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【文献速递】Journal of the Academy of Marketing Science,Volume 53, Issue 4, July 2025
采编:陈姝霖 校对:李健博 终审:邵兵家
2025年7月的Journal of the Academy of Marketing Science（FT50）有12篇文章，主题有顾客参与度、众筹平台捐赠者参与行为、凸显品牌信息差异对社交媒体参与度的影响、网红放纵行为对社会联结的影响、消费者数字信任对用户生成内容有效性的影响、网红排期策略对互动变现的影响、人工智能营销应用与企业绩效、电子游戏生态系统数据的价值、分析师股票推荐对企业探索取向的影响、买方-供应商关系中的关系双元性、混合品牌化对新品牌身份构建的影响、品类管理策略对感知品类多样性影响等。
1.Enhancing customer engagement: Exploration and introduction to the special section
提升顾客参与度：特刊专栏的探索与介绍
2.(Mis)alignment between facial and textual emotions and its effects on donors engagement behavior in online crowdsourcing platforms
面部表情与文本情绪（错位）匹配及其对众筹平台捐赠者参与行为的影响
3.Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
凸显品牌信息差异可提升社交媒体参与度
4.The bad-influencer effect: Indulgence undermines social connection
负面网红效应：放纵行为削弱社会联结
5.Toward a theory of consumer digital trust: Meta-analytic evidence of its role in the effectiveness of user-generated content
消费者数字信任理论建构：基于元分析的证据揭示其在用户生成内容有效性中的作用
6.Turning the wheels of engagement: Evidence from entertainment live streaming
驱动参与度之轮：娱乐直播实证研究
7.Artificial intelligence marketing usage and firm performance
人工智能营销应用与企业绩效
8.Quest for insights: Leveraging data from the video game ecosystem in marketing
洞察力探索：营销中电子游戏生态系统数据的价值挖掘
9.The impact of analyst stock recommendations on firms’relative exploration orientation
分析师股票推荐对企业相对探索取向的影响
10.Relationship ambidexterity in buyer–supplier relations
买方-供应商关系中的关系双元性
11.Entering a complex market: How hybrid branding helps new brands create distinctive and resonant identities
进入复杂市场：混合品牌如何助力新品牌构建差异化共鸣身份
12.Assortment management strategies that people see: Insights from a meta-analysis of experimental research on perceived assortment variety
摘要
1.Enhancing customer engagement: Exploration and introduction to the special section
提升顾客参与度：特刊专栏的探索与介绍
作者：V. Kumar, Robert P. Leone和Leigh McAlister
Abstract: This special section of the Journal of the Academy of Marketing Science presents five impactful studies that explore customer engagement (CE) through crowdfunding, social media, influencer networks, and live-streaming. These studies enhance our understanding of CE and how it shapes firm strategy and consumer behavior. As a preface to the studies featured in this special section, we present an integrated framework—linking triggers, mediators, moderators, and outcomes—that contextualizes CE. As a part of that contextualization, we introduce a Digital Customer Engagement Maturity matrix to categorize firms according to their technology adoption and realized CE outcomes. We identify key themes from recent literature and outline promising avenues for future research. Together, the contributions offered in this special section present robust theoretical and methodological insights into the evolving landscape of CE, reinforcing CE’s importance as a strategic lever in digitally mediated consumer-firm relationships.
