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【文献速递】Psychology & Marketing,Volume 42, Issue 1, January 2025
2025年1月的Psychology & Marketing有15篇文章，主题有技术与消费者幸福感悖论、客户体验中的摩擦、手工制品、电子口碑行为、社交媒体中的加密资产、消费者忙碌、支付节约行为、消费者孤独感对其旧物处置行为的影响、低调的奢侈品消费、感官体验对在线评论评分的影响、机器学习预测消费者广告偏好、奢侈品价值感知、赞助披露和亲社会行动主义、模特体型与品牌传播效果、AI时装设计师等。
目 录
1.Revealing the double-edged sword: Introducing the Technology and Consumer Well-being Paradox Model
揭示双刃剑：对技术与消费者幸福感悖论模型的介绍
2.“Good” and “bad” frictions in customer experience: Conceptual foundations and implications
客户体验中的“好”与“坏”摩擦：概念基础及其影响
3.Handmaking a better future: A scoping review on the role of handmade activities in advancing individual and societal well-being
匠心筑梦，共创未来： 手工制作活动提升个人和社会福利方面作用的范围综述
4.From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM
从印象到表达： 温暖和能力如何塑造放松和挑战活动中的愉悦感和电子口碑
5.What motivates crypto likes? How assessment regulatory mode increases social media engagement with crypto assets
什么让加密货币受欢迎？评估调节模式如何提高社交媒体对加密资产的参与度
6.The busier, the better? The effect of a busy mindset on the preference for self-improvement products
越忙越好？忙碌心态对自我提升产品偏好的影响
7.Paying less as a signal of competence
少付钱是能力的象征
8.How loneliness affects consumers' reluctance to let go of used possessions
孤独感如何影响消费者舍不得处置旧物
9.What, no logos? Why some minimalists prefer quiet luxury?
什么，没有logo？为什么有些极简主义者喜欢低调的奢华？
10.Rating with the senses: How sensory encounters are reflected on online review ratings?
用感官评分：感官体验如何反映在在线评论评分中？
11.Predicting consumer ad preferences: Leveraging a machine learning approach for EDA and FEA neurophysiological metrics
预测消费者的广告偏好： 利用 EDA 和 FEA 神经生理指标的机器学习方法
12.Luxury value perceptions and consumer outcomes: A meta-analysis
奢侈品价值感知与消费者结果： 一项元分析
13.Assessing the effectiveness of prosocial activism within sponsored influencer posts on product promotion
评估赞助影响者帖子中的亲社会行动主义对产品推广的效果
14.Empowered by representation: How plus-size models create brand evangelists
形象代表的力量：大码模特如何创造品牌传播者
15.Algorithm fashion designer? ascribed mind and perceived design expertise of AI versus human
1.Revealing the double-edged sword: Introducing the Technology and Consumer Well-being Paradox Model
揭示双刃剑：对技术与消费者幸福感悖论模型的介绍
作者：Graeme McLean, Nina Krey和 Jennifer Brannon Barhorst
Abstract:While discourse on technology and consumer well-being has been at the forefront of academics’ and practitioners’ agendas, the theoretical understanding of the complex interplay between technology and consumer well-being has remained tenuous. To address this gap in our understanding of technology’s influence on consumer well-being, this research provides a comprehensive literature review of recent articles published in Psychology & Marketing. Findings indicate a double-edged sword where technology has the propensity to not only foster a state of negative well-being but can also enhance consumers’ well-being. Additionally, a technology well-being paradox is uncovered whereby technology is used to manage the negative effects of technology use. Accordingly, we introduce the Technology and Consumer Well-being Paradox Model that incorporates technology’s propensity to enhance, diminish, and manage eudaimonic and hedonic consumer well-being. Furthermore, the influence of the purpose of technology use and changes to consumer well-being over time with technology use are also considered. Finally, we provide pertinent avenues for future research to further understanding on the technology and consumer well-being paradox.
