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 Consumer Research,Volume 52, Issue 2, October 2025
2025年10月的Journal of Consumer Research（UTD 24 & FT 50）有9篇文章，主题有揭示享乐型休闲活动如何提升能力感知与消费者选择、物体材质如何塑造消费行为、控制欲如何驱动收藏行为、网络游戏情境中匿名同伴的社会影响、集体裁员与离岸外包、市场暴力后的文化创伤修复、市场意义建构与消费者的集体政治能动性、负面品牌联想的测量与象征意义、手段-目标冲突与新奇品牌选择等。
目 录
1.What Do You Do Outside of Work? When and Why Disclosing Eudaimonic Leisure Activities Increases Competence Perceptions and Consumer Choice
在工作之余你做些什么？揭示享乐型休闲活动何时及为何提升能力感知与消费者选择
2.How the Materials of Objects Shape Consumption: An Affordance Theory Perspective
物体材质如何塑造消费：基于可供性理论的视角
3.Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting
收藏中的秩序追求：控制欲如何驱动收藏行为
4.In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings
与陌生人同行：网络游戏情境中匿名同伴的社会影响
5.Collective Layoffs and Offshoring: A Social Contract Account
集体裁员与离岸外包：基于社会契约视角
6.Consumption Solidarity: Healing Cultural Trauma Following Marketplace Violence
消费团结：市场暴力后的文化创伤修复
7.Market Sensemaking for Consumers’ Collective Political Agency
市场意义建构与消费者的集体政治能动性
8.Brand Corporateness: Measurement and Symbolic Meaning of an Unfavorable Brand Association
品牌企业性：负面品牌联想的测量与象征意义
9.Means-Goal Conflict and Novel Brand Choice
手段-目标冲突与新奇品牌选择
摘要
1.What Do You Do Outside of Work? When and Why Disclosing Eudaimonic Leisure Activities Increases Competence Perceptions and Consumer Choice
在工作之余你做些什么？揭示享乐型休闲活动何时及为何提升能力感知与消费者选择
作者：Michelle E Daniels, Adriana Samper和Andrea C Morales
Abstract: Consumers have increasing access to more holistic information about the providers they consider working with and hiring (e.g., realtors, designers), including how they spend their free time. This research examines how a professional’s disclosure of their leisure activities impacts consumer choice. While the way people spend their leisure time should be unrelated to their professional aptitude, across an online field study and four lab studies, the authors demonstrate that disclosing leisure activities associated with eudaimonic well-being (i.e., meaning, fulfillment), such as hiking or cooking, can positively impact consumer choice. Such disclosures, relative to either not disclosing leisure or disclosing less eudaimonic activities such as relaxing or watching television, increase perceptions of competence, and in turn, interest in choosing, hiring, and supporting these individuals. Notably, the effects of eudaimonic leisure on competence and hiring intentions are attenuated if other diagnostic competence cues are present, such as a job-related award, and among those who value productivity less (i.e., have a low productivity orientation). Thus, the authors show how seemingly irrelevant personal information about professionals can inform consumer choice. Moreover, by manipulating eudaimonic well-being via leisure disclosures, they demonstrate how such cues impact person perception, integrating research on well-being, self-disclosure, and social perceptions.
