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博幼秉持教育脫貧，讓知識帶希望回家的願景，致力提升偏鄉弱勢孩子的學習，讓孩子未來有選擇職業和生活的能力。  博幼基金會策略主軸  -教育服務  -社工輔導  -畢業生追蹤  提供出身逆境的孩子完整陪伴，教育脫貧懇請大家一同支持❤️  捐款連結▶️ https://fstry.pse.is/8ya98c —— 以上為 FMTaiwan 與 Firstory Podcast 廣告 —— 文本探討了消費者對食品營養聲稱的反應，特別是那些強調添加有益營養素（如“富含維生素”）或去除有害成分（如“低糖”）的聲稱。通過一項元分析和七項實驗，研究發現消費者對添加型聲稱表現出更高的購買意願，因為他們認為這些產品提供了更高的價值。研究還表明，即使在不同零售環境下，這種效應也依然存在，並且可以通過強調移除過程所帶來的價值來改善移除型聲稱的效果。 Ikonen, I., Aydinli, A., & Verlegh, P. W. (2025). Adding Good or Removing Bad: Consumer Response to Nutrition Claims. Journal of Retailing 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

博幼秉持教育脫貧，讓知識帶希望回家的願景，致力提升偏鄉弱勢孩子的學習，讓孩子未來有選擇職業和生活的能力。  博幼基金會策略主軸  -教育服務  -社工輔導  -畢業生追蹤  提供出身逆境的孩子完整陪伴，教育脫貧懇請大家一同支持❤️  捐款連結▶️ https://fstry.pse.is/8ya98c —— 以上為 FMTaiwan 與 Firstory Podcast 廣告 —— 本篇文章探討了市場行銷中敬畏感對消費者對限量版產品偏好的影響。文章指出，儘管行銷人員常利用敬畏感，但這種情感與限量版產品固有的排他性不符，因為敬畏感通常會促使消費者追求集體福祉和互聯性。通過一系列實驗，研究發現，當促銷資訊強調產品品質或社會公益（例如通過慈善行銷）時，這種負面影響可以被緩解或逆轉。總的來說，該研究深入分析了情感行銷的複雜性及其對消費者行為的具體影響。 Senyuz, A., Hasford, J., & Wang, Z. (2025). How awe in marketing communications decreases consumer preferences for limited edition products. Journal of Marketing Research. 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

博幼秉持教育脫貧，讓知識帶希望回家的願景，致力提升偏鄉弱勢孩子的學習，讓孩子未來有選擇職業和生活的能力。  博幼基金會策略主軸  -教育服務  -社工輔導  -畢業生追蹤  提供出身逆境的孩子完整陪伴，教育脫貧懇請大家一同支持❤️  捐款連結▶️ https://fstry.pse.is/8ya98c —— 以上為 FMTaiwan 與 Firstory Podcast 廣告 —— 該如何說服天使投資人跟創投投資你的創業計畫？熱情激昂的語言是否有機會可以拿到資金挹注？ Nyilasy, G., Yi, S., Herhausen, D., Ludwig, S., & Dahl, D. W. (2025). Business-to-Investor Marketing: The Interplay of Costly and Costless Signals. Journal of Marketing. 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

這項研究探討了消費者如何浪費食物，尤其關注了資源心態和自我解釋如何共同影響這一行為。研究發現，當消費者處於稀缺心態下時，無論他們的自我解釋如何，食物浪費都會減少。然而，在豐富心態下，那些持有相互依存型自我解釋的消費者（即認為自己與他人緊密相連）比持有獨立型自我解釋的消費者（即認為自己獨立於他人）食物浪費更少。文章進一步指出，分享義務是這種效應背後的關鍵機制，並提出了通過強調分享理念、關注他人的食物需求或凸顯家庭資源富足來減輕食物浪費的實用策略。 Gao, H., Jia, H., & Guo, B. (2024). Resources available for me versus us: Implications for mitigating consumer food waste. Journal of Marketing Research, 61(4), 619-637. https://journals.sagepub.com/doi/full/10.1177/00222437231162615 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

這篇研究報告探討了資訊呈現方式（增益或損失框架）和年齡對消費者疾病檢測意願及行為的影響。研究發現，隨著年齡增長，某種框架的資訊在鼓勵疾病檢測方面更具說服力。 Pang, Y., Wang, L., & Chen, F. (2024). Message framing to enhance consumer compliance with disease detection communication for prevention: The moderating role of age. Journal of Consumer Psychology. https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1436 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

先想像一下自己今天走進超市，看到架子上有兩包零食。一包零食說是用太陽能生產；另外一包則沒有這樣的標示，這個時候你覺得哪一包會「比較健康」？來看看最新的行銷科學研究結果如何說？ Paul, I., Mohanty, S., & Parker, J. R. (2025). The Impact of Green Energy Production on Healthiness Perceptions and Preferences. Journal of Consumer Research 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

