Behavioral Marketing eJournal最新文献_第6页

Optimal Influence Under Observational Learning 观察学习下的最优影响

Behavioral Marketing eJournal Pub Date : 2016-11-19 DOI: 10.2139/ssrn.2449420

Nikolas Tsakas

引用次数: 3

Conspicuous Consumption on the Long Tail: How Can Luxury Brands Benefit from Counterfeits? 长尾效应下的炫耀性消费:奢侈品牌如何从假货中获益?

Behavioral Marketing eJournal Pub Date : 2016-10-05 DOI: 10.2139/ssrn.2848511

Pinar Yildirim, Z. Liu, Z. J. Zhang

{"title":"Conspicuous Consumption on the Long Tail: How Can Luxury Brands Benefit from Counterfeits?","authors":"Pinar Yildirim, Z. Liu, Z. J. Zhang","doi":"10.2139/ssrn.2848511","DOIUrl":"https://doi.org/10.2139/ssrn.2848511","url":null,"abstract":"We study how luxury brands can use product line expansion as a strategy when facing a threat from the counterfeit market. Consumers who are status-conscious consider the bene\u001cfits and costs of buying luxury items in order to strengthen the beliefs of others about their status. Our \u001cfindings suggest that product line expansion strategy serves these high-end consumers and their motives to strengthen their status image. In a market with counterfeiters, consumers have an incentive to buy additional products in order to reduce the uncertainty of their status signals. Increasing consumption makes it harder for others to imitate status when authentic brands signal quality and status with higher precision compared to counterfeits. Since each luxury item purchased contributes to one's status in a marginally declining fashion, it is rational for a luxury brand to expand its product line such that it maintains its core product and introduces peripheral products with lower status signalling benefi\u001cts and prices. We further show that an increasing counterfeit market share can increase status-conscious consumers' willingness to pay for luxury goods. As a result, presence of counterfeiters can increase the pro\u001ct of a luxury brand.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129788155","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

The Influence of Green Marketing to Perceived Value on Pertamax Purchasing Decision 绿色营销对感知价值对Pertamax采购决策的影响

Behavioral Marketing eJournal Pub Date : 2016-08-01 DOI: 10.2991/gcbme-16.2016.33

A. Widodo, R. Yusiana

引用次数: 3

The Plight of Rural Migrant Workers in Urban China 中国城市农民工的困境

Behavioral Marketing eJournal Pub Date : 2016-08-01 DOI: 10.2139/SSRN.2844361

Rongwei Chu, J. Gentry, Jie Gao, Xin Zhao

引用次数: 2

The Influence of Consumers’ Logical and Affective Brand Evaluation Inclinations on Consideration Set Composition 消费者的逻辑与情感品牌评价倾向对考虑集构成的影响

Behavioral Marketing eJournal Pub Date : 2016-07-14 DOI: 10.2139/ssrn.2809490

Fumiaki Kikuchi

{"title":"The Influence of Consumers’ Logical and Affective Brand Evaluation Inclinations on Consideration Set Composition","authors":"Fumiaki Kikuchi","doi":"10.2139/ssrn.2809490","DOIUrl":"https://doi.org/10.2139/ssrn.2809490","url":null,"abstract":"This paper explores how consumers’ brand evaluation inclinations influence the degree of brand convergence in their consideration sets. We treated consumers’ brand evaluation inclinations two-dimensionally (logical and affective) and divided consumers into the following four groups: (I) strong logical and affective brand evaluation inclination, (II) weak logical and strong affective brand evaluation inclination, (III) weak logical and affective brand evaluation inclination, and (IV) strong logical and weak affective brand evaluation inclination. We hypothesized that the degree of convergence would differ among the four groups and assumed, more concretely, that it would be highest in Group IV, moderate in Group I and Group III, and lowest in Group II. A series of experiments based on data gathered via questionnaires showed differences in the degrees of brand convergence among the four groups, which supports this study’s primary hypothesis. However, the observed magnitude of the relationships differed from this study’s supposition. The empirical results showed that the degrees of convergence for consumers in Group II and Group III were higher than those for consumers in Group I and Group IV.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125064441","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults Towards Global Smartphone Brands 影响东南亚年轻人对全球智能手机品牌购买意愿的因素