摘要：如今，消费者能够获取更为全面的服务提供商信息（如房产经纪人、设计师），包括其闲暇时间的支配方式。本研究旨在探讨专业人士披露其休闲活动如何影响消费者选择。尽管人们的休闲方式本应与专业能力无关，但通过一项在线实地研究和四项实验室研究，作者发现：专业人士披露与享乐型幸福感（即意义感、成就感）相关的休闲活动（如徒步、烹饪）时，能够对消费者选择产生积极影响。相较于不披露休闲活动或披露如放松、看电视等低实现型价值的活动，此类披露会提升消费者对其专业能力的感知，进而增强其选择、雇佣和支持这些专业人士的意愿。值得注意的是，若存在其他可衡量能力的诊断性线索（如工作相关奖项），或面对生产力导向较低的群体时，享乐型休闲活动对能力感知和雇佣意愿的影响会减弱。由此，本研究揭示了专业人士看似无关的个人信息如何影响消费者决策。此外，通过操纵休闲活动披露这一手段对享乐型幸福感进行操作化，研究论证了此类线索如何影响个体认知，从而丰富了幸福感、自我披露与社会认知领域的研究成果。
2.How the Materials of Objects Shape Consumption: An Affordance Theory Perspective
物体材质如何塑造消费：基于可供性理论的视角
作者：Roman Pavlyuchenko和Delphine Dion
Abstract: Glasses and stones, metals and textiles, leathers and plastics … . The materials of objects can shape consumption in a variety of ways. Drawing on affordance theory, the authors conceptualize materials as prominent drivers of object affordances, that is, action (im)possibilities with and around objects. The authors explain when, how, and what materials drive object affordances. And, they explain how consumers actualize (or put to use) materials-driven object affordances. This research makes three contributions. First, the authors propose post-hylomorphism as a novel principle of understanding materiality that recognizes matter as a prominent driver of object affordances. Second, the authors explicate how the matter-ness of objects increases object agency and reduces consumer agency. Third, the authors introduce the concept of object affordance management as a novel way to understand how consumers manage object affordances by increasing action possibilities while reducing action impossibilities via a range of processes and micro-practices.
摘要：玻璃与石材、金属与纺织品、皮革与塑料……物品的材质能够以多种方式塑造消费行为。本研究借鉴可供性（affordance）理论，将材质概念化为物体可供性的关键驱动因素，即围绕物体所产生的行动可能性与不可能性。作者阐释了材质在何时、以何种方式以及通过哪些特性驱动物体可供性，并解释了消费者如何实际化（或利用）材质驱动的物体可供性。本研究的理论贡献有三点：首先，提出了后形质论（post-hylomorphism）作为理解物质性的新原则，该理论承认材质是物体可供性的重要驱动力；其次，阐明了物体的物质性如何增强物体能动性并削弱消费者能动性；最后，引入“物体可供性管理“概念，通过揭示消费者如何借助一系列流程与微观实践来增加行动可能性、减少行动不可能性，为理解其管理物体可供性的行为提供了新视角。
3.Seeking Structure in Collections: Desire for Control Motivates Engagement in Collecting
收藏中的秩序追求：控制欲如何驱动收藏行为
作者：C Clark Cao, Merrie Brucks和Martin Reimann
Abstract: Across six studies, we provide converging and robust lab and field evidence that the fundamental human desire for control motivates consumer engagement in collecting, defined as the act of acquiring items that belong to an existing collection. This is because consumers who desire control seek structure, which is created when interconnected components form a holistic entity. A collection can provide such a structure, as it comprises related items that together create a whole set. Hence, as consumers add items to a collection, they are also manifesting a structure. Indeed, we demonstrate that desire for control’s motivating effect on engagement diminishes when structure-seeking is hindered or when the collection is far from completion. This work contributes to extant consumer research by identifying desire for control as a fundamental motivation of collecting behavior, explaining when and why consumers work toward completing their collections, and explicating the structured nature of collecting. Of practical relevance, we provide implications for the enhancement of consumer well-being; the design, positioning, and communication of collectible products; and the creation of policies regulating the collectibles market.
