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】Psychology & Marketing,Volume 42, Issue 7, July 2025
2025年7月的Psychology & Marketing有13篇文章，主题有非叠加优惠券对消费者购买行为及满意度的影响、营销研究中元分析的系统回顾、披露自动化生产过程对产品评价的影响、调节定向对不作为惯性效应的影响、叙事广告与品牌态度、肉类替代品消费中的实践延续机制、消费者外向性对社交媒体品牌互动中生成电子口碑中的作用、地理标志产品生产中科学要素的引入、强化幻想与期望信息对品牌评价及行为意向的影响、消费者色彩对比偏好的性别差异研究、青年群体的享乐主义与冲动消费、黑暗三人格对虚假在线评论发布的影响、提升数字营销数据质量的自然语言处理算法等。
目 录
1.Extra Coupons and Unexpected Loss: The Effect of Unstackable Coupons on Consumer Purchases and Satisfaction
额外优惠卷与意外损失：非叠加优惠券对消费者购买行为及满意度的影响
2.A Systematic Review of Meta-Analysis in Marketing Research: Theme Analyses, Variable Selections, and Future Directions
营销研究中元分析的系统回顾：主题分析、变量选择和未来方向
3.When to Showcase Automated Production Processes? Disclosing Production Processes Increases Evaluation of Low-End but Decreases Evaluation of High-End Products
何时展示自动化生产流程？披露生产过程提升低端产品评价却降低高端产品评价
4.The Impact of Regulatory Focus on the Inaction Inertia Effect
调节定向对不作为惯性效应的影响
5.Storytelling Ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self-Construal
叙事广告、故事沉浸、回顾性反思与品牌态度：独立型与依存型自我建构的作用
6.Sustaining the Shift: Mechanisms of Practice Continuation in Meat Analogue Consumption
持续性转变：肉类替代品消费中的实践延续机制
7.Does One Size Fit All? The Role of Extraversion in Generating Electronic Word-of-Mouth Through Social Media Brand Page Engagement
一刀切适用吗？外向性在通过社交媒体品牌页面参与生成电子口碑中的作用
8.How Invoking Science in the Production Process of Geographical Indication Products Impacts Consumer's Perceived Authenticity and Product Valuation
地理标志产品生产中科学要素的引入对消费者的感知真实性及产品价值评估的影响
9.The Effect of Messages Emphasizing Fantasies and Expectations on Brand Evaluations and Behavioral Intentions
强化幻想与期望信息对品牌评价及行为意向的影响
10.Seek for Harmony or Dominance? Gender Differences in Consumer Preference for Color Contrast
追求和谐抑或主导？消费者色彩对比偏好的性别差异研究
11.Embracing Hedonism While Being Young: The Effects of Compulsive Buying, Compulsive Hoarding, and Spendthriftness
青年群体的享乐主义接纳：冲动购买、冲动囤积与挥霍行为的影响
12.Deceptive Minds in Digital Spaces: The Influence of the Dark Triad on Posting Fake Online Reviews
数字空间的欺骗心理：黑暗三人格对虚假在线评论发布的影响
13.Digital Marketing Data Quality and Its Ethical Implications
1.Extra Coupons and Unexpected Loss: The Effect of Unstackable Coupons on Consumer Purchases and Satisfaction
额外优惠卷与意外损失：非叠加优惠券对消费者购买行为及满意度的影响
作者：Chenyan Gu,Shuyue Jia, Litong Li, Jiahan Chen, Jiaomin Lin和Lei Zhou
Abstract: Issuing coupons to promote products and services is used by businesses to stimulate consumption. However, consumers often encounter unstackable coupons, which refers to coupons that cannot be used together due to restrictions on coupon-stacking. This study examines how unstackable coupons influence consumer purchases and satisfaction using the sense of loss to investigate the mechanism and boundary conditions of the effects of unstackable coupons through five experiments. We find an unstackable coupon reduces consumers’ purchase intentions and satisfaction, and a sense of loss plays a mediating role in this process. Our results also verify the moderating effects of the period of the coupon's validity, conditions for obtaining coupons, and the effort level required to obtain them. These findings provide guidance for enterprises in conducting coupon promotions to increase sales as well as consumer satisfaction.
