Journal of Consumer Behaviour最新文献

{"title":"Organisational Victims' Responses to Trolling: Effects on Bystander Hostile Emotions and Positive Engagement","authors":"Rory Mulcahy,&nbsp;Aimee Riedel,&nbsp;Byron Keating,&nbsp;Amanda Beatson","doi":"10.1002/cb.70085","DOIUrl":"https://doi.org/10.1002/cb.70085","url":null,"abstract":"<div>\u0000 \u0000 <p>Online trolling, a unique form of consumer deviance targeting organisations, can cause significant harm, yet the role of bystanders in supporting victimised organisations remains underexplored. The current research examines how organisational responses to trolling (non-response, negative response, and positive response) and trolling types (sadistic, moral) influence bystander engagement in support of organisational victims. Furthermore, the research considers whether bystander engagement may be explained via the hostility triad, a set of negative emotions (anger, disgust, and contempt) that are triggered due to social norm violations. In three experimental studies involving a total of 1126 participants, with hypotheses grounded in prior literature and the affect infusion model (AIM), this research establishes that an organisation's non-response leads to greater bystander engagement, particularly in cases of sadistic trolls. Further, it demonstrates that this relationship is explained and mediated by anger, contempt and disgust. The results also provide evidence of bystander engagement being positive in supporting the organisation, as opposed to negative and attacking the troller. These findings are discussed in relation to their theoretical implications and practical insights.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"561-578"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147562762","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}

{"title":"Not All Imagery Evoking Nature is Perceived Equally: The Effect of Semiotic Packaging Design on Green Purchase Intention","authors":"Chaohua Huang,&nbsp;Li Zeng,&nbsp;Haijun Wang","doi":"10.1002/cb.70107","DOIUrl":"https://doi.org/10.1002/cb.70107","url":null,"abstract":"<div>\u0000 \u0000 <p>With green, natural, and sustainable values becoming a core focus in marketing, natural packaging imagery has emerged as a key strategy for conveying authenticity, purity, and environmental responsibilities. Through four independent online experiments (N₁ = 149, N₂ = 234, N₃ = 110, N₄ = 240), this study examines how two types of natural packaging imagery (iconic vs. symbolic) influence consumers' green purchase intentions. Drawing on semiotic theory, we investigate the mediating roles of schema congruity, processing fluency, and perceived product naturalness, as well as the moderating effect of verbal message type (explicit vs. implicit). The findings show that iconic natural imagery enhances schema congruity and processing fluency, thereby increasing perceived product naturalness and green purchase intention. Symbolic imagery, which requires greater cognitive effort, reduces fluency and purchase intention; however, pairing symbolic imagery with explicit verbal messages improves fluency and evaluation. By integrating semiotic theory with consumer information processing, this study's results clarify how natural packaging imagery and verbal message types jointly shape green purchase intentions. It broadens the interdisciplinary literature connecting semiotics and marketing and provides practical insights into eco-friendly packaging design.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"838-856"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147563212","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}