摘要：六项横跨实验室与田野的研究一致且稳健地证明，人类对掌控感的基本渴望是驱动消费者参与收藏行为（即获取属于某一既定收藏系列物品的行为）的核心动机。这是因为渴望掌控感的消费者会寻求秩序感，而当相互关联的组成部分构成一个整体时，这种秩序感便得以建立。收藏系列能够提供这种秩序感，因为它由一系列相关物品组成，共同构成一个完整的集合。因此，当消费者向收藏系列中添加物品时，他们也在构建一种秩序结构。事实上，我们的研究证实，当寻求秩序感受到阻碍或收藏系列远未完成时，掌控感渴望对参与收藏行为的驱动作用会减弱。本研究对现有消费者研究做出了以下贡献：明确了掌控感渴望是收藏行为的基本动机；阐释了消费者在何时以及为何致力于完成其收藏系列；揭示了收藏行为的秩序性本质。从实践角度来看，本研究为提升消费者福祉、收藏品的设计、定位与传播策略，以及收藏品市场监管政策的制定提供了启示。
4.In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings
与陌生人同行：网络游戏情境中匿名同伴的社会影响
作者：Wooyong Jo, Sarang Sunder, Jeonghye Choi和Minakshi Trivedi
Abstract: Social interactions among consumers, especially in the consumption of digital goods, have become commonplace in an increasingly interconnected marketplace. As such, understanding the impact of such interactions on consumer behavior carries major academic and practitioner significance. This research focuses on an important but under-researched aspect of social influence and the underlying mechanisms that may be driving peer effects. Using the context of a massive online peer-to-peer game, we estimate peer effects arising from anonymous peers. The findings suggest a robust and significant influence of anonymous peers on one’s own purchase behavior. Further, we find that peer effects arising from anonymous peers are largely driven by informational reasons as opposed to competitive concern even in a competitive online gaming context. That is, players rely on others’ purchase decisions despite anonymity; moreover, such influence is more pronounced for inexperienced players with little contextual knowledge. To demonstrate the effectiveness of leveraging the nature of peer influence in online game settings, we provide an illustrative example using an intervention simulation. Finally, we discuss the implications of our findings for marketing academia and practitioners in the video game industry.
摘要：在互联程度日益深化的市场中，消费者间的社会互动——尤其在数字商品消费领域——已变得愈发普遍。因此，理解此类互动对消费者行为的影响具有重要的学术与实践意义。本研究聚焦于社会影响中一个重要但研究尚不充分的维度，并探索其背后驱动同伴效应的潜在机制。通过基于大规模在线多人对战游戏场景的实证分析，我们量化了匿名同侪所产生的同伴效应。研究发现，匿名同伴对个体购买行为存在显著且稳健的影响。进一步分析表明，即便在竞争性的网络游戏环境中，匿名同伴效应仍主要源于信息性动因而非竞争性动机。也就是说，尽管互不相识，玩家仍会参考他人的购买决策；此外，这种影响对缺乏情境经验的新手玩家更为明显。为说明利用网络游戏中同伴影响机制的有效性，我们通过干预模拟提供了一个示例性应用。最后，本文讨论了研究结果对营销学界及电子游戏行业实践者的启示。
5.Collective Layoffs and Offshoring: A Social Contract Account
集体裁员与离岸外包：基于社会契约视角
作者：Armin Granulo, Anne-Madeleine Kranzbühler, Christoph Fuchs和Stefano Puntoni
Abstract: Collective layoffs can occur for many reasons, often related to a firm’s pursuit of greater efficiency and cost reduction, and they tend to trigger negative reactions among the public. Anecdotal evidence suggests that offshoring, one of the most controversial and politicized aspects of globalization, evokes particularly negative reactions. We propose a social contract account of consumer reactions to collective layoffs and demonstrate differential consumer responses to collective layoffs due to offshoring versus other reasons, such as automation. Layoffs due to offshoring are perceived as an especially egregious violation of the normative expectation that firms should support members of their society. Data from nine experimental studies (N=5,568; seven reported in the main paper and two in the General Discussion section), public consumer responses to layoffs in a large online community (N=29,045), and layoff announcements in the European Union (N=1,261) show that consumers react more negatively to collective layoffs due to offshoring compared to other reasons. Supporting our social contract account, the negative effect of offshoring is stronger when offshoring affects workers in the consumers’ home (vs. foreign) country, when the firm is domestic (vs. foreign), and when most customers are domestic (vs. foreign).