摘要：尽管有关技术与消费者幸福感的论述一直处于学者和从业者议程的前沿，但对于技术与消费者幸福感之间复杂相互作用的理论理解却依然薄弱。为弥补我们在理解技术对消费者幸福感影响方面存在的这一差距，本研究对发表在Psychology & Marketing上的近期文章进行了全面的文献综述。研究结果表明，技术是一把双刃剑，它不仅有可能导致负面的幸福状态，也能够提升消费者的幸福。此外，现有研究揭示了一种技术—幸福感悖论，即人们利用技术来管控技术使用所产生的负面影响。基于此，我们提出了“技术—消费者幸福感悖论模型”。该模型不仅涵盖了技术进步、衰退以及对消费者实现型幸福和享乐型幸福的调控，还考虑了技术使用目的的影响，以及技术使用过程中消费者幸福感随时间的变化。最后，本文为未来的研究指明了方向，旨在深化对技术与消费者幸福感之间复杂关系的理解。
2.“Good” and “bad” frictions in customer experience: Conceptual foundations and implications
客户体验中的 “好”与“坏”摩擦：概念基础及其影响
作者： Manjunath Padigar, Yi Li和Chandana N. Manjunath
Abstract: Businesses often strive for frictionless customer experiences, assuming that customers always desire seamless interactions. However, recent academic and practitioner discussions suggest that not all forms of friction are detrimental. Reconciling the conflicting views, we propose a framework that defines friction as simply the effort customers exert to complete tasks related to their consumption goals. Furthermore, drawing from the goal striving theory and customer experience literature, we identify and propose four types of friction based on dimensions of task desirability and task value: frustrating, constructive, preference-based, and rewarding. Our framework challenges the prevailing business practice of eliminating all friction, as evidenced by a topic modeling analysis of announcements related to achieving frictionless customer experiences. Instead, we posit that while frustration friction should be minimized, the other three types of friction offer opportunities for businesses to enhance customer value. Particularly, we caution managers that eliminating constructive friction (i.e., customer effort in low-desirability, high-value tasks) may hinder value creation. We also recommend that managers find opportunities to infuse rewarding and preference-based friction to enhance customer experience. By understanding these nuances, businesses can strike a balance between friction reduction and value optimization in their customer experience designs.
摘要：企业通常致力于实现无障碍的客户体验，假定客户总是追求顺畅的互动。但最新的学术和实践讨论揭示了一个事实：并非所有形式的摩擦都是有害的。为了调和这些看似矛盾的观点，我们构建了一个框架，将摩擦（friction）定义为客户为实现与其消费目标相关的任务所需付出的努力。基于目标追求理论和客户体验的相关研究，我们根据任务合意性和任务价值，识别并提出了四种摩擦类型：沮丧型、建设型、偏好型和回报型。我们的框架挑战了消除所有摩擦的普遍商业实践，这一点通过与实现无摩擦客户体验相关的公告进行的主题建模分析得到了证实。我们认为，虽然沮丧型摩擦应当被最小化，但其他三种类型的摩擦为企业提供了提升客户价值的机会。特别是，我们提醒管理者，消除建设型摩擦（即客户在低合意、高价值任务上的努力）可能会阻碍价值创造。我们还建议管理者寻找机会，引入偏好型和回报型摩擦，以提升客户体验。通过理解这些细微差别，企业可以在客户体验设计中找到减少摩擦和优化价值之间的平衡点。
3.Handmaking a better future: A scoping review on the role of handmade activities in advancing individual and societal well-being
匠心筑梦，共创未来：手工制作活动提升个人和社会福利方面作用的范围综述
作者：Mia M. Birau
Abstract: Building something with your hands, whether a piece of furniture, a scarf, or a vase, triggers a unique mental process enhancing a feeling of well-being. Various research studies explore the potential effects of diverse types of activities involving hand labor. This scoping review analyzes 181 such studies spanning multiple disciplines (psychology, marketing, technology, design, health), and explores the richness of these activities and their distinct effects on individual and societal well-being. Through this comprehensive analysis, the review enhances the understanding of the effects of handmade activities on consumer well-being and advances marketing knowledge within the broader context of well-being. Additionally, it probes into the commonalities among different academic theories, identifying gaps in existing marketing and psychology research and proposing paths for future exploration.