Behavioral Marketing eJournal Pub Date : 2016-06-01 DOI: 10.21002/amj.v8i1.9265

A. Zahid, Omkar Dastane

引用次数: 24

Price Discounts and Peer Effects in Information Goods: Results from a Randomized Experiment 信息商品的价格折扣与同伴效应:一个随机实验的结果

Behavioral Marketing eJournal Pub Date : 2016-05-19 DOI: 10.2139/ssrn.2551800

Miguel Godinho de Matos, P. Ferreira, Rodrigo Belo

{"title":"Price Discounts and Peer Effects in Information Goods: Results from a Randomized Experiment","authors":"Miguel Godinho de Matos, P. Ferreira, Rodrigo Belo","doi":"10.2139/ssrn.2551800","DOIUrl":"https://doi.org/10.2139/ssrn.2551800","url":null,"abstract":"We look at the interplay between price promotions and peer influence in the case of movies in Video-on-Demand (VoD), which are non-storable information goods. We analyze the outcomes from a randomized experiment run for 3 consecutive months using the VoD system of a large telecommunications provider. We show that households with access to movies priced 25% lower than usual lease 11.1% more of these movies than households that never had access to movies at reduced prices. However, they also lease 3.3% fewer of the movies without price discounts during the entire experiment, which reduces aggregate sales by 2.9% hurting the provider’s profitability. We use cell phone call detail records from this provider to infer a graph of social proximity across households. The average degree in this graph is 10.23 friends. Using this graph, we find a positive effect of peer influence in the consumption of movies in this VoD system, which can be strategically used by the firm to issue price promotions minimizing profit losses. Firms can break-even if they offer price promotions to households with enough connections to generate enough sales through peer influence to counter the undesirable effect of price promotions. We show how the ability of the firm to break-even depends on the magnitude of the effect of peer influence, the discount offered and the markup factor. At the average of the covariates observed in our setting, the firm breaks-even if it offers price promotions to households with more than 4 connections.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"258 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123450192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices 财富与福利:对消费者伦理选择的不同道德反应

Behavioral Marketing eJournal Pub Date : 2016-03-19 DOI: 10.1093/JCR/UCV096

J. Olson, Brent McFerran, Andrea C. Morales, D. Dahl

{"title":"Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices","authors":"J. Olson, Brent McFerran, Andrea C. Morales, D. Dahl","doi":"10.1093/JCR/UCV096","DOIUrl":"https://doi.org/10.1093/JCR/UCV096","url":null,"abstract":"This article examines perceptions of low-income consumers receiving government assistance and the choices they make, showing that this group is viewed differently than those with more resources, even when making identical choices. A series of five experiments reveal that ethical purchases polarize moral judgments: whereas individuals receiving government assistance are perceived as less moral when choosing ethical (vs. conventional) products, income earners, particularly high-income individuals, are perceived as more moral for making the identical choice. Price is a central component of this effect because equating the cost of ethical and conventional goods provides those receiving government assistance some protection against harsh moral judgments when choosing ethically. Moreover, earning one’s income drives perceptions of deservingness, or the right to spend as one desires. Those who receive assistance via taxpayer dollars are under greater scrutiny (frequently resulting in harsher moral judgments) by others. In addition to influencing perceptions of individual consumers, the results demonstrate that such attributions extend to groups who make ethical choices on others’ behalf, and that these attributions have real monetary consequences for nonprofit organizations.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123407728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 79

What the Eye Does Not Admire the Brain Does Not Desire: How Visual Properties of Product Packaging Affect Consumer Attention and Choice 眼睛所不欣赏的，大脑所不渴望的:产品包装的视觉特性如何影响消费者的注意力和选择

Behavioral Marketing eJournal Pub Date : 2015-12-29 DOI: 10.2139/ssrn.2709187

Milica Mormann, R. Towal, C. Koch

引用次数: 4

Asking Attitude, Intention and Prediction Questions as a Social Influence Technique: A Meta-Analysis of the Question-Behavior Effect 问态度、意向和预测问题作为社会影响技巧:问题-行为效应的元分析

Behavioral Marketing eJournal Pub Date : 2015-11-05 DOI: 10.2139/ssrn.2686184

T. van Steen, A. Joinson, J. Carruthers

引用次数: 0