Journal of Consumer Behaviour最新文献

Running Low, Diversifying Less: How Smartphone Battery Depletion Reduces Consumer Variety Seeking 低电量，少多样化：智能手机电池耗尽如何减少消费者对多样性的追求

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-06-12 DOI: 10.1002/cb.70189

Yangyi Tang, Eric, Xing Gao

{"title":"Running Low, Diversifying Less: How Smartphone Battery Depletion Reduces Consumer Variety Seeking","authors":"Yangyi Tang, Eric, Xing Gao","doi":"10.1002/cb.70189","DOIUrl":"https://doi.org/10.1002/cb.70189","url":null,"abstract":"<div>\u0000 \u0000 <p>Smartphones have become primary touchpoints through which consumers interact with retailers, browse assortments, and make purchase decisions. While prior research has examined how smartphone presence and digital environments influence consumer behavior, little is known about how momentary device states shape these interactive experiences. Among smartphone features, battery status represents a psychologically salient yet underexplored cue: consumers' intensive smartphone use fosters strong dependence on these devices, yet charging opportunities are not always readily available, making low-battery situations both common and consequential. Across six experiments (total <i>N</i> > 2000) covering diverse product categories and both online and offline shopping contexts, we find that a low (vs. high) smartphone battery level reduces consumers' tendency to diversify their product choices. This effect is driven by diminished perceived control and is attenuated when the phone is actively charging, among consumers with lower smartphone attachment, and when choices are framed to restore control. Conceptually, this research introduces smartphone battery level as a novel contextual cue that shapes consumer choice processes and enriches the literature on variety seeking in digital consumption contexts. Practically, it offers actionable insights for marketers to leverage real-time device states to personalize assortment presentation, promotional timing, and message framing, thereby enhancing the effectiveness of mobile and interactive marketing strategies.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2629-2646"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904130","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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

Building Relationships With the Empathetic Chatbots: The Effect of Chatbot Empathy on Consumer Well-Being 与移情聊天机器人建立关系：聊天机器人移情对消费者幸福感的影响

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-06-03 DOI: 10.1002/cb.70181

Hao Zhang, Dewen Meng, Xiaoning Liang, Linxiang Lv

引用次数: 0

Anthropomorphic Design of Virtual Streamers in Live Streaming: A Double-Edged Sword Effect on Consumers' Acceptance Intention 直播中虚拟主播的拟人化设计：对消费者接受意愿的双刃剑效应

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-05-12 DOI: 10.1002/cb.70155

Xiaoli Tang, Zihua Wang

{"title":"Anthropomorphic Design of Virtual Streamers in Live Streaming: A Double-Edged Sword Effect on Consumers' Acceptance Intention","authors":"Xiaoli Tang, Zihua Wang","doi":"10.1002/cb.70155","DOIUrl":"https://doi.org/10.1002/cb.70155","url":null,"abstract":"<div>\u0000 \u0000 <p>Anthropomorphism is a core design strategy for virtual streamers in retail live streaming, yet how its two dimensions (anthropomorphic appearance and driven method) jointly influence consumers' acceptance intention remains understudied. Drawing on the uncanny valley theory and implicit personality theory, four progressive between-subjects experiments (<i>N</i> = 1334) yield consistent findings: anthropomorphic appearance and driven method interact significantly to shape acceptance intention, with high anthropomorphic appearance paired with human-driven operation and low anthropomorphic appearance paired with AI-driven operation both enhancing consumers' acceptance (Studies 1–4). This effect is fully mediated by parallel pathways of perceived value and perceived threat, reflecting a distinct double-edged sword effect in consumer-AI interaction (Study 2). Additionally, two boundary conditions are identified: AI disclosure strengthens the focal effect by optimizing perceived value (Study 3), while entity theorists (compared to incremental theorists) exhibit greater sensitivity to the “appearance-driven method” matching (Study 4). These findings advance theoretical understanding of anthropomorphism and consumer acceptance of AI technologies in retail contexts, offering actionable guidance for retailers to tailor virtual streamer designs to consumer psychological preferences and improve live streaming effectiveness.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2321-2341"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904092","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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

I Buy What I Smell: Extended Typology of Situational Memory 我闻什么买什么：情景记忆的扩展类型学

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-06-08 DOI: 10.1002/cb.70183

