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唧唧堂研究人Juny，带来Journal of Marketing《市场营销期刊》七月最热论文6篇：1.谁会更相信机器人？——人和拟人化信息员，不同的说服力；2.怎么让人愿意掏出钱捐款？——捐赠宽度的作用；3.客人们爱的是牌子里蕴含的意义 —— 品牌拟人化对于感知价格公平的差异化影响；4.怎么留住上帝？—— 重新获得失去的顾客：第一阶段行为、流失原因和赢回努力特征的预测作用；5.卖松茸和卖包包，一样嘛？——群体购买对于零售商产出的影响；6.背上环保购物袋，买的东西都变了 —— 携带自己的购物袋：带着您自己的购物袋如何影响您如何看待自己和环境。
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投其所好：谁会相信机器人？
source:tattly.com
相信谁，相信什么：信任和人和拟人化信息员不同说服作用
在三个研究中，参与者进行了以下行为：
1. 阅读广告；
2. 阅读广告中的信息，
3. 由人或者由拟人化的虚拟产品阅读广告 —— 这里提到的拟人化虚拟产品，也就是会说话的产品。
结果表明：
低人际信任的人更容易被拟人化的信息员影响（而非真实的代言人），这是因为低信任者更加注意信息员的特质，而且相信人类比其他半人类（例如拟人化的产品）更加缺乏善意；
那些高人际信任的人们较少地注意到是谁在希望说服他们，因此对于人和拟人化的信息员发出的信息的反应是一致的。但是，当要求这类人注意信息时，他们更加容易被真实的代言人说服，而非拟人化的信息员，这是因为他们相信人类比那些半人类更加具有善意。
当对于所有消费者注意力都很低时，高人际信任者和低人际信任者都不会被说服来源（人或拟人化产品）影响。
作者讨论了文章对于广告主使用拟人化代言人的启示。
论文原文
Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers
Maferima Touré-Tillery, & Ann L. McGill
Journal of Marketing, Volume 79, Issue 4 (July 2015)
Keywords: anthropomorphism, trust, attentiveness, persuasion, goodwill
Abstract
Participants in three studies read advertisements in which messages were delivered either by people or by anthropomorphized agents—specifically, “talking” products. The results indicate that people low in interpersonal trust are more persuaded by anthropomorphized messengers than by human spokespeople because low trusters are more attentive to the nature of the messenger and believe that humans, more than partial humans (i.e., anthropomorphized agents), lack goodwill. People high in interpersonal trust are less attentive about who is trying to persuade them and so respond similarly to human and anthropomorphized messengers. However, when prompted to be attentive, they are more persuaded by human spokespeople than by anthropomorphized messengers due to their belief that humans, more than partial humans, act with goodwill. Under conditions in which attentiveness is low for all consumers, high and low trusters alike are unaffected by the nature of persuasion agents. The authors discuss the implications of the findings for advertisers considering the use of anthropomorphized “spokespeople.”
怎么让人愿意掏钱乐捐？
Illustration by Balint Zsako.source:artvoice.com
发展捐赠关系：捐赠宽度的作用
发展长期的捐赠关系对于非盈利行业具有挑战性，本文分析了形成这一关系的机制。
作者提出了捐赠多样性的指标，来表示一位捐赠者对某一特定非盈利组织捐赠的宽度，而且针对不同捐赠慈善活动，控制了它们的捐赠分布状况。
通过使用美国某一大型公立大学20年的捐赠数据，作者发现：捐赠多样性的改善，会提高后续捐赠的意愿，提高捐赠额度，降低捐赠受到负面宏观经济冲击的敏感性。
在获取捐赠者阶段，大部分捐赠者都只会为某一单独的慈善活动进行捐赠，其捐赠行为主要受到捐赠者内在动机的影响。但是，随着捐赠者与非盈利组织的关系发展，非盈利组织的营销努力对于捐赠者捐赠多类产品具有更显著的影响。
最后，作者通过实地研究证实了上文的计量经济学分析结果，而且为非盈利组织的营销努力能导致捐赠者在多个捐赠活动上进行捐赠提供了证据。
论文原文
Developing Donor Relationships: The Role of the Breadth of Giving
Farnoosh Khodakarami, J. Andrew Petersen, & Rajkumar Venkatesan
Journal of Marketing, Volume 79, Issue 4 (July 2015)
Keywords: donation variety, field study, cross-buying, donor relationship management
Abstract
This research proposes a mechanism to develop long-term donor relationships, a major challenge in the nonprofit industry. The authors propose a metric, donation variety, which captures a donor’s breadth of donations with a given nonprofit organization, controlling for the distribution of donations to different initiatives. Using donation data spanning 20 years from a major U.S. public university, the authors find that improvements in donation variety increase the likelihood that the donor will make a subsequent donation, increase the donation amount, and reduce the sensitivity of donations to negative macroeconomic shocks. In the acquisition phase, most donors give to a single initiative, and these decisions are more influenced by a donor’s intrinsic motivations. In contrast, as the donor–nonprofit organization relationship develops over time, nonprofit marketing efforts have a more significant influence on a donor’s decision to give to multiple initiatives. Finally, the authors conduct a field study that validates the econometric analysis and provides causal evidence that marketing efforts by nonprofit organizations can encourage donors to spread donations across multiple initiatives.
