization journey is dynamic rather than static; an initial customization experience has a lasting impact on the customer journey. Nine years of transaction data from a retailer show that customers who customize at least one product are more likely to customize again with the retailer; they also spend more, visit more often, and buy more items. Next, the authors conduct a series of longitudinal experimental studies. By randomly assigning some participants to customize and others to choose among a matched set of products, they disentangle the effects of the customer's inherent preference for customizing from their experience with customization. The results show that an initial experience with customization significantly increases the subsequent likelihood of customization, leading to more favorable outcomes for both the customer and the retailer. The findings suggest that customizers need not be “born”—they can be “created” via interventions designed to increase experience with customization, shaping the trajectories of customer journeys.
摘要：零售商除售卖现成标准化产品外，还常常为消费者提供定制化选项。现有研究表明，定制化能够提升产品评价、购买意愿与支付意愿，但现实中消费者往往并不会选择定制服务。本文采用多方法研究设计，解释了这一矛盾现象：定制化体验是动态过程而非静态结果，初次定制体验会对后续完整顾客旅程产生持续性影响。基于某零售商长达九年的交易数据开展分析，结果显示，至少完成过一次定制购买的顾客，后续更愿意继续在该零售商处选择定制服务；同时这类顾客消费金额更高、到店/访问频次更多、购买商品数量也更多。在此基础上，作者开展一系列纵向实验研究。将被试随机分为两组，一组参与定制，另一组在匹配好的现成产品集合中做选择，以此区分消费者本身与生俱来的定制偏好，和定制体验二者各自产生的效应。实验结果表明，初次定制体验会显著提升后续再次选择定制的概率，为消费者与零售商双方带来更优结果。该研究发现说明，定制化消费者并非天生形成，可通过干预手段增加消费者的定制体验，以此塑造顾客旅程的发展路径。
3.Breaking Up to Move Forward: The Value Gains of Alliance Terminations
为前进而“分手”：联盟终止带来的价值增益
作者：Mariia Koval、Viacheslav Iurkov和Stefan Wuyts
Abstract: Prior alliance research in marketing has largely focused on factors that enhance alliance stability. Yet alliance terminations can also be valuable, in that they are intricately linked with firms’strategies to (re)allocate resources to create financial value. The basic premise of this study is that an alliance termination increases firm value when investors interpret it as the firm's intention to reallocate resources toward more promising market opportunities. The key question is how investors arrive at that interpretation. Prior literature suggests that the diversity of a firm's alliance portfolio informs investors about its resource (re)allocation strategy. This argument relies on three assumptions: (1) firms face uncertainty, (2) resources invested in the terminated alliance are redeployable, and (3) the diverse alliance portfolio offers resource reallocation opportunities. These assumptions form the basis for the development of a contingency framework. Moderators are identified to capture (1) firms’ competitive environment and exposure to macroeconomic risk, (2) the fungible nature versus alliance-specificity of resources invested in the terminated alliance, and (3) efficiency and overlap with other alliances in the portfolio. An event study of 427 firm-alliance termination announcements during 1985–2020 supports the predictions. The combined findings shed new light on alliance terminations, contributing to marketing theory and practice.
摘要：营销领域以往的联盟研究大多聚焦提升联盟稳定性的各类影响因素。但联盟终止同样具备价值，它与企业重新调配资源、创造财务价值的战略行为紧密相关。本研究的基本逻辑前提是：当投资者将联盟终止解读为企业打算把资源重新投向更具前景的市场机遇时，联盟终止就能够提升企业价值。核心研究问题在于，投资者是如何形成这一解读的。已有文献指出，企业联盟组合的多样性会向投资者传递企业资源（重新）配置战略的信号。该观点建立在三项假设之上：（1）企业经营环境存在不确定性；（2）投入到已终止联盟中的资源可以重新调配使用；（3）多样化的联盟组合能够提供资源再配置的机会。基于以上假设，本文构建权变分析框架。研究识别出三类调节变量：（1）企业的竞争环境与宏观经济风险暴露；（2）投入终止联盟的资源属性——即可通用资源与联盟专用资源的差异；（3）联盟组合内部的运行效率，以及该联盟与组合内其他联盟的业务重叠程度。本文对1985‑2020年间427起企业联盟终止公告开展事件研究，实证结果支持研究假设。综合研究结论为联盟终止相关研究提供全新视角，对营销理论与实务均有贡献。
4.Quality in Context: Experience-Relevant Consumption Context Influences Product Ratings
情境中的质量：与体验相关的消费情境如何影响产品评分
作者：Matt Meister和Nicholas Reinholtz
Abstract: Experience with a product is shaped by two things: (1) aspects of the product itself and (2) aspects of the environment in which the product is consumed. This article documents evidence that when consumers translate their experiences into ratings of products, they overattribute their experience to products and underattribute experience to context (the environment in which the product is consumed). First, 218,918 ratings collected from REI demonstrate that ratings for cold-weather gear (products designed to keep people warm) are positively correlated with temperature: These products get lower ratings when the weather is cold and higher ratings when the weather is warm, controlling for climate and season. Ratings for other products (e.g., bicycles, tents, and skis) are not affected by temperature. This effect generalizes to other products and contexts both in the REI data (e.g., rain jackets and rain) and in a laboratory experiment. The article also identifies attenuating conditions for this effect. Specifically, the effect seems to be smaller when reviewers explicitly consider context, and when context information is made more accessible, while rating. These findings inform several possible interventions for platforms, which are assessed and validated.
