Journal of Consumer Psychology最新文献

{"title":"Discount now or later? The effect of payment framing on consumer preferences for discount timing in periodic payments","authors":"Mijin Kwon,&nbsp;Song Oh Yoon","doi":"10.1002/jcpy.70027","DOIUrl":"https://doi.org/10.1002/jcpy.70027","url":null,"abstract":"<p>Consistent with the standard model of time discounting, subscription firms typically offer introductory discounts early in the subscription. However, we demonstrate that consumers are more likely to prefer a delayed discount when the discount is expressed in the same unit as the recurring price (e.g., “$10, $10, $5”). The identical framing leads consumers to perceive the payments as a coherent sequence, making it easier to identify an improving pattern and project it forward, thereby lowering expectations of the post-promotion price. By contrast, when the discount is framed differently from the recurring price (e.g., “$10, $10, 50% off”), it is perceived as a segregated gain, and consumers revert to the standard preference for immediate benefits. Across four studies, we demonstrate this effect using actual online click-through behavior (Study 1) and identify the underlying mechanism: the preference for delayed discounts arises from lower future price expectations driven by sequence-continuation inferences (Study 2). Consistent with this account, the effect disappears when the basis for this inference is removed—either by disclosing the renewal price (Study 3) or by disrupting sequence coherence (Study 4). Four supplementary studies further generalize the findings across product categories and narrative pricing displays and rule out several alternative explanations.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 3","pages":"351-361"},"PeriodicalIF":6.9,"publicationDate":"2026-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.70027","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148553306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Authenticity as fact or feeling: A dual-process framework of consumer authenticity judgments","authors":"Rosanna K. Smith,&nbsp;Katherine Du","doi":"10.1002/jcpy.70030","DOIUrl":"https://doi.org/10.1002/jcpy.70030","url":null,"abstract":"<p>Authenticity is highly valued in the marketplace, yet consumers often disagree on what is authentic and even attribute authenticity to “fake” marketplace entities. Although prior research has advanced understanding by identifying multiple types and components of authenticity, it remains loosely connected to broader psychological theory, limiting integration and predictive power. We propose a conceptual framework that shifts the focus from <i>what</i> authenticity is to <i>how</i> authenticity judgments are formed. Integrating a systematic review of authenticity research with dual-process theories, we position authenticity as the outcome of a <i>judgment process</i> that proceeds through two routes: a fact-based route grounded in deliberate, analytical evaluation of claims and a feeling-based route based on intuitive processing, emotional resonance, and automatic associations. This distinction explains paradoxes in authenticity research and generates novel predictions regarding (1) the authenticity cues consumers prioritize under each route and resulting authenticity judgments, (2) the situational and motivational conditions that activate each route, and (3) downstream implications for brands. By embedding authenticity judgments within established psychological theory, we offer a more unified and predictive foundation for authenticity research.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 3","pages":"380-398"},"PeriodicalIF":6.9,"publicationDate":"2026-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.70030","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148553489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effectively communicating uncertainty: The persuasive impact of different types of hedges","authors":"Demi Oba,&nbsp;Jonah Berger,&nbsp;Reihane Boghrati","doi":"10.1002/jcpy.70026","DOIUrl":"https://doi.org/10.1002/jcpy.70026","url":null,"abstract":"<p>Communicators often hedge. Consumers say a restaurant <i>might</i> have good mimosas or that a product is <i>probably</i> the best while Amazon suggests movies <i>they think</i> you'll like. But might these different hedges have different effects on persuasion? We suggest that (1) whether a hedge takes a personal (vs. general) perspective and (2) the likelihood suggested by a hedge both play important roles in determining hedging's persuasive impact. A multi-method investigation combining experiments with machine learning of millions of online reviews supports these hypotheses. Together, they demonstrate that the effects of both hedge perspective and hedge likelihood are driven by a common mechanism: perceived confidence. Hedges that involve personal perspective or higher likelihood increase persuasion because they suggest communicators are more confident. Moreover, we demonstrate that hedging can protect communicators from backlash without sacrificing persuasive impact and highlight that brands can leverage hedging's persuasive impact when speaking through anthropomorphized agents. This work contributes to the literature on language in marketing, showcases how subtle linguistic features impact perceived confidence, and has clear implications for anyone trying to be more persuasive.