摘要：商家常将发放优惠券作为促销产品与服务的常见策略，以刺激消费。然而，消费者经常会遇到非叠加优惠券（Unstackable coupons），即因优惠券叠加使用限制，而无法同时使用多张优惠券的情况。本研究通过五个实验考察了非叠加优惠券如何通过“损失感”影响消费者购买和满意度，并进一步探讨了影响非叠加优惠券效应的作用机制和边界条件。我们发现，非叠加优惠券降低了消费者的购买意愿和满意度，损失感在其中发挥中介作用。我们的结果还验证了优惠券有效期、获得优惠券的条件以及获得优惠券所需的努力程度的调节作用。这些发现为企业开展优惠券促销活动以提高销售额和消费者满意度提供指导。
2.A Systematic Review of Meta-Analysis in Marketing Research: Theme Analyses, Variable Selections, and Future Directions
营销研究中元分析的系统回顾：主题分析、变量选择和未来方向
作者：Heng Zhang, Wumei Liu, Manxin Wang和Lu Wang
Abstract:Although meta-analytic papers have frequently appeared in the leading marketing journals in recent years, these papers focus on introducing the step-by-step guidelines of using the meta-analysis method. To the best of our knowledge, no research systematically elaborates on how researchers select different types of variables in their conceptual framework. In addition, limited research analyzes which research themes are studied and deserve more attention. The lack of these analyses inhibits marketing scholars from conducting interesting and impactful meta-analyses. Thus, this paper systematically reviews 180 meta-analytic articles published in 36 leading marketing-related journals (i.e., ranking ABS Grade 3 or above) between 2015 and 2024. Based on this review, this paper (1) elaborates on which themes and topics are suitable for meta-analyses through analyzing the research themes and theme evolution trends of the existing meta-analytic papers; (2) offers suggestions for study numbers and effect-size extraction of a meta-analysis in marketing; (3) offers guidelines for variable selection; and (4) proposes future directions of meta-analyses in marketing. This paper has the potential to stimulate more marketing researchers to conduct interesting and influential meta-analyses.
摘要：尽管元分析论文近年来频繁出现在顶尖营销期刊上，但这些文献侧重于介绍使用元分析方法的分步操作指南。据我们所知，目前尚无研究系统地阐述学者如何在概念框架中选择不同类型的变量。此外，鲜有研究对营销领域中已获探索和亟待开发的研究主题进行系统剖析。此类研究空白阻碍了营销学者开展兼具趣味性和影响力的元分析研究。因此，本文系统回顾了2015年至2024年间发表于36本顶级的营销相关期刊（ABS 3星及以上）的180篇元分析文章。在此基础上，本文（1）通过分析现有元分析论文的研究主题及其演变趋势，阐述了哪些主题适合进行元分析；（2）为营销领域元分析的研究数量和效应量提取提供建议；（3）为变量选择提供指导；（4）提出营销元分析研究的未来方向。研究结果有望激发更多的营销学者开展兼具趣味性和影响力的元分析研究。
3.When to Showcase Automated Production Processes? Disclosing Production Processes Increases Evaluation of Low-End but Decreases Evaluation of High-End Products
何时展示自动化生产流程？披露生产过程提升低端产品评价却降低高端产品评价
作者：Diyi Liu, Suntong Qi, Xianchi Dai和Huibin Du
Abstract: In this information age, consumers can easily learn about the production process for thousands of products, ranging from low-end options like budget-friendly pasta and candy to high-end alternatives, such as gourmet versions of those same items. Despite the increasing prevalence of marketing practices that display automated production processes (e.g., plant tours, online videos, ads, showcases), there is little research on the effect of this practice. We found that it is not always beneficial for consumers to know that a product is produced through automated manufacturing, contrary to what many managers may expect. This paper explores when and why marketers should disclose automated production processes to consumers. Specifically, we found that disclosing automated production process may have opposite effects based on the product's positioning. Through a preliminary survey, two pilot studies, and eight studies, we found that disclosing the automated production process enhances the evaluation of low-end products by increasing perceived product function, while it negatively impacts the evaluation of high-end products by reducing perceived product image. We further examined the boundary conditions for the proposed effect. Notably, the negative impact on high-end products is not observed when the production process is emphasized as handmade (rather than automation), when the product's country of origin is highlighted, or when the product involves advanced technology. Our findings draw attention to the downsides of the automation process. Additionally, this research helps companies to manage the communication of production methods to consumers strategically.
