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【文献速递】Journal of Marketing Research,Volume 62, Issue 5, October 2025
采编:符新伟 校对:荆洁 终审:邵兵家
2025年10月的Journal of Marketing Research（UTD 24）有10篇文章，主题有名人视觉潜力AI评估方法、俚语悖论对消费者关系的影响、零售移动应用故障的跨渠道效应、营销传播中敬畏感与限量版产品消费者偏好的关系、消费者对合法与非法产品效果的认知差异、临床实践中医生使用人工智能的决策机制、显著价格信息锚定对产品价值感知的作用、线上线下竞争中产品退货与品类决策分析、报复性慈善、评分形式对消费者评估的潜在影响等。
1.An AI Method to Score Celebrity Visual Potential
名人视觉潜力AI评估方法
2.The Slang Paradox: Connecting or Disconnecting with Consumers?
俚语悖论：拉近还是疏远与消费者的距离？
3.Cross-Channel Effects of Failure in a Retailer's Mobile App
零售商移动应用故障的跨渠道影响
4.How Awe in Marketing Communications Decreases Consumer Preferences for Limited Edition Products
营销传播中敬畏感如何降低消费者对限量版产品的偏好
5.Consumers Believe Legal Products Are Less Effective Than Illegal Products
消费者认为合法产品的效果低于非法产品
6.Artificial Intelligence on Call: The Physician's Decision of Whether to Use AI in Clinical Practice
人工智能待命：医生在临床实践中是否使用人工智能的决策
7.Units or Pounds? How Anchoring on Salient Price Information Influences Perceptions of Product Value
“计件价”还是“计重价”？显著价格信息锚定对产品价值感知的影响
8.Product Returns and Assortment Decisions: A Strategic Analysis of Online and Offline Competition
产品退货与品类决策：线上和线下竞争的战略分析
9.Retributive Philanthropy
报复性慈善
10.Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats
高估星级，低估数字：评分形式的潜在影响机制
1.An AI Method to Score Celebrity Visual Potential
名人视觉潜力AI评估方法
作者：Xiaohang Feng, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan和Cait Lamberton
Abstract: It has long been a mantra of marketing practice that, particularly in low-involvement situations, spokespeople should be physically attractive. This article suggests there is a higher probability of gaining fame and influence (i.e., celebrity potential) than is captured by attractiveness or typicality. The authors identify 11 facial features that may predict celebrity potential by virtue of their purported relationship with charisma and resulting personality trait inferences. Using machine learning methods and a sample of 22,000 faces, the authors calculate the direction and strength of the correlation of each feature with celebrity potential. The model is 95.92% accurate in predicting whether a given face belongs to a celebrity or noncelebrity, and it enables a celebrity visual potential (CVP) metric to be calculated for any face. Two controlled experiments and two studies using photographs of faces of Instagram and LinkedIn users further validate that the model-generated CVP is consistent with human-rated CVP, showing predictive power above and beyond facial typicality and averageness. This research challenges prior assumptions about the importance of attractiveness in spokesperson choice, offers a useful additional metric for marketers, and provides novel insights about the relative importance of various inferred personality traits for celebrity potential.
摘要：营销实践领域长期存在一个传统观点：尤其在低参与度情境中，代言人应当具备出众的外貌吸引力。本文提出，相较于外貌吸引力或典型特征，存在更具预测效力的维度来预测个体获得声望与影响力（即名人潜质）。研究者通过识别11项面部特征来预测名人潜质，这些特征与魅力特质相关并能引发人格特质推断。基于机器学习方法对22,000张人脸样本的分析，本研究量化了各项特征与名人潜质的相关方向及强度。该模型对人脸属于名人或非名人的预测准确率达95.92%，并能为任意人脸计算名人视觉潜质（CVP）指标。通过两项控制实验及对Instagram和LinkedIn用户面部照片的实证研究，进一步验证模型生成的CVP值与人工评估结果具有一致性，其预测效力超越了面部典型性和平均性的影响。本研究不仅挑战了关于外貌吸引力在代言人选择中重要性的既有假设，为营销者提供了新的评估指标，并针对不同推断性人格特质对名人潜质的相对重要性提出了新见解。
2.The Slang Paradox: Connecting or Disconnecting with Consumers?
