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【文献速递】Psychology & Marketing,Volume 42, Issue 5, May 2025
2025年5月的Psychology & Marketing有13篇文章，主题有提供礼物选项对受赠者感激之情的负面影响、权力与说服知识对市场互动的影响机制、第二屏幕如何重塑消费者体验、权力状态如何影响消费者广告诉求的偏好、责任感的激活或僵化、信息披露策略对捐赠者捐赠金额的影响、品牌行动主义的效益争议、类别颜色代码的遵循与差异化、机缘型叙事如何提升产品兴趣、双面绿色广告中的增效机制、生产模式如何影响消费者的价格不公感知、非正态数据处理指南、人工智能的性别特征如何影响消费者产品选择等。
目 录
1.The Gift of Choice? How Offering Options Can Undermine Recipient Appreciation
可选择的礼物？提供选择对受赠者感激之情的削弱作用
2.The Power That Blinds: How Power and Persuasion Knowledge Affect Marketplace Interactions
权力的蒙蔽：权力与说服知识对市场互动的影响
3.How Second Screens Shape Consumer Experiences: The Role of Social Connection on Repeat Viewing
第二屏幕如何重塑消费者体验：社交联结对重复观看行为的影响
4.Going for Equality: How Power States Influence Consumers' Preference For Advertisements With Right-Enhancing Versus Suffering-Reducing Appeals
追求平等：权力状态如何影响消费者对权利增强型与痛苦缓解型广告诉求的偏好
5.Activation or Rigidity: The Dual-Channel Mechanism of Responsibility on Consumer Citizenship Behavior Beneficial to Community Members
激活或僵化：责任感对社区成员有益的消费者公民行为的双路径机制
6.“A Contribution Shared Is a Contribution Halved”: The Influence of Tie Strength-Based Disclosure Strategy on Potential Donors' Donation Amounts
“分享善举，捐赠减半”：基于关系强度的信息披露策略对潜在捐赠者捐赠金额的影响
7.Can Brand Activism Benefit Luxury Brands?
品牌行动主义能否使奢侈品牌受益？
8.Color Inside and Outside the Lines: Evidence From Eye-Tracking Studies on Conformity to and Differentiation From Category Color Codes
界限内外之色：基于眼动追踪研究的类别颜色代码遵循与差异化证据
9.The Role of Serendipity in Narratives: How Serendipitous Story Promotes Product Interest
叙事中的偶然性效应：机缘型叙事如何提升产品兴趣
10.Flipping the Script: Harnessing Consumer Knowledge, Message Order and Refutation for Effective Two-Sided Green Advertising
颠覆常规：消费者知识、信息排序与反驳策略在双面绿色广告中的增效机制
11.Human Vs Machine: How Does Production Mode Influence Consumers' Perception of Price Unfairness?
人工与机器：生产模式如何影响消费者的价格不公感知
12.A Tutorial on What to Do With Skewness, Kurtosis, and Outliers: New Insights to Help Scholars Conduct and Defend Their Research
偏态、峰态与异常值处理指南：助力学者开展与捍卫研究的新视角
13.Gendered Artificial Intelligence in Marketing: Behavioral and Neural Insights Into Product Recommendations
1.The Gift of Choice? How Offering Options Can Undermine Recipient Appreciation
可选择的礼物？提供选择对受赠者感激之情的削弱作用
作者：Jihye Park和Youjae Yi
Abstract:This research examines the differing evaluations of “gifts with choices”—gifts allowing recipients to select specific attributes—by givers and recipients. Through multiple studies, we find that recipients view such gifts as less thoughtful, resulting in reduced appreciation. Conversely, givers underestimate the negative impact of offering choices on recipients' perceptions. This giver–recipient asymmetry stems from recipients associating these gifts with less effort from the giver. Importantly, the discrepancy diminishes in socially distant relationships or when givers provide information about their preselected gift attributes. This study expands gift-giving literature by being the first to investigate gifts with choices, unveiling a unique giver–recipient disagreement, and exploring its underlying causes and boundary conditions.