這篇文章探討了企業裁員對消費者反應的影響，特別是當裁員是由於離岸外包所引起時。研究發現，相較於因自動化或其他原因造成的裁員，消費者對因離岸外包而裁員的企業有更強烈的負面反應。 Granulo, A., Kranzbühler, A. M., Fuchs, C., & Puntoni, S. (2025). Collective Layoffs and Offshoring: A Social Contract Account. Journal of Consumer Research Youtube: https://www.youtube.com/watch?v=T4THqWGIg-g 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

許多研究指出，富裕階級跟貧窮階級在許多面向上有所差異，不管是他們所偏好的品牌、決策的方式、思考模式都有明顯的不同。當然最根本的差異就是手上所擁有的經濟資源的水準差異。但是富裕階級比起貧窮階級，在體驗消費的同時，是否會感受到更大的幸福感？ Olson, J. G., McFerran, B., Morales, A. C., & Dahl, D. W. (2025). When and Why Consumers (Erroneously) Believe Income Impacts the Enjoyment of Consumption Experiences. Journal of Consumer Research https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucaf002/7965901 #學術 #消費者 #研究 #科普 #貧富不均 Youtube: https://youtu.be/ZlalXQypnOE 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

快時尚現在已經是全世界最重要的時尚趨勢之一，包含ZARA 、H&M、Uniqlo等品牌都是快時尚的巨頭。但有一個沒有人回答過，但具有重要的社會意義的研究問題是：「對於快時尚品牌的消費者，我們是怎麼看待的？」在最近的Journal of consumer research中，來自香港浸會大學的黃昀卉、上海大學悉尼工商學院的張可等人對這個問題提出了有趣的看法。他們發現：喜歡快時尚的人，在人際場域上，可能有意想不到的負面結果。 Huang, Y., Zhang, K., Deng, X., & Zhang, Q. (2025). Fast Fashion Consumption Signals Low Self-Control. Journal of Consumer Research Youtube: https://youtu.be/3vKZgNNujlY 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

一個詞就能操控你的『擁有感』！小心商家如何讓你對產品愛不釋手或甘願分享！   你是否曾經對一件商品產生強烈的『歸屬感』，即使它還不是你的？最新研究揭示驚人真相！商品的**『具體』描述**，能瞬間讓你覺得**『這就是我的』，從而提高其價值和你的購買慾望！反之，『抽象』的表達**則能巧妙地削弱這種情感，讓你更樂意分享或出售閒置物品，甚至在共享經濟中更好地照顧租賃物。無論是租賃、共享還是二手交易，這個心理秘密都正在悄悄影響你的每一個消費決策！想知道行銷專家如何運用它嗎？點擊了解更多！   Claus, B., Eelen, J., & Warlop, L. (2025). This tree in the forest is mine: The effect of concreteness on psychological ownership. International Journal of Research in Marketing. https://www.sciencedirect.com/science/article/abs/pii/S0167811625000497 #學術研究 #科普 #心理所有權 #具體化行銷 #消費心理 #擁有感操控 #共享經濟 #產品價值提升 Youtube: https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

別再小看地方方言了！科學研究證實：這樣下廣告，讓你的品牌瞬間「接地氣」，顧客記得最牢！   別再小看地方方言了！ 最新研究大揭秘：你的廣告沒人記得？可能是因為少了「它」！科學證實，巧妙運用方言措辭，能瞬間喚起消費者的歸屬感，讓品牌廣告超接地氣，顧客記得最牢！想知道怎麼用方言抓住人心？立即點擊！   Wang, L., Zhang, Y., & Chan, E. Y. (2025). The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers. Journal of Advertising Research, 65(1), 61-77. https://www.tandfonline.com/doi/abs/10.1080/00218499.2025.2464289 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

你相信嗎？一個被賦予人類特質的二手產品，竟然會比普通二手貨更不值錢！根據最新研究，這是因為我們潛意識中會對這些「擬人化」的二手產品套用「關係解除汙名」。就像我們對離婚或分手的人可能會有負面聯想一樣，買家會認為產品被賣掉是因為它本身「不可靠」，而非前主人或外部因素的問題。這種汙名導致買家對擬人化二手產品的購買意願降低，願意支付的價格也更低。 Kwak, H., Puzakova, M., McGill, A. L., & Kim, J. (2025). When previous relationships limit the new: The interplay between product anthropomorphism and used products. Journal of the Academy of Marketing Science, 1-21. https://link.springer.com/article/10.1007/s11747-025-01086-5 #產品擬人化 #二手市場 #消費心理 #關係解除汙名 #行銷策略 Youtube頻道: https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