Mengjiao Yin, Qin Zhang, Jiangjun Zhou

{"title":"I Buy What I Smell: Extended Typology of Situational Memory","authors":"Mengjiao Yin, Qin Zhang, Jiangjun Zhou","doi":"10.1002/cb.70183","DOIUrl":"https://doi.org/10.1002/cb.70183","url":null,"abstract":"<div>\u0000 \u0000 <p>Although olfaction is known as the most effective sensory cue for evoking autobiographical memories, there is little research on how situational memory structures triggered by scents affect consumer decision-making. In marketing, fragrance choices often focus on sensory preferences or abstract styles, without connecting with consumers' deeper psychological experiences. This study bridges the gap by integrating large-scale online reviews (<i>N</i> = 154,017) and consumer surveys (<i>N</i> = 597). We use a mixed-methods approach, combining LLM-assisted content analysis and PLS-SEM, to propose and validate an olfactory consumption model grounded in the Extended Situational Memory framework (SM5-Extended). Our findings show that purchase intention is driven more by the memory's agency dimensions—such as spatial presence, protagonist identity, and intentionality—than by its temporal or causal details. Exploratory analysis further suggests that the four fragrance categories (Calm, Gentle, Fresh, and Classic) correspond to different psychological functions, from self-healing to self-expression. This research reveals that consumers essentially buy into the self shaped by scent-triggered situations, laying a theoretical foundation and a practical pathway for perfume marketing to shift from just “smelling good” to being “meaningful.”</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2572-2594"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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 Effect of Color Versus Black-and-White Images on Charitable Behavior 彩色图像与黑白图像对慈善行为的影响

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-05-21 DOI: 10.1002/cb.70175

Luqiong Tong, Fengyun He, Wei-Fen Chen, Xue Wang, Qi Wang

引用次数: 0

Sustainable Luxury: Understanding Consumer Responses to Purpose-Driven Brand Strategies 可持续奢侈品：了解消费者对目的驱动型品牌战略的反应

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-06-02 DOI: 10.1002/cb.70178

Subhajit Pahari, Munmun Patra, Kiran Menghani, Park Thaichon

{"title":"Sustainable Luxury: Understanding Consumer Responses to Purpose-Driven Brand Strategies","authors":"Subhajit Pahari, Munmun Patra, Kiran Menghani, Park Thaichon","doi":"10.1002/cb.70178","DOIUrl":"https://doi.org/10.1002/cb.70178","url":null,"abstract":"<p>The study examines the dilemma faced by consumers in balancing the concepts of sustainability and luxury in the context of self-gifting. The research is based on the Affect-Behavior-Cognition (ABC) framework and the Consumer-Brand Identification (CBI) theory, which seeks to understand how the perceived sustainability–luxury fit and brand ethicality influence emotional reactions and consumer behavior after purchase. A mixed-methods design with two phases has been employed. The first phase consists of extensive interviews with participants from three countries: India, the UK, and Australia. In the second phase, we verified a conceptualized model using surveys with 470 consumers, employing confirmatory factor analysis and structural equation modeling. The results highlight that a fit between sustainability and luxury, as well as brand ethicality, can enhance sustainability-induced brand attachment and eco-luxury pride, which in turn drive self-gifting intentions, post-purchase impact actions, electronic word-of-mouth, and consumer well-being. Brand transgression history deteriorates, whereas long-term orientation reinforces these affect–behaviour relationships. Thus, besides managerial implications, the study advances sustainable luxury theory by positioning sustainability as an emotional and identity-based driver of consumer behaviour through the integration of the ABC and CBI frameworks.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2520-2541"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70178","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Influence of Aesthetic Liking on Product Evaluation: How and When It Differs With Brand Strength and Product Type 审美喜好对产品评价的影响：如何及何时随品牌强度和产品类型的不同而不同

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-05-28 DOI: 10.1002/cb.70179

Mariëlle E. H. Creusen, Ruth Mugge, Jan P. L. Schoormans

{"title":"The Influence of Aesthetic Liking on Product Evaluation: How and When It Differs With Brand Strength and Product Type","authors":"Mariëlle E. H. Creusen, Ruth Mugge, Jan P. L. Schoormans","doi":"10.1002/cb.70179","DOIUrl":"https://doi.org/10.1002/cb.70179","url":null,"abstract":"<p>This research provides comprehensive insight into the influence of aesthetic liking on product preference across different types of durable product categories by uncovering the underlying process. Distinguishing a direct expressive influence of aesthetic liking and an indirect influence as a quality signal, referring to signaling theory, we assessed the moderating effect of brand strength (a powerful quality signal) and category type (expressive or utilitarian) on the effect of aesthetic liking on consumer product preference. In two online studies (<i>N</i> = 218 and <i>N</i> = 151), consumers respectively evaluated four and two products (household appliances and wearables) that varied in visual attractiveness and brand strength. Results of a moderated mediation model showed that consumers concurrently used aesthetic liking and brand strength as performance quality signals. The effect of aesthetic liking on perceived quality tended to be greater for weak (unfamiliar) than for strong (familiar and liked) brands, but was influential for both. When performance quality is important to consumers (i.e., for utilitarian products), this interaction effect can in turn influence product preference. For expressive products, aesthetic liking mainly directly affected preference, which was independent of brand strength. This research provides comprehensive insight into the extent and way in which aesthetic liking impacts consumer product preference, including the moderating influence of brand strength and product type, with relevant implications for theory and practice.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2470-2484"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70179","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904233","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Extending the Customer Value Map: A Diagnostic Framework for Perceived Value Sensitivity in Retail 扩展顾客价值图：零售业感知价值敏感性的诊断框架