摘要：本期《营销科学学报》特刊共刊载五项具有影响力的研究，这些研究通过众筹、社交媒体、网红网络及直播来探究顾客参与。这些研究加深了我们对顾客参与如何影响企业战略与消费者行为的理解。作为本特刊的前言，我们构建了一个整合框架，将前因变量、中介变量、调节变量及结果变量联系起来，为理解顾客参与提供理论背景。作为该情境化的一部分，我们提出数字化客户参与成熟度矩阵，根据企业的技术采纳程度及已实现的顾客参与结果对其进行分类。我们从近期文献中提炼出关键主题，并指出有前景的未来研究方向。本特刊的所有成果共同为顾客参与不断演变的版图提供了坚持的理论和方法论见解，进一步巩固了顾客参与作为数字化消费者—企业关系中战略杠杆的重要性。
2.(Mis)alignment between facial and textual emotions and its effects on donors engagement behavior in online crowdsourcing platforms
面部表情与文本情绪（错位）匹配及其对众筹平台捐赠者参与行为的影响
作者：Elham Yazdani, Anindita Chakravarty和Jeff Inman
Abstract: Although textual and facial emotion expressions in prosocial appeals have been studied separately in past research, there has been little work on the misalignment (compared to alignment) between them. Using a multi-method approach comprising experiments and panel data of 6,098 crowdfunding projects from Gofundme, we investigate how emotions expressed in the cover image and the project description interact to increase potential donors’ engagement as measured by metrics relevant to the platform, i.e., donation amount per donor. More specifically, we focus on the misalignment (vs. alignment) between happy and sad facial expressions in images and the positive and negative emotions in the project description. Our empirical analysis shows that misalignment scenarios have a bigger positive impact on the donor’s contributed amount, compared to alignment scenarios. We also show that such a relative impact is heterogeneous and differs based on expressed urgency, beneficiary age, and progress towards donation goal. We make a theoretical contribution via assessing the extent of cognitive processing in misalignment vs alignment cases. We propose situations with a tradeoff such that the extent of cognitive processing of multimodal information content can be reduced due to simultaneous activation of affective processing. Our research provides strategic recommendations for platforms to increase donors’ engagement and platform revenue management.
摘要：尽管文本与面部情绪表达在亲社会诉求中的效果已被分别研究，但两者之间的错位（相对于一致效应）尚未得到系统探讨。本文采用多方法设计，结合实验与 GoFundMe平台6098个众筹项目的面板数据，考察封面图像与项目描述中的情绪如何交互，以提升潜在捐赠者的参与度，这可以通过与平台相关的指标（即人均捐赠金额）来衡量。具体而言，我们聚焦图像中快乐和悲伤面部表情与文本中积极和消极情绪的错位（vs.一致）情境。实证结果显示，错位情境比一致情境更能显著提高捐赠金额。结果还表明，这种相对影响具有异质性特征，会因表达的紧迫性、受益者年龄以及捐赠目标达成进度的不同而产生差异。我们通过评估错位与一致情境下认知处理程度的差异，做出了理论贡献。我们提出了在情感加工被同时激活的情况下，多模态信息加工深度可能降低的权衡机制。本研究为平台提升捐赠者参与度与收益管理提供了可操作的策略建议。
3.Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
凸显品牌信息差异可提升社交媒体参与度
作者：Todd Pezzuti
Abstract: How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs the attention of consumers to a discrepancy. A field study that analyzed the text of brand messages across 17 product categories found that consumers are more likely to interact with brands when their messages include words that direct attention to discrepancies between actual and desired states (e.g., words such as could, should, wish, want, and lacking). Controlled experiments reveal the mechanism underlying this effect. Specifically, that using language that directs attention to a discrepancy about the self makes messages seem more relevant, which, in turn, increases the likelihood that consumers will interact with the brand. This type of language is especially effective at making messages seem more relevant (and hence more engaging) among consumers that feel like they lack personal control in their lives. These findings provide marketers with a simple, yet theoretically-grounded technique for engaging more consumers with their brand messaging.
摘要：营销人员如何提升社交媒体参与度？本研究认为对品牌信息中所用语言进行简单调整即可起到帮助作用。具体而言，营销人员可通过使用能引导消费者关注差异的语言来提高社交媒体的互动参与度。一项针对17个产品类别中品牌信息文本的实地研究发现，当品牌信息中包含能引导消费者关注现实状态与期望状态之间差异的词汇时（例如，能够、应该、希望、想要和缺乏等词），消费者更有可能与品牌进行互动。对照实验揭示了这一效应背后的机制。具体而言，使用能引导消费者关注自身差异的语言，会让信息显得更具相关性，进而提高消费者与品牌互动的可能性。对于那些感觉生活中缺乏个人掌控力的消费者而言，这类语言在让信息显得更具相关性（从而更具吸引力）方面尤为有效。这些研究结果为营销人员提供了一种简单且基于理论的方法，可借此让更多消费者关注其品牌信息并参与互动。
4.The bad-influencer effect: Indulgence undermines social connection
负面网红效应：放纵行为削弱社会联结
作者：Jessica Gamlin和Maferima Touré-Tillery
Abstract: This research tested the “bad influencer” effect, whereby consumers are less willing to connect with people on social media who post about their indulgence (vs. self-control) with respect to the goals valued by those consumers. We present six studies that test the bad-influencer effect across multiple domains involving indulgence (vs. self-control): eating indulgent (vs. healthy) foods, spending time mindlessly (vs. mindfully), and using profane (vs. proper) language. Our findings show consumers are less willing to connect with people whose social media posts appear indulgent (vs. self-controlled) because they believe such posters will more negatively influence their own valued goals (i.e., interpersonal instrumentality expectations). We further identify two theoretically derived moderators of the bad-influencer effect: goal commitment amplifies the effect, whereas goal suppression attenuates the effect. Finally, we show that willingness to connect (WTC) has downstream consequences for consumers’ receptivity to word-of-mouth (WOM) recommendations made by posters. Our research suggests that content creators and marketing managers seeking to maximize connections should avoid sharing content that appears indulgent with respect to their target audience’s goals.
