《Journal of Consumer Research 》(簡稱JCR)是美國德克薩斯大學達拉斯分校（University of Texas at Dallas）所選出的商學院最頂尖24種學術期刊（簡稱UTD 24）之一，是國際市場營銷領域頂級期刊，在國際管理學界享有極高的學術聲譽。
備註：僅用於學術交流，原文版權歸原作者和原發表刊物所有
TheMany-Faced Consumer: Consumption Consequences of Balancing MultipleIdentities
作者：Julian K Saint Clair, Mark R Forehand
Abstract：Cues in the environment can primeconsumer identities, increasing adoption of behaviors consistent with theprimed identity and avoidance of behaviors consistent with alternate(nonprimed) identities. Although alternate-identity avoidance is common, three studiesshow that priming an identity (e.g., student) can also encourage consumers toapproach alternate identities (e.g., friend). When two identities arerelatively easy to balance (e.g., sufficient time for both student- andfriend-related activities), participants approach alternate identities that areassociated with the primed identity following a cognitive process of spreadingactivation. However, when identities are difficult to balance, participantsapproach alternate identities that are dissociated from the primed identity. Weargue that this reversal occurs owing to a switch from a cognitive process to amotivational process akin to that seen in multiple-goal management. Under themotivational process, priming a focal identity inhibits (activates) associated(dissociated) identities because the two are seen as (non-)substitutable witheach other. The motivational process under high balance difficulty relaxes whenparticipants can self-affirm, causing response to instead mimic the cognitiveprocess. The resulting integrative framework introduces identity-balancedifficulty and its interaction with association into identity research,uniquely highlighting the importance of multiple-identity management withimplications for research and practice.
中文翻譯：環境中的提示可以激發消費者的身份，增加採用與激發身份一致的行為，並避免產生與替代（非激發）身份一致的行為。儘管迴避替代身份很常見，但三項研究表明，對一個身份（例如學生）進行初始化也可以鼓勵消費者使用替代身份（例如朋友）。當兩個身份相對容易平衡時（例如，有足夠的時間進行與學生和朋友相關的活動），參與者會在擴展激活的認知過程之後找到與已準備身份相關聯的替代身份。但是，當很難平衡身份時，參與者會使用與初始身份分離的替代身份。我們認為，這種逆轉的發生是由於從認知過程向動機過程的轉變，類似於多目標管理中看到的那樣。在動機過程下，啟動焦點身份會抑制（激活）關聯的（分離的）身份，因為這兩個人被視為彼此（不可）替代。當參與者可以自我肯定時，在高平衡困難下的動機過程就會放鬆，從而引起反應來代替認知過程。由此產生的整合框架將身份平衡困難及其與關聯的相互作用引入身份研究，從而獨特地強調了多重身份管理對研究和實踐的重要性。
2. 奢侈品消費的假冒綜合症TheImpostor Syndrome from Luxury Consumption
作者：Dafna Goor, Nailya Ordabayeva, Anat Keinan, Sandrine Crener
Abstract：The present research proposes thatluxury consumption can be a double-edged sword: while luxury consumption yieldsstatus benefits, it can also make consumers feel inauthentic, producing what wecall the impostor syndrome from luxury consumption. As a result, paradoxically,luxury consumption may backfire and lead consumers to behave less confidentlydue to their undermined feelings of self-authenticity. Feelings ofinauthenticity from luxury consumption may arise because consumers perceiveluxury as an undue privilege. These feelings are less pronounced among consumerswith high levels of chronic psychological entitlement, and they are reducedwhen consumers』 sense of entitlement is temporarily boosted. The effects arerobust across studies conducted in the lab and in field settings such as theMetropolitan Opera, Martha’s Vineyard, a luxury shopping center, and the UpperEast Side in New York, featuring relevant participant populations includingluxury target segments and consumption contexts including consumers’reflections on their actual past luxury purchases.
中文翻譯：本研究提出，奢侈品消費可以是一把雙刃劍：雖然奢侈品消費可以帶來地位收益，但它也可以使消費者感到不真實，從而從奢侈品消費中產生所謂的冒名頂替綜合症。結果，自相矛盾的是，由於他們對自我真實感的破壞，奢侈品消費可能適得其反，並導致消費者信心不足。由於消費者將奢侈品視為一種不適當的特權，因此可能會產生來自奢侈品消費的不真實感。這些感覺在具有長期慢性心理健康水平的消費者中不太明顯，當暫時增強消費者的健康意識時，這些感覺就會減弱。在實驗室和野外環境（例如大都會歌劇院，瑪莎葡萄園，豪華購物中心和紐約上東區）進行的研究中，效果都很強健，涉及參與者包括奢侈目標人群和包括消費者在內的消費環境對他們過去實際購買奢侈品的反思。
3. 人們對體驗式體驗的消費者評價要比對材料購買的評價少PeopleRely Less on Consumer Reviews for Experiential than Material Purchases
作者：Hengchen Dai, Cindy Chan, Cassie Mogilner
Abstract：An increasingly prevalent form ofsocial influence occurs online where consumers read reviews written by otherconsumers. Do people rely on consumer reviews differently when makingexperiential purchases (events to live through) versus when making materialpurchases (objects to keep)? Though people often use consumer reviews both whenmaking experiential and material purchases, an analysis of more than sixmillion reviews on Amazon.com and four laboratory experiments reveal thatpeople are less likely to rely on consumer reviews for experiential purchasesthan for material purchases. This effect is driven by beliefs that reviews areless reflective of the purchase’s objective quality for experiences than formaterial goods. These findings not only indicate how different types ofpurchases are influenced by word of mouth, but also illuminate thepsychological processes underlying shoppers』 reliance on consumer reviews.Furthermore, as one of the first investigations into how people choose amongvarious experiential and material purchase options, these findings suggest thatpeople are less receptive to being told what to do than what to have.