你知道嗎？當你享受服務時，有一個你可能從未注意到的細節，正悄悄影響你的消費決定！ 最近一項研究發現，如果商家大方公開服務人員的薪水——注意，是「單次服務」的具體薪資 ——這竟然能顯著提高顧客購買意願或願意支付的金額！ 研究使用了多種服務情境進行實驗，從城市導覽、外送、叫車到身心健康服務，都觀察到類似結果。 Stich, L., Ungemach, C., Fuchs, C., Spann, M., Ziano, I., & Schumpe, B. M. (2024). Transaction-Level Wage Transparency: How Fair Wage Disclosure Affects Consumer Preferences. International Journal of Research in Marketing. https://www.sciencedirect.com/science/article/pii/S0167811624001095 Youtube: https://youtu.be/blxdpre0FQM 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

先付款後享受裡面可能藏了大陷阱，聰明消費避免踩雷的必要知識！ 嘿，各位剁手族的戰友們！最近是不是常常在結帳時看到「這個只要分幾期零利率就可以帶回家喔！」的選項？沒錯，就是在說超夯的 「先買後付」 (BNPL - Buy Now, Pay Later) 啦！1... 這種付款方式號稱讓你輕鬆把愛物帶回家，錢包壓力瞬間減輕！ 但你有沒有覺得，用了BNPL之後，好像買得更順手、更常買了？🤔 最近，有份認真的學術研究（不是我在亂說，有數據有真相！）1... 就真的去分析了超多零售數據，結果發現 BNPL 根本就是購物的「小惡魔」！😈 你用過BNPL嗎？用完之後是不是真的買更多了？來留言分享你的「血淚史」（或購物心得）吧！👇 #先買後付 #BNPL #購物 #消費行為 #錢包君 #研究證實 #財務管理 Maesen, S., & Ang, D. (2025). Buy Now, Pay Later: Impact of Installment Payments on Customer Purchases. Journal of marketing, 89(3), 13-35. https://journals.sagepub.com/doi/abs/10.1177/00222429241282414 Youtube: https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

覺得人生沒什麼意義？最新心理學研究揭開不同發現！科學顯示，原來不是「聰明工作」就好，花費更多力氣投入任務，反而會讓你感到更有價值。不過，努力也不是無限上綱，點擊了解「太拼命」會怎麼樣，以及如何找到最有意義的努力點！ Campbell, A. V., Wang, Y., & Inzlicht, M. (2025). Experimental evidence that exerting effort increases meaning. Cognition, 257, 106065. https://www.sciencedirect.com/science/article/pii/S0010027725000058 Youtube: https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

我們在生活之中，常常會遇到發號碼牌的情況，但是有時候會遇到像星巴克這樣詢問客人姓名的處理方式。到底我們應該發號碼牌，還是要記錄客人的姓名？這篇文章給你有趣的思考。 #學術 #消費者 #科普 #研究 #行銷 #星巴克 #starbucks Lim, S., van Osselaer, S. M., Goodman, J. K., Fuchs, C., & Schreier, M. (2024). The Starbucks effect: When name-based order identification increases customers' store preference and service satisfaction. Journal of Retailing, 100(2), 316-329. https://www.sciencedirect.com/science/article/pii/S0022435924000186 Youtube頻道：https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

你可能注意到有些品牌會故意拼錯自己的名字，這雖然能吸引目光，但也可能讓你對品牌產生負面印象。但這篇研究揭示了箇中奧秘：不是所有拼錯都一樣，聰明的品牌能透過特定的拼錯類型和意想不到的關聯性線索（例如產品圖片或經營者的名字），有效扭轉劣勢，讓這些不尋常的拼法反而提升品牌好感度與消費者的購買意願！ Smith, L. W., & Abell, A. (2025). The Art of Misspelling: Unraveling the Diverging Effects of Misspelled Brand Names on Consumer Responses. Journal of Consumer Research https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucaf020/8106524 Youtube頻道：https://www.youtube.com/@10min-paper/videos 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

你以為精品地位只看品牌和價格？大錯特錯！真正的秘密藏在「顏色」裡！一篇即將登上國際頂尖期刊的獨家研究，用科學證據揭露精品色彩不為人知的心理學效應。它如何微妙地影響品牌感知、你的消費決策，甚至你在店內的待遇？點擊一次解鎖！ Zhou, X., Xiao, C., Yoon, S., & Zhu, H. (2025). The Color of Status: Color Saturation, Brand Heritage, and Perceived Status of Luxury Brands. Journal of Consumer Research. https://academic.oup.com/jcr/advance-article-abstract/doi/10.1093/jcr/ucaf029/8120421 Youtube頻道已上線：https://www.youtube.com/@10min-paper 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