摘要：本研究对负面网红效应进行了检验，该效应是指，对于那些在社交媒体上发布与消费者重视的目标相悖的放纵（vs.自我控制）内容的人，消费者不太愿意与他们建立联系。我们展示了六项研究，这些研究在多个涉及放纵（vs.自我控制）的领域测试了负面网红效应，包括食用放纵（vs.健康）食物、无意识地（vs.有意识地）消磨时间，以及使用粗俗（vs.得体）语言。我们的研究结果表明，消费者不太愿意与那些在社交媒体上发布放纵（vs.自我控制）内容的人建立联系，因为他们认为这类发布者会对自己重视的目标产生更负面的影响（即人际工具性期望）。我们还进一步确定了理论推导出的负面网红效应的两个调节变量：目标承诺会增强这种效应，而目标抑制则会减弱这种效应。最后，我们发现，建立联系的意愿会对消费者接受发布者口碑推荐的程度产生后续影响。我们的研究表明，希望最大化社交联系的内容创作者和营销管理人员应避免分享与目标受众目标相悖的放纵内容。
5.Toward a theory of consumer digital trust: Meta-analytic evidence of its role in the effectiveness of user-generated content
消费者数字信任理论建构：基于元分析的证据揭示其在用户生成内容有效性中的作用
作者：Rachel E. Hochstein, Colleen M. Harmeling和Taylor Perko
Abstract: Consumers seek out online user-generated content to inform their purchase decisions because they perceive content created by other consumers as more believable than marketing communications. This research provides a theory of consumer digital trust in which consumer trust in user-generated content requires a digital environment that minimizes consumer suspicion of misrepresented or missing content. The theory is supported with empirical evidence from a hierarchical meta-analysis of 128 effects from 19 online platforms over 19 years (2004–2022). Account verification features, which alleviate suspicions of misrepresented content creator identities, increase the effect of user-generated content on firm performance, but content-enhancing features, such as photo filters, that can prompt suspicion of misrepresented brand experiences, weaken this link. Content-removal features that can spark speculation of missing information in content creators’ historical content and platform moderation media, which creates questions about missing content in brand conversations, weaken the influence of some user-generated content.