摘要：手工制作的物品，无论是家具、围巾还是花瓶，都能触发一种独特的心理机制，进而增强个体的幸福感。众多研究已经探讨了手工劳动所涉及活动的潜在影响。本研究综合分析了181项跨学科研究（涵盖心理学、市场营销、技术、设计和健康等领域），深入探讨了这些活动的丰富内涵及其对个人和社会幸福感的深远影响。通过这种全面的分析，本研究不仅加深了我们对手工制作活动如何影响消费者幸福感的理解，而且在更广泛的福利背景下推动了营销学科知识的进步。此外，本研究还探讨了不同学术理论之间的共通点，揭示了当前市场营销和心理学研究中的空白，并为未来的研究指明了方向。
4.From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM
从印象到表达： 温暖和能力如何塑造放松和挑战活动中的愉悦感和电子口碑
作者：Lujun Su, Xiushan Wang, Zhibin Lin和Sarah Xiao
Abstract: This research investigates how aligning service providers’ warmth and competence with the nature of leisure activities (relaxing vs. challenging) influences pleasure and electronic word-of-mouth (eWOM) sharing. Through a series of five studies, including secondary data analysis (Study 1), scenario-based experiments (Studies 2a, 3, 4, and 5), and observation of actual eWOM behavior (Study 2b), we demonstrate that the alignment between service judgments and activity type (i.e., warmth in relaxing activities and competence in challenging activities) enhances positive eWOM sharing, with this effect being mediated by the pleasure derived from the service experience. Our findings contribute to the theoretical understanding of the cognitive and affective antecedents of eWOM. We extend the stereotype content model to the eWOM research, identifying activity type as a novel boundary condition. We recommend that managers tailor their impression management strategies to the type of activity offered. For relaxing activities, emphasize warmth-related attributes, while for challenging activities, highlight competence-related attributes—both approaches can enhance customer pleasure and encourage positive eWOM sharing.
摘要：本项研究探究了服务提供商的温暖与能力如何与休闲活动的性质（放松型 vs. 挑战型）相互作用，进而影响顾客的愉悦感和电子口碑（eWOM）。通过五项研究的系列分析，包括二手数据（研究1）、情景实验（研究2a、3、4）以及对实际电子口碑分享行为的观察（研究2b），我们证实了服务判断与活动类型（即在放松活动中的温暖和在挑战活动中的能力）的匹配能够促进积极的电子口碑分享，且这一效应是通过服务体验中获得的愉悦感来中介的。本研究的发现为理解电子口碑形成的认知和情感前因提供了理论支持，并将刻板印象内容模型扩展应用于电子口碑研究领域，识别活动类型作为一个新的边界条件。据此，我们建议管理者根据所提供的活动类型调整其印象管理策略：对于放松的活动，应突出与温暖相关的属性；而对于挑战性活动，则应强调与能力相关的属性。因为这两种策略均能提升顾客的愉悦感，并激励其进行积极的电子口碑分享行为。
5.What motivates crypto likes? How assessment regulatory mode increases social media engagement with crypto assets
什么让加密货币受欢迎？评估调节模式如何提高社交媒体对加密资产的参与度
作者：Frank Mathmann, Polymeros Chrysochou, Antonios Tiganis和Brett A. S. Martin
Abstract: Consumer engagement with social media posts is extensively examined in the marketing literature, yet the motivations behind engagement with high-risk financial and digital assets, such as cryptocurrencies, remain unclear. This research explores what drives consumers to engage with social media posts about crypto assets like Bitcoin. Utilizing regulatory mode theory, we demonstrate across four studies that assessment language (motivating thought) versus locomotion (motivating action) increases social media engagement with crypto assets. In two field studies analyzing social media (N = 194,098 posts), we find that assessment results in more Facebook likes on posts about crypto assets. Additionally, two online experiments (N = 1661) establish a causal, positive relationship between assessment language and consumer liking intentions, mediated by perceived investment volatility, cognitive engagement, and positive affect. Managers should use assessment words like “think” and “compare” when communicating about crypto on social media and can leverage our dictionary to identify crypto terms in large text data sets.