摘要：本研究探讨了赠送者与受赠者对“可自主选择的礼物”（即允许收礼者自行选定具体属性的礼品）的不同评价。通过多项实验，我们发现受赠者认为此类礼物缺乏用心，导致感激程度降低；相反，赠送者却低估了提供选择对受赠者感知的负面影响。这种赠送者-受赠者认知偏差，源于受赠者将自主选择权与赠送者投入的心力不足相挂钩。值得注意的是，当双方处于较疏远的社会关系，或受赠者主动披露其预设的礼物属性信息时，上述差异显著缩小。本研究的理论贡献在于：首次系统性考察选择权礼物的评价机制，揭示了赠受双方独特的认知分歧，并深入解析其心理成因与作用边界。
2.The Power That Blinds: How Power and Persuasion Knowledge Affect Marketplace Interactions
权力的蒙蔽：权力与说服知识对市场互动的影响
作者：Alexander H. Ziegler, Michael J. Barone, Thomas E. DeCarlo和Adam W. Craig
Abstract: This research examines how consumers' psychological power states and persuasion knowledge jointly affect their responsiveness to persuasion attempts. Results from four experiments demonstrate that when persuasion knowledge is accessible, consumers will detect and correct marketers' ulterior motives, reducing their susceptibility to persuasion tactics. However, under conditions where persuasion knowledge is relatively inaccessible, consumers experiencing low- (vs. high-) power states continue to exhibit reduced susceptibility to persuasion tactics. This effect is theorized to arise because low- (vs. high-) power states promote the perspective-taking necessary for identifying a marketer's ulterior motives when persuasion knowledge is not accessible. Reflecting this theorizing, low-power consumers exhibited greater persuasion under cognitive load conditions that limit their capacity to consider the markers' perspective in using a persuasion tactic, an effect that was mediated by the level of sincerity attributed to the marketer. Collectively, these findings offer a more nuanced understanding of how persuasion knowledge shapes consumers' processing and 'response to marketing appeals. The results also hold implications for marketers and sales managers by emphasizing the importance of considering both persuasion knowledge and consumer power in developing persuasive communications and sales strategies.
摘要：本研究旨在探讨消费者心理权力状态与说服知识的交互作用对其营销说服策略响应机制的影响。通过四项实验发现，当说服知识处于可激活状态时，消费者能够识别并修正营销方的隐藏动机，从而显著降低对说服策略的易感性；然而，在说服知识难以激活的情境下，处于低权力状态（相较于高权力状态）的消费者仍保持较低易感性。理论上，这种效应源于低权力状态促使消费者进行换位思考，使其在缺乏说服知识时仍能有效识别营销动机。进一步研究发现，当认知负荷限制消费者对营销方策略意图的思考能力时，低权力消费者反而更易被说服，且该效应由感知营销方真诚度的中介路径驱动。本文的研究贡献在于：（1）揭示了说服知识影响消费者信息加工的动态边界条件；（2）提出权力状态通过换位思考能力调节说服知识缺失时的动机识别机制。对营销实践的启示在于：在设计说服策略时，需协同考量目标消费者的说服知识可及性及其权力状态，以优化沟通效能。
3.How Second Screens Shape Consumer Experiences: The Role of Social Connection on Repeat Viewing
第二屏幕如何重塑消费者体验：社交联结对重复观看行为的影响
作者：Will Wei Wu, Emily R. Powell和Alixandra Barasch
Abstract: The use of additional electronic devices, such as smartphones or tablets, for sharing, reviewing, and communicating online has become an integral part of consumers' media consumption experiences. Previous research has demonstrated that using connected devices during consumption experiences mainly serves to decrease the utility consumers derive from their experiences. In contrast, the present research examines when second screen use might have a positive effect on the media consumption experience. Across three studies using a variety of real-world media consumption experiences, we demonstrate that second screen use enhances consumers' feelings of social connection, which in turn increases their likelihood of repeating the media consumption experience. We also identify the viewing context as a theory-driven and practically-relevant moderator: second screen use enhances feelings of social connection and repeat viewing when viewers are watching alone, but this effect reverses when viewers are watching with others. These findings have clear substantive implications for a variety of industry stakeholders, including broadcasters, content creators, and platform developers who wish to capture greater consumer attention and foster long-term viewer loyalty.
