Journal of Consumer Behaviour最新文献_第4页

Fake Customer Value: When Inflated Propositions Collapse in the Service Ecosystem 虚假的客户价值：当膨胀的主张在服务生态系统中崩溃时

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-08 DOI: 10.1002/cb.70140

Mohamed Y. I. Helal, Tifani H. Siregar, Yogesh K. Dwivedi

{"title":"Fake Customer Value: When Inflated Propositions Collapse in the Service Ecosystem","authors":"Mohamed Y. I. Helal, Tifani H. Siregar, Yogesh K. Dwivedi","doi":"10.1002/cb.70140","DOIUrl":"https://doi.org/10.1002/cb.70140","url":null,"abstract":"<div>\u0000 \u0000 <p>This study presents Fake Customer Value (FCV), a theory meant to characterize situations where customers have a first impression of value that falls apart upon a deeper evaluation. Although value co-creation has gained prominence in marketing theory, particularly through Service-Dominant (S-D) logic, there remains a lack of theory on how mismatched or exaggerated value propositions lead to phenomenological dissonance and systemic consequences. The study employs a conceptual framework grounded in S-D logic, expectancy-disconfirmation theory, and symbolic consumption. It constructs a conceptual model that connects antecedents, moderators, and outcomes. It defines FCV by synthesizing literature spanning marketing, consumer psychology, and service ecosystems and distinguishes it from comparable ideas (e.g., deceptive marketing). FCV is a transient positive appraisal induced by a firm's value proposition that reverses post-use when the customer's phenomenological evaluation, be it functional, experiential, or ethical, reveals a misalignment between promised benefits and the resources realistically available to realize them; deception is not necessary. The suggested model illustrates how inflated expectations, algorithmic influence, and unclear value constellations contribute to FCV. It describes the behavioral, emotional, and cognitive effects on consumers, as well as the relational and reputational expenses for service ecosystems. Additionally, several propositions are created to direct future empirical validation. The model is a theoretical contribution that requires empirical testing and operationalization through scale development and longitudinal research. Managers are encouraged to evaluate the integrity of the value proposition, invest in open communication, and track early symptoms of FCV using post-experience feedback and ecosystem signals.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1646-1660"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389265","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

Goodwill Persuasion or Capacity Persuasion? Research on the Effect of Heterogeneous Recommendations on Consumers' Word-Of-Mouth Intention 善意说服还是能力说服？异质性推荐对消费者口碑意向的影响研究

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-11 DOI: 10.1002/cb.70137

Ying Xu, Lili Liu

{"title":"Goodwill Persuasion or Capacity Persuasion? Research on the Effect of Heterogeneous Recommendations on Consumers' Word-Of-Mouth Intention","authors":"Ying Xu, Lili Liu","doi":"10.1002/cb.70137","DOIUrl":"https://doi.org/10.1002/cb.70137","url":null,"abstract":"<div>\u0000 \u0000 <p>Trust is the key for social media influencers to successfully persuade their followers and maintain their monetization capabilities. Considering that latent followers and existing followers place different emphases on trust toward social media influencers, this paper explores how social media influencers choose matching recommendation types when recommending products to latent and existing followers, that is, to enhance the trust of followers through heterogeneous recommendations, so as to increase their word-of-mouth intention and ultimately achieve effective product promotion. This paper conducted three scenario experiments to verify the hypothesis. This paper found that episodic recommendations for latent followers and semantic recommendations for existing followers could enhance their word-of-mouth intention. And these effects were only present under conditions of high influencer-product fit. Moreover, this paper verified the mediating role of goodwill trust and capacity trust. This research not only enhances the application of human memory and the concepts of new and repeat customers in the relevant research of influencer marketing, but also provides practical guidance for career development of social media influencers, precise personalized push on social media platforms, and the selection of social media influencers by enterprises.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1661-1677"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389102","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

Moral Licensing in Luxury: Why Prosocial Brand Image Outshines Coolness in Cause-Related Marketing 奢侈品的道德许可：为什么亲社会品牌形象在公益营销中胜过酷