摘要：在信息时代，消费者能够轻松获取关于各类产品生产过程的详细信息，从低端产品（如平价意大利面、糖果）到高端产品（如同类美食精品）皆在其列。尽管展示自动化生产过程的营销实践（例如，工厂参观、在线视频、广告、展示）日益普及，但对此类营销实践效果的实证研究相对匮乏。我们发现，向消费者披露产品采用自动化生产这一事实并不总能带来预期的积极效果，这与许多管理者的预期相悖。本文探讨了营销人员何时以及为何应该向消费者披露自动化生产过程。通过一项初步调查、两项预实验和八项实验，研究发现披露自动化生产过程的效果取决于产品定位。具体而言，披露自动化生产过程通过增加感知产品功能来增强消费者对低端产品的评估，却会通过削弱感知产品形象而损害消费者对高端产品的评价。研究进一步检验了上述效应的边界条件。值得注意的是，当生产过程被强调为手工制作（而非自动化）时，当产品的原产国被突出显示时、或者当产品涉及先进技术时，自动化流程对高端产品的负面影响则不复存在。研究发现引起了人们对自动化过程的负面影响的关注。此外，本研究为公司战略性地管理生产方式与消费者的沟通提供了理论指导和实践启示。
4.The Impact of Regulatory Focus on the Inaction Inertia Effect
调节定向对不作为惯性效应的影响
作者：Hsin-Hsien Liu和Hsuan-Yi Chou
Abstract: Inaction inertia reduces the likelihood of consumers accepting an opportunity after previously missing a more favorable one. This study explores how consumers' regulatory focus influences the inaction inertia effect. The authors propose that because promotion- (vs. prevention-) focused individuals tend to process information at a high construal level, they are more likely to decouple the previous and current opportunities due to distal psychological distance, reducing perceived regret, and inaction inertia. Promotion- (vs. prevention-) focused individuals are more likely to experience higher processing fluency when encountering the current opportunity due to regulatory fit, which forms more positive overall feelings and reduces the inaction inertia effect. Results from one pilot study and three formal experiments show that people with a promotion (vs. prevention) focus are subject to lower inaction inertia. Moreover, perceived fluency and overall feelings play a more important and robust sequential mediating role than perceived coupling and regret. The current research findings address important gaps in the literature on inaction inertia and regulatory focus, providing valuable insights for practitioners in designing advertising and marketing strategies to mitigate the inaction inertia effect.