摘要：消费者在媒体内容消费过程中使用智能手机、平板电脑等额外电子设备进行内容分享、实时评论及在线互动，已成为其媒体体验的重要组成部分。以往研究普遍认为，此类联网设备的使用会削弱消费者从媒体体验中获得的效用。与此不同，本研究聚焦于第二屏幕使用可能提升媒体消费体验的边界条件。通过三项基于真实媒体消费场景的实验，我们证实：第二屏幕的使用能增强消费者的社交联结感，进而提升其重复观看意愿。同时，研究还识别出观看情境的调节作用：当观众独自观看时，第二屏幕的使用能强化社交联结，从而促进重复消费；但在群体共同观看的情境下，该效应发生逆转。这些发现为广播机构、内容创作者及平台开发者等产业主体提供了明确启示：通过策略性引导第二屏幕使用，可有效捕获用户注意力，并培育长期观看忠诚度。
4.Going for Equality: How Power States Influence Consumers' Preference For Advertisements With Right-Enhancing Versus Suffering-Reducing Appeals
追求平等：权力状态如何影响消费者对权利增强型与痛苦缓解型广告诉求的偏好
作者：Yue Lu, Long Chen和Ke Zhang
Abstract: This research investigates the impact of power states on consumers' preference for brands using right-enhancing or suffering-reducing appeals in promoting social equality. Through six studies, the present research shows that consumers with low (vs. high) power tend to exhibit a greater preference for brands using right-enhancing (vs. suffering-reducing) appeals. This is because experiencing low (vs. high) power increases consumers’ support for drastic (vs. incremental) social changes to help the disadvantaged group. Additionally, this effect is found to be attenuated when consumers’ perceived social mobility is low. These findings contribute to the existing literature on cause-related marketing by clarifying the factors and psychological mechanisms that influence consumers’ reactions to various advertising messages focused on equality. Additionally, they provide valuable practical insights for marketers, helping them design effective communication strategies tailored to consumers’ power states to promote social equality initiatives.
摘要：本研究探讨了权力状态如何影响消费者在促进社会平等时，对不同类型品牌诉求（增强权力vs. 缓解痛苦）的偏好。通过六项研究，本研究表明，低权力状态（而非权力高）的消费者倾向于对使用增强权利（而非缓解痛苦）诉求的品牌表现出更大的偏好。这是因为低（而非高）权力状态使消费者更支持针对弱势群体的激烈（而非渐进）社会变革。此外，当消费者感知到的社会流动性较低时，这种效应也会减弱。这些研究结果阐明了影响消费者对各种以平等为主题的广告信息的反应的因素和心理机制，为现有的事业相关营销研究做出了贡献。此外，它们还为营销人员提供了宝贵的实用见解，帮助他们根据消费者的权力状态设计有效的沟通策略，以促进社会平等倡议。
5.Activation or Rigidity: The Dual-Channel Mechanism of Responsibility on Consumer Citizenship Behavior Beneficial to Community Members
激活或僵化：责任感对社区成员有益的消费者公民行为的双路径机制
作者：Helin Wei, Jiawen Liu, Shaoying Zhu和Bei Lyu
Abstract: In recent years, private domain communities have become key hubs for connecting businesses and users. However, many private domain communities remain “rigid” rather than “activated,” limiting their marketing potential. This paper, grounded in psychological reactance theory, examines how dual-channel responsibility affects consumer citizenship behavior beneficial to community members. Using surveys, experiments, and regression analysis across seven studies, the research shows that taking charge boosts freedom and promotes citizenship behavior beneficial to community members. In contrast, responsibility diffusion limits such behavior by imposing constraints. Community warmth moderates the effects of responsibility diffusion and taking charge on these behaviors.