俚语悖论：拉近还是疏远与消费者的距离？
作者：Bryce Pyrah, Jing Wang, Yiyi Li和Ying Xie
Abstract: Many brands use slang in their marketing communications to connect with consumers. However, through analyses of two Twitter datasets and seven experiments (four in the Web Appendix), the authors find that the use of slang in marketing communications could have unintended negative consequences for brands. They theorize and demonstrate that slang use in marketing communications can be perceived as inauthentic because such messages violate consumer expectations, leading to less favorable brand perceptions. To refine this understanding, the authors test conditions under which slang use aligns more with consumer expectations and is therefore perceived as less inauthentic. Specifically, they find that source characteristics play an important role. First, they show that brand personality impacts this process: Consumers have less favorable attitudes when sincere brands use slang, but not when exciting brands use slang. Second, when influencers (instead of brands themselves) publish brand messages, the negative effect of slang disappears. In addition to contributing new theoretical insights, this research provides practical guidance on effective social media engagement strategies by identifying conditions when slang use is perceived as inappropriate or not in marketing communications.
摘要：许多品牌在营销传播中使用俚语以建立与消费者的联系。然而，通过对两个Twitter数据集和七项实验（其中四项见于在线附录）的分析，本研究发现营销传播中俚语的使用可能对品牌产生意外的负面影响。作者从理论上论证并实证表明：营销传播中的俚语使用可能因违反消费者预期而被感知为缺乏真实性，从而导致品牌评价更差。为深入理解这一现象，研究者进一步检验了俚语使用更符合消费者预期因而被感知为更真实的情境条件。具体而言，信息来源特征起着关键作用：第一，品牌个性影响显著——真诚型品牌使用俚语会导致消费者态度更负面，而激动型品牌则无此负面效应；第二，当由意见领袖（而非品牌自身）发布品牌信息时，俚语的负面效应消失。本研究不仅提供了新的理论见解，还通过识别俚语在营销传播中何时被视为不恰当的边界条件，为制定有效的社交媒体参与策略提供了实践指导。
3.Cross-Channel Effects of Failure in a Retailer's Mobile App
零售商移动应用故障的跨渠道影响
作者：Unnati Narang, Venkatesh Shankar和Sridhar Narayanan
Abstract: Failures in omnichannel retailers’ mobile apps can significantly impact shoppers’ purchases. The authors leverage a natural experiment involving an exogenous failure in a large omnichannel retailer's app that made the app unavailable. They examine the impact of the app failure on purchases in both online (website, mobile app) and offline (store) channels using a difference-in-differences approach. The findings show a substantial adverse effect of the app failure on shoppers’ frequency, quantity, and monetary value of purchases, leading to short-term revenue losses of up to $1.08 million, with an additional $1.89 million in potential long-term revenue erosion. The effects are heterogeneous across channels and shoppers. The decline in purchases across channels stems from reduced purchases in stores (vs. online). The decline in store purchases is predominantly explained by the search discontinuation mechanism, wherein shoppers who use the app for search but complete their purchases in stores curtail their offline purchases following the app failure. The effect on purchases in the retailer's online channel is insignificant, aligning with the channel-switching mechanism, wherein shoppers who use the app primarily to purchase simply pivot to another online channel. Furthermore, shoppers with a lower monetary value of past purchases and more recent purchases are more sensitive to an app failure than others.