摘要：集体裁员可能出于多重原因，通常与企业追求更高效率、削减成本的目标相关，且往往引发公众负面反应。轶事证据表明，离岸外包（offshoring）作为全球化最具争议性与政治敏感性的层面之一，尤其容易激起强烈抵触情绪。本研究基于社会契约理论构建消费者反应分析框架，揭示了因离岸外包与其他原因（如自动化）引发的集体裁员在消费者响应上的显著差异：离岸外包导致的裁员被视为对企业应支持本国社会成员这一规范性期望的严重背离。基于九项实验研究数据（N=5,568；其中七项报告于正文，两项详见"综合讨论"部分）、大型在线社区中公众对裁员事件的评论数据（N=29,045）以及欧盟范围内的裁员公告数据（N=1,261），研究证实消费者对离岸外包导致的集体裁员反应更为负面。并且，当离岸外包影响本国（而非外国）劳动者、涉事企业为本国（而非外国）企业、且主要客户群体位于国内（而非国外）时，消费者对离岸外包的负面反应更为显著，进一步支持社会契约理论的解释。
6.Consumption Solidarity: Healing Cultural Trauma Following Marketplace Violence
消费团结：市场暴力后的文化创伤修复
作者：Amy Greiner Fehl, Marlys J Mason和Mariann Györke
Abstract: Targeted acts of violence in the marketplace disrupt the status quo and unravel the very fabric of community and consumption spaces. Despite the growing frequency of these shocking events, they remain underexplored in consumer research, particularly regarding their impact on consumer well-being and collective welfare. This research explores how individual reactions and choices in the face of incomprehensible violence can pave the way for consumer healing and collective regeneration through the re-establishment of community ties and marketplace exchanges. Our ethnographic inquiry grounds these findings in the consumer response and solidarity that occurred in one community directly affected by the November 2015 Paris terrorist attacks. Our findings highlight how market spaces provide the scaffolding for communities to develop and foster interdependence through exchanges and shared moments. We also delineate cultural trauma as a subset of collective trauma. While both occur when a community one identifies with faces an existential threat, cultural trauma goes further by irrevocably altering the collective identity and transforming the community members. Furthermore, we investigate cultural violence in a marketplace setting, when violent acts target culturally significant consumption practices and communal spaces.
摘要：市场环境中的针对性暴力行为打破了既有秩序，撕裂了社区与消费空间的社会纽带。尽管此类骇人事件的发生频率持续攀升，但消费者研究领域对其探讨仍显不足，尤其是关于这类事件对消费者福祉与集体利益的影响机制。本研究聚焦于个体在面对难以理解的暴力时所做出的反应与选择，揭示其如何通过重建社区联结与市场交换，为消费者心理疗愈与集体再生创造路径。基于2015年11月巴黎恐怖袭击直接波及社区的民族志资料，本研究深入考察消费者响应与共同体意识的形成过程。研究发现，市场空间通过促成物质交换与共享体验，为社区发展及成员间相互依存关系的培育提供了结构性支撑。研究进一步将文化创伤界定为集体创伤的子类型：当个体认同的社区面临生存威胁时，二者均会显现；但文化创伤的特殊性在于其会不可逆地重塑集体身份认同，并导致社区成员的质性转变。此外，本研究还探讨了市场环境中的文化暴力现象——当暴力行为指向具有文化意义的消费实践及公共空间，则构成文化暴力。
7.Market Sensemaking for Consumers’ Collective Political Agency
市场意义建构与消费者的集体政治能动性
作者：Marlon Dalmoro和Lisa Peñaloza
Abstract: Employing the theoretical lens of Weick’s work on sensemaking, this article explains how consumers collectively decipher and pursue their political interests. Based on historiographic data among Gaúchos in Southern Brazil, the findings detail how improvised enactments of consumer culture trigger interpretive capacities that decipher the effects of the enactments on the group and how articulation of hot conflict and cool inference interpretations politicizes such enactments. Ultimately, such socially engaged articulation informs committed interpretation, compromise, and consensus, which in turn motivate and justify subsequent enactments advancing group interests. The discussion elaborates the importance of sensemaking capacities and articulation, and the significance of committed interpretation in enabling and blocking collective compromise and consensus. This research contributes to knowledge of: (1) meso-level processes of collectively reasoned action among members of a consumer culture, (2) group structure that enhances consumers’ collective market sensemaking, and (3) particular market sensemaking challenges for consumption politics in a postcolonial context. The article closes with suggestions for further research in other forms of consumer culture in postcolonial conditions.