摘要：近年来，私域社群（private domain communities）已成为连接企业与用户的关键枢纽。然而，许多私域社群仍处于“僵化”而非“激活”状态，制约了其营销潜力。本文基于心理抗拒理论（Psychological Reactance Theory），探究双渠道责任如何影响对社区成员有益的消费者公民行为。通过七项研究（涵盖问卷调查、实验与回归分析），研究发现，主动担责通过提升自由度促进有益于社区成员的公民行为，而责任分散则通过施加约束限制此类行为。社区温情能够调节责任分散与主动担责对这些行为的影响。
6.“A Contribution Shared Is a Contribution Halved”: The Influence of Tie Strength-Based Disclosure Strategy on Potential Donors' Donation Amounts
“分享善举，捐赠减半”：基于关系强度的信息披露策略对潜在捐赠者捐赠金额的影响
作者：Jing Zhao和Wenya Pang
Abstract:Donation-based crowdfunding platforms have increasingly applied disclosure strategies to encourage potential donors to contribute. However, most existing research has not studied the efficacy of showing donors' information by considering the tie strength between the disclosed donors and potential donors. This research was intended to investigate the interactive effects of disclosing donors' information and the tie strength between disclosed and potential donors on potential donors' donation amounts, employing the conceptual frameworks of the we-mode and I-mode. Through three online between-subject experiments (N total =801), we found that when there was a strong tie between disclosed and potential donors, the disclosure of donors' information led to a decrease in potential donors' donation amounts. The propensity to co-represent contribution (i.e., the extent to which potential donors take into account the contributions from disclosed donors along with their own as a joint contribution to a donation-based crowdfunding project) drove the process. Moreover, we also confirmed the boundary condition of recipient type. When the recipient was a group (vs. individual), the negative effect of the propensity to co-represent contribution on the donation amount was reversed, resulting in the disclosure of donation information from strong-tie contacts boosting the donation amounts of potential donors. The results challenged the intuition that disclosing social information always increased individuals' donation amounts and complemented the empirical evidence of the negative impact of social information disclosure.
摘要：基于捐赠的众筹平台日益采用信息披露策略来激励潜在捐赠者的参与。然而，现有研究大多未能从披露捐赠者与潜在捐赠者间关系强度的视角探讨信息披露策略的有效性。本研究旨在运用“我们模式”（we-mode）与“自我模式”（I-mode）理论框架，探究捐赠者信息披露与双方关系强度对潜在捐赠者捐赠金额的交互影响。通过三项在线组间对照实验（总样本量801），研究发现，当披露捐赠者与潜在捐赠者存在强关系时，捐赠者信息披露反而会降低潜在捐赠者的捐赠金额，这一效应由“共同表征贡献倾向”（即潜在捐赠者将披露捐赠者的贡献与自身捐赠视为对众筹项目的联合贡献的程度）所驱动。此外，研究还验证了受助者类型的边界条件：当受助对象为群体（vs.个体）时，共同表征贡献倾向对捐赠金额的负向影响发生逆转，此时强关系捐赠者的信息披露能够提升潜在捐赠者的捐赠金额。这些发现挑战了“社交信息披露必然提升捐赠水平”的直觉认知，为社交信息披露的负面影响提供了新的实证证据补充。
7.Can Brand Activism Benefit Luxury Brands?
品牌行动主义能否使奢侈品牌受益？
作者：Dina Khalifa和Victoria-Sophie Osburg
Abstract: Brands are increasingly taking an active stance on divisive socio-political issues such as racial justice, transgender rights, gun control, and international conflicts (e.g., the Ukraine-Russia war). Due to its polarizing nature, brand activism can be a risky strategy, and it is not yet understood how consumers react to brand activism conducted by luxury firms. We propose that activism by luxury brands can act as a novel form of marketing communication that leads to favorable brand outcomes. In four studies (and one pre-test), we demonstrate the positive effect of luxury activism on consumer purchase intentions and brand evaluations. The effect, to an important extent, is driven by self-expressive value perception, which enhances the brand's luxury perception, resulting in enhanced purchase intentions. We validate the proposed framework by examining various activism topics (the Ukraine-Russia war, abortion rights, the “Black Lives Matter” movement). The findings further demonstrate that the effect of brand activism is contingent upon consumer political identity. Specifically, this effect holds for liberal consumers but not for conservative consumers due to the symbolic benefits the former derive from activism, which can manifest in higher purchase intentions.