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 3","pages":"314-332"},"PeriodicalIF":6.9,"publicationDate":"2026-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148553473","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Repentance-driven fitness: Moral striving in a Tunisian context","authors":"Hela Zouaoui,&nbsp;Russell Belk,&nbsp;Vitor Lima","doi":"10.1002/jcpy.70028","DOIUrl":"https://doi.org/10.1002/jcpy.70028","url":null,"abstract":"<p>How do Islamic moral-spiritual meaning systems shape motivations for fitness consumption, and why do they sustain ongoing moral striving? Drawing on 13 months of ethnography and 17 interviews in a Tunisian gym, we show how Muslim gymgoers often interpret exercise through Tawba, the Islamic practice of repentance and return. Diet lapses, missed sessions, and bodily discomfort are folded into a recurring cycle of renewed intention, effort, and moral self-correction. This cycle also reshapes fitness capital. Effort gains legitimacy when read as sincere, modest, and restrained, while display-oriented practices such as selfies, branded visibility, and transformation narratives can become morally suspect. Coaches and peers stabilize these judgments by making bodily work socially legible. The findings extend goal-striving research by showing how religious meaning systems sustain persistence through repeated moral return, where fitness becomes valuable through proper orientation as much as visible progress.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 3","pages":"333-350"},"PeriodicalIF":6.9,"publicationDate":"2026-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148553338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Patience as a pathway to optimal consumer experience and behavior","authors":"Kate Sweeny","doi":"10.1002/jcpy.70018","DOIUrl":"10.1002/jcpy.70018","url":null,"abstract":"<p>Patience has been a consistent source of interest and inspiration for generations of thinkers and writers. In this article, I delineate the tenets of a comprehensive framework for understanding patience, the <i>process model of patience</i> (Sweeny, <i>Personality and Social Psychology Review</i>, 2025, 29, 145), that positions impatience as a common and unpleasant emotion and patience as a targeted form of emotion regulation. I then outline potential applications of the model for consumer decisions, service experiences, and marketing contexts and close with practical recommendations to optimize consumer behavior in contexts where impatience is likely to arise.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"270-280"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147708025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Robert S. Wyer, Jr. 1935–2026","authors":"Sharon Shavitt,&nbsp;Alison Jing Xu,&nbsp;Dov Cohen,&nbsp;Norbert Schwarz,&nbsp;Galen Bodenhausen","doi":"10.1002/jcpy.70023","DOIUrl":"10.1002/jcpy.70023","url":null,"abstract":"&lt;p&gt;Robert “Bob” S. Wyer, Jr. passed away on February 3, 2026, at the age of 90. An intellectual giant in the fields of social psychology and consumer behavior, Bob Wyer spent most of his career at the University of Illinois at Urbana-Champaign, in the Department of Psychology, and later in the Gies College of Business. His career spanned several decades and chapters. At Illinois, in the Psychology Department, Wyer pioneered the field of person memory through countless seminal articles and books. His work focused on developing a general theoretical formulation of social cognition that specified the factors shaping each stage of information processing, including encoding, organization in memory, retrieval, and judgment. His key idea was that the new concepts and methodologies emerging in cognitive science (e.g., associative network models of memory, reaction-time measurements) could be used to investigate the mental representations that underlie the process of social sense-making. Over time, he showed that these ideas were useful in exploring everything from emotion to culture to politics to consumer behavior. On the Illinois campus and beyond, Wyer was a mentor and champion to many scholars across multiple fields who were interested in social cognition.&lt;/p&gt;&lt;p&gt;Wyer's influence crossed geographic as well as disciplinary boundaries. Early in his career, Wyer was a frequent visiting professor at the University of Mannheim, Germany, where his mentorship provided crucial support to an early generation of European social cognition researchers. After his ostensible retirement from UIUC in 1995, Wyer served on the faculty of the business schools at the Hong Kong University of Science and Technology, Chinese University of Hong Kong, and ultimately the University of Cincinnati, making major contributions to consumer research.&lt;/p&gt;&lt;p&gt;Wyer was Associate Editor (1974–1976) and Editor-in-Chief (1977–1979) of the &lt;i&gt;Journal of Experimental Social Psychology&lt;/i&gt;. He was instrumental in turning &lt;i&gt;JESP&lt;/i&gt; into the premier outlet of the developing field of social cognition.&lt;/p&gt;&lt;p&gt;Wyer later served as Editor-in-Chief of the &lt;i&gt;Journal of Consumer Psychology&lt;/i&gt; at a pivotal time in its development (2002–2005), and it became a premiere outlet in consumer research under his leadership. As an editor, Wyer valued papers that featured interesting ways to think about an issue over those that had the largest effect sizes or smallest &lt;i&gt;p&lt;/i&gt;-values. Ideas were what inspired him, and he sought to publish papers with the greatest potential to influence future scholarship. To meet this goal, he engaged intently with submitted papers and their authors. Wyer's editorial philosophy was that “the job of a journal editor is to accept papers and not to reject them” (Wyer &amp; Shavitt, &lt;span&gt;2002&lt;/span&gt;). He saw his role as guiding authors to meet his high standards, rather than identifying reasons to reject their work. At &lt;i&gt;JCP&lt;/i&gt;, Wyer was known for his lightning-fast turnaround","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"159-160"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://myscp.onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.70023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147708208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"From