摘要：不作为惯性（Inaction inertia）会降低消费者在错失更有利的机会后接受后续机会的可能性。本研究探讨了消费者的调节定向如何影响不作为惯性效应。研究提出，由于促进（vs. 预防）定向的个体倾向于在高解释水平上处理信息，他们更有可能因心理距离较远而将先前错失的机会与当前机会解耦，从而减少感知到的遗憾和不作为惯性。促进（vs. 预防）定向的个体更有可能因调节匹配而在遇到当前机会时体验到更高的加工流畅度，这形成了更积极的整体感受并降低了不作为惯性效应。一项预实验和三项正式实验的结果表明，促进（vs. 预防）定向的个体受到较低的不作为惯性的影响。此外，感知流畅性和整体感受比感知耦合和遗憾起到更重要和稳健的链式中介作用。本研究结果解决了关于不作为惯性和调节定向文献中的重要空白，为从业者设计广告和营销策略以减轻不作为惯性效应提供了宝贵的见解。
5.Storytelling Ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self-Construal
叙事广告、故事沉浸、回顾性反思与品牌态度：独立型与依存型自我建构的作用
作者：Madhurima Deb, Aruni Ghosh和Yupal Shukla
Abstract: This study investigates the relationships between different types of storytelling ads, narrative transportation, retrospective reflexivity, and attitude toward the brand, along with the moderating role of independent and interdependent self-construal. To this end, using a mixed-methods approach, we conduct three experimental studies, one survey-based study, and one field study with a representative sample of US participants. The findings reveal that narrative transportation and retrospective reflexivity mediate the relationship between different types of storytelling ads and attitudes toward the brand. We also find that audiences high on independent (vs. interdependent) self-construal have a more positive attitude towards storytelling ads narrated by brand owners (vs. customers). The findings contribute to the narrative transportation theory and provide meaningful managerial implications for marketers, brand owners, companies, and advertising professionals.
摘要：本研究旨在探究叙事广告类型、故事沉浸、回顾性反思与品牌态度之间的关系，以及独立型与依存型自我建构的调节作用。为此，我们使用混合研究方法进行了三项实验研究、一项基于调查的研究和一项以美国参与者为样本的实地研究。研究结果表明，故事沉浸和回顾性反思在不同类型的叙事广告和品牌态度之间起到中介作用。我们还发现，独立型（vs. 互依型）自我建构水平高的受众对品牌所有者（vs.客户）讲述的讲故事广告的态度更加积极。这些发现丰富了叙事传输理论，并为营销人员、品牌所有者、公司和广告专业人士提供有意义的管理启示。
6.Sustaining the Shift: Mechanisms of Practice Continuation in Meat Analogue Consumption
持续性转变：肉类替代品消费中的实践延续机制
作者：July Nguyen, Sean Sands, Carla Ferraro和Sandra Luxton
Abstract: This study investigates factors influencing the ongoing consumption of contemporary plant-based meat analogues (PBMAs), focusing specifically on products designed to mimic the taste, texture, and nutritional value of traditional meat products. We do this by exploring the tensions between established and emerging food consumption practices. Through the lens of social practice theory, the research examines how shifting meanings, competencies, and material elements shape the habitual integration of meat analogues into daily routines. A qualitative methodology, involving online food diaries and in-depth interviews with US-based consumers, was employed to explore these dynamics. Analysis revealed three important mechanisms in the reconfiguration of meat analogue consumption practices: reinforcing practice reproduction, appropriating knowledge and skills, and product progression. Together, these mechanisms highlight the pathways for successful food practice transformation and the sustained inclusion of meat proteins in consumers' daily routines.