摘要：品牌正日益就种族正义、跨性别者权利、枪支管制和国际冲突（如俄乌战争）等具有争议的社会政治议题采取积极立场。由于品牌行动主义（brand activism）的极化属性，这一策略具有潜在风险，而目前学界尚未明确消费者对奢侈品牌开展行动主义的反应机制。本研究提出，奢侈品牌的行动主义可作为一种新型营销传播方式，能够产生积极的品牌效应。通过四项研究（含一项预实验），我们证实了奢侈品牌行动主义对消费者购买意愿和品牌评价的促进作用。其作用机理主要源于自我表达价值感知的增强效应——这种感知能够提升品牌的奢侈属性认知，进而转化为更高的购买意愿。我们通过检验不同议题（俄乌战争、堕胎权、“黑人的命也是命”运动）验证了理论框架的有效性。研究进一步发现，品牌行动主义的效应受消费者政治认同调节：该效应在自由派消费者中显著，而在保守派消费者中不成立，原因在于前者能够通过行动主义获取象征性利益，这种利益最终体现为购买意愿的提升。
8.Color Inside and Outside the Lines: Evidence From Eye-Tracking Studies on Conformity to and Differentiation From Category Color Codes
界限内外之色：基于眼动追踪研究的类别颜色代码遵循与差异化证据
作者：Ernesto Cardamone, Gaetano “Nino” Miceli和 Maria Antonietta Raimondo
Abstract: Category color codes are commonly used hues in packaging within a specific product category. These colors establish visual standards for new products and influence consumer perception and product categorization. Product managers face a challenging decision: Should they conform to or differentiate from these established color norms? For example, should flour packaging adopt the typical white category color code or stand out with a distinctive color like purple? Retailers face a similar dilemma: Where should they place products that conform to or differ from these color norms to capture consumer attention effectively? Despite the relevance of category color codes for both manufacturers and retailers, the literature on this topic remains limited. Building upon the Limited Capacity Model of Motivated Mediated Message Processing, this paper examines how conformity or differentiation of main and secondary packaging colors from category codes impacts consumer attention. Findings from lab and field eye-tracking studies reveal a negative interaction between the conformity of main and secondary colors with category codes on both the duration and number of fixations. Hybrid color combinations—where either the main or secondary color conforms while the other differentiates—are most effective in attracting consumer attention, which, in turn, influences consumer choice. This research expands the understanding of the trade-off between conformity and differentiation in packaging color, offering theoretical contributions to the role of visual stimuli in attracting attention and providing practical guidance for managers in selecting optimal color combinations for their products.
摘要：类别颜色代码是指特定产品类别包装中普遍采用的色彩体系。这些颜色不仅为新产品的视觉呈现建立行业标准，还影响消费者的认知归类与产品定位。产品管理者面临一个关键决策：是遵循既定颜色规范，还是进行差异化创新？例如，面粉包装应采用典型的白色系行业代码，还是选用紫色等突破性色彩？零售商同样面临策略选择：如何陈列符合或偏离颜色规范的产品，以有效吸引消费者注意？尽管类别颜色代码对制造商和零售商都具有重要意义，现有文献对此的探讨仍显不足。本研究基于动机中介信息处理的有限能力模型，系统考察包装主色与辅色对行业颜色代码的遵循或差异化如何影响消费者注意力分配。通过实验室与实地眼动追踪实验发现：主色与辅色对行业代码的遵循程度存在负向交互效应，既影响注视时长，也改变注视次数。混合配色策略（主色遵循行业规范而辅色差异化，或反之）最能有效吸引视觉注意，进而显著影响消费决策。该研究深化了包装色彩遵循与创新平衡机制的理解，既为视觉刺激的注意捕获机制提供理论贡献，也为管理者选择最优产品配色方案提供实践指导。
9.The Role of Serendipity in Narratives: How Serendipitous Story Promotes Product Interest
叙事中的偶然性效应：机缘型叙事如何提升产品兴趣
作者：Ling Kuai和Haiying Wei
Abstract: Origin stories have been extensively discussed in storytelling, but it is unclear how presenting a story of an unexpected discovery would impact consumer behavior. This article proposes that marketers telling serendipitous stories could capture consumers' interest. Using four experiments, we found that a serendipitous story increased consumer interest in the focal product (Study 1). This was because the serendipitous story would awaken their positive emotions (Studies 2a and 2b). Furthermore, we identified a boundary condition of the device types. When consumers read a serendipitous story on a fixed device (vs. a mobile device), this serendipity effect was attenuated (Study 3). Our findings not only extend the serendipity and storytelling literature but also provide management guidance for businesses and marketers.