這份研究探討了越來越多零售商採用的「免退貨退款」政策，並分析其對品牌支持度的影響。 透過九項實驗，研究人員發現與傳統退貨相比，讓顧客保留商品能顯著提升他們對品牌的再購買意願和正面口碑。 這種效果主要是因為「免退貨退款」增加了顧客對品牌的親切感，讓顧客感到自己被信任，進而建立更像是社區的關係。 研究同時也提供實際建議，指出如果品牌不要求證明、以個案方式處理，並強調以顧客或環境為中心的動機，或者建議捐贈保留的商品，則「免退貨退款」更能有效提升品牌支持度。 這些發現為企業在設計和溝通退貨流程時提供了重要的見解，超越了傳統上僅將退貨視為成本中心的觀點。 COSTELLO, J. P., & BECHLER, C. J. (2025). Just Keep It: When and Why Returnless Product Returns Foster Brand Support. Journal of Marketing Research. https://journals.sagepub.com/doi/abs/10.1177/00222437251337723 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

通常來說，最受歡迎的折扣大概就是那種直接套用需要花腦袋跟努力的。但其實我們在很多地方都會看到需要輸入一些折扣碼，或者是做一點小事情才能夠獲得折扣的促銷活動。比如說許多YouTuber會幫忙業配衝浪鯊魚(surfshark VPN)，比如說啊滴、Hook、Joeman等。而為了要取得他們的折扣，需要輸入折扣碼。這就是一種為了取得折扣小小的付出，或許有些人會覺得這樣很麻煩，為什麼不直接給我折扣？ 今天要來跟大家分享一篇刊登Journal of Marketing Research上的最新研究挑戰我們的直覺，發現一個超有趣的現象——象徵努力效應，即要求消費者在兌換折扣時進行少量、微不足道的努力（例如輸入促銷代碼），相較於自動應用折扣，更能提高促銷的效益。研究發現，這種現象發生是因為瑣碎的兌換任務會讓消費者覺得自己對獲得折扣負責，進而感知到更高的努力回報率（ROE），增加他們兌換優惠的可能性。多項實驗，包括實地研究，支持了此效應，並指出當兌換所需努力變高時，該效應會減弱，同時也顯示將注意力導向金錢成本會削弱此效應。 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

這項研究探討了人們對美的看法，特別是關於美是否可以改變的信念，如何影響其冒險行為。 研究人員發現，認為美是可塑且可以透過努力改善的人（稱為「成長型心態」）比認為美是固定不變的人（稱為「實體型心態」）更傾向於承擔風險。 這種關聯似乎是由於對生活中能獲得積極結果感到更加樂觀所致。 實驗結果顯示，這種對美的信念所產生的影響，甚至可以擴展到與美無直接相關的領域。 Abstract Beauty has pervasive implications for success in various domains of life. Given this broad and visible nature, whether and how a belief in the improvability of this important human attribute influences judgment and decision-making is largely unknown. We found that beauty implicit theories can produce strong cross-domain impact on risk-taking behavior. Using both hypothetical choices and real behaviors in one cross-country survey and nine experiments, including three supplementary studies (N = 4,015), we found that (a) incremental theorists, who believed that beauty is malleable and improvable, took greater risks than entity theorists, who believed that beauty is fixed, and (b) an incremental belief of beauty heightens a sense of optimism that one will achieve positive outcomes in various domains of life, which consequently promotes risk-seeking behavior. These findings demonstrate that domain-specific implicit theory (i.e. beauty in our case) can affect behavior beyond that domain (non-beauty related risk-taking). 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

此篇學術文章探討了「自訂」對食物選擇的影響，特別是在提供自訂選項且不額外收費的食品產業中。透過一項披薩店的田野研究與兩項對照實驗，研究人員發現，提供自訂選項的菜單能讓顧客在選擇高熱量食物時做出更健康的決定。研究表明，這種效果是透過增強消費者的自主感來實現的。然而，當面對健康食物時，自訂選項對健康選擇的影響會減弱。這些發現挑戰了企業認為消費者會選擇越多越好的觀念，並指出在某些情境下，「自訂」對企業和消費者而言可能是一種雙贏策略，既能降低食材成本，又能促進更健康的飲食習慣。 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