摘要：本研究探讨了当代植物基肉类替代品（plant-based meat analogues）持续消费的影响因素，特别关注那些旨在模仿传统肉类产品的味道、质地和营养价值的产品。研究通过探索既定和新兴食品消费实践之间的张力展开。通过社会实践理论的视角，研究考察了意义转变、能力发展和物质因素如何塑造肉类替代品融入日常饮食习惯的过程。研究采用定性研究方法，收集美国消费者的在线饮食日志以及进行深度访谈。分析结果显示，在肉类替代品消费实践的重构过程中，存在三个关键机制：强化实践的延续性、知识的获取与技能的内化，以及产品的迭代升级。这三个机制共同揭示了食品消费实践成功转型的路径，以及肉类替代品持续融入消费者日常饮食的可行之道。
7.Does One Size Fit All? The Role of Extraversion in Generating Electronic Word-of-Mouth Through Social Media Brand Page Engagement
一刀切适用吗？外向性在通过社交媒体品牌页面参与生成电子口碑中的作用
作者：Ovidiu-Ioan Moisescu, Oana-Adriana Gică, Flavia-Andreea Herle, Ioana Dan和Marko Sarstedt
Abstract: Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen consumer–brand relationships, ultimately aiming to generate positive electronic word-of-mouth (eWOM). Brands' social media marketing budgets could be used more effectively if they were to tailor their engagement strategies to their consumers' characteristics, including their relevant personality traits, such as their extraversion. However, the role of consumers' extraversion in driving eWOM through social media brand page engagement remains underexplored. Drawing on social identity theory, cultivation theory, and trait theory of personality, this paper integrates findings from two studies—a cross-sectional survey and an experiment—conducted among users of the world's most popular social networking site (i.e., Facebook). The results show that passive and active social media brand page engagement have distinct impacts on eWOM, thereby highlighting the mediating role of self-brand connection (i.e., the extent to which consumers incorporate a brand into their self-concept), and extraversion's dual role as both an antecedent and a moderator. Our results provide social media managers with valuable guidance by highlighting the differing impact of engagement activities on introverts versus extraverts.
摘要：品牌正日益加大对促进消费者与其社交媒体页面互动的投入，以强化消费者与品牌之间的关系，并最终推动产生积极的电子口碑（eWOM）。如果品牌能够根据消费者的特征（包括相关的性格特征，如外向性）量身定制互动策略，其社交媒体营销预算将得以更有效地利用。然而，消费者外向性在通过社交媒体品牌页面参与驱动eWOM生成中的作用，尚未得到充分研究。本文基于社会认同理论、涵化理论和人格特质理论，整合了两项研究的结果——一项横截面调查和一项实验——以全球最受欢迎的社交网站（即脸书）用户为研究对象。结果表明，被动型和主动型社交媒体品牌页面参与对电子口碑生成有显著影响，凸显了自我-品牌联结（即消费者将品牌纳入自我概念的程度）的中介作用，以及外向性作为前因变量和调节变量的双重角色。本研究结果为社交媒体管理者提供了宝贵指导，明确了互动活动对内向者与外向者产生的差异化影响。
8.How Invoking Science in the Production Process of Geographical Indication Products Impacts Consumer's Perceived Authenticity and Product Valuation
地理标志产品生产中科学要素的引入对消费者的感知真实性及产品价值评估的影响
作者：Hui Li, Ruiqing Li, Zhilin Yang和Liyin Jin
Abstract: Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science-involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.
摘要：营销人员常强调其产品是经过科学开发的，因为人们普遍认为科学是有益的。然而，强调地理标志产品的科学生产过程可能会适得其反。通过一系列实验，研究表明，在地理标志产品的生产过程中，强调科学介入会对消费者感知的真实性和价值评估（例如支付意愿和购买行为）产生负面影响。然而，若将科学方法作为传统工艺的辅助性要素而非替代性手段融入生产流程，这种负面效应可能会被消除。此外，当科学仅被应用于包装设计或营销传播环节时，其对消费者认知的影响甚至具有积极效应。本研究揭示了地理标志产品在生产过程中过度强调科学介入的不利影响，为管理者利用科学创新提升地理标志产品生产与营销效能提供了重要启示。
9.The Effect of Messages Emphasizing Fantasies and Expectations on Brand Evaluations and Behavioral Intentions
强化幻想与期望信息对品牌评价及行为意向的影响
作者：T. Koukova
Abstract: We investigate the effect of communication messages based on two forms of thinking about the future—expectation and fantasy—on consumer evaluations and choice. While expectations emphasize that a desired event is either likely or not likely to occur, fantasies elicit a mental image of a desired event either happening or not happening. In three experiments, we show that, compared to messages framed as positive fantasies or negative expectations, messages framed as positive expectations or negative fantasies increase brand evaluations and behavioral intentions. The reason is that messages framed as positive expectations or negative fantasies lead to higher action orientation, mediating the effect of form of thinking about the future and valence on consumers' judgments. We also demonstrate that activating an implemental mindset could increase evaluations and behavioral intentions for messages framed as positive fantasies.