{"title":"Consumer Vulnerability: A Systematic Literature Review and Future Research Agenda","authors":"Anshul Verma,&nbsp;Charles Jebarajakirthy,&nbsp;Ruturaj Baber,&nbsp;Haroon Iqbal Maseeh,&nbsp;Jeetesh Kumar,&nbsp;Raiswa Saha,&nbsp;Samik Shome","doi":"10.1002/cb.70092","DOIUrl":"https://doi.org/10.1002/cb.70092","url":null,"abstract":"<div>\u0000 \u0000 <p>This study aims to perform a thorough synthesis of the literature on consumer vulnerability through a systematic review of total 87 research papers in this field, published in top-tier journals as defined by Journal Citation Report's (JCR) impact factor of at least 1.0 or an A*/A rating in the Australian Business Deans Council (ABDC) journal quality list. A thorough synthesis of the literature on consumer vulnerability was presented using a hybrid review approach that integrated bibliometric and lexicometric analysis with a systematic literature review. Numerous theories have been applied to the study of consumer vulnerability, according to the findings, with the social exchange theory, resource-based theory, and consumer culture theory being the most frequently utilized. A conceptual framework that depicts the connections between the antecedents, mediators, and effects mentioned in the literature on consumer vulnerability is also suggested by the review. Four main themes in consumer vulnerability research were found by lexicometric analysis: research and consequences, behavioral aspects of consumer vulnerability, characteristics of vulnerable consumers, and sources of consumer vulnerability. Finally, we interviewed five academic experts and five industry experts to validate the findings and model. The review provides critical insights for marketing managers, merchandisers, and policy-makers to address and reduce consumer vulnerability. While the consumer vulnerability literature is growing, it is often incoherent and fragmented. This study addresses this gap by synthesizing research in this field to provide a comprehensive understanding of the consumer vulnerability phenomenon. To expand research in this field, the study also identifies understudied aspects of consumer vulnerability and makes recommendations for future research directions including alternative theories, context, characteristics, and methodologies.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"744-784"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569069","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}

{"title":"Can Happiness Promote Healthier Eating? Exploring the Role of Happiness Advertising Appeals in Food Purchasing","authors":"Yingying Du,&nbsp;Xingyuan Wang","doi":"10.1002/cb.70097","DOIUrl":"https://doi.org/10.1002/cb.70097","url":null,"abstract":"<div>\u0000 \u0000 <p>An increasing number of consumers are setting self-control goals to make healthier and more rational dietary choices. However, although virtue foods that support these goals offer long-term benefits, consumers often perceive them as unlikely to provide immediate hedonic experiences. As a result, they may struggle to self-restrain and instead turn to vice foods that deliver instant gratification, thereby undermining their self-control efforts. Drawing on happiness theory in positive psychology, this study proposes that advertising with happiness appeals—both pleasure-based and meaning-based—may influence these choices. Across three experiments (<i>N</i> = 732), we examined how such appeals affect self-controlled consumers' willingness to purchase virtue and vice foods. For virtue foods, both pleasure-based and meaning-based appeals significantly increase purchase intentions by reducing anticipated pain. For vice foods, meaning-based appeals increase purchase intentions by alleviating anticipated guilt, whereas pleasure-based appeals heighten anticipated guilt and consequently reduce willingness to purchase. The study contributes to the interdisciplinary literature on consumer behavior and positive psychology, particularly happiness research, and advances related work in food consumption, advertising appeals, and anticipated emotions. Our research also provides practical implications: for virtue foods, marketers can employ both pleasure-based and meaning-based appeals to effectively increase purchase intentions; for vice foods, meaning-based appeals may also enhance consumer willingness to buy, but their use raises ethical concerns, as they may justify unhealthy choices and potentially harm consumer well-being, calling for cautious application.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"800-815"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147570047","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}

{"title":"Exploring the Profile of Online Gamblers: Key Factors and the Role of Smartphone Addiction in Long-Term Gambling Engagement","authors":"Hazal Dilan Erdem,&nbsp;Alberto Urueña,&nbsp;Juan Herrero","doi":"10.1002/cb.70079","DOIUrl":"https://doi.org/10.1002/cb.70079","url":null,"abstract":"<p>The rapid expansion of online gambling has significantly impacted the gambling industry. However, concerns have arisen regarding how psychosocial factors and excessive smartphone use influence user behavior on online gambling platforms, which has highlighted the need for broader and long-term studies. More nationally representative studies are needed to understand the motivations of consumers who transition from traditional gambling to online gambling. This paper presents two studies conducted through a nationally representative Spanish sample. The first study aimed to identify factors that differentiate online gamblers from non-gamblers, like personality traits, psychological aspects (social support, smartphone addiction, depression), contextual influences (social neighborhood disorder), and demographics. The second study investigated the excessive and continuous use of smartphones on online gambling platforms over time. The results from the first study showed that online gamblers were less extraverted, more neurotic, had less social support, and exhibited higher smartphone addiction. These gamblers were likely to be male, younger, highly educated, and from socially disordered neighborhoods. The results of the second study showed that individuals who avoided online gambling services over five time panels were less likely to be smartphone addicts. While both genders exhibited similar gambling patterns, males showed less propensity for smartphone addiction. However, the relationship between online gambling and smartphone addiction remained consistent across genders. These findings index the critical role of tangled dynamics of technology consumption and gambling, providing insights for targeted prevention and intervention strategies.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"502-516"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.70079","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147570229","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}