摘要：产品体验由两方面因素共同塑造：（1）产品自身属性；（2）产品被消费时所处环境的特征。本文研究证实：消费者在将自身体验转化为产品评分时，会过度将体验归因于产品本身，而低估消费情境（使用环境）带来的影响。首先，基于REI平台218918条用户评分数据发现：御寒装备（用于保暖的产品）评分与环境温度呈正相关；在控制气候与季节因素后，天气寒冷时这类产品评分更低，天气温暖时评分更高。自行车、帐篷、滑雪装备等其他产品的评分则不受温度影响。该效应在REI其他品类与情境（如雨衣和降雨）以及实验室实验中同样成立。本文进一步识别出削弱该效应的边界条件：当评价者在打分时主动考虑情境因素、或者情境信息更容易被感知时，上述偏差会减弱。研究结论可为平台设计多种干预方案提供依据，文中对相关方案进行了检验与验证。
5.Customer Data Privacy Stewardship
顾客数据隐私责任管理
作者：Jordan W. Moffett、Natalie Chisam、Kelly D. Martin和Robert W. Palmatier
Abstract: To address rising customer concerns about data privacy, some firms adopt strong privacy practices. However, such investments are costly, both financially and in terms of limiting the ability to leverage customer data, leading many firms to treat privacy primarily as a risk to be managed. The current research proposes a different perspective, in which data privacy is a strategic opportunity. Specifically, this article introduces the concept of customer data privacy stewardship, a customer-facing, strategic approach to responsible data privacy management. With three multimethod studies, the authors establish a positive relationship of privacy stewardship with performance at firm, brand, and customer levels. Critically, the strength of this beneficial relationship depends on customers’ perceptions of firms’ motives, such that data dependence weakens the relationship, but brand affinity strengthens it. The relationship also varies with perceptions of data risk; a history of data breaches strengthens the relationship, and strong industry-level protections weaken it. Customers’perceptions of privacy benevolence and privacy concerns mediate the positive relationship between privacy stewardship and performance too. By moving beyond risk mitigation to emphasize strategic value creation, this conceptualization advances privacy research and offers actionable guidance for aligning privacy stewardship with public perceptions of firm motives and data risk.
摘要：为应对消费者日益增长的数据隐私担忧，部分企业采取高标准隐私保护举措。但这类投入成本高昂，不仅产生财务支出，还会限制企业挖掘利用顾客数据的能力，因此很多企业仅将隐私视作一项需要管控的风险。本研究提出不同视角：数据隐私可以成为一项战略机遇。具体而言，本文提出顾客数据隐私责任管理（customer data privacy stewardship）概念，这是面向消费者、以负责任方式开展数据隐私管理的战略思路。研究通过三项多方法实证，证实隐私责任管理在企业、品牌、顾客三个层面均与绩效存在正向关联。关键发现是：这一正向效应强弱取决于消费者对企业动机的感知——企业的数据依赖会削弱该正向关系，而消费者品牌亲和感会强化该关系；该效应也随消费者的数据风险感知发生变化：企业过往数据泄露记录会增强该正向关系，而行业层面完善的隐私保护规则则会削弱该关系。消费者感知到的隐私善意与隐私担忧，在隐私责任管理和绩效之间发挥中介作用。本研究跳出风险防控的传统思路，强调隐私的战略价值创造。该理论框架拓展了隐私领域研究，并为企业如何使隐私责任管理契合公众对企业动机与数据风险的感知，提供可落地的实践指引。
6.Multiple Unit Offers and Rate Calculations: How Rates Influence Price and Promotion Sensitivity
多单位报价与比率计算：比率如何影响价格敏感性与促销敏感性
作者：Daniel Villanova和Rajesh Bagchi
Abstract: Consumers are often faced with multiple unit offers (e.g., $40 for 5 lb of coffee) in the marketplace and must figure out how to evaluate them. Although the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb of coffee). The focus of this research is on understanding the role that these rates play in influencing consumer decision-making. The authors find that regardless of whether rates are provided by managers or calculated by consumers, consumers are more sensitive to promotional offers with dollar per unit (vs. unit per dollar) rates, because dollar per unit rates increase price salience. Additionally, the authors document how, when rate information is not provided, these rates are computed by consumers. The authors find that consumers prefer to use the larger numerosity element as their rate's numerator, which leads to calculating units per dollar rates when the multiple unit offer's quantity is larger in numerosity than the price, but dollars per unit rates when price is larger in numerosity than the quantity. The authors discuss theoretical, practical, and policy implications.
