Journal of Consumer Research最新文献

Moralizing Everyday Consumption: The Case of Self-Care 日常消费道德化：自我保健案例

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-09-17 DOI: 10.1093/jcr/ucae056

Rachel E Hochstein, Ela Veresiu, Colleen M Harmeling

{"title":"Moralizing Everyday Consumption: The Case of Self-Care","authors":"Rachel E Hochstein, Ela Veresiu, Colleen M Harmeling","doi":"10.1093/jcr/ucae056","DOIUrl":"https://doi.org/10.1093/jcr/ucae056","url":null,"abstract":"Morality, appraisals of right and wrong, is central to consumers’ identities and decisions. Even everyday consumption choices can be subject to moral judgments and require moral justifications. When and how do consumers moralize formerly taken-for-granted consumption practices? Considering self-care consumption in the United States, which includes practices that range from bathing to dieting to meditating to vacationing, this paper examines the moralization of everyday consumption practices. This research reveals that consumption is likely to be moralized when there are culturally contested meanings of its core constructs, like “self” and “care,” leading cultural authorities to prescribe alternative ways to pursue the same consumption goal (ie, cultural scripts). Exposure to cultural scripts that clash with consumers’ moral intuitions about self-care consumption triggers moral introspection, an evaluation and re-calibration of those intuitions. Consumers then set moral boundaries of acceptable self-care consumption by (1) denouncing, such that they assume a position of moral righteousness; (2) positioning, to indicate moral inclusivity; (3) balancing, which implies moral licensing; or (4) ritualizing, in which case they express moral autonomy. This study advances consumer research by establishing that moral considerations intertwine with consumers’ identities and underlie the symbolic meanings of everyday consumption practices.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"50 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142264621","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

People Believe If 90% Prefer A over B, A Must Be Much Better than B 人们认为，如果 90% 的人喜欢 A 而不是 B，那么 A 一定比 B 好得多

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-09-14 DOI: 10.1093/jcr/ucae055

Graham Overton, Joachim Vosgerau, Ioannis Evangelidis

{"title":"People Believe If 90% Prefer A over B, A Must Be Much Better than B","authors":"Graham Overton, Joachim Vosgerau, Ioannis Evangelidis","doi":"10.1093/jcr/ucae055","DOIUrl":"https://doi.org/10.1093/jcr/ucae055","url":null,"abstract":"We show that consumers confuse consensus information in polls—such as 90% prefer product A over product B—with differences in liking—the extent to which poll respondents like A better than B. Consequently, they interpret a 90% consensus in favor of A as the average liking of A being considerably higher than the average liking of B. We demonstrate empirically and with simulations that—while this can be true—it is more probable that the average liking of A is only slightly higher than that of B. This regularity is robust to the sign and size of the correlation between ratings for A and B, and across most distributions for A and B’s liking. Consumers are not aware of this regularity, and believe that 90% consensus implies A being much better than B. Communicators (marketers, managers, public policy makers, etc) can capitalize on these erroneous inferences and strategically display preference information as consensus or as liking ratings leading to dramatic shifts in choices. Consumers’ erroneous inferences can be corrected by educating them about the shape of the distribution of liking differences. We discuss theoretical and managerial implications for the understanding and usage of polls.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"19 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142264574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

When Is Digital Censorship Permissible? A Conversation Norms Account 何时允许数字审查？对话规范

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-09-02 DOI: 10.1093/jcr/ucae054

Tami Kim

{"title":"When Is Digital Censorship Permissible? A Conversation Norms Account","authors":"Tami Kim","doi":"10.1093/jcr/ucae054","DOIUrl":"https://doi.org/10.1093/jcr/ucae054","url":null,"abstract":"How do people decide what should—and should not—be censored? Seven studies investigate the psychology of digital censorship regarding user-generated content. Study 1 is inductive, identifying three dimensions—content, intent, and outcomes—along which consumers believe censorship decisions regarding user-generated content should be made. Despite the prevailing practice of content-based digital-censorship decisions—that is, censorship based on whether the focal content includes negative, concrete attributes such as obscene language and violence—people’s acceptance of censorship decisions is determined, in part, by the degree to which the creator’s intent is considered (an “intent-sensitivity hypothesis”; Studies 2A–2D) even when failing to censor would engender negative consequences. The current research contends that this effect stems from people’s belief that when online platforms make censorship decisions regarding user-generated content, they should abide by conversation norms. Thus, people demonstrate less intent sensitivity in contexts in which doing so is not as conversationally normative—for instance, when platforms are used for professional, rather than social, purposes (Study 3). Furthermore, people do not expect the platform to exhibit intent sensitivity in less conversationally intimate contexts (Study 4).","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"29 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142218843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Positive Contrast Scope-Insensitivity 正对比范围敏感性

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-08-28 DOI: 10.1093/jcr/ucae052

Guy Voichek, Nathan Novemsky

引用次数: 0

Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers 品牌戏弄：品牌如何通过取笑消费者建立牢固关系

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-08-28 DOI: 10.1093/jcr/ucae051