This study examines the impact of multicultural representations in brand marketing activities on consumer perceptions. The findings suggest that when a brand primarily targets non-marginalized consumers, implementing multicultural marketing initiatives is likely to be well received. In contrast, if a brand primarily targets marginalized consumers, adopting multicultural marketing strategies may be perceived as "betrayal," leading to negative consequences. Through six experiments focusing on both Black and White consumers, this study explores the underlying mechanisms of this "betrayal effect" and potential mitigation strategies. The results underscore the importance of multicultural marketing and the necessity of understanding marginalized consumers and brand marginalization. Furthermore, the study calls for greater attention to racial and ethnic dynamics in marketing research. By considering the historical context of target markets, scholars and marketers can more accurately anticipate the effects of strategic and tactical changes. Uduehi, E., Saint Clair, J. K., Hamilton, M., & Reed, A. (2025). When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception. Journal of Consumer Research. Powered by Firstory Hosting

This study examines the impact of exterior transparency in retail environments on consumer store entry rates. The findings indicate that higher transparency enhances consumers' visibility of in-store information, thereby increasing their willingness to enter. Conversely, stores with lower transparency can attract customers by providing additional information through alternative means, such as store layout maps. Furthermore, brand familiarity plays a crucial role in improving entry rates for both high- and low-transparency stores. The research employs multiple experiments using virtual reality, images, and various store types to validate these hypotheses, offering practical insights for retail design. SAMPLE, K. L., SEVILLA, J., & HAWS, K. L. (2025). Clear views, clear gains: Exterior transparency's role in increasing consumer entry for retail environments. Journal of Retailing. https://www.sciencedirect.com/science/article/pii/S0022435925000053 Powered by Firstory Hosting

This study examines how professionals’ public disclosure of leisure activities influences consumer choices. The findings suggest that publicly sharing leisure activities associated with eudaimonic well-being (e.g., hiking, cooking) enhances consumers' perception of the professionals’ competence, thereby increasing their willingness to choose, hire, or support these professionals. However, this effect is moderated by other indicators of competence (e.g., awards) and the extent to which consumers are productivity-oriented. The study tests these hypotheses through online and laboratory experiments, exploring the underlying mechanisms and boundary conditions. Powered by Firstory Hosting

Which Type of Mass Layoff Triggers Greater Consumer Negative Reactions? I first encountered this paper when I attended the AMA CBSIG conference in Vienna last June, where the author presented their findings. At the time, I found it to be one of the most interesting papers in the entire conference and believed it had a strong potential for publication in a top-tier journal—which indeed turned out to be the case. Mass layoffs can be triggered by various factors, often associated with a company’s pursuit of greater efficiency and cost reduction. Such decisions frequently provoke negative public reactions. From a marketing perspective, however, a key question arises: when layoffs occur, does offshoring—relocating production to another country—lead to different consumer reactions compared to other reasons for layoffs? Join as a free member to stay updated and never miss any information! https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv Powered by Firstory Hosting

Paper Reading #NewKnowledge Is Physical Attractiveness an Advantage or Disadvantage for Female Entrepreneurs? In most cases, physical attractiveness is generally perceived as a positive attribute. Previous research in both judicial case studies and consumer behavior has demonstrated the existence of a "beauty premium," where attractive individuals receive certain advantages. However, in the entrepreneurial field, does beauty serve as an asset or a liability? A recent study published in the Journal of Management by a team of Swiss researchers explores this question from cognitive and physiological perspectives. Contrary to expectations, the findings reveal that male investors perceive more attractive female entrepreneurs as having higher professional competence and are more likely to grant them access to the investment selection process. Additionally, from a hormonal response perspective, cortisol levels amplify the effect of physical attractiveness on investment decisions. Reference: Schreiber, R., Hess, M., Grichnik, D., Shepherd, D. A., Tobler, P. N., & Wincent, J. (2024). An Attractiveness Bias? How Women Entrepreneurs’ Physical Appearance Affects Men Investors. Journal of Management. https://journals.sagepub.com/doi/full/10.1177/01492063241249699 🔗 Stay Updated—Join for Free: https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 💰 Support the Show with a Small Donation: https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv Powered by Firstory Hosting

這篇文章探討父母對子女教育產品的購買偏好，如何受到其對社會流動性的感知所影響。研究發現，認為社會流動性高的父母較重視提升子女優勢，而認為社會流動性低的父母則傾向於彌補子女弱點。 此偏好受到父母的地位目標設定所調節，並受到能力與地位相關性以及成功人士典範的影響。研究結果有助於行銷公司設計產品和行銷策略，以及政策制定者改善教育成果。這個效果會在子女的教育與「社會地位」有關時存在，即便是藝術文化類的教育也是如此。但是如果父母覺得專更可能在社會上成功，那不管什麼流動性知覺，都會更加喜愛「強化優點」的教育；反之，如果父母認為通才更可能成功，那麼「彌補弱點」會變成大家的共識。 This article explores how parents' preferences for purchasing educational products for their children are influenced by their perceptions of social mobility. The study reveals that parents who perceive high social mobility place greater emphasis on enhancing their children's advantages, while those who perceive low social mobility tend to focus on compensating for their children's weaknesses. These preferences are moderated by the parents' status goal-setting and are influenced by the perceived correlation between ability and status, as well as the exemplars of successful individuals. The findings provide valuable insights for marketing companies in designing products and strategies, as well as for policymakers aiming to improve educational outcomes. This effect emerges when children's education is linked to "social status," even in the case of arts and cultural education. However, if parents believe that specialists are more likely to succeed in society, they will favor "enhancing strengths" in education, regardless of their perception of social mobility. Conversely, if parents perceive that generalists are more likely to succeed, "compensating weaknesses" will become the common preference. Chen, Q., Wang, Y., & Zhang, Y. (2024). Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children's Educational Products. Journal of Marketing, 88(5), 46–62. https://journals.sagepub.com/doi/abs/10.1177/19485506241311347 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