摘要：本研究探究了基于两种关于未来的思维形式——期望与幻想——的沟通信息对消费者评价及选择的影响。期望强调事件发生或不发生的可能性，而幻想则会引发人们对于期望事件发生或不发生的心智意象。在三项实验中，我们发现，与以积极幻想或消极期望为框架的信息相比，以积极期望或消极幻想为框架的信息能够提升品牌评价及行为意向。原因在于，以积极期望或消极幻想为框架的信息会激发更高的行动导向，进而在关于未来的思维形式（期望或幻想）与信息效价（积极或消极）对消费者判断的影响中起到中介作用。此外，我们还证明，激活执行心态能够提升以积极幻想为框架的信息的评价及行为意向。
10.Seek for Harmony or Dominance? Gender Differences in Consumer Preference for Color Contrast
追求和谐抑或主导？消费者色彩对比偏好的性别差异研究
作者：Yanzheng Liu, Ying Ding和Chen Yang
Abstract:Despite the widespread application of color contrast in marketing practice, the current understanding of the antecedents of color contrast preferences has been largely overlooked, particularly in relation to heterogeneous consumer characteristics. The present research advances this field by focusing on gender differences in color contrast preferences and demonstrating the underlying mechanism. An observational dataset and four empirical studies provide converging evidence that female consumers prefer products with lower color contrast, while male consumers prefer products with higher color contrast. Moreover, the gender effect persists consistently across different operationalizations of gender and diverse color contrast stimuli in real-world brand logos and multiple product categories. We also document the harmony–dominance seeking tendency as the mechanism underlying the proposed gender effect, with females tending to seek harmony and males tending to emphasize dominance. Additionally, we confirm the moderating role of relational processing mindset and show that the proposed gender effect is attenuated when consumers adopt a similarity-focused or dissimilarity-focused processing mindset.
摘要：尽管颜色对比在营销实践中被广泛应用，但关于颜色对比偏好前因的研究仍相对匮乏，特别是在涉及消费者特征异质性方面。本研究通过关注颜色对比偏好中的性别差异并展示其潜在机制来推进这一领域。通过一个观察数据集和四项实证研究，研究发现：女性消费者更喜欢颜色对比度较低的产品，而男性消费者更喜欢颜色对比度较高的产品。此外，性别差异效应在现实世界品牌标志和多个产品类别中均得到了验证，并且在不同颜色对比刺激的操作条件下依然显著。研究进一步揭示了追求和谐与追求支配的倾向是性别差异效应背后的潜在机制：女性倾向于寻求和谐，男性倾向于强调支配地位。最后，研究确认了关系处理心态的调节作用，当消费者采用以相似性或差异性为中心处理心态时，性别效应会减弱。
11.Embracing Hedonism While Being Young: The Effects of Compulsive Buying, Compulsive Hoarding, and Spendthriftness
青年群体的享乐主义接纳：冲动购买、冲动囤积与挥霍行为的影响
作者：Piotr Tarka, Richard J. Harnish和Jasurbek Babaev
Abstract: The primary objective of this study is to provide valuable insights into the trends of hedonism, their consequences, and maladaptive consumer behaviors. This is achieved by a parallel mediation-based analytical approach that examined the link between hedonism and compulsive buying behavior, incorporating consumer spendthriftness and compulsive hoarding-acquisition constructs, within a hierarchical framework of value-attitude-behavior. The study positions the hedonism-compulsive buying relationship at the intersection of consumer spendthriftness and compulsive hoarding theories. Furthermore, the conceptual model delves into relationships, with a particular focus on moderation-mediation effects, specifically gender and education level. A quantitative survey was conducted to explore these research aspects, involving a randomly selected sample of 390 respondents from the Prolific platform. Participants were chosen through a self-reporting method to represent the youth market sector in the United States, reflecting Western consumer culture. The focus was on Generation Z, aged 17–25, consisting of both men and women. This group was further divided into two subgroups: those still in educational development and those who have graduated and entered adulthood without financial support from their families. Research findings indicated that a hedonic orientation, along with associated spendthriftness, compulsive hoarding, and compulsive buying, is more prevalent among young women than young men. Additionally, results revealed that college students, as opposed to graduates, exhibit a higher hedonic capacity and an increased inclination towards maladaptive spending patterns and hoarding. Hedonism, as the professed personal value, makes college students more susceptible to compulsive buying risks, but indirectly via excessive spending inclinations and irresistible consumer desire centered on accumulation/acquisition. Additionally, a qualitative study consisting of interviews with students and graduates was conducted to explore the underlying factors contributing to maladaptive compulsive buying behaviors. This study expanded on our previous quantitative research, reinforcing the argument that hedonism plays a significant role in driving consumer spendthrift behavior, excessive hoarding, and compulsive buying, particularly among students, rather than graduates. Finally, the insights gained from the study helped us understand the development of consumer hedonism, enabling us to suggest effective behavioral interventions and social policies to address these issues among younger consumers.