摘要：营销领域的文献已经广泛探讨了消费者参与社交媒体帖子情况，但消费者参与高风险金融和数字资产（如加密货币）背后的动机仍不清楚。本研究旨在探究推动消费者在社交媒体上参与比特币等加密货币讨论的动因。基于调节模式理论，我们通过四项研究验证了评估性语言（促进思考）相较于行动性语言（促进行动）更能够增强社交媒体上对加密资产的参与度。在两项基于社交媒体数据的实地研究中（共涉及194,098个帖子），我们发现评估性语言的使用能够显著增加Facebook上关于加密货币帖子的点赞数量。此外，两项在线实验（N=1661）建立了评估性语言与消费者偏好之间的正向因果关系，并通过感知投资波动性、认知参与和积极情绪的中介作用进行了解释。因此，管理者在社交媒体上讨论加密货币时，应采用“思考”和“比较”等评估性词汇，并可利用我们的词典在大规模文本数据集中识别加密货币相关术语。
6.The busier, the better? The effect of a busy mindset on the preference for self-improvement products
越忙越好？忙碌心态对自我提升产品偏好的影响
作者：Jiangang Du, Xiaoqin Wang, Zhangjian Wu和Lu (Monroe) Meng
Abstract:Busyness has become more prevalent, and the state of being busy and associated cues have been increasingly employed as a marketing strategy by numerous businesses and marketers. The current research integrates two online experiments, one field experiment, one laboratory experiment, and one secondary data to examine the busy mindset, referred to as a subjective perception of busyness, and how it impacts consumers' preferences for self-improvement products. First, busy mindsets made individuals more inclined toward products that promote self-improvement (studies 1, 2, and 3). Furthermore, sense of authentic pride served as a mediator in the effect of a busy mindset on self-improvement products (study 4). This study also investigated the moderating effect of work ethic on the above mechanisms (study 5). Finally, we used a second data set (study 6) to verify the main effect of a busy mindset on the preference for self-improvement products. This research not only enriches the theory of busyness but also offers practical implications for marketing self-improvement products.
摘要：忙碌已成为现代社会的一个普遍现象，其状态和相关线索被众多企业和营销人员广泛用作营销策略的一部分。本研究综合运用了两个在线实验、一个现场实验、一个实验室实验以及二手数据分析，旨在探究忙碌心态（即个体对忙碌的主观感知）及其对消费者偏好自我提升产品的影响。研究发现，忙碌心态促使个体更偏好购买能够促进自我提升的产品（研究1、2和3）。此外，真实的自豪感在忙碌心态与对自我提升产品偏好之间起到了中介作用（研究4）。本研究还考察了职业伦理如何调节上述效应（研究5）。最后，通过二手数据（研究6），我们进一步验证了忙碌心态对自我提升产品偏好的主要影响。这项研究不仅扩展了“忙碌”理论的学术理解，也为自我提升产品的营销实践提供了重要的指导意义。
7.Paying less as a signal of competence
少付钱是能力的象征
作者：TzuShuo Ryan Wang, Jennifer L. Stoner, Sophia D. Min和Barbara Loken
Abstract: Past research suggests that cost-saving behaviors such as couponing can trigger negative trait perceptions (e.g. that the consumer is being miserly), and consumers purchasing gifts may avoid use of coupons so as not to appear ungenerous. In contrast, we contend that cost-saving can also send a positive signal. In five studies we show that cost-saving enhances perceptions of consumer competence and financial management skills, which, in turn, can lead to more favorable brand perceptions. Using costly signaling theory, we further identify two boundary conditions for these signals to be perceived as genuine: (a) absence of ulterior motives (e.g., sponsored social media posts that diminish the authenticity of the signal) and (b) the presence of the quality being signaled (as higher-class consumers are typically seen as competent). Our findings extend the scope of signaling theory to consumer behavior contexts, showing that costly signals must honestly convey positive qualities.
摘要：以往研究表明，使用优惠券等节约成本的行为会引发负面的特质认知（如消费者被认为吝啬），这导致购买礼品的消费者可能会避免使用优惠券，以免给人留下不慷慨的印象。与此相反，我们认为节约成本也能传递积极的信号。在五项研究中，我们发现节约成本会增强消费者对自身能力和财务管理技能的认知，进而对品牌产生更积极的评价。基于高成本信号理论，我们进一步确定了这些信号被视为真实信号的两个边界条件：(a) 没有隐秘的动机（例如，赞助商的社交媒体帖子会降低信号的真实性）；(b) 信号所传达质量的存在（因为较高阶层的消费者通常被视为有能力的）。我们的研究结果将信号理论的范围扩展到了消费者行为的语境中，表明成本的信号必须诚实地传达积极的品质。
8.How loneliness affects consumers' reluctance to let go of used possessions
孤独感如何影响消费者舍不得处置旧物
作者：Bingyan Hu, Cathy Cole和Jing Wang
Abstract: We investigate the impact of loneliness on consumer disposition of used, yet still useful possessions. Both loneliness and how consumers handle used products have emerged as important societal and research topics. While existing literature primarily addresses how loneliness influences product acquisition, our research delves into its effect on the disposition of used products. Studies 1–3 demonstrate that lonely consumers are less willing to let go of their used possessions because they form stronger self-product attachments. Study 4 further examines an unstudied factor that moderates the effect—the relational meanings of a product (whether the item was a gift from someone else or acquired by the owner themselves). Our work contributes to the loneliness literature by showing how lonely consumers attach to possessions with different relational meanings. We also contribute to the growing disposition literature by investigating the joint influence of the disposers' traits and product characteristics. Our findings suggest communication strategies to facilitate lonely consumers' decluttering and disposal decisions.