我爱的是牌子里蕴含的意义
source:Victoria's Secret
别对着价格微笑：品牌拟人化对于感知价格公平的差异化影响
这一研究发现，品牌拟人化可能降低价格上升的公平感，但是提高价格降低的公平感。
首先，通过分析家庭面板数据，作者研究在现实世界中品牌拟人化对于消费者价格敏感性的影响。
其次，在公平感取决于消费者关注自己还是他人的理论假设上。作者发现，品牌拟人化提高了自我利益导向的消费者对于价格提供的不公平感，这些消费者希望最大化他们自己的利益。但是，对于那些集体导向的消费者，他们关心其他人的需要，品牌拟人化将提高价格变动的公平感，不论价格是上升还是下降。而且，由于消费者聚焦在自己VS他人取决于关系目标，因此消费者和品牌之间的关系就会和消费者自我与集体导向发生交互作用，而影响品牌拟人化对价格公平感的认知。例如，对于那些集体导向的消费者，交易关系规范降低了品牌拟人化，同时提高了价格变动的感知公平；但是关系中的集体成分使得那些自我导向和集体导向的消费者都做出相同的推断：他们推断拟人化品牌（VS非拟人化品牌）有积极进行价格变动，从而使得品牌拟人化对于价格公平感知的积极作用降低。
论文原文
Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness
Hyokjin Kwak, Marina Puzakova, & Joseph F. Rocereto
Journal of Marketing, Volume 79, Issue 4 (July 2015)
Keywords: price fairness, brand anthropomorphization, agency–communion orientation, consumer–brand relationship norms
Abstract
This research shows that brand anthropomorphization increases the perceived unfairness of price increases and the perceived fairness of price decreases. First, analyzing a household panel data set, the authors demonstrate the real-world consequences of brand humanization on consumers' price sensitivity. Second, building on the theoretical premise that fairness judgments depend on consumer focus on the self versus others, they find that brand humanization enhances perceived unfairness of price increases for agency-oriented consumers, who tend to maximize their own self-interests. However, for communion-oriented consumers, who generally consider the needs of others, brand humanization increases perceived fairness of both price increases and decreases. Furthermore, because consumers' focus on the self versus others also depends on relationship goals, the nature of consumer–brand relationships interacts with agency–communion orientation to influence the effect of brand humanization on perceived price fairness. For example, exchange relationship norms reduce the power of brand anthropomorphization to enhance perceived fairness of price changes for communion-oriented consumers. In contrast, the communal nature of these relationships makes both agency- and communion-oriented consumers infer greater positive intent from a humanized (vs. nonhumanized) brand, thus leading to a more positive effect of brand humanization on price fairness for price decreases.
怎么留住上帝？
source:mrkiki.tumblr.com
重新获得失去的顾客：第一阶段行为、流失原因和赢回努力特征的预测作用
通常而言，服务型企业的流失率很高，而且很难拓展顾客基数，即使企业付出了很大的努力留住顾客，终归顾客还是会流失。对于企业而言，最后搏一把，可能会有机会留住客人。重新获得那些曾经离开过公司的顾客，这可能帮助公司重新获得失去的利润，而且是从竞争对手手中争夺利润。不过，失去的顾客是否值得投入资源再次争取回来，将这些客人争取回来以后对公司是否还有利，这仍然存在一些疑问。
本文的研究是第一个发现以下情况的：
（1）那些失去顾客的第一次和公司交易的经验及行为；
（2）流失的原因；
（3）公司为赢回顾客所付出的努力，均与重新赢回顾客的可能性相关，也与顾客与公司的第二阶段关系持续期以及顾客第二段关系期为公司提供的每月利润相关。
这一研究揭示出，第一阶段与公司的关系越紧密，那么这个顾客越有可能被公司付出努力而赢回。这一研究为那些希望通过有效资源分配来赢得失去的顾客，管理失去的顾客而实现利润增长提供了新的方法和途径。最后，作者为那些面临最大化获取顾客和最大化利润决策的经理，提供了一个行动纲要。
论文原文
Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer
V. Kumar, Yashoda Bhagwat, & Xi (Alan) Zhang
Journal of Marketing, Volume 79, Issue 4 (July 2015)
Keywords: customer reacquisition, defection reason, win-back offer, second-lifetime duration, second-lifetime profitability
Abstract
Service firms, which have high attrition rates, are finding it exceedingly difficult to grow their customer base. Despite their extensive retention efforts, customers still defect. For these firms, “lost” customers may pose a rewarding “last-resort” opportunity. Reacquiring customers who left the firm may help these firms not only regain their lost profits but also usurp profits from competitors. However, some pertinent questions remain as to whether lost customers are worth the investment in reacquisition and whether they will remain profitable if reacquired. This is the first study to empirically demonstrate how (1) the lost customers' first-lifetime experiences and behaviors, (2) the reason for defection, and (3) the nature of the win-back offer made to lost customers are all related to the likelihood of their reacquisition, their second-lifetime duration, and their second-lifetime profitability per month. The study shows that the stronger the first-lifetime relationship with the firm, the more likely a customer is to accept the win-back offer. This study also presents relevant implications for managers interested in identifying new avenues for growth through effective resource allocation on the reacquisition and management of lost customers. Finally, the authors outline if and when managers should choose between maximizing reacquisition and profitability.