摘要：本研究的主要目标在于深入探究享乐主义趋势、其后果和不适应的消费者行为，并提供有价值的见解。本文采用基于平行中介的分析方法，在“价值-态度-行为”的层级框架下，探究享乐主义与冲动购买行为之间的关联，同时纳入“消费者挥霍”和“冲动囤积-获取”这两个构念。研究将享乐主义与强迫性购买关系定位在消费者挥霍和冲动囤积理论的交叉点上，重点关注“调节-中介效应”，尤其是性别和教育水平的调节作用。为了探索这些问题，研究进行了一项定量调查，从Prolific平台随机选取了390名受访者作为样本。参与者通过自我报告的方法被选中，以代表美国青年市场细分群体，反映西方消费文化。调查重点关注年龄在17-25岁之间的Z世代群体，包括男性和女性。这一群体进一步分为两个子组：一组仍在接受教育，另一组已毕业且未获得家庭经济支持，步入成年。研究结果表明，享乐取向，以及相关的挥霍、冲动囤积和冲动购买，在年轻女性中比年轻男性更普遍。此外，与毕业生相比，大学生表现出更高的享乐能力，且更倾向于不良的消费模式和囤积行为。享乐主义作为个人宣称的价值观念，使大学生更易面临冲动购买风险，但这种风险是通过过度消费倾向和以积累/获取为中心的难以抗拒的消费欲望间接产生的。此外，本研究还开展了一项由学生和毕业生访谈组成的定性研究，以探索导致不适应冲动购买行为的潜在因素。该定性研究拓展了之前的定量研究，进一步强化了如下观点：享乐主义在推动消费者挥霍行为、过度囤积和冲动购买方面发挥着重要作用，特别是在学生群体中，而非毕业生群体。最后，从研究中获得的见解有助于我们理解消费者享乐主义的发展，并为提出有效的行为干预措施和社会政策提供了依据，以解决年轻消费者中存在的这些问题。
12.Deceptive Minds in Digital Spaces: The Influence of the Dark Triad on Posting Fake Online Reviews
数字空间的欺骗心理：黑暗三人格对虚假在线评论发布的影响
作者：Matteo Borghi, Phatcharasiri Ratcharak
Abstract: In the digital age, online reviews play a critical role in consumer decision-making. Despite growing interest in fake online reviews, the personality antecedents of posting such reviews remain largely unexplored. This study addresses this gap by investigating the influence of Dark Triad personality traits on the behavior of posting fake reviews. Leveraging Interpersonal Deception Theory, we apply natural language processing techniques to detect fake reviews in Amazon's data set and employ logistic regression modeling to examine the relationship between these traits and deceptive online behavior. Our findings reveal that Machiavellians use fake reviews as calculated tools to manipulate perceptions, whereas narcissists, driven by their need for validation and fear of detection, avoid posting fake reviews to protect their credibility and online self-image. Furthermore, psychopaths' impulsivity and short-term focus deter them from the cognitively demanding task of crafting plausible fake reviews. These new insights into the distinct effects of each Dark Triad trait on online deceptive behavior enhance theoretical models and offer practical implications. Incorporating personality-based metrics into fake review detection systems can help businesses safeguard their platform integrity and promote authentic consumer feedback.