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-05-14 DOI: 10.1002/cb.70173

Angel del Castillo Puente, Domingo Calvo Dopico

{"title":"Extending the Customer Value Map: A Diagnostic Framework for Perceived Value Sensitivity in Retail","authors":"Angel del Castillo Puente, Domingo Calvo Dopico","doi":"10.1002/cb.70173","DOIUrl":"https://doi.org/10.1002/cb.70173","url":null,"abstract":"<div>\u0000 \u0000 <p>This study extends the customer value map (CVM) framework by introducing and operationalizing the concept of perceived value elasticity (PVE), defined as a metric for assessing how changes in specific value dimensions translate into shifts in relative consumer preference. Grounded in behavioral economics and foundations of perceived value, the framework integrates non-monetary costs—specifically proximity and shopping speed (operationalized as transaction cost)—and benefits—including quality, variety, trust, and lifestyle fit. An empirical application for the Spanish fast-moving consumer goods (FMCG) sector has been carried out. A sequential mixed-methods design was employed, combining qualitative research with a representative survey of 756 households. The study demonstrates that benefit and cost dimensions exert asymmetric effects on perceived value. Experiential drivers such as assortment variety and product quality carry greater relative weight in respondents' perceived value assessments than purely economic factors. Convenience-related costs, notably proximity, are weighted more heavily than price; that is, consumers assign greater weight to non-monetary costs, underscoring the relevance of convenience-related sacrifices in shaping consumer choice. Finally, PVE provides a diagnostic tool for linking value perceptions to relative preference responsiveness. For instance, Mercadona's positive preference sensitivity illustrates the relative effectiveness of its investments in quality and trust, while Aldi's negative preference sensitivity signals the strategic primacy of cost efficiency.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2374-2392"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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

Extreme Is Worse: How Recommendation Language Extremity Affects Consumer Purchase Intentions 极端更糟：推荐语言极端如何影响消费者购买意愿

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-06-11 DOI: 10.1002/cb.70187

Xiaohe Dai, Zhiyuan Huang, Li Zhang, Li Wang

引用次数: 0

Exploring the New Frontiers of Immersive Service Experiences: Role of Competence and Warmth in the Metaverse Environment 探索沉浸式服务体验的新领域：能力和温暖在虚拟环境中的作用

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-09-06 Epub Date: 2026-05-14 DOI: 10.1002/cb.70170

Meta Dev Prasad Murthy, V. Vishnu Prasad, S. Sreejesh

{"title":"Exploring the New Frontiers of Immersive Service Experiences: Role of Competence and Warmth in the Metaverse Environment","authors":"Meta Dev Prasad Murthy, V. Vishnu Prasad, S. Sreejesh","doi":"10.1002/cb.70170","DOIUrl":"https://doi.org/10.1002/cb.70170","url":null,"abstract":"<div>\u0000 \u0000 <p>This research explores how users form perceptions of competence and warmth in immersive metaverse service environments, drawing on the Stereotype Content Model (SCM). Addressing a significant gap in service marketing literature, the study investigates how these two core perceptual dimensions influence user engagement and behavioral outcomes by mitigating capability and relational concerns. A multi-method, multi-study approach was employed across three phases. In Study 1, qualitative interviews were conducted to identify key antecedents of perceived competence, such as reliability, responsiveness, and security; and of perceived warmth, such as emotional experience, sociability, and self-expression. Study 2 utilized Structural Equation Modeling (SEM) to empirically examine the relationships between these antecedents and outcomes, including user engagement and positive word-of-mouth. Studies 3a–3b further validated the model using user-generated content from the Google Play Store and Reddit, analyzed with Natural Language Processing (NLP) techniques to enhance ecological validity. The results indicate that technological factors primarily drive perceptions of competence, while relational elements shape perceptions of warmth. Perceived competence helps alleviate user doubts about the system's functional capabilities, while perceived warmth reduces relational concerns, both contributing to greater engagement and advocacy. Interestingly, innovativeness was not found to be a significant predictor of competence, suggesting that users may already expect a baseline of innovation in metaverse platforms. This research offers a comprehensive framework for understanding and managing service perceptions in virtual environments. It provides practical insights for designing metaverse experiences that are secure, emotionally engaging, and responsive in fostering trust, enhancing satisfaction, and encouraging sustained user involvement.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 5","pages":"2354-2373"},"PeriodicalIF":7.0,"publicationDate":"2026-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148904243","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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