压力可以帮助或阻碍求新:消费者生活史策略的作用

IF 7.5 2区 管理学 Q1 BUSINESS
Justina Gineikiene , Bob M. Fennis , Dovile Barauskaite , Guido M. van Koningsbruggen
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引用次数: 2

摘要

之前的研究显示,压力是否会增加或减少求新欲望,结果好坏参半。在三项研究中,我们使用档案和实验数据,包括来自55个不同国家的61,000多名消费者,我们表明它可以两者兼得,尽管消费者的“生活史策略”(LHSs)不同,即短期、冲动和奖励敏感(快)与长期、反思和控制(慢)策略。我们发现压力会增加(帮助)快速的LHS消费者寻求新鲜感,但会减少(阻碍)慢速LHS消费者寻求新鲜感。此外,在基线(低压力)条件下,快速LHS消费者比慢速LHS消费者表现出更低的新颖性倾向。有趣的是,这些影响存在于急性应激,而不存在于慢性(大流行)应激。我们讨论了我们的研究结果对公共政策和定位策略的影响,具体说明了何时以及为谁提供新的(相对于熟悉的)产品和服务可能是最有效和最有效的营销。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Stress can help or hinder novelty seeking: The role of consumer life history strategies

Previous research shows mixed findings on whether stress increases or decreases novelty seeking. In three studies, using both archival and experimental data, and including more than 61,000 consumers from over 55 different countries, we show that it can do both, albeit for consumers differing in “life history strategies” (LHSs), that is, short-term, impulsive, and reward-sensitive (fast) versus long-term, reflective, and controlled (slow) strategies. We find that stress increases (helps) novelty seeking for fast, but decreases (hinders) novelty seeking for slow LHS consumers. Moreover, under baseline (low stress) conditions, fast LHS consumers display a lower tendency for novelty seeking than slow LHS consumers. Interestingly, these effects are present for acute stress but not for chronic (pandemic) stress. We discuss the implications of our findings for public policy and positioning strategies, specifying when and for whom novel (versus familiar) products and services might be most effectively and efficiently marketed.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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