摘要：机缘故事在叙事策略中已被广泛探讨，但机缘型叙事对消费者行为的影响机制尚不明确。本研究发现，机缘型叙事能有效激发消费者兴趣。通过四项实验研究发现：机缘型叙事显著提升消费者对核心产品的兴趣（实验1），其作用机制在于唤醒积极情绪（实验2a与2b）。研究进一步揭示设备类型的边界效应——相较于移动设备，在固定设备阅读机缘型故事会弱化这种偶然效应（实验3）。这些发现不仅拓展了偶然性理论与叙事研究，更为企业和营销人员提供了操作性指导策略。
10.Flipping the Script: Harnessing Consumer Knowledge, Message Order and Refutation for Effective Two-Sided Green Advertising
颠覆常规：消费者知识、信息排序与反驳策略在双面绿色广告中的增效机制
作者：Megha Bharti 和Mehak Bharti
Abstract: Green product advertisements often face credibility challenges due to perceived greenwashing, contributing to the attitude-behavior gap in green consumption. This research examines the strategic use of two-sided messaging through five experimental studies, assessing its impact on green consumption across various product categories. We explore the nuances of message order, demonstrating that placing the negative message first can either weaken or strengthen green product purchase based on consumers' knowledge of the green product category. This finding highlights that conventional order may not always be effective, especially in green marketing, where consumer knowledge varies. Furthermore, we explore the interactive effect of consumer knowledge in two-sided messaging involving refutational appeals. Overall, our research offers valuable insights for marketers aiming to strategically leverage two-sided advertising to enhance green product adoption.
摘要：绿色产品广告常因“漂绿”嫌疑面临可信度挑战，加剧了绿色消费中态度与行为背离的现象。本研究通过五项实验研究，探讨双面信息策略在不同产品类别中对绿色消费的影响机制。研究发现，信息呈现顺序具有微妙调节作用：当消费者对绿色产品品类认知不足时，先呈现负面信息会削弱购买意愿；而对高知识水平消费者，负面信息前置反而能增强购买倾向。这一发现颠覆了传统沟通策略的预设，揭示了在消费者知识异质性显著的绿色营销领域，常规信息排序可能失效的深层机理。进一步研究发现，在包含反驳诉求的双面信息框架下，消费者知识水平与信息结构存在交互效应。研究结果为营销人员战略性地运用双面广告促进绿色产品采纳提供了重要启示。
11.Human Vs Machine: How Does Production Mode Influence Consumers' Perception of Price Unfairness?
人工与机器：生产模式如何影响消费者的价格不公感知
作者：Xiaobing Song, Xianan He和Da Huo
Abstract: Companies are under greater pressure than ever to charge higher prices to consumers, which could induce an increased perception of price unfairness. However, the role of production mode (handmade vs. machine-made) in the formation of this negative perception remains unclear. In this research, we examine the relationship between production mode and consumers' perceptions of price unfairness when price increases. We analyze this relationship by testing the serial mediating roles of perceived cost controllability and profit inference and the moderating roles of communication of pricing justification and perceived corporate social responsibility (CSR). We observe that consumers perceive price increases of machine-made products to be more unfair than those of handmade products because of the former's greater perceived cost controllability and greater profit inference. Furthermore, the effect of production mode on the perception of price unfairness is attenuated when firms actively reveal their reasons for price increases and disclose firms' socially responsible behavior.