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-29 DOI: 10.1002/cb.70151

Jiyoung Hwang

{"title":"Moral Licensing in Luxury: Why Prosocial Brand Image Outshines Coolness in Cause-Related Marketing","authors":"Jiyoung Hwang","doi":"10.1002/cb.70151","DOIUrl":"https://doi.org/10.1002/cb.70151","url":null,"abstract":"<p>This research examines how cause-related marketing (CM) shapes consumer responses to luxury brands. We focus on the roles of CM-driven prosocial brand image and brand coolness as parallel mediators in reducing guilt and enhancing purchase intentions. Drawing on moral licensing theory and costly signaling theory, two experimental studies were conducted: Study 1 employed real luxury brands and product types (regular vs. CM-aligned products), and Study 2 used fictitious luxury brands across different consumption contexts (experiential vs. product purchase). Across both studies, CM enhanced prosocial brand image, which significantly reduced guilt and, in turn, increased purchase intention. In contrast, CM-driven brand coolness did not mediate these effects. These results suggest that moral rather than hedonic mechanisms serve as the central psychological processes underlying the positive impact of luxury brands' CM on consumer responses. The findings further reveal a moral halo effect, whereby company-level CM enhanced prosocial brand perceptions and reduced guilt even for regular products not directly linked to a cause. Overall, this research clarifies how CM helps luxury brands reconcile indulgence with altruism by legitimizing luxury purchases through moral justification, offering actionable guidance for designing strategically aligned prosocial initiatives.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1877-1896"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70151","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389155","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

A Multi-Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda 多元研究检视元宇宙与消费者行为：系统文献回顾与研究议程

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-11 DOI: 10.1002/cb.70142

Nandini Venkatesh Adhini, Varsha Jain, Ch V V S N V Prasad, Jacqueline K. Eastman

{"title":"A Multi-Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda","authors":"Nandini Venkatesh Adhini, Varsha Jain, Ch V V S N V Prasad, Jacqueline K. Eastman","doi":"10.1002/cb.70142","DOIUrl":"https://doi.org/10.1002/cb.70142","url":null,"abstract":"<div>\u0000 \u0000 <p>This multi-study research examines the state of the metaverse and consumer behaviour research, providing multidimensional avenues for future research. We analysed 303 publications following the PRISMA protocol for systematic review. The results offer a comprehensive understanding of psychological, communication, and technological theories. The clusters revealed five key themes. The first cluster comprised a core metaverse immersive consumer experience, and the second cluster focused on avatar, self-identity, and generational engagement in the metaverse. The third theme encompassed supporting infrastructural aspects, including blockchain, NFTs, and Web 3.0. The fourth cluster explained the factors affecting purchase decisions in the metaverse, and the fifth cluster centred around virtual tourism and hospitality experiences. To further justify the findings and provide rich future research directions, a qualitative study was conducted with 12 consumers, 9 industry specialists, and 9 academic experts. The findings of the qualitative research offer insights into the macro and micro effects, challenges, and unique value propositions that the metaverse presents. The micro-level factors' sub-themes were psychographic, demographic, geographic, and behavioural. The macro-level factors encompass social, economic, environmental, and cultural aspects. By combining the findings from the review and qualitative study, we discuss and provide rich insights into future research directions for academics.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1701-1732"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389139","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

When Surprise Leads to Consumer Loyalty? 当惊喜导致消费者忠诚？

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-13 DOI: 10.1002/cb.70159

Mengting Liu, Dapeng Liang, Zhenzhong Ma, Jiayin Sun

{"title":"When Surprise Leads to Consumer Loyalty?","authors":"Mengting Liu, Dapeng Liang, Zhenzhong Ma, Jiayin Sun","doi":"10.1002/cb.70159","DOIUrl":"https://doi.org/10.1002/cb.70159","url":null,"abstract":"<div>\u0000 \u0000 <p>Although firms widely assume that surprise rewards enhance customer loyalty, empirical evidence shows that the effects of surprise rewards are inconsistent and may even backfire under certain conditions. This raises a critical question: under what circumstances do surprise rewards effectively foster customer loyalty? As more firms adopt surprise marketing, addressing this issue has become increasingly urgent. Building on attribution theory, this study conceptualizes surprise rewards as events that activate consumers' causal reasoning. When consumers experience surprise, they assess the motives behind the firm's behavior, and loyalty increases when these rewards are attributed to customer-serving motives. This process is further shaped by two boundary conditions, namely explanatory information and consumer cynicism. Across three online experiments, we identify customer-serving attribution as the central psychological mechanism linking surprise rewards to loyalty. Providing explanatory information strengthens customer-serving attributions, which in turn enhance customer loyalty. This effect is especially pronounced among consumers with high levels of cynicism. Overall, this research identifies the cognitive mechanism and boundary conditions through which surprise rewards foster customer loyalty, offering a novel theoretical perspective on surprise marketing and actionable insights for designing effective reward strategies.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"2057-2074"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389113","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