摘要：消费者在市场中经常遇到多单位报价（例如：40美元5磅咖啡），需要自行评估这类报价。商家虽然总会给出总价（如40美元），但未必提供对应的单位比率信息（如每磅咖啡8美元）。本研究旨在探究这类单位比率对消费者决策的影响机制。研究发现：无论比率是商家直接给出，还是由消费者自行计算得出，消费者对单价型（美元/单位）促销方案，比对单位/美元型方案更加敏感，原因在于美元/单位的呈现方式提升了价格的凸显程度。此外，本文考察了当未提供比率信息时，消费者如何计算这些费率。研究表明，消费者倾向于选择数值更大的项作为比率的分子：当多单位报价中的数量数值大于价格数值时，人们会计算“单位/美元”；当价格数值大于数量数值时，则计算“美元/单位”。文章最后讨论了该研究在理论、营销实践以及监管政策层面的启示。
7.Using Expenditure Reframes to Increase Interest in Claiming Government Benefits
运用支出重构提高申领政府福利的意愿
作者：Wendy De La Rosa、Jackie Silverman、Abigail B. Sussman、Gwen Rino、Vince Dorie、Maximilian Hell、Eric Giannella和Lisa Dillman
Abstract: Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and policymakers, as the underutilization of benefits limits their effectiveness. This research proposes that expenditure reframes, descriptions translating monetary amounts into expense categories, can increase interest in government benefits. Expenditure reframes enhance a benefit's psychological value, helping consumers better understand its impact on their financial lives. Evidence from a large-scale preregistered field experiment (N=14,267) aimed at encouraging lower-income individuals to claim a tax credit demonstrates that expenditure reframe messages increased interest, increasing visits to the claiming website. A second preregistered large-scale field experiment among Medicaid recipients (N=71,939) identifies a boundary condition for the effect of expenditure reframes on interest. A third preregistered large-scale field experiment replicates the efficacy of expenditure reframes (N=36,081) and highlights how the expense type featured in the reframe moderates these effects. Results from three preregistered online experiments support these findings and further elucidate the impact of expenditure reframes on psychological value. This work underscores how marketers, practitioners, and policymakers shape perceptions of government benefits and illustrates key considerations for designing effective outreach campaigns targeting lower-income households.
摘要：数百万符合条件的低收入群体并未申领政府福利。福利申领不足会削弱政策实效，因此提升民众申领意愿是营销学者与政策制定者重点关注的问题。本研究提出支出重构这一思路：将金额转化为各类消费项目的表述方式，能够提升人们申领政府福利的意愿。支出重构可以放大福利的心理价值，帮助民众更直观地理解福利对个人财务状况的改善作用。第一项预先注册的大规模田野实验（样本量N=14267）以鼓励低收入人群申领税收抵免为目标，结果显示采用支出重构文案能够提升申领意愿，增加申领网站访问量。第二项预先注册的大规模田野实验以医疗补助计划（Medicaid）受益人为研究对象（N=71939），识别出支出重构效应的边界条件。第三项预先注册的大规模田野实验重复验证了支出重构的有效性（N=36081），并发现重构所选用的支出类型会调节该效应。三项预先注册线上实验结果同样支撑上述结论，进一步阐释支出重构对心理价值的作用机制。本研究表明营销人员、实务工作者与政策制定者可以塑造民众对政府福利的感知，并为面向低收入家庭设计高效的宣传推广项目提供关键参考。
8.The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of Firsthand and Secondhand Products
光泽溢价：产品光泽度对消费者评价全新与二手产品的影响
作者：Jiaqi (Flora) Song、Linying (Sophie) Fan和Yuwei Jiang
Abstract: Consumers demonstrate a preference for products with glossy surfaces. This research examines how and why product glossiness influences consumers’ product preference in the firsthand versus secondhand markets. Six studies demonstrate that consumers generally prefer products with a glossy, as opposed to a matte, surface in both firsthand and secondhand markets. The preference for product glossiness is driven by the heightened recency (pristineness) perception of glossy products in the firsthand (secondhand) market. In addition, in line with these mechanisms, the positive effect of product glossiness on consumer preference is reversed for time-enhanced products (i.e., product quality and value improve with age) in the firsthand market and diminished when diagnostic prior product usage information is available to consumers in the secondhand market. Findings in this research contribute to a deeper understanding of visual marketing and product newness by verifying how visual glossiness induces two different interpretations of product newness in the firsthand and secondhand markets. This research offers practical implications for product design and presentation in the firsthand market, as well as refurbishing and resale strategies in the secondhand market, suggesting ways to communicate a consistent brand image and enhance product preference more effectively.