摘要：本研究探讨了孤独感如何影响消费者处理使用过但依然有用的物品的行为。孤独感及其对消费者旧产品处理方式已成为社会关注和学术研究的重要议题。现有文献主要关注孤独感对产品购买行为的影响，而我们的研究则进一步深入探讨了孤独感对旧物品处置行为的影响。研究1-3的结果显示，孤独的消费者更不愿意放弃他们的旧物品，因为他们与这些物品形成了更强烈的依恋关系。研究4进一步探讨了一个尚未被充分研究的影响因素——物品的关系意义（即物品是他人赠送还是由拥有者自行购买）。我们的研究揭示了孤独消费者对具有不同关系意义物品的依恋差异，从而为孤独感研究领域做出了贡献。此外，通过研究处置者的个性特征和产品特征的交互影响，我们的研究为日益增长的处置决策文献做出了贡献。最后，我们的研究结果为促进孤独消费者做出整理和处置决策提供了沟通策略。
9.What, no logos? Why some minimalists prefer quiet luxury
什么，没有logo？为什么有些极简主义者喜欢低调的奢华？
作者：Charles R. Taylor, Benjamin Borenstein和Aniruddha Pangarkar
Abstract: Minimalism is a philosophy based on reduction of consumption and holding fewer possessions that has gained great momentum and popularity worldwide. While prior literature suggests that not all minimalists engage in luxury consumption, a segment of minimalists labeled inconspicuous minimalists are theorized to not only focus on having fewer possessions, but also to have a preference for high product quality and subtlety in design that translates into a higher propensity to purchase “quiet luxury” products. This research empirically examines the relationship between inconspicuous minimalism and luxury consumption. In four experimental studies, we find that contrary to popular belief, certain minimalists are in fact likely to purchase luxury goods. Moreover, we find that inconspicuous minimalists prefer “quiet” versions of luxury brands that are more discreet (no logos), and that these luxury purchases are motivated by a desire for social connectedness to knowledgeable “elites” who share similar cultural capital and values. These findings suggest that inconspicuous minimalists are motivated by social factors, but not by traditional Veblen style conspicuous consumption motives in which the buyer has a desire to impress the masses.
摘要：极简主义是一种以减少物质消费和财物为核心的哲学理念，在全球范围内迅速发展并广受欢迎。现有文献指出，并非所有极简主义者都参与奢侈品消费，其中一部分被称为“低调极简主义者”的群体，他们不仅追求减少消费财物，还偏好高品质和精巧的设计，因此更倾向于购买“低调的奢侈品”。本研究通过实证方法探讨了低调极简主义与奢侈品消费之间的联系。在四项实验研究中，我们发现与普遍认知相反，某些极简主义者实际上可能会选择购买奢侈品。此外，我们观察到低调极简主义者更偏好那些更为内敛的奢侈品牌，这些品牌的设计不张扬（无明显品牌标识），其购买动机在于与拥有相似文化资本和价值观的“精英”群体建立社会联系。这些研究结果表明，“低调极简主义者”的消费动机源于社会因素，而不是传统的韦伯伦式（Veblen style）炫耀消费动机，即希望通过购买奢侈品给大众留下深刻印象。
10.Rating with the senses: How sensory encounters are reflected on online review ratings?
用感官评分： 感官体验如何反映在在线评论评分中？
作者：Heli Hallikainen, Marianna Halinen, Hannes Tervonen, Nino Ruusunen, Yuyu Wang
Abstract: Sensory encounters are an essential component of the customer experience. However, most of the research conducted thus far has used self-reported measuring techniques to address sensory experiences, which have limitations in holistically capturing the sensory encounters. Text analysis coupled with online reviews provides valuable customer experience information and at the same time, the data contains many suggestions regarding consumers’ sensory experiences. Consequently, online review data can be used to gain insights into how consumers’ sensory experiences—visual, olfactory, auditory, gustatory, and tactile—are represented in the dynamics of online reviews. Using a data set of 13,575 online reviews from Trustpilot and expanding upon the vocabulary of senses, we investigate how customers’ sensory experiences during grocery shopping relate to online review ratings. We discover that the interaction is more complex than one might think because the review star rating rises in the presence of visual and gustatory cues, while the effects of auditory, olfactory, and tactile cues are not demonstrated. We recommend marketers to monitor eWOM related to their own brand, as it can provide indications of what kind of sensory experiences customers have encountered.