松茸和包包都一样卖么？
source:katharinemulherin.com
团结一致：群体购买对于零售商产出的影响
在很多行业，从商超零售到医院护理，零售商都会选择加入购买群体，以在供应商那儿获取有利的供货条款。作者通过15年的时间跟踪欧洲最大的零售商中的购买群体成员，来认识和探索为什么有一些购买群体在增加零售商绩效方面表现突出，而且为什么属于同一群体的不同成员，却并没有因为他们相同的成员身份获得相同的利益。
他们发现，平均而言，购买群体确实为成员争取到了规模优势：群体规模增加了群体成员的产出和销售额，降低了他们所售卖产品的成本。但是群体并非越大越好。当群体规模增加带来异质性，或者当成员拓展到过多的市场时，零售商从购买群体规模的受益就会降低。而且，对于购买群体中的成员，当它规模越小或者它的市场与其他成员的市场存在重合，那么它就从群体购买中获益的相对比较少。
论文原文
United We Stand: The Impact of Buying Groups on Retailer Productivity
Inge Geyskens, Katrijn Gielens, & Stefan Wuyts
Journal of Marketing, Volume 79, Issue 4 (July 2015)
Keywords: buying groups, retailing, alliances, channel relationships, retailer productivity
Abstract
In diverse industries, from grocery retailing to health care, retailers join buying groups to achieve better terms with suppliers. The authors track the buying group membership of Europe's largest grocery retailers over a 15-year period and evaluate why some buying groups are better than others in increasing retailer performance and why different members belonging to the same group do not always benefit equally from their membership. They find that, on average, buying groups indeed generate scale advantages for their members: group scale increases group members' productivity and sales and decreases their cost of goods sold. Still, bigger is not always better. Retailers benefit less from buying group scale when the group is more heterogeneous in terms of member size and when it extends its scope across too many markets. Moreover, the smaller a member is within the group and the more it overlaps with fellow members, the less it benefits.
背上环保购物袋，买的东西都变了
source:gourmetguerilla.de
携带您自己的购物袋：带着您自己的购物袋如何影响您如何看待自己和环境
随着关注污染和环境变化成为社会主流，人们开始普遍相信购物时使用可重复使用的购物袋是关心环境，关心社会的善举。同样地，企业与政策制定者一道，开始采取一系列的措施来减少不可回收的塑料袋的使用。然而，我们对这些措施如何改变消费者店内其他消费行为仍然知之甚少。
通过使用来自加利福利亚某一区域的一家大型零售超市超市POS机记录的数据，在控制消费者异质性的前提下，作者发现那些自带购物袋的消费者不仅会增加对有机食品的购买，但是也会增加对放纵型食物（indulgent foods，用来奖励自己的往往热量较高的食物）的购买。作者通过实验进一步探索了这一现象产生的原因，并考虑了其中可能的调节变量，包括竞争目的和超市政策。
这些发现对于卖场产品价格制定，产品陈列和产品搭配，店内布置，和促进对可重复利用包装使用的策略具有启发意义。
论文原文
BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself and the Environment
Uma R. Karmarkar & Bryan Bollinger
Journal of Marketing, Published Online: April 27, 2015
Abstract
As concerns about pollution and climate change become more mainstream, the belief that shopping with reusable grocery bags is an important environmental and socially conscious choice has gained prevalence. In parallel, firms have joined policy makers in using a variety of initiatives to reduce the use of disposable plastic bags. However, little is known about how these initiatives might alter other elements of consumers' in-store behavior. Using scanner panel data from a single California location of a major grocery chain, and controlling for consumer heterogeneity, the authors demonstrate that bringing one's own bags increases purchases of not only environmentally friendly organic foods but also indulgent foods. They use experimental methods to further explore the expression of these effects and to consider the effects of potential moderators, including competing goals and store policies. The findings have implications for decisions related to product pricing, placement and assortment, store layout, and the choice of strategies employed to increase the use of reusable bags.
Keywords: sustainability, licensing, priming, green marketing, mixed methods
唧唧堂研究人简介
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