Wired to Win, Drained to Play: Investigating the Personality-Fatigue Nexus in Gamers 想赢就赢，想玩就玩：调查玩家的个性-疲劳关系

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-18 DOI: 10.1002/cb.70143

Rehan Husain, Shalini Nath

{"title":"Wired to Win, Drained to Play: Investigating the Personality-Fatigue Nexus in Gamers","authors":"Rehan Husain, Shalini Nath","doi":"10.1002/cb.70143","DOIUrl":"https://doi.org/10.1002/cb.70143","url":null,"abstract":"<div>\u0000 \u0000 <p>Video games have evolved into a powerful medium for entertainment, social connection, and cognitive engagement. However, overindulgence raises concerns about fatigue induced by video games, especially as individual personality traits and generational cohorts influence gaming behavior and attitudes. This study investigates the role of video game escapism in gamers' experiences of psychological resistance, emotional exhaustion, and induced fatigue. The research framework is grounded in cognitive-affective personality system theory and supported by expectation violation theory. Data were collected from two different generational cohorts using a probabilistic sampling technique, with <i>N</i> = 552 (Study 1: 289 respondents representing Millennials and Study 2: 263 respondents representing Generation Z). A partial least squares analysis was conducted to validate the proposed model and test hypotheses. The results suggested that overindulgence in video games resulted in fatigue among Generation Z consumers. Furthermore, the moderation of personality types reveals distinct insights for both cohorts. This research makes essential contributions to the dark side constituent of consumer behavior literature, by elucidating the negative fallouts of obsessive video game indulgence. It establishes clear psychological and behavioral consequences of video game escapism in terms of psychological resistance, emotional exhaustion, and fatigue. Further, it provides evidence of cross-generational variations regarding the dark side behavioral outcomes of video game escapism and supplements research on the role of personality types.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1751-1769"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389230","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

Is Consumer Materialism Truly Detrimental to Pro-Environmental Attitudes, Intentions and Behaviours? A Systematic Literature Review 消费物质主义真的不利于环保态度、意图和行为吗？系统文献综述

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-04-01 DOI: 10.1002/cb.70154

Linas Pupelis, Philipp Brüggemann, Beata Šeinauskienė

{"title":"Is Consumer Materialism Truly Detrimental to Pro-Environmental Attitudes, Intentions and Behaviours? A Systematic Literature Review","authors":"Linas Pupelis, Philipp Brüggemann, Beata Šeinauskienė","doi":"10.1002/cb.70154","DOIUrl":"https://doi.org/10.1002/cb.70154","url":null,"abstract":"<div>\u0000 \u0000 <p>As climate change intensifies, understanding the psychological drivers of pro-environmental consumer behaviour becomes increasingly critical. One such driver, materialism, plays a complex role: it has historically been associated with consumerism and economic growth, yet often stands in tension with pro-environmental goals. Despite growing scholarly interest in pro-environmental behaviour, ongoing changes in policies, societal values and consumer awareness call for a current and comprehensive synthesis of how materialistic values shape pro-environmental attitudes and behaviours. The sample of 124 studies was used by applying the ‘Scientific procedures and rationales for systematic literature reviews’ (SPAR-4-SLR) approach in reviewing articles published between 2011 and 2024. We performed (a) a bibliometric analysis, (b) a qualitative analysis of sample articles, (c) identified emerging themes, (d) a meta-analysis and (e) TCCM-framework based discussion of findings. While most studies report a negative relationship between materialism and pro-environmental behaviour, the number of studies reporting a non-significant or positive relationship is growing. The pooled effect sizes indicated a small overall negative association between materialism and pro-environmental outcomes, with mean correlations of <i>r</i> = −0.10 for attitudes, <i>r</i> = −0.10 for intentions and a near-zero effect for behaviour (<i>r</i> = 0.00). This paves the way for new theoretical explanations for the coexistence of two previously considered opposing behavioural orientations: materialism may have multifaceted associations with pro-environmental behaviour that vary across behavioural types, cultural regions and potentially distinct motivational forms of materialism (e.g., status-driven vs. utilitarian).</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1897-1948"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389126","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