摘要：感官体验是客户体验的重要组成部分。然而，迄今为止进行的大多数研究都使用自我报告的测量方法来探讨感官体验问题，这种方法在全面捕捉感官体验方面存在局限。结合文本分析的在线评论提供了丰富的客户体验信息，并且这些数据中蕴含了大量关于消费者感官体验的线索。因此，利用在线评论数据可以深入理解消费者的感官体验——包括视觉、嗅觉、听觉、味觉和触觉——是如何在在线评论的动态中反映出来的。本研究利用来自Trustpilot的13,575条在线评论数据集，并扩展了感官词汇库，探讨了顾客在杂货购物过程中的感官体验与在线评论评分之间的关系。研究发现，感官体验与评论评分之间的关系比预期更为复杂，因为视觉和味觉线索对提升评论星级评分有显著影响，而听觉、嗅觉和触觉线索的影响则不明显。我们建议营销人员监控与自身品牌相关的在线口碑，因为这可以提供关于客户所经历的感官体验的宝贵信息。
11.Predicting consumer ad preferences: Leveraging a machine learning approach for EDA and FEA neurophysiological metrics
预测消费者的广告偏好： 利用 EDA 和 FEA 神经生理指标的机器学习方法
作者：João Alexandre Lobo Marques, Andreia C. Neto, Susana C. Silva和Enrique Bigne
Abstract: This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological features for consumer preference prediction. We integrated a statistical module encompassing inferential and exploratory analysis tools, which identified emotions such as Joy, Disgust, and Surprise, enabling the statistical differentiation of preferences concerning various advertisements. Second, we present an artificial intelligence (AI) system founded on machine learning techniques, encompassing k-Nearest Neighbors, Support Vector Machine, and Random Forest (RF). Our findings show that the RF technique emerged as the top performer, boasting an 81% Accuracy, 84% Precision, 79% Recall, and an F1-score of 81% in predicting consumer preferences. In addition, our research proposes an explainable AI module based on feature importance, which discerned Attention, Engagement, Joy, and Disgust as the four most pivotal features influencing consumer ad preference prediction. The results indicate that computerized intelligent systems based on EDA and FEA data can be used to predict consumer ad preferences based on videos and effectively used as supporting tools for marketing specialists.
摘要：本研究通过分析两种特定生理监测工具——皮肤电活动（EDA）和面部表情分析（FEA）——在视频广告中的应用，揭示了广告如何引发七种基本情绪、注意力和参与度，进而预测消费者的广告偏好，在以下两方面做出了重大的贡献。首先，本研究旨在确定与消费者偏好预测最相关的生理特征。为此，我们构建了一个包含推理性和探索性分析工具的统计模块，该模块能够识别喜悦、厌恶和惊讶等情绪，并对不同广告的偏好进行统计区分。其次，本研究提出了一个基于机器学习技术的人工智能（AI）系统，涵盖了k近邻算法、支持向量机和随机森林算法（RF）。研究结果显示，随机森林（RF）技术在预测消费者偏好方面表现最为出色，准确率达到81%，精确率为84%，召回率为79%，F1分数为81%。此外，本研究还开发了一个基于特征重要性的可解释人工智能模块，该模块识别出注意力、参与度、喜悦和厌恶作为影响消费者广告偏好预测的四个最关键的特征。研究结果表明，基于EDA和FEA数据的计算机智能系统能够有效预测基于视频的消费者广告偏好，并可作为营销专家的有效辅助工具。
12.Luxury value perceptions and consumer outcomes: A meta-analysis
奢侈品价值感知与消费者结果： 一项元分析
作者：Tugra Akarsu, Shayan Shaikh和Moutusi Maity
Abstract: Luxury value perception is a well-researched, yet fragmented domain. Extant research reports several dimensions of luxury value perception, where different investigations identify varying dimensions and their impact on several consumer-related outcomes. However, such findings are inconsistent across studies, which are carried out across various contexts using disparate samples. In this research, we use the Theory of Consumption Value and Economic Theory to provide a comprehensive understanding of the dimensions, outcomes, and moderators of luxury value perception. This investigation synthesizes extant literature through a meta-analysis to explain the inconsistent findings and offer new insights. The meta-analysis integrates findings from 64 papers that report 74 separate studies with 32,587 participants/consumers. The impact of the dimensions of luxury value perception (functional, social, emotional, conditional, epistemic, and economic) on consumer outcomes (affective, cognitive, and behavior), and the moderating effects of several moderators (industry type, culture, gender, and publication year) are conceptualized and examined through meta-analytic techniques. Some relationships are under-researched in literature and cannot be tested, which provides scope for future investigations. This research is valuable for theory as we offer novel insights and identify boundary conditions that advance theoretical understanding of the domain. Managers will benefit from this holistic understanding as they may apply the insights obtained to formulate nuanced marketing and branding strategies.