摘要：全渠道零售商移动应用程序的故障会对消费者购买行为产生显著影响。本研究基于一次大型全渠道零售商应用程序外生故障导致服务中断的自然实验，采用双重差分法分析该故障对线上（网站、移动应用）和线下（门店）渠道购买行为的影响。研究发现，应用程序故障对购物者的购买频率、购买数量和消费金额均产生显著负面影响，导致短期收入损失达108万美元，并可能造成189万美元的长期潜在收益损失。不同渠道和消费者群体间存在异质性影响：全渠道购买量的下降主要源于实体店（相对于线上渠道）购买的减少；而实体店购买量的下降主要受搜索中断机制驱动——即依赖应用程序进行搜索但在线下完成购买的购物者，在故障发生后减少了实体店消费。该故障对零售商线上渠道购买量的影响则不显著，这与渠道转换机制相符：主要通过应用程序购物的消费者会转向使用其他线上渠道。此外，历史消费金额较低且近期有购买行为的购物者对应用程序故障的敏感度高于其他群体。
4.How Awe in Marketing Communications Decreases Consumer Preferences for Limited Edition Products
营销传播中敬畏感如何降低消费者对限量版产品的偏好
作者：Aysu Senyuz, Jonathan Hasford和Ze Wang
Abstract: Awe is commonly employed in marketing communications given its powerful ability to inspire consumers. Despite the prevalent use of awe in advertising limited edition (LE) products, research has yet to examine when and how awe can benefit or hurt these promotional efforts. Findings across nine studies demonstrate that awe typically has a negative impact on consumer engagement and product preferences toward LE items. This effect results from the reduced desire for exclusivity that a consumer has when experiencing awe. These findings are generalized to several contexts, including a field study of persuasive communications and consumer choices in a metaverse environment. However, awe can enhance consumer preferences toward LE products when promotional messages are framed to reduce this incongruence. This research provides insights for marketers on the conditions under which incorporating awe in LE product campaigns might prove beneficial or counterproductive.
摘要：敬畏感因其能显著激发消费者共鸣，常被应用于营销传播中。尽管限量版产品广告普遍采用敬畏感推广限量版产品，但现有研究尚未探讨敬畏感何时以及如何影响此类促销效果。通过九项研究发现，敬畏感通常会降低消费者对限量版产品的参与意愿与偏好。其作用机制在于，敬畏体验会削弱消费者对产品独特性的渴望。这些发现在多情境下均得到验证，包括元宇宙环境中说服性传播与消费者选择的实地研究。然而，当促销信息能降低认知失调时，敬畏感反而能提升消费者对限量版产品的偏好。本研究为营销人员提供了理论见解，明确了在限量版产品营销活动中运用敬畏感可能产生积极或消极效果的具体边界条件。
5.Consumers Believe Legal Products Are Less Effective Than Illegal Products
消费者认为合法产品的效果低于非法产品
作者：Rachel Gershon, Alicea Lieberman和Sydney E. Scott
Abstract: This research examines how consumers judge a product's effectiveness based on its legal status. Across eight preregistered experiments, the authors find that consumers tend to believe legal products are less effective than illegal ones. Even when observing identical, objective product outcomes (e.g., equal weight loss from a drug), consumers perceive reduced product benefits from a product described as legal (vs. illegal). The authors test an account of why this belief occurs. When a product is legal, consumers infer that the government allows broad access to it, which they associate with lower product strength. In contrast, illegal products, which consumers presume are harder to access, are viewed as higher in product strength. This strength inference leads consumers to believe a legal product produces both smaller positive effects (lower efficacy) and smaller negative effects (lower harm) than an illegal product. Supporting this theory, the impact of legality on perceived efficacy is eliminated if legal and illegal products are described as equally accessible or equally strong. The authors further demonstrate that these beliefs influence consumer choice. Given the significant health and economic consequences of illegal product consumption, this research has important implications for consumers, marketers, public health professionals, and policy makers.