Demi Oba, Holly S Howe, Gavan J Fitzsimons

{"title":"Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers","authors":"Demi Oba, Holly S Howe, Gavan J Fitzsimons","doi":"10.1093/jcr/ucae051","DOIUrl":"https://doi.org/10.1093/jcr/ucae051","url":null,"abstract":"Popular brands like Wendy’s, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across eleven (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutral communication. These effects occur because consumers anthropomorphize brands more when they use teasing communication. This leads to greater engagement with brand messages and greater self-brand connection. We also leverage the interpersonal teasing literature to distinguish between prosocial and antisocial teases and highlight an important boundary condition. Specifically, we demonstrate that while prosocial teasing evokes a positive human schema, antisocial teasing, although still anthropomorphic, activates a negative human schema which reduces connection to the brand. As a result, antisocial teases lose their relational advantage over purely funny communication. This work contributes to the streams of research on brand humor, anthropomorphism, and consumer-brand relationships. It also provides actionable implications by demonstrating a novel antecedent to consumer brand connection and the boundaries within which these positive effects are expected to occur.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"59 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142218844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias 他爱他投资的人：交配线索对男女沉没成本偏见的影响

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-07-26 DOI: 10.1093/jcr/ucae048

Rui Chen, Hao Sun, Zhaoyang Guo, Haipeng (Allan) Chen

{"title":"He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias","authors":"Rui Chen, Hao Sun, Zhaoyang Guo, Haipeng (Allan) Chen","doi":"10.1093/jcr/ucae048","DOIUrl":"https://doi.org/10.1093/jcr/ucae048","url":null,"abstract":"The sunk cost bias, ie, people’s suboptimal tendency to continue to pursue previously invested options, has been found in many domains, and various mechanisms have been proposed. The current study offers a novel perspective for understanding sunk cost bias. Drawing on previous findings suggesting that sunk cost bias may be adaptive and promoted by fundamental motives, it is theorized that sunk cost bias may be a goal-oriented behavior in the mating domain and that this bias can extend to consumption domains (e.g., product/service with nonrefundable deposits, lotteries earned through prior effort, loyalty program memberships obtained through previous purchases) when mating cues are salient. One field study and seven experiments (six of which were pre-registered) demonstrated that mating cues strengthen an implemental mindset among men (vs. women). Consequently, men exhibit a stronger sunk cost bias in consumption when mating cues are salient. However, this effect was not found among women due to differences in their mating tactics. In addition, this paper distinguishes sunk cost effect from status quo bias and rules out multiple alternative explanations for the results (including affect, overconfidence, the investment-payoff link, persistence, perceived morality, shame, guilt, and disgust associated with abandoning the original option).","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"55 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141777322","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Mixed Couples, Mixed Attitudes: How Interracial Couples in Marketing Appeals Influence Brand Outcomes 混合夫妇，混合态度：营销诉求中的异族情侣如何影响品牌结果

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-07-19 DOI: 10.1093/jcr/ucae047

Nicole Davis, Rosanna K Smith, Julio Sevilla

{"title":"Mixed Couples, Mixed Attitudes: How Interracial Couples in Marketing Appeals Influence Brand Outcomes","authors":"Nicole Davis, Rosanna K Smith, Julio Sevilla","doi":"10.1093/jcr/ucae047","DOIUrl":"https://doi.org/10.1093/jcr/ucae047","url":null,"abstract":"Interracial couples are increasingly featured in marketing messages, yet little is known about how their representation influences consumer behavior. Across six experiments (N = 4,956) and a field study on Facebook, interracial couples in marketing appeals enhance brand outcomes relative to monoracial dominant (ie, White) couples, but decrease brand outcomes relative to monoracial nondominant (ie, minority) couples. These effects stem from how the racial composition of dominant (vs. nondominant) members within a couple either amplifies or dilutes perceived warmth. Monoracial couples possess consistent stereotype attributes, with dominant (vs. nondominant) groups typically seen as lower in warmth. Thus, monoracial couple warmth is amplified: monoracial dominant couples are seen as less warm (ie, negative amplification), and monoracial nondominant couples as warmer (ie, positive amplification) than the individuals in the couple. Interracial couples possess inconsistent racial attributes, inducing stereotype dilution with intermediate levels of perceived warmth. Warmth drives brand outcomes above and beyond brand diversity, social desirability, and brand morality. Effects are moderated by consumers’ social dominance orientation and whether the monoracial dominant couple is nondominant along another dimension (ie, sexual orientation). This work holds theoretical implications for stereotyping research and provides practical insight into multiracial marketing.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"253 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141741090","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer Dirtwork: What Extraordinary Consumption Reveals about the Usefulness of Dirt 消费者的污垢工作：非同寻常的消费揭示了泥土的用途

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-07-17 DOI: 10.1093/jcr/ucae046