摘要：奢侈品价值感知是一个研究广泛但分散的领域。现有文献报告了多个维度的奢侈品价值感知及其对消费者相关结果的影响，但不同研究识别出的维度及其影响并不一致，原因是这些研究在不同背景下、使用不同样本所致。在本研究中，我们结合消费价值理论和经济理论，旨在全面理解奢侈品价值感知的维度、结果和调节因素。通过元分析方法，本研究综合了现有文献，以解释研究结果的不一致性并提供新的见解。元分析整合了64篇论文的研究结果，涵盖了74项不同研究，共有32,587名参与者/消费者。利用元分析技术，本研究对奢侈品价值感的各个维度（功能性、社会性、情感性、条件性、认知性和经济性）对消费者结果（情感、认知和行为）的影响，以及多个调节因素（行业类型、文化、性别和发表年份）的调节作用进行了概念化和检验。部分关系因文献中研究不足而无法检验，为未来研究提供了探索空间。本研究在理论上具有重要价值，因为我们提供了新的见解，并确定了边界条件，从而深化了对该领域的理论理解。管理者将从这种全面的理解中受益，因为他们可以应用这些见解来制定更为精细化的营销和品牌战略。
13.Assessing the effectiveness of prosocial activism within sponsored influencer posts on product promotion
评估赞助影响者帖子中的亲社会行动主义对产品推广的效果
作者：Liyu Gao, Ben Marder, Ewelina Lacka和Jonas Colliander
Abstract: Mandatory sponsorship disclosure has reduced the value of influencer campaigns, as consumers are astutely aware of their promotional nature. At the same time, influencers are mobilizing as activists for prosocial causes. Against this backdrop, we ask: Do activism statements within sponsored influencer posts increase their effectiveness? and if so “why” and “when”? Through one behavioral pilot study and four experiments, we reveal that activism statements in sponsored influencer posts prompt consumers to spend more time browsing the promoted product website and increase their purchase intentions. These effects are explained by a reduction in the activation of persuasion knowledge (i.e., reduced perceived selling intent). We further show that the positive effect of combining activism with product promotion is attenuated by the consumer’s high level of cynicism. Moreover, influencer-cause congruence boosts the positive effects of sponsored activism posts; however, incongruence causes these posts to backfire by raising perceived manipulative and selling intent. By intersecting two common phenomena in influencer posts (sponsorship disclosure and prosocial activism), we extend knowledge of the antecedents of sponsored influencer posts’ success and offer strategies for marketers to harness them.