摘要：本研究探讨消费者如何根据产品合法性评估其有效性。通过八项预注册实验，研究发现消费者认为合法产品的效果低于非法产品。即使观察到完全相同的客观产品效果（如药物带来的同等体重减轻），消费者仍认为标注为合法的产品比非法产品的效果较低。作者检验了这一信念的形成机制：当产品合法时，消费者推断政府允许其广泛流通，并将其与较低的产品功效强度相关联；相反，消费者则会假定难以获取的非法产品具有更高的功效。这种推断导致消费者认为合法产品产生的积极效果（有效性）和消极效果（危害性）均弱于非法产品。当合法产品与非法产品被描述为具有同等可获取性或同等功效时，合法性对感知效能的影响即被消除，这一结果支持了上述理论。研究进一步证明这些认知会影响消费者选择。鉴于非法产品消费对健康与经济造成的严重后果，本研究对消费者、营销人员、公共卫生从业者及政策制定者具有重要启示意义。
6.Artificial Intelligence on Call: The Physician's Decision of Whether to Use AI in Clinical Practice
人工智能待命：医生在临床实践中是否使用人工智能的决策
作者：Tinglong Dai和Shubhranshu Singh
Abstract: Artificial intelligence (AI) is reshaping the practice of medicine. This article examines a physician's decision regarding whether to use AI when prescribing a treatment plan for a patient. Using AI helps the physician generate an informative signal that lessens clinical uncertainty. It can also change the physician's legal liability in the event of patient harm. The authors analyze two patient-protection schemes that determine physician liability when using AI: The prevailing patient-protection scheme uses the AI signal to enforce the current standard of care, whereas an emerging scheme proposes using the AI signal as the new standard of care. They show that in both schemes, the physician has an incentive to use AI in low-uncertainty scenarios, even if AI provides little value. Furthermore, the physician may avoid using AI in higher-uncertainty scenarios where AI could have improved decision quality. As the quality of AI improves, the physician may become more hesitant to use it on certain patients. A comparison of the physician's decision to use AI under the two schemes reveals that using the AI signal as the new standard of care may mitigate AI underuse (overuse) for certain patients but may boost AI underuse (overuse) for some other patients.
摘要：人工智能（AI）正在重塑医疗实践。本文研究了医生在为患者制定治疗方案时是否使用AI的决策问题。使用AI可帮助医生生成降低临床不确定性的信息信号，但同时也可能改变医生在患者发生损害时的法律责任。作者分析了两种基于AI应用场景的医疗责任认定方案：现行方案将AI信号用于强化现有诊疗标准，而新兴方案则提议将AI信号直接作为新的诊疗标准。研究表明，在两种方案下，医生都倾向在低不确定性场景中使用AI——即使其附加价值有限；反而在高不确定性场景中，尽管AI能提升决策质量，医生却可能回避使用。随着AI技术水平的提升，医生对特定患者群体使用AI的意愿可能进一步降低。对比两种方案下医生的决策行为发现：将人工智能信号作为新医疗标准虽能缓解某些患者的AI使用不足（或过度使用）问题，但可能导致其他群体的AI使用不足（或过度使用）现象加剧。
7.Units or Pounds? How Anchoring on Salient Price Information Influences Perceptions of Product Value
“计件价”还是“计重价”？显著价格信息锚定对产品价值感知的影响
作者：Sarah C. Whitley, Julio Sevilla和Mathew S. Isaac
Abstract: This research investigates how price format (unit-based, such as “$1 each,” vs. weight-based, such as “$2 per pound”) affects consumer perceptions of product value. When judging a product's value, grocery shoppers might consider how much they will have to pay in exchange for how much product (e.g., in pounds) they are getting. The findings show that when making this determination, shoppers anchor on the nominal value (e.g., $1, $2) of the most visually salient price that is displayed to them. As a result of this anchoring bias, perceived value is worse (i.e., less attractive) for lower-weight products (e.g., weighing less than one pound) when the most visually salient price is weight-based rather than unit-based (e.g., for a 1/2-lb product: $2.00 per pound<$1.00 each). In contrast, for higher-weight products (e.g., weighing more than one pound), weight-based pricing is perceived more favorably than unit-based pricing (e.g., for a 2-lb product: $2.00 per pound>$4.00 each). The authors provide evidence for this price format effect in a series of six studies, including two field studies examining real purchase behavior and sales.