decision patience to process patience: A decision–process integration of the choice to wait and the experience of waiting","authors":"Selin A. Malkoc","doi":"10.1002/jcpy.70016","DOIUrl":"10.1002/jcpy.70016","url":null,"abstract":"<p>Consumer impatience has long been examined through the lens of intertemporal choice, where patience is inferred from decisions to accept delayed rewards. Yet, this conceptualization captures only the <i>choice</i> to wait, not the <i>experience</i> of waiting. Sweeny's Process Model of Patience (PMP) shifts the focus from temporal preferences to temporal affect, defining impatience as a negatively valenced emotional response to objectionable delays and patience as the active regulation of this emotion. In this commentary, I bridge these two traditions by mapping the psychological drivers of intertemporal choice—affective urges, cognitive representations, construal, subjective time perception, and future-self connectedness—onto the mechanisms that shape waiting experiences. This decision–process integration of impatience reveals where the two perspectives converge, where they diverge, and why these distinctions matter for understanding consumer behavior. I propose several testable predictions illustrating how choice patience and process patience dissociate, how motivations and mental representations shift across the decision–waiting timeline, and how environmental cues can reduce uncertainty at choice yet heighten impatience during the wait. Together, these insights suggest a more complete temporal model of impatience—one that begins before the decision is made and continues throughout the delay that follows.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"281-287"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://myscp.onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.70016","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147708338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"","authors":"","doi":"","DOIUrl":"","url":null,"abstract":"","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"157-158"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148079852","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The situational Samaritan: How group reputation threat shapes reparatory behavior","authors":"Julia Von Schuckmann,&nbsp;Lucia S. G. Barros,&nbsp;Grant E. Donnelly,&nbsp;Marco Bertini","doi":"10.1002/jcpy.70009","DOIUrl":"10.1002/jcpy.70009","url":null,"abstract":"<p>Consumers often act to correct the wrongdoings of people close to them, such as family members or friends. The current research demonstrates that consumers may also engage in a variety of reparatory behaviors—from a simple apology to gift-giving and tipping—to counter the misdeeds of in-group strangers when their behavior threatens the reputation of their shared group identity. Across eight preregistered experiments, the present research demonstrates that when an in-group member commits a wrongdoing in the presence of out-group observers, fellow in-group members experience a threat to the group's reputation. This reputational threat evokes feelings of embarrassment and a motivation to distance the group identity from the transgressor, prompting reparatory behaviors such as apologizing, gift-giving, or tipping. These effects emerge across a range of social identities, including ethnicity, nationality, university affiliation, and sports team fandom. Importantly, this tendency is attenuated when other in-group members have already taken action to restore the group's image. These findings reveal a powerful form of identity-driven consumer behavior, highlighting how concerns about group reputation can drive individuals to act, even for the misdeeds of in-group strangers.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"181-198"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://myscp.onlinelibrary.wiley.com/doi/epdf/10.1002/jcpy.70009","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147707924","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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 nonlinear effect of consumer embarrassment on avoidance: A meta-analysis","authors":"Alexander H. Ziegler,&nbsp;John Peloza,&nbsp;Leslie H. Vincent","doi":"10.1002/jcpy.70015","DOIUrl":"10.1002/jcpy.70015","url":null,"abstract":"<p>Despite longstanding assumptions that embarrassment leads to avoidance, empirical findings remain inconsistent. This meta-analysis synthesizes 152 independent samples (<i>N</i> = 64,374) to clarify when and how embarrassment motivates avoidance. Drawing on Protection Motivation Theory, we find a curvilinear effect, where avoidance is strongest in moderately intense, embarrassing situations, but diminishes when embarrassment is either too weak to prompt concern or so intense that the consequences of avoidance become too severe to risk. This pattern underscores that avoidance is most likely when individuals perceive a moderate threat and believe avoidance is effective. Moderator analyses reveal that this effect is stronger for product-related vs. medical contexts, when others are present, when embarrassment is anticipated (vs. experienced), and in collectivist cultures. Comparisons with guilt and shame further demonstrate that embarrassment operates through distinct, socially driven appraisals. These findings reconcile inconsistent findings in the embarrassment literature and offer guidance for reducing harmful avoidance by aligning threat and coping appraisals to promote engagement with socially sensitive behaviors. Implications for theory and practice, as well as future research priorities, are discussed.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"36 2","pages":"237-260"},"PeriodicalIF":6.1,"publicationDate":"2026-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147708138","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}