Consumer Mobile Phone Recycling Behaviour: A Systematic Review and Future Research Agenda 消费者手机回收行为：系统回顾与未来研究议程

IF 7 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-07-05 Epub Date: 2026-03-18 DOI: 10.1002/cb.70147

Xinru (Angie) Jiang, Ninh Nguyen, Steven Greenland, Jacqueline K. Eastman, Chrystie Watson

{"title":"Consumer Mobile Phone Recycling Behaviour: A Systematic Review and Future Research Agenda","authors":"Xinru (Angie) Jiang, Ninh Nguyen, Steven Greenland, Jacqueline K. Eastman, Chrystie Watson","doi":"10.1002/cb.70147","DOIUrl":"https://doi.org/10.1002/cb.70147","url":null,"abstract":"<p>Mobile phone recycling has received increasing attention from scholars and practitioners due to its environmental, social, and economic impacts. However, knowledge about consumer mobile phone (MP) recycling behaviour is fragmented, making it challenging to develop effective strategies to promote this behaviour. This study follows the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) and provides a framework-based review using the Theory-Context-Characteristics-Methods (TCCM) structure to holistically map the theoretical and empirical breadth of existing studies on mobile phone recycling behaviour. In addition, five focus groups with 27 consumers were conducted to complement the review findings and enhance the practical implications of this study. A systematic analysis of 63 peer-reviewed journal articles from the Web of Science and Scopus databases reveals that most studies lack clear theoretical underpinnings and primarily focus on developing countries. Various influencing factors (e.g., environmental, psychological, economic and situational factors), mediators, and moderators determine consumer MP recycling behaviour. There is also a lack of qualitative studies and research using mixed methods. The focus group findings reveal that education and communication initiatives are the most important factors in promoting MP recycling, followed by financial incentives, government initiatives and regulations, and initiatives that make MP recycling more convenient. Based on the identified gaps in the literature, this study proposes an agenda to advance the research field.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 4","pages":"1795-1817"},"PeriodicalIF":7.0,"publicationDate":"2026-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70147","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148389231","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

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-05-10

引用次数: 0

Emotional Versus Informational: How Does Ad Appeal Influence Consumer Empathy and Responses to Cause-Related Marketing Campaigns 情感与信息：广告诉求如何影响消费者的同理心和对公益营销活动的反应

IF 5.2 3区管理学

Journal of Consumer Behaviour Pub Date : 2026-03-19 Epub Date: 2026-01-11 DOI: 10.1002/cb.70104

Nianqi Deng, Yanfang Hu, Xinyu Jiang

{"title":"Emotional Versus Informational: How Does Ad Appeal Influence Consumer Empathy and Responses to Cause-Related Marketing Campaigns","authors":"Nianqi Deng, Yanfang Hu, Xinyu Jiang","doi":"10.1002/cb.70104","DOIUrl":"https://doi.org/10.1002/cb.70104","url":null,"abstract":"<div>\u0000 \u0000 <p>This study examines how emotional versus informational appeals in cause-related marketing (CRM) ads affect consumer responses through empathy (cognitive and affective empathy), and tests the moderating roles of ad focus and brand type. Drawing on the heuristic-systematic model (HSM), two laboratory experiments were conducted following the principle of random assignment and between-subjects design. Study 1 (<i>N</i> = 267) employed a 2 (ad appeal: emotional vs. informational) × 2 (ad focus: cause-focused vs. product-oriented) design, and Study 2 (<i>N</i> = 314) used a 2 (ad appeal: emotional vs. informational) × 2 (brand type: warmth vs. competence) design. Results show that emotional ads boost responses via affective empathy when the ad is cause-focused or the brand is warm. Informational ads work better through cognitive empathy when the ad is product-oriented or the brand is competent. This study is the first to apply the HSM framework to CRM ad appeals, providing insights into the underlying process of these moderating effects.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"873-884"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147564741","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