摘要：本研究探讨价格呈现形式（按件计价，如“每件1美元”vs.按重量计价，如“每磅2美元”）如何影响消费者对产品价值的感知。超市消费者在判断产品价值时，通常会权衡支付金额与获得产品数量（如磅数）之间的关系。研究发现，消费者在进行价值判断时会锚定视觉上最显著的价格数值（如1美元、2美元）。由于这种锚定偏差，当最醒目的价格采用重量计价而非单位计价时（例如：对于半磅产品：每磅2.00美元<每件1.00美元），消费者对低重量商品（如不足一磅）的感知价值更差（即吸引力更低）。相反，对于高重量产品（如一磅以上），按重量计价的感知价值优于按件计价（例如：对于两磅产品：每磅2.00美元>每件4.00美元）。研究者通过六项研究（包括两项考察真实购买行为和销售额的实地研究）为这种价格格式效应提供了实证支持。
8.Product Returns and Assortment Decisions: A Strategic Analysis of Online and Offline Competition
产品退货与品类决策：线上和线下竞争的战略分析
作者：Yue Li, Raghunath Singh Rao和Paola Mallucci
Abstract: The authors present a model of product returns and assortment decisions in the context of online–offline retail competition. In equilibrium, the online store optimally offers easy-to-fit products to reduce costly returns. The competing brick-and-mortar retailer (BMR) faces a subtle trade-off between generating higher sales and attracting more foot traffic, and thus it might use its limited store size to stock harder-to-fit products. The authors’ model provides a rationale for the prevalence of relatively lower-quality products sold online and the steady growth of specialty stores within the changing footprint of traditional retailing. The model is extended to include possibilities such as a physical store opening an online channel to compete with the online store. The authors apply this framework to investigate the possibility and consequences of retailers collaborating to handle returns. Specifically, a recent “buy online and return in store”(BORS) return policy allows consumers to return online purchases directly to a competing BMR. In the short run, BORS increases the BMR's foot traffic and the volume of returns. In the long run, BORS expands the online retailer's assortment and increases the BMR's foot traffic. BORS can be sustained in the long run if the BMR is small or if the cost-saving effect is large.
摘要：作者构建了一个线上与线下零售竞争背景下的产品退货与品类决策模型。在均衡状态下，在线商店会优先提供易于适配的产品以降低高成本退货，而实体零售商（BMR）则面临提升销售额与吸引客流量之间的微妙权衡——这可能促使他们利用有限的门店空间陈列适配难度较大的商品。该模型为解释“线上销售产品质量相对较低”的现象以及传统零售变革中专卖店持续增长的趋势提供了理论依据。通过模型扩展，本研究进一步探讨了实体店开设线上渠道与纯线上零售商竞争的情形，并应用该框架分析了零售商协同处理退货的可行性及其后果。具体而言，近期出现的“线上购买、门店退货”（BORS）政策允许消费者将线上所购商品直接退至竞争性实体零售商。短期来看，BORS政策会增加实体零售商的客流量与退货量；长期而言，该政策既能扩大在线零售商的商品品类，又能提升实体零售商的客流量。当实体零售商规模较小或成本节约效应显著时，BORS模式可实现长期可持续运行。
9.Retributive Philanthropy
报复性慈善
作者：Ethan Milne, Kirk Kristofferson和Miranda R. Goode
Abstract: Prosocial behavior research has historically considered altruistic or self-interested motives as the primary drivers for charitable giving. Recently, however, there have been many high-profile cases wherein consumers use their donations to harm others. The authors define this behavior, characterized by a desire for retribution resulting from witnessing or experiencing volitional wrongdoing, as “retributive philanthropy” and examine this phenomenon using a multimethod approach. Qualitative interviews with perpetrators and targets of retributive philanthropy reveal key themes of blameworthiness judgments, strong negative affect, and a desire to harm as a terminal goal of donation—none which are typically associated with prosocial behaviors. Analysis of real-world antivaccine protestor donation data finds similar themes of perceived wrongdoing and outrage related to retributive donations in a large-scale context. Five lab studies and five supplementary studies then demonstrate the effects of perceived volitional wrongdoing, harm, efficacy, and authoritarianism on willingness to make retributive donations. Together, these findings offer critical insight into an emerging mode of donation that is emotionally, motivationally, and behaviorally distinct from traditional prosocial behavior and has important implications for consumers and charitable marketers.