Nathan B Warren, Linda L Price

{"title":"Consumer Dirtwork: What Extraordinary Consumption Reveals about the Usefulness of Dirt","authors":"Nathan B Warren, Linda L Price","doi":"10.1093/jcr/ucae046","DOIUrl":"https://doi.org/10.1093/jcr/ucae046","url":null,"abstract":"Societies create material, social, and moral boundaries that define who and what is dirty. “Dirt” encompasses literal and figurative things—objects, beings, ideas—that transgress these boundaries and thus are “out of place.” Previous research describing how consumers avoid and manage dirt assumes that dirt is aversive. The concept of consumer dirtwork emerged from our examination of self-described “dirtbag” wilderness consumers. Dirtwork reveals the potential usefulness of dirt. Instead of cleaning, dirtworkers redraw dirt boundaries, revealing resources they then work to capture. Boundary redrawing describes a continuum of adjustments to dirt boundaries, ranging from small shifts to complete inversions. Resourcing work describes the efforts required to capture the resources that are uncovered by boundary redrawing. Dirtwork results in challenges and rewards, and offers the possibility of continued dirtwork-resourced consumption. Dirtwork contributes by revealing the process wherein consumers make use of dirt, thus demonstrating the usefulness of dirt and fluidity of dirt boundaries. Dirtwork provides a useful lens for understanding consumer behaviors that do not aspire or cannot conform to socially-imposed cleanliness rules, including stigmatized, mundane, and extraordinary consumption. Dirtwork challenges assumptions that clean is good, socially-valuable, safe, and sustainable, and implicit associations of dirt with danger, stigma, and unsustainability.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"1 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141741091","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Who Am I Here? Care Consumers’ Identity Processes and Family Caregiver Interventions in the Elderscape 我是谁？老年景观中护理消费者的身份认同过程和家庭护理者的干预措施

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-07-17 DOI: 10.1093/jcr/ucae045

Julia Rötzmeier-Keuper, Nancy V Wünderlich

{"title":"Who Am I Here? Care Consumers’ Identity Processes and Family Caregiver Interventions in the Elderscape","authors":"Julia Rötzmeier-Keuper, Nancy V Wünderlich","doi":"10.1093/jcr/ucae045","DOIUrl":"https://doi.org/10.1093/jcr/ucae045","url":null,"abstract":"With increasing longevity, the need for institutional elderly care has become commonplace. This study explores the experiences of elderly care consumers in institutional care settings, which we define as the “elderscape”—a heterotopic place shaped by the marketization of care. Drawing from 24 in-depth interviews with elderly care consumers, their family caregivers, and professional caregivers, we present a model of elderly care consumers' navigation patterns and identity processes in the elderscape. The transition to the elderscape often compels elderly consumers to strive to preserve their identities. Boundaries defined by market logic and professional care logic require elderly care consumers to navigate these constraints, sometimes adapting their identities. As a result, distinct navigation patterns emerge: rebuilding personal connections, revaluating possessions, reconsidering activities, and reclaiming space. Furthermore, the identity preservation efforts of elderly care consumers are complicated by the interventions of family caregivers. The findings highlight the dual nature of family caregivers' impact on elderly consumers' identity processes. Depending on their motivations—such as care, obligation, or nostalgia—family caregivers engage in patterned actions that either support or destabilize the elderly consumers' identity processes. This research provides valuable insights for care institutions, family caregivers, and care consumers alike.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"62 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141741092","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Visual Complexity = Higher Production Cost Lay Belief 视觉复杂性 = 更高的生产成本 Lay Belief

IF 7.2 1区管理学

Journal of Consumer Research Pub Date : 2024-07-13 DOI: 10.1093/jcr/ucae044

Lauren Min, Peggy J Liu, Cary L Anderson

{"title":"The Visual Complexity = Higher Production Cost Lay Belief","authors":"Lauren Min, Peggy J Liu, Cary L Anderson","doi":"10.1093/jcr/ucae044","DOIUrl":"https://doi.org/10.1093/jcr/ucae044","url":null,"abstract":"Brands and retailers often offer different aesthetic versions of the same base product that vary from visually simple to visually complex. How should managers price these different aesthetic versions of the same base product? This research provides insights for such decisions through uncovering a novel consumer lay belief about the relationship between visual complexity and production costs. Consumers associate simple (vs. complex) visual aesthetics with lower production costs when evaluating different aesthetic versions of a product. This lay belief occurs in joint evaluation mode but is mitigated in separate evaluation mode. An important downstream implication of this lay belief is that consumers’ willingness to pay is lower for visually simple (vs. complex) versions. This gap in willingness to pay occurs even when consumers like both product versions or aesthetics equally, and it is only eliminated when consumers like the visually simple version substantially more than the complex version. Finally, reducing the diagnosticity of the lay belief by disclosing information that the two versions took similar amounts of production time and effort reduces the gap in willingness to pay between visually simple (vs. complex) versions.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":"38 1","pages":""},"PeriodicalIF":7.2,"publicationDate":"2024-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141612122","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0