摘要：在数字时代，在线评论在消费者决策中发挥着至关重要的作用。尽管人们对虚假在线评论的兴趣日益浓厚，但发布此类评论的人格前因尚未被充分探索。本研究通过调查黑暗三人格特质（Dark Triad personality traits，即马基雅维利主义、自恋和精神病态）对发布虚假评论行为的影响来填补这一空白。利用人际欺骗理论，研究应用自然语言处理技术来检测亚马逊数据集中的虚假评论，并采用逻辑回归模型分析这些人格特征与在线欺骗行为之间的关系。研究结果表明，马基雅维利主义者使用虚假评论作为操纵他人感知的算计工具，而自恋者由于渴望获得认可且害怕被识破，会避免发布虚假评论，以维护自身信誉和在线形象。此外，精神病态者的冲动和短视倾向使他们不愿从事耗费心神去编造看似合理的虚假评论这一任务。这些新见解揭示了“黑暗三人格”特征对在线欺骗行为的不同影响，丰富了相关理论模型，并为实践提供了启示。将基于人格的指标纳入虚假评论检测系统，可以帮助企业保护其平台完整性，促进真实的消费者反馈。
13.Natural Language Processing Algorithms to Improve Digital Marketing Data Quality and Its Ethical Implications
提升数字营销数据质量的自然语言处理算法及其伦理边界
作者：Sergi Pons, Ruben Huertas-Garcia, Jorge Lengler和Daniel Luiz de Mattos Nascimento
Abstract: The ethical implications of personalization in digital marketing are significantly greater when companies adapt their marketing actions to individual consumer preferences. While this approach helps to reduce oversaturation and a sense of irrelevance among consumers, it also raises concerns about privacy and potential algorithmic bias. One form of personalization is self-referencing, where companies use the customer's name in all communications with that person. For this to be effective, customer data must be accurate and sourced from a high-quality database. This study presents a real case of data mining by a lead generation company, illustrating the sequential process of cleaning a database containing the names and surnames of 100,000 customers. In the final filtering step, we compared the performance of two Natural Language Processing (NLP) algorithms, Levenshtein and RapidFuzz, using ratio tests. The results demonstrate that the Levenshtein algorithm outperformed RapidFuzz, the former achieving a 93.43% clean data set compared to the latter's 92.93%. Finally, we discuss the ethical challenges posed by the privacy-personalization paradox, explore the theoretical and managerial implications, and propose future research directions that balance digital marketing interests with consumer privacy.
摘要：随着企业根据个人消费者偏好调整营销行为，数字营销个性化所带来的伦理影响显著加剧。虽然个性化营销有助于减少消费者的过度饱和感和不相关感，但它也引发了对隐私和潜在算法偏见的担忧。个性化的一种形式是自我参照，即公司在与客户的所有沟通中都使用客户的姓名。要使这种方法有效，客户数据必须准确，且需源自高质量的数据库。本研究通过一家潜在客户开发公司的实际案例，展示了清理包含10万客户姓名和姓氏的数据库的详细过程。在最终的过滤步骤中，我们运用比率测试比较了两种自然语言处理算法——Levenshtein算法和 RapidFuzz 算法的性能。结果表明，Levenshtein的表现优于 RapidFuzz，前者获得了93.43%的干净数据集，而后者为92.93%。最后，研究探讨了隐私-个性化悖论所引发的伦理挑战，分析了其在理论和管理层面的影响，并提出了未来研究方向，旨在平衡数字营销利益与消费者隐私。
—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