摘要：本文以韦克（Weick）的意义建构理论为分析框架，阐释消费者如何通过集体认知过程识别并追求其政治利益。对巴西南部高乔人（Gaúchos）的历史民族志研究显示，消费者文化中的即兴实践首先激发群体的解释能力，使其理解这些实践对群体的影响；同时，激烈冲突表达与冷静推论阐释的交织赋予此类实践政治含义。最终，这种社会参与式的阐释过程形成具有承诺性的解读、妥协与共识，为后续争取群体利益的行动提供动力与正当性。讨论部分深入剖析了意义建构能力与阐释过程的重要性，以及承诺性解读在促进或阻碍集体妥协与共识形成中的关键作用。本研究在以下方面拓展了既有认知：（1）揭示消费者文化成员展开集体理性行动的中观机制；（2）强化消费者集体市场意义建构的群体结构特征；（3）凸显后殖民语境下消费政治面临的特殊市场意义建构挑战。文章最后提出，需在后殖民条件下针对其他消费文化形态开展进一步研究。
8.Brand Corporateness: Measurement and Symbolic Meaning of an Unfavorable Brand Association
品牌企业性：负面品牌联想的测量与象征意义
作者：Brandon J Reich和Sara Hanson
Abstract: This research establishes brand corporateness as a novel brand association that most consumers find unfavorable. Exploratory focus group findings first illuminate consumer meaning structures and attitudes around brand corporateness. An inductive grounded theory approach suggests three core (hierarchical, mechanistic, opaque) and three ancillary (ubiquitous, traditional, strategic) dimensions of the construct, informing a subsequent literature review that theoretically confirms this structure. Our theorizing also suggests that greater corporateness diminishes consumers’ self-brand connection because the symbolic meanings of its core dimensions clash with several fundamental human values, a negative effect that is heightened among more politically liberal consumers. The main empirical work then develops and validates a measure of brand corporateness across 11 studies using best practices in scale development. After a rigorous item generation and refinement process, our studies provide converging evidence for the scale’s structural, nomological, discriminant, predictive, and ecological validity.
摘要：本研究首次将品牌企业性（brand corporateness）确立为一种被多数消费者持负面感知的新型品牌联想。探索性焦点小组研究首先揭示了消费者对品牌企业性的认知结构与态度，继而以归纳性扎根理论方法识别出其三个核心维度（等级化、机械化、不透明性）与三个辅助维度（无处不在、传统守旧、战略性强），并据此回溯文献，从理论上验证了该维度结构。理论分析进一步表明，品牌企业性越强，消费者与品牌的自我关联度就越低，这是因为其核心维度的象征意义与多项基本人类价值观相冲突；这一负面效应在政治立场更自由的消费者群体中尤为显著。在主要实证研究部分，我们遵循量表开发的最佳实践，通过11项研究构建并验证了品牌企业性的测量工具。经过严格的项目生成与提炼流程，系列研究为量表的结构效度、法则效度、区分效度、预测效度及生态效度提供了证据支持。
9.Means-Goal Conflict and Novel Brand Choice
手段-目标冲突与新奇品牌选择
作者：Jessica Gamlin和Danielle J Brick
Abstract: Globalization and technological advancements have spurred a rapid increase in the number of novel brands in the marketplace. When and why consumers choose a novel brand are increasingly important questions for marketers. The present research explores these questions and posits that consumers are more likely to choose a novel brand depending upon the choice context. Specifically, we theorize that consumers are more likely to choose a novel brand under means-goal conflict (as opposed to means-goal congruence). We suggest this effect occurs because, in contexts involving means-goal conflict, consumers are motivated to justify their choice, and novel brands afford consumers the opportunity to do so. That is, unlike familiar brands, novel brands lack strong associations in consumers’ minds, which allows consumers the ability to interpret them as less impedimental (i.e., less harmful) to their goal (a choice-justification strategy), thereby increasing choice. We test and find support for our hypotheses about novel brand choice across eight studies. The present research contributes to the literatures on branding, consumer goals and choice, and means-goal associations and has implications for managers launching new brands into the competitive global marketplace.
—END—
声明：本公众号每周一和每周三定期更新，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