#PaperReading #NewKnowledge  In our daily lives, it’s not uncommon to see people using volume to signal their social status. For instance, young people who modify their cars often amplify the sound to showcase their strength and dominance. Conversely, some prefer quiet products, believing that quietness better represents their status. For example, luxury sedans emphasize silence. So, which is more appealing: quiet and understated products or loud and roaring ones? This question is explored in a recent Journal of Marketing Research article by Michael L. Lowe's team, which specializes in studying the role of sound in marketing. Theoretical Framework Drawing on the Dominance-Prestige Account of Rank Allocation framework from psychology, there are two ways for individuals to achieve high status:Dominance – Demonstrating control through physical strength.Prestige – Gaining respect through expertise and skills. The authors argue that these two pathways correspond to different signals, and consumers use product volume to convey these status signals. Individuals who value dominance are more likely to prefer louder products. This aligns with prior research showing that individuals who are physically larger, more dominant, or stronger tend to have louder voices. On the other hand, those who value prestige may use quieter products to signal their status. The authors support this claim by referencing previous literature, which found that inconspicuous logos and understated luxury products are tools for high-status individuals to distinguish themselves from non-expert consumers. Similarly, high-status individuals tend to control their speaking volume. Hypotheses and Evidence The core hypothesis is relatively simple, but the evidence they provide is fascinating.Study 1: They analyzed character selection behaviors in an online game. Although the game was not disclosed, it appeared to be similar to League of Legends. They found that players who valued prestige (measured by accumulated skill points) were more likely to choose quieter characters in their next game, whereas players who valued dominance (measured by the number of opponents defeated) preferred louder characters. This behavior was replicated in a lab experiment.Survey Evidence: Through an online survey, they examined the relationship between car ownership and two personal traits: prestige and dominance. The results supported their core hypothesis.Study 3: Preferences for product design were explored. Participants who valued prestige were more likely to design drones to be quieter, while those who valued dominance preferred louder drones.Study 4: The final study used conjoint analysis to examine whether preferences for quiet products depended on the presence of other status signals. They discovered that when consumers valuing prestige could not identify a product’s status from its appearance or logo, their preference for quiet products diminished. Reflection This article is exceptionally well-done. Although the number of studies is limited, each provides strong evidence for the core hypothesis through real behavioral data. It also explains many intriguing phenomena we observe in daily life. Reference: Lowe, M., Jo, W., Ward, M. K., & Vohs, K. D. (2025). The Sound of Status: Product Volume as a Status Signal of Dominance or Prestige. Journal of Marketing Research. https://journals.sagepub.com/doi/abs/10.1177/00222437251314368 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