摘要：消费者会主动搜寻网络上的用户生成内容，以此作为其购买决策的参考依据，因为他们认为，相较于营销传播内容，其他消费者创作的内容更具可信度。本研究提出了一种关于消费者数字信任的理论，该理论指出，消费者对用户生成内容的信任需要依托一个数字环境，该环境能最大程度降低消费者对内容被歪曲或缺失的疑虑。这一理论得到了实证证据的支持，这些证据来自对19年间（2004-2022年）19个在线平台上128个效应的分层元分析。账户验证功能能够缓解消费者对内容创作者身份被歪曲的疑虑，从而增强用户生成内容对企业业绩的影响，而可能引发品牌体验被歪曲怀疑的内容增强功能（如照片滤镜）会削弱这种联系。此外，内容删除功能可能引发对内容创作者历史内容信息缺失的猜测，而平台审核机制则可能让人对品牌对话中缺失的内容产生疑问，这些都会削弱部分用户生成内容的影响力。
6.Turning the wheels of engagement: Evidence from entertainment live streaming
驱动参与度之轮：娱乐直播实证研究
作者：Xiaofei Song, Mengyao Fu, Jie Fang, Zhao Cai, Chee-Wee Tan, Eric Tze Kuan Lim和Alain Yee Loong Chong
Abstract: Influencers (e.g., live streamers) earn gratuities from engaging customers, a phenomenon that we label as engagement monetization. Although scholars have advocated a process view of customer engagement, they tend to accentuate unidirectional transitions from low- to high-engagement-level states. This constrains influencers’ understanding of customer engagement, which in turn inhibits their ability to both trigger profitable states of engagement as well as prevent deteriorating states of engagement from manifesting. To this end, we extend extant literature by conceptualizing customer engagement as an emergent process that embodies engagement states and engagement transitions. Empirically, we conduct an illustrative study in the context of entertainment live streaming and subscribe to the Markov chain method to showcase how customer engagement transition can be modeled. Based on 91,148 engagement records, we scrutinize the effects of influencers’ scheduling strategy on engagement transitions and viewers’ gratuities using the Multilevel Linear Model (MLM). Findings yield practical implications for influencers in terms of how live streaming sessions can be strategically scheduled to bolster customer engagement and monetization opportunities.
摘要：网红（如直播主播）通过吸引顾客参与获取打赏收入，我们将这一现象称为互动变现。尽管学者们倡导从过程视角理解顾客互动，但他们往往侧重于顾客从低互动水平到高互动水平的单向转变。这限制了网红对顾客互动的全面理解，进而阻碍了他们触发营利性互动状态以及预防互动状态恶化的能力。为此，我们通过将顾客互动概念化为一个包含互动状态与互动转变的动态过程，对现有文献进行了拓展。在实证研究中，我们以娱乐直播为背景开展了一项说明性研究，并采用马尔可夫链方法构建客户互动转变模型。基于91148条互动记录，我们运用多层线性模型深入分析了网红的排期策略对互动转变和观众打赏的影响。研究结果为网红提供了实用启示，即如何通过战略性安排直播时段来增强顾客互动并提升变现机会。
7.Artificial intelligence marketing usage and firm performance
人工智能营销应用与企业绩效
作者：Jifeng Mu和Jonathan Z. Zhang
Abstract: Artificial intelligence marketing (AIM) usage has received intense interest yet reports mixed anecdotal performance. The authors clarify AIM usage based on insights from in-depth executive interviews and address three substantive research questions: Why do marketers use AIM? How does AIM usage affect firm performance outcomes, and when does this occur? Employing large-scale data collected from various sources in China involving public and private companies over four years, the authors find that AIM usage positively affects firm profitability, customer satisfaction, and customer acquisition. The findings also suggest that customer acquisition and customer satisfaction mediate AIM usage and firm performance. However, the findings demonstrate that employee resistance to change, technological velocity, and industry competition constraint the effect of AIM usage on performance. The results underscore the complex nature of AIM usage in organizations, suggesting that firms should closely monitor relevant customer metrics, cultivate an adaptive organizational culture, and remain environmentally vigilant and adaptive to fully capitalize on the potential AIM usage performance gains.
摘要：人工智能营销的应用虽备受关注，但实际效果却众说纷纭。作者基于对高管深度访谈的洞察，对人工智能营销的应用逻辑进行了阐释，并探讨了三个实质性研究问题：营销人员为何使用人工智能营销？人工智能营销的应用如何影响企业绩效，又在何种情况下产生影响？通过整合中国上市公司与私营公司四年间多源大规模数据，研究发现人工智能营销的应用对企业盈利能力、客户满意度和客户获取均具有积极影响。研究结果还表明，客户获取和客户满意度在人工智能营销应用与企业绩效之间起到中介作用。然而，研究也发现，员工对变革的抵触情绪、技术迭代速度以及行业竞争强度会制约人工智能营销对绩效的影响。研究结果凸显了人工智能营销在企业应用中的复杂性，表明企业应密切关注相关客户指标，培育适应性的组织文化，并保持对环境的敏锐洞察和适应能力，以充分发挥人工智能营销的应用带来的潜在绩效收益。
8.Quest for insights: Leveraging data from the video game ecosystem in marketing
洞察力探索：营销中电子游戏生态系统数据的价值挖掘
作者：Roman Welden, Michael Haenlein, Kelly Hewett, Keith Marion Smith和John Hulland
Abstract: Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.