摘要：消费者普遍偏爱表面带有光泽的产品。本研究探讨产品光泽度在一手市场与二手市场中影响消费者产品偏好的作用机制与内在原因。六项研究结果表明：无论是一手市场还是二手市场，消费者总体上更偏好光泽表面产品，而非哑光表面产品。对光泽产品的偏好，源于光泽外观会提升消费者对产品崭新程度的感知——在一手市场体现为新近感，在二手市场体现为完好洁净感。此外，与上述机制保持一致：对于随时间增值型产品（产品品质与价值会随岁月增长），在一手市场中，光泽度对消费者偏好的正向效应会发生反转；而在二手市场，当消费者能够获取可判断产品使用痕迹的有效信息时，光泽度带来的正向效应则会减弱。本研究证实视觉光泽度会在一手、二手市场中引发消费者对产品新旧程度的差异化解读，深化了视觉营销与产品崭新感相关研究。研究结论可为一手市场的产品设计与展示、二手市场的翻新与转售策略提供实践启示，帮助企业传递统一品牌形象，更有效地提升消费者产品偏好。
9.The Differentiated Environment: Person–Thing Orientation and Feedback Effects
差异化环境：人—物导向与反馈效应
作者：Malika Malika和Durairaj Maheswaran
Abstract: Managers often face the challenge of protecting the parent brand’s equity when launching brand extensions into low-fit categories. This article recommends that managers minimize any negative impact of low-fit extensions by using a unique segmentation strategy as well as framing the extension fit in terms of brand personality. Specifically, this research introduces person–thing orientation as a framework in the brand extension context to segment consumers effectively based on their environmental orientation. Person-oriented individuals selectively examine the environment and direct their attention toward people and social relationships. Thing-oriented individuals primarily focus on objects and their functionality. We demonstrate that thing-oriented consumers are less likely to exhibit negative feedback effects. Person-oriented consumers respond positively when low-fit extensions align with the parent brand's personality. Importantly, we demonstrate that person–thing orientation can be leveraged managerially through observable proxies (e.g., college major, media context). These findings offer actionable insights for tailoring brand extension strategies to target the right audience, frame extensions effectively, and minimize parent-brand dilution.
摘要：企业管理者在将品牌延伸至与公司本身匹配度较低的品类时，常常面临维护母品牌资产的难题。本文提出，管理者可借助独特的市场细分策略，同时从品牌个性的视角构建延伸契合度，从而最大限度地减少低契合度延伸的负面影响。具体而言，本研究将人‑物导向框架引入品牌延伸研究场景，依据消费者的环境认知倾向实现有效市场细分。人导向型个体对外部环境做选择性加工，注意力更多投向人和社会关系；物导向型个体则主要关注客体事物及其功能属性。研究证实，物导向型消费者产生负面反馈效应的可能性更低；当低适配延伸产品与母品牌个性保持一致时，人导向型消费者会给出积极反馈。重要的是，人‑物导向这一特质，在管理实践中可以通过可观测替代指标（例如大学专业、媒介传播场景）加以利用。上述结论为企业精准定位目标受众、合理设计品牌延伸信息框架、最大限度规避母品牌稀释风险，提供可落地的策略参考。
—END—
声明：本公众号每周一和周三定期更新，根据需要会不定期增加更新频次。因时间和水平所限，中文译文可能存在不准确之处，欢迎反馈意见给我们。本文版权归原作者及原出处所有，内容为作者观点，并不代表本公众号赞同其观点及对其真实性负责。如涉及版权等问题，请及时与我们联系，我们立即更正或删除相关内容。本公众号拥有对此声明的最终解释权