#PaperReading #NewKnowledge Recently, my spouse shared a story about a coworker in their office who had been experiencing persistent abdominal pain. Despite repeated advice from colleagues to seek a medical check-up, the individual didn’t take it seriously. Only after the pain became unbearable, accompanied by cold sweats, did they visit the hospital—where they were diagnosed with stage 4 colon cancer. For a long time, this coworker had avoided abdominal ultrasounds or colonoscopies. Yet, diseases like colon cancer can often be detected and prevented through early screenings. Similarly, modern illnesses like diabetes, hypertension, and hyperlipidemia require regular testing. But have you noticed that the older people get, the more resistant they seem to be toward health screenings? Ironically, for seniors, these screenings are even more critical. So why do older adults tend to avoid them? One plausible explanation is that the way we frame messages is ineffective. Framing theory suggests that the same issue can be presented in either a positive or negative frame. A positive frame highlights the benefits of performing a certain behavior, while a negative frame emphasizes the potential risks of not doing it. Most health and disease screening messages rely on negative framing because previous research often found that it had stronger persuasive effects. However, a recent study in the Journal of Consumer Psychology by a team from Zhejiang University and Hong Kong challenges this notion. They found that for older adults, positive framing might be more effective. They provide three key reasons to support this claim:Cognitive Decline with AgeAs people age, cognitive decline makes them more likely to engage in abstract and high-level (high construal) thinking. Research on framing theory shows that positive frames are typically processed at higher construal levels, making them more effective for seniors.Awareness of Life’s FinitenessOlder adults are more conscious of the brevity of life and are more motivated to focus on the gains highlighted in positive messages. They also tend to avoid information that triggers negative emotions, which is why positive framing resonates better.Novelty of Positive FramesOver the years, older adults have been repeatedly exposed to negatively framed messages about health screenings, making them less impactful. Positive frames, being less common, stand out more and are therefore more persuasive.In short, compared to younger consumers, older adults perceive positive framing as more diagnostic and are thus more likely to comply with disease-related screenings when exposed to such messages. This is the first article authored by Yu-Ting Pang, though it appears the project was likely overseen by the second author, Li-Li Wang, and their long-time collaborator Fang-Yuan Chen from the University of Macau. I met Yu-Ting last year in Paris—an outstanding young scholar. She seemed a bit shy but demonstrated great research acumen. Wishing her all the best in her postdoctoral journey at Hong Kong Polytechnic University! Reference: Pang, Y., Wang, L., & Chen, F. (2024). Message framing to enhance consumer compliance with disease detection communication for prevention: The moderating role of age. Journal of Consumer Psychology. https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1436 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

送禮送到心坎裡，但是如果遲到了怎麼辦？ 歲末年終的時候很多人又要開始送禮，用來表達自己的心意，但是送禮這一門學問實在需要人生修練。讓我們想像一個可能的情況。在耶誕節過後三四天，你才收到一個朋友送給你的耶誕禮物。這個時候你覺得對於你跟朋友之間的關係有什麼樣的傷害？你會毫不在意，還是覺得這個朋友太不上道？反過來，如果你是那個送禮遲到的人，你是否會覺得這樣遲到的禮物傷害你跟朋友之間的關係？ 在最近的Journal of consumer psychology中，對於送禮遲到這件事情做出有趣的探討。過去的送禮相關文獻研究多半集中在禮物的類型、送禮者與收禮者之間的關係，卻沒有探討過送禮的時間點。在這篇研究中，作者主張人們在送禮的時候，會有遵守社會規範的內在動機。其中一種重要的社會規範就是「禮物不應該遲到」。因為遲到的禮物會顯得自己對於收禮者不夠關心、顯得自己在準備禮物的過程中缺乏誠意。因此比起收禮者，送禮者更加重視自己的禮物是否遲到。因此，當禮物遲到的時候，送禮者會過度高估了遲到的禮物，對於兩人之間關係的傷害。換句話說，站在收禮者的角度遲到這件事情並沒有送禮者想的那么嚴重。 但遲到也不見得一定都會過度高估自己對於兩人關係的傷害。如果你送的禮物能夠彰顯出自己在準備禮物的過程中，花費了多少額外的心力時，會降低了人們對於遲到禮物所帶來的關係傷害估計。但是禮物也不能遲到太久。如果比起生日過後兩三天，不論收禮者或是送禮者，生日過後2個月送的禮物對關係傷害都會大幅提昇。然而最糟糕的狀況就是完全不送禮，顯示自己完全不在意對方。 其實這篇文章所探討的角度蠻「特別」的。他們關心的是送禮者與收禮者之間對於關係傷害估計的不對稱性。而且其實他們裡面有些很重要的因素，沒有探討到。如同他們自己在研究限制中談到的，他們並沒有深入分析受禮者與送禮者之間關係強度的影響。然而，我覺得送禮時間點對於關係傷害估計的不對稱，效果一定會受到兩人之間關係強度的調節。你想想看，如果是你的另外一半生日過了四五天才送你生日禮物，這不是一種找死的行為嗎？ 另外一個值得稍微提一下的是，這篇文章裏頭的每個情境樣本數已經破了200 其實我發現臺灣人送禮的時候，特別愛送一種產品：零食。但其實作為我自己的個人意見，我並不喜歡收到零食作為禮物。因為要控制自己的健康，我寧願受到一些更加實用性的東西。 Haltman, C., Herziger, A., Donnelly, G. E., & Reczek, R. W. (2024). Better late than never? Gift givers overestimate the relationship harm from giving late gifts. Journal of Consumer Psychology. https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1446 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