{"title":"The Effect of E-Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios","authors":"Sha Xiong,&nbsp;Ruijuan Wu,&nbsp;Yan Li","doi":"10.1002/cb.70084","DOIUrl":"https://doi.org/10.1002/cb.70084","url":null,"abstract":"<div>\u0000 \u0000 <p>Employing virtual streamers in e-commerce live streaming has become a popular marketing strategy. However, the effect of different streamer partner types (human–human vs. human–virtual vs. virtual–virtual) on consumers' approach intention remains unclear. Based on the Howard–Sheth model, this research conducts four scenario-based experiments with 515, 508, 581, and 501 participants, respectively. Results show that compared with both human–human and virtual–virtual streamer partners, human–virtual streamer partners lead to the highest approach intention. Studies 1, 2a, and 2b, conducted across diverse contexts, consistently demonstrate that human–virtual streamer type significantly influences consumers' approach intention and reveal the underlying mechanisms of perceived interactivity and perceived manipulative intent. Study 3 introduces consumers' familiarity with live-stream shopping as a moderating factor, demonstrating that human–virtual streamer type is more effective for consumers with lower familiarity, thereby enhancing their approach intention. These findings provide valuable insights for e-retailers in selecting appropriate streamer partners to enhance the effectiveness of live streaming marketing.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"579-602"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147562832","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}

{"title":"Not All Imagery Evoking Nature is Perceived Equally: The Effect of Semiotic Packaging Design on Green Purchase Intention","authors":"Chaohua Huang,&nbsp;Li Zeng,&nbsp;Haijun Wang","doi":"10.1002/cb.70107","DOIUrl":"https://doi.org/10.1002/cb.70107","url":null,"abstract":"<div>\u0000 \u0000 <p>With green, natural, and sustainable values becoming a core focus in marketing, natural packaging imagery has emerged as a key strategy for conveying authenticity, purity, and environmental responsibilities. Through four independent online experiments (N₁ = 149, N₂ = 234, N₃ = 110, N₄ = 240), this study examines how two types of natural packaging imagery (iconic vs. symbolic) influence consumers' green purchase intentions. Drawing on semiotic theory, we investigate the mediating roles of schema congruity, processing fluency, and perceived product naturalness, as well as the moderating effect of verbal message type (explicit vs. implicit). The findings show that iconic natural imagery enhances schema congruity and processing fluency, thereby increasing perceived product naturalness and green purchase intention. Symbolic imagery, which requires greater cognitive effort, reduces fluency and purchase intention; however, pairing symbolic imagery with explicit verbal messages improves fluency and evaluation. By integrating semiotic theory with consumer information processing, this study's results clarify how natural packaging imagery and verbal message types jointly shape green purchase intentions. It broadens the interdisciplinary literature connecting semiotics and marketing and provides practical insights into eco-friendly packaging design.</p>\u0000 </div>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 2","pages":"838-856"},"PeriodicalIF":5.2,"publicationDate":"2026-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147563181","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}

{"title":"","authors":"","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 3","pages":"1398-1413"},"PeriodicalIF":5.2,"publicationDate":"2026-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148071907","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}

{"title":"","authors":"","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 3","pages":"1385-1397"},"PeriodicalIF":5.2,"publicationDate":"2026-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148071753","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}

{"title":"","authors":"","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"25 3","pages":"1365-1384"},"PeriodicalIF":5.2,"publicationDate":"2026-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148070291","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}