摘要：强制性的赞助披露降低了影响者营销活动的效果，因为消费者能够敏锐地识别出这些活动的促销本质。与此同时，影响者正积极投身于促进社会公益的事业中。在此背景下，本研究探讨了赞助的影响者帖子中是否存在激进主义声明（activism statements），以及这些声明在何种情况下能够产生积极效果。通过一项行为预实验和四项实验，我们发现赞助影响者帖子中包含的行动主义声明能够促使消费者在推广产品网站上停留更长时间，并提高他们的购买意向。这些效果可以通过降低说服知识的激活程度来解释，即降低消费者对销售意图的感知。我们进一步发现，消费者高愤世嫉俗（cynicism）的水平会削弱将行动主义与产品促销相结合的积极效果。此外，影响者与公益事业的契合度能够增强赞助激进主义帖子的积极效果；相反，不契合则会提高感知操纵和销售意图，导致这些帖子产生相反的效果。通过探究影响者帖子中的两个常见现象的交集——赞助披露和亲社会行动主义，本研究扩展了对赞助影响者帖子成功前因的理解，并为营销人员提供了利用这些条件的策略。
14.Empowered by representation: How plus-size models create brand evangelists
形象代表的力量： 大码模特如何创造品牌传播者
作者：Vishakha Chauhan, Mansi Gupta和Gopal Das
Abstract:Traditional beauty standards are evolving as brands embrace diversity and equity through inclusive communication strategies. This paradigm shift is evident in the transition from stereotypical slender models to the inclusion of more diverse plus-size models in brand communication. However, an important question arises: Does the presence of a plus-size model in an advertisement enhance consumer support for a brand? The present research encompasses six studies, including one field study and five experimental studies, that delve into the relationship between models' body size and brand evangelism. The findings demonstrate that featuring a plus-size model in an advertisement enhances brand evangelism among consumers. Further, consumer empowerment is the underlying mechanism driving this effect. Finally, this research identifies the moderating role of empathy such that consumers with higher levels of empathy experience a heightened sense of empowerment through inclusive brand communication. By illuminating these dynamics, this research contributes to the growing literature of diversity, equity, and inclusion in brand communication.
摘要：随着品牌通过包容性的传播策略以体现多样性和公平性，传统审美标准也随之发生变迁。在品牌传播实践中，从单一的纤细模特到更加多元化的大码模特的转变趋势日益明显。然而，一个关键问题随之产生：广告中使用大码模特是否能够增强消费者对品牌的认同和支持？本研究包含六项研究，其中一项为实地研究，五项为实验研究，深入探讨了模特体型与品牌传播效果之间的关系。研究结果揭示，在广告中使用大码模特能够增强消费者对品牌的传播效果。此外，研究发现消费者赋权（empowerment）是推动这一效应的潜在机制。最后，本研究还确定了共情的调节作用，即共情水平较高的消费者通过包容性品牌传播获得更强的赋权感。通过揭示这些复杂的动态关系，本研究为品牌传播领域中关于多样性、公平性和包容性的文献贡献了新的见解。
15.Algorithm fashion designer? ascribed mind and perceived design expertise of AI versus human
AI时装设计师？人工智能与人类的归因思维和感知设计专业度
作者：Garim Lee和Hye-Young Kim
Abstract: The fashion industry can benefit from generative AI because the AI-assisted design process has the potential to be more efficient and cost- and time-effective. Under the mind perception theory, this study examines how consumers evaluate AI’s experiential and intentional abilities and respond to AI-designed versus human-designed fashion products. The results of the three online experiments indicate that human-designed products are generally more favorably evaluated than AI-designed ones. Such preference was mainly because people ascribe a better intentional capacity to act and plan to humans than AI, which makes them believe humans have better design expertise. The preference for human design over AI design was found regardless of one’s tendency to perceive AI threats. The receptivity to the AI design is increased for highly functional (vs. self-expressive) products, but such a moderating effect of product type may not hold in intra-product comparisons. Incorporating human elements into the AI-assisted design process when introducing the products can alleviate the negative responses, but the effectiveness can vary depending on the levels of human elements. This study contributes to the literature by finding the perceptual superiority of human design and suggesting the potential of changing negative bias toward AI design.
摘要：时尚产业有望从生成式人工智能的应用中获益，因为人工智能辅助的设计流程有可能更高效、更节约成本和时间。基于心智感知理论，本研究考察了消费者如何评价人工智能的体验能力和意图能力，以及他们对人工智能设计和人类设计的时尚产品的不同反应。通过三个在线实验，我们发现人类设计的产品普遍比人工智能设计的产品更受青睐。这种偏好主要归因于人们认为人类相较于人工智能在行动和计划的意向能力上更为出色，从而相信人类在设计专长方面更为卓越。无论消费者是否认为人工智能构成威胁，他们都更倾向于选择人类设计的产品。功能性较强的产品（相较于自我表达型）对人工智能设计的接受度相对较高，但在产品类型的内部比较中，这种调节作用可能并不显著。在产品介绍中融入人工智能辅助设计过程中的人为因素，可以减轻对人工智能设计的负面反应，但这种效果会因人为因素的程度而有所不同。本研究揭示了人类设计的感知优越性，并探讨了改变对人工智能设计负面偏见的可能性，为相关学术文献贡献了新的见解。
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