摘要：在当前市场环境下，企业面临前所未有的提价压力，但此举可能加剧消费者对价格不公平的感知。然而，生产模式（手工制造与机器制造）如何影响这种负面感知的形成机制尚未明晰。本研究通过检验感知成本可控性与利润推断的链式中介作用，以及价格调整理由沟通与感知企业社会责任的调节作用，探讨生产模式与消费者价格不公平感知之间的关系。研究发现，相较于手工制品，消费者认为机器制造产品的涨价更不公平，这源于前者具有更高的感知成本可控性并引发更强的利润推断。值得注意的是，当企业主动公开涨价原因并披露其社会责任行为时，生产模式对价格不公平感知的影响会显著减弱。
12.A Tutorial on What to Do With Skewness, Kurtosis, and Outliers: New Insights to Help Scholars Conduct and Defend Their Research
偏态、峰态与异常值处理指南：助力学者开展与捍卫研究的新视角
作者：Dawn Iacobucci, Sergio Román, Sangkil Moon和Dominique Rouziès
Abstract: This research examines the effect of nonnormal data on several frequently utilized statistical models. Behavioral scholars often encounter nonnormal and potentially problematic data such as outliers. In the absence of clear guidance, scholars generally report taking some compensatory action, including the deletion of data, data transformations, or alternative statistics. This research addresses the question, how much do such data actually affect results? Three sets of simulations investigate the effects of skewness, kurtosis, and outliers. Our findings show that some patterns of nonnormal data are perhaps not as problematic as one might anticipate. Many results are affected but in the statistically conservative direction (i.e., less likely to produce significance). In particular, data that were skewed, or showed kurtosis or univariate outliers did not lead to inappropriate statistical results, and, therefore, scholars may proceed with their analyses. Yet there are boundary conditions; specifically, we found that multivariate outliers could create biased results, so for such data, scholars need to be particularly transparent and vigilant in their data handling, posting data sets with and without any deleted or transformed data points.
摘要：本研究探讨了非正态数据对几种常用统计模型的影响。行为科学研究者常面临非正态分布或存在潜在问题的数据（如异常值）。在缺乏明确指引的情况下，学者通常采取补偿性措施，包括删除数据、数据转换或使用替代统计方法。本研究的核心问题在于：这些非正态数据对结果的实际影响程度如何？为回答这一问题，本研究通过三组模拟实验分别检验偏态、峰态和异常值的影响。研究发现，某些非正态数据模式的实际影响可能低于预期：虽然多数结果会受影响，但影响方向具有统计保守性（即更不容易产生显著性结果）。具体而言，存在偏态、峰态或单变量异常值的数据并不会导致统计结果失真，研究者可据此开展分析。但该结论存在边界条件：多变量异常值可能导致结果偏差。因此，我们建议研究者对此类数据保持高度透明与警觉，在公布数据集时，应同时包含处理前和处理后的数据。
13.Gendered Artificial Intelligence in Marketing: Behavioral and Neural Insights Into Product Recommendations
人工智能的性别特征如何通过行为与神经双路径影响消费者产品选择
作者：Jiayue Huang, Ruolei Gu, Yi Feng和 Wenbo Luo
Abstract: Marketing research consistently demonstrates that gender stereotypes influence the effectiveness of product recommendations. When artificial intelligence (AI) agents are designed with gendered features to enhance anthropomorphism, a follow-up question is whether these agents' recommendations are also shaped by gender stereotypes. To investigate this, the current study employed a shopping task featuring product recommendations (utilitarian vs. hedonic), using both behavioral measures (purchase likelihood, personal interest, and tip amount) and event-related potential components (P1, N1, P2, N2, P3, and late positive potential) to capture explicit and implicit responses to products recommended by male and female humans, virtual assistants, or robots. The findings revealed that gender stereotypes influenced responses at both levels but in distinct ways. Behaviorally, participants consistently favored female recommenders across all conditions. Additionally, female recommenders received more tips than males for hedonic products in the virtual assistant condition and utilitarian products in the robot condition. Implicitly, the N1 and N2 components reflected a classic gender stereotype from prior research: utilitarian products recommended by male humans elicited greater attention and received more inhibition control. We propose that task design and cultural factors may have contributed to the observed discrepancies between explicit (consumer behaviors) and implicit responses. These findings provide insights for mitigating the impact of gender difference when designing the anthropomorphic appearance of AI agents, which would help the development of more effective marketing strategies.
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