摘要：在慈善捐赠研究领域，利他动机与自我利益动机历来被视为亲社会行为的主要驱动因素。然而近期诸多典型案例表明，消费者正通过捐赠行为实现伤害他人的目的。作者将这种因目睹或经历蓄意不当行为而产生报复欲望的捐赠行为定义为“报复性慈善”，并采用混合研究方法探讨此现象。通过对报复性慈善实施者与目标对象的质性访谈，研究揭示了责任归因判断、强烈负面情绪以及以伤害他人为终极目标的捐赠动机等关键特征——这些特征均与传统亲社会行为存在本质差异。对现实世界反疫苗抗议者实际捐赠数据分析发现，大规模情境下报复性捐赠同样呈现出感知不当行为和愤慨情绪的相似主题。随后通过五项实验室研究与五项补充研究，实证检验了故意不当行为感知、伤害意图、效能感与威权主义对实施报复性捐赠意愿的作用机制。本研究揭示了一种在情感、动机和行为维度上均区别于传统亲社会行为的新型捐赠模式，为消费者与慈善营销者提供了重要的理论启示。
10.Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats
高估星级，低估数字：评分形式的潜在影响机制
作者：Deepak Sirwani, Srishti Kumar和Manoj Thomas
Abstract: Some retailers use stars while others use Arabic numerals to present product ratings. Do consumers evaluate product ratings differently depending on the format? Which format more accurately represents the true magnitude of ratings? Across 12 experiments, we find that neither format is veridical. Consumers overestimate fractional star ratings (e.g., ) and underestimate fractional Arabic numerals (e.g., 3.5). The overestimation of graphical ratings arises from the visual-completion effect: When the visual system perceives an incomplete image of a star, it instinctively activates the complete image, causing consumers to anchor their magnitude judgments on rounded-up numbers (i.e., evaluation of is anchored on ). Importantly, our results show that this overestimation of star ratings can be mitigated by using visually complete stars (e.g., ). Conversely, the underestimation of Arabic numeral ratings stems from the left-digit effect, which leads consumers to anchor magnitude judgments on rounded-down numbers (i.e., evaluation of 3.5 is anchored on digit 3). Thus, both star and Arabic numeral ratings are systematically misestimated by consumers, with the extent of misestimation varying based on the fractional value and the star-filling technique employed. These findings demonstrate that prevalent rating formats are misleading, highlighting the need for new industry standards.
摘要：在商品评分呈现方式上，零售商或采用星标系统（如,星号），或使用数字评分（如3.5分）。消费者是否会因评分形式的不同而产生差异化认知？哪种格式能更准确地呈现真实评分？通过12项实验研究，本研究发现两种格式均存在认知偏差：消费者会高估图形化的星标评分，低估阿拉伯数字评分。图形评分的高估现象源于视觉完形效应——当视觉系统感知到不完整的星形图案时，会本能激活完整图像的心理表征，使消费者以向上取整的数值作为评判基准（如，将默认为进行评估）。值得注意的是，研究结果表明采用视觉完整的星标（如实心）可有效缓解这种高估倾向。相反，阿拉伯数字评分的低估源于左位数字效应，消费者会倾向于向下取整（如将3.5分锚定在数字3上进行判断）。由此可见，消费者对星级和阿拉伯数字评分的误判具有系统性特征，其偏差程度受分数值大小和星标填充方式的影响。这些发现揭示了现行评分格式存在误导性，对建立新的行业标准提出了迫切需求。
（编者注：该文的中英文摘要中，因排版格式问题，星号符合无法完整展示，需要时可以查看在线原文。）
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