#PaperReading #NewKnowledge 「聽」新聞跟「讀」新聞之間對新聞的理解會有差別嘛？ 現在有越來越多人會在通勤的時間聽podcast，一方面可以吸收新知，一方面可以打發時間。其實這樣的現象也不是現在才有，從以前我們就可以邊開車或邊工作的時候聽廣播。但一個有趣的問題是：比起從閱讀的過程之中吸取到的新聞內容，靠「聽」帶來的新聞內容所產生的印象是否會不同？ 兩名來自賓大華頓商學院的老師提出了一個新的看法：比起閱讀，靠「聽」帶來的新聞內容，會讓消費者產生不同的印象。過去的研究指出，比起靠聽覺取得的資訊，個體比較能夠回想閱讀取得的資訊。這樣的結果可以歸因於2個不同的因素。一個是我們的視覺認知處理能力比起聽覺要好。我們在閱讀的時候可以反覆來回掃描並深化我們對於閱讀內容的處理。雖然某些狀態下聽覺刺激也可以反覆播放，但效果不如閱讀。另外一個因素是比起閱讀。當我們透過聽覺取得資訊時，往往更加消耗我們的認知資源。因為我們可以控制閱讀的速度，但沒有辦法控制聽覺刺激抵達的速度。而且許多透過聽覺取得刺激的情境下，我們其實正在多工處理其他事情，再進一步消耗了我們認知資源。而我們傾向於更加容易注意到情感上比較強烈的刺激，特別是負面刺激，但如果正面刺激具備強烈的驚喜特徵時，也同樣會吸引個體的注意。 根據上述基礎，作者預期：在外界刺激是高度正面或是高度負面時，比起透過聽覺取得外界資訊，透過閱讀取得資訊的個體，會對於正面的資訊內容有更強的正面印象，因為聽覺取得資訊的個體對正面資訊比較不會在意；但對於負面的資訊內容，兩者的負面印象強度會差不多，因為負面資訊對於不同感官而言吸引注意力的強度差不多。但如果是正負面資訊交雜的內容時呢？作者認為這個時候由於透過聽覺取得資訊的消費者會有較低的認知資源，因此他們會更加注意負面資訊，從而對這樣的信息內容有較負面的印象。 這篇文章的管理意涵卻蠻有趣的，雖然現在普遍性地越來越多人使用podcast這樣的管道取得資訊，但這很可能會給品牌帶來意想不到的負面影響。 Melumad, S., & Meyer, R. (2024). How Listening versus Reading Alters Consumers’ Interpretations of News. Journal of Marketing Research. https://journals.sagepub.com/doi/full/10.1177/00222437241280068 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting

弱勢的慈善團體如何促進自己的捐款？評估模式的效果。 想像一下，如果你今天看到兩家慈善機構正在募款，你會比較想捐給哪一家？是距離目標只募到10%的？還是距離目標已經募到90%的？過去的研究做出了兩種不同的預期。根據目標梯度效果的文獻，消費者可能會因為已經達成90%的目標，因此更想加速這樣的目標達成。但另外一批文獻認為，當我們越靠近目標時，我們越可能分心去重視其他的目標。因此，我們更可能去支持離目標只達到10%的慈善單位。這兩種彼此衝突的解釋該怎麼樣調和？在最近的Journal of marketing research文章中，認為可以從評估模式的角度來下手。 這批作者認為過去的研究幾乎都是在談消費者面對單一慈善活動的捐款意圖和捐款行為。但現實生活中，我們常常可以同時看到2個以上的單位在進行募款。換句話說，過去的文獻幾乎都是以個別評估的角度出發，但現實生活中，消費者也可能面對聯合評估的狀況。作者認為，比起個別評估，聯合評估更可能凸顯2個慈善團體之間在需要程度上的落差（salience of need）。換句話說，當我們把距離目標比較遠的慈善團體，跟距離目標比較近的慈善團體擺在一起比較時，會更凸顯距離目標比較遠的慈善組織所需要的幫助。因此，為了縮小兩者之間的差距，我們更可能捐款，幫助那些距離目標比較遙遠的慈善組織。 概念本身並不難理解，實驗也並不特別複雜，搭配了真實自己資料更提升了整篇文章的水準。但這篇文章最大的價值是凸顯了一個過去並沒有在研究中被探討的視角：評估模式。也根據評估模式作為基礎，他們便是出了幾個可能的邊際條件： 1. 如果募款的單位是營利​組織，而不是非營利組織的時候，這個效果會消失，因為我們認為非營利組織才會有比較高的被幫助的需要。 2. 當消費者認為自己的捐款可以幫助慈善組織臨門一腳達到募款的目標時，這個效果也會消失。 3. 雙方的差異不夠大的時候，這個效果也會消失。 4. 在他們的一個補充研究中發現，如果捐款的進度框架成為「還剩下多少」，而非「已經達成多少」時也會消失。 Habib, R., Hardisty, D. J., White, K., & Kim, B. J. (2024). The Closing-the-Gap Effect: Joint Evaluation Leads Donors to Help Charities Farther from Their Goal. Journal of Marketing Research. 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments Powered by Firstory Hosting