摘要：过去十年间，电子游戏热度急剧攀升，营销人员也已开始意识到电子游戏所提供的研究机会。然而，当前游戏领域的大部分研究聚焦于个体消费者的电子游戏体验，却往往忽视了视频游戏生态系统中其他参与者的作用。此外，研究还常采用传统数据收集与分析方法，而这些方法无法充分考量该生态系统内所生成数据的独特性。在本文中，我们基于服务主导逻辑与客户旅程框架，识别出电子游戏生态系统中存在的六大核心支柱，并阐述了它们之间互动所产生的数据类型。随后，我们探讨了电子游戏生态系统内价值共创过程中，数据收集与分析所面临的三大挑战。最后，我们提出了营销人员可采取的应对策略以克服这些挑战，并指明了未来研究方向，以助力获取与分析电子游戏生态系统内生成的数据。
9.The impact of analyst stock recommendations on firms’ relative exploration orientation
分析师股票推荐对企业相对探索取向的影响
作者：Xinchun Wang和Anna Shaojie Cui
Abstract: To better understand the impact of financial analysts on firm innovation, we examine an often-overlooked relationship between stock recommendations and firms’ strategic emphasis on exploration over exploitation. In contrast to studies suggesting that firms respond to earnings forecasts in a myopic manner that reduces R&D spending and hurts innovation, we show that low stock recommendations motivate firms to emphasize exploration despite the risks. The degree to which firms’ responses follow this behavioral-theory-based prediction is contingent on CEOs’ motivation and ability in strategic decision-making. Governance mechanisms, including equity compensation and institutional ownership, align CEOs’ personal interest with firm interest and motivate them to choose the predicted response. Marketing department power enhances CEOs’ ability to choose the predicted response because it enables the use of market knowledge to evaluate benefits and risks of exploration and exploitation. The findings contribute to research on financial analysts, the role of marketing, and exploration/exploration strategy.
摘要：为更深入地理解金融分析师对企业创新的影响，我们研究了一个经常被忽视的关系，即股票推荐和企业战略策略重点（探索式创新相对于利用式创新）之间的关系。与以往研究认为企业会短视方式地响应盈利预测，这会减少研发支出并损害创新的研究不同，我们发现，尽管存在风险，低的股票评级反而会激励企业更侧重于探索式创新。企业响应程度是否符合基于行为理论的预测，取决于首席执行官（CEO）在战略决策中的动机与能力。股权薪酬和机构持股在内的治理机制能使CEO的个人利益与企业利益保持一致，并激励他们采取理论预测的响应策略。营销部门权力则通过运用市场知识评估探索与利用式创新的收益和风险，来增强CEO选择预测响应策略的能力。本研究结果对金融分析师研究、营销部门的作用以及探索式/利用式创新战略研究具有重要意义。
10.Relationship ambidexterity in buyer–supplier relations
买方-供应商关系中的关系双元性
作者：Flora F. Gu, Danny T. Wang, Jeff Jianfeng Wang和Aric Rindfleisch
Abstract: Firms are complex entities that often engage in activities that pull them in different directions. This realization has been widely heralded in the organizational ambidexterity literature. Our research extends this literature by introducing the concept of Relationship Ambidexterity (RA) and examining its antecedents and consequences. We propose that RA is a firm-level strategy in which a buyer is simultaneously committed to an existing supplier while actively pursuing diversification via new relations with potential suppliers. Thus, while organizational ambidexterity focuses on the simultaneous pursuit of existing and novel offerings, RA focuses on the simultaneous pursuit of existing and novel relationships. Our inquiry begins by integrating ambidexterity theory with insights gleaned from a qualitative study among nearly two dozen buyers to form a set of hypotheses. We then test these hypotheses via two survey studies (i.e., US and China) among nearly 550 respondents. Our findings reveal that RA is enhanced by buyer resources and experience and that supplier trust amplifies the effect of resources, while supplier market uncertainty weakens the effect of experience. Furthermore, our results also show that RA enhances firm performance, particularly when buyers have trusted suppliers and operate in uncertain supply markets.
摘要：企业作为复杂实体，经常从事不同方向的活动。这一现象在组织双元性文献中已得到广泛关注。本研究通过引入关系双元性概念，并探讨其前因与后果，进一步拓展了该领域的研究。我们提出，关系双元性是一种企业战略，即买方在保持与现有供应商合作的同时，积极通过与潜在供应商建立新关系来实现多元化。因此，与组织双元性侧重于同时追求现有与新颖产品或服务不同，关系双元性则聚焦于同时追求现有与新颖合作关系。我们的研究首先结合双元性理论，并基于对近二十家买方企业的定性研究，形成了一系列假设。随后，我们通过对近550名受访者进行两项问卷调查（美国和中国）来检验这些假设。研究结果表明，买方资源和经验有助于提升关系双元性，供应商信任能增强资源的作用，而供应商市场不确定性则会削弱经验的作用。此外，研究还发现，关系双元性有助于提升企业绩效，尤其是当买方拥有可信赖的供应商且处于不确定的供应市场环境。
11.Entering a complex market: How hybrid branding helps new brands create distinctive and resonant identities
进入复杂市场：混合品牌如何助力新品牌构建差异化共鸣身份
作者：Nicole Gorman和Pierre-Yann Dolbec
Abstract: In today’s competitive markets, creating a distinctive brand identity is crucial yet challenging, especially for new entrants. Complex markets with conflicting institutional logics offer unique opportunities to create a distinctive and resonant brand identity. We introduce hybrid branding as a novel strategy that resolves market-level cultural contradictions to create such identities. Our qualitative analysis of lingerie brand Savage X Fenty identifies four mechanisms of hybrid branding—selective adopting, selective distancing, juxtaposing, and integrating—through which the brand resolved contradictions between the conflicting ‘bombshell’ and ‘body-positive’ logics structuring the lingerie market to create an identity centered on inclusive sexual empowerment. We also identify threats that hybrid brands face: perceived deviations from logics, amplification of contradictions, and hybridization failures. We contribute to theory by introducing hybrid branding as a means of navigating institutional complexity and by identifying market complexity as a source of novel meaning creation. We also offer insights on managing brand authenticity, legitimacy, and hybrid brands.
摘要：在当今竞争激烈的市场中，建立一个独特的品牌身份至关重要，但也很具挑战性，特别是对新进入者而言。充满冲突性制度逻辑的复杂市场为创建既独特又能引发共鸣的品牌身份提供了独特机遇。我们提出混合品牌化这一全新策略，该策略通过解决市场层面的文化矛盾来塑造此类品牌身份。通过对内衣品牌Savage X Fenty的定性分析，我们识别出混合品牌化的四种机制，即选择性采纳、选择性疏离、并置与融合。Savage X Fenty正是通过这些机制，化解了内衣市场中性感与身体自爱这两种冲突性逻辑之间的矛盾，塑造了一个以包容性性感赋权为核心的品牌身份。我们也指出了混合品牌面临的潜在威胁：被视为偏离原有逻辑、矛盾加剧以及混合化失败。本研究在理论上有所贡献，通过提出混合品牌化这一概念，为应对制度复杂性提供了新途径，并揭示了市场复杂性作为新颖意义创造源泉的作用。我们还提供关于管理品牌真实性、合法性和混合品牌的见解。
12.Assortment management strategies that people see: Insights from a meta-analysis of experimental research on perceived assortment variety
可见的品类管理策略：感知品种多样性实验研究的元分析启示
作者：Victor D. Mejía
Abstract: Assortment “variety” is a major factor influencing consumer attraction. Brands and firms use five assortment management strategies to improve consumers’ perception of variety (size, composition, arrangement, visual layout, and textual information). This paper breaks down Perceived Assortment Variety (PAV) into its constituent parts (numerosity and diversity) and investigates the effect of each strategy on each component of PAV through meta-regressions on experimental studies (61 papers, 135 studies, cumulative N=66,638). Assortment size increase has a linear positive effect on perceived numerosity, but a positive and marginally decreasing effect on perceived diversity. In contrast, arrangement and visual layout have a negative and marginally increasing effect on perceived diversity, and a stronger effect than assortment size increase on diversity perception above 38 and 58 items respectively. These findings have practical and theoretical implications for assortment management. A supplementary analysis on 44 non-experimental papers extends the results for PAV to behavioral outcomes.
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