中文翻譯：越來越多的社會影響力形式在線發生，消費者在此閱讀其他消費者撰寫的評論。人們進行體驗式購買（經歷的事件）與進行物質購買（保留的對象）時，對消費者評論的依賴程度是否有所不同？儘管人們在進行體驗式購買和材料購買時都經常使用消費者評論，但對Amazon.com上超過600萬條評論進行的分析和四個實驗室實驗顯示，人們體驗性購買的可能性要比材料購買的消費者低。這種影響是由以下信念驅動的：與物質產品相比，評論對體驗的購買客觀質量的反映較少。這些發現不僅表明口碑對不同類型的購買有何影響，還闡明了購物者依賴消費者評論的心理過程。此外，作為對人們如何在各種體驗和物質購買選擇中進行選擇的首批調查之一，這些發現表明人們對被告知要做的事情比接受的事情更不願接受。
4. 自我保護：身份相關性如何影響產品使用SavingYour Self: How Identity Relevance Influences Product Usage
作者：Daniel Sheehan, Sara Loughran Dommer
Abstract：Although research has consistentlydemonstrated that people prefer to purchase products and brands that representtheir identity, relatively little research has examined how this identityrelevance influences product usage. Drawing from work on intertemporal choice,the present work proposes a conceptual framework for the influence of identityon product usage. The authors theorize and demonstrate an identity conservationeffect, in that consumers are less likely to use nondurable identity productscompared to nonidentity products because the tradeoff between possession valueand in-use value is larger for identity products. Six studies demonstrate theidentity conservation effect and provide support for the value tradeoffframework through both mediation and theoretically supported moderation.
中文翻譯：儘管研究一直表明人們更喜歡購買能代表其身份的產品和品牌，但相對較少的研究檢查了這種身份相關性如何影響產品使用。從跨期選擇方面的工作中，本工作為身份對產品使用的影響提出了一個概念框架。作者從理論上證明了身份保存的效果，因為與非身份產品相比，消費者不太可能使用非耐用的身份產品，因為身份產品的擁有價值和使用價值之間的權衡更大。六項研究證明了身份保護的效果，並通過調解和理論支持的調節為價值權衡框架提供了支持。
5. 保密效應：秘密消費增加了女性對產品的評價和選擇TheSecrecy Effect: Secret Consumption Increases Women’s Product Evaluations andChoice
作者：Maria A Rodas, Deborah Roedder John
Abstract：Advertisers often depict theirproducts being consumed in a social setting, but they also depict peoplesecretly consuming their products. Will consumers like a product more if theyare prompted to consume it in secret? We report eight studies, where womenconsumed and evaluated products such as cookies, chocolate, and apple chips.Women in secret consumption conditions were instructed to imagine eating thefood in secret, instructed to hide the food from others while consuming it, orshown an advertisement encouraging eating the food in secret. These secretconsumption prompts resulted in more positive product evaluations and increasedproduct choice, compared to evaluations in non-secret conditions. We identifypreoccupation and attitude polarization as the primary drivers for theseoutcomes. When women consume a product in secret, they become preoccupied withthe product, as thoughts about the product continually pop into mind. Increasedthinking leads to attitude polarization, where evaluations for products theylike become even more positive. Finally, we also identify moderators of thesesecrecy effects.
中文翻譯：廣告商通常描述他們在社交環境中消費產品的情況，但同時也描述人們秘密地消費其產品的情況。如果提示消費者秘密消費某種產品，他們會更喜歡這種產品嗎？我們報告了八項研究，其中婦女食用並評估了餅乾，巧克力和蘋果片等產品。指示處於秘密消費狀態的婦女想像在秘密地食用食物，被指示在食用時隱瞞食物，或者展示鼓勵鼓勵秘密食用食物的廣告。與在非秘密條件下進行的評估相比，這些秘密消費的提示導致了更積極的產品評估和更多的產品選擇。我們認為專注和態度兩極化是這些結果的主要驅動因素。當女性秘密購買某種產品時，他們就會變得沉迷於該產品，因為人們對產品的想法不斷地浮現。思考的增加導致態度兩極分化，對他們喜歡的產品的評估變得更加積極。最後，我們還確定了這些保密效應的主持人。
6. 資源短缺對價格質量判斷的影響TheImpact of Resource Scarcity on Price-Quality Judgments
作者：Hanyong Park, Ashok K Lalwani, David H Silvera
Abstract：Consumers routinely encountersituations in which they perceive that resources are scarce. However, little isknown about how this perception influences consumers』 use of price in theirpurchase decisions. The present research seeks to fill this gap by examiningthe link between scarcity and the tendency to use price to judge productquality, and the mechanisms underlying that link. Six studies (and five morereported in the web appendix) using multiple product categories and a varietyof operationalizations of both scarcity and price-quality judgments show thatscarcity decreases consumers』 tendency to use price to judge product quality.This occurs because scarcity induces a desire to compensate for the shortageand seek abundance, and thereby reduces an individual’s general categorizationtendency (because categorizing brings about a feeling of reduction); this, inturn, hinders consumers from viewing products as belonging to differentprice-tier groups, and thus lowers their tendency to use price as a basis forjudging product quality. Boundary conditions for the proposed effect are alsoidentified. The current research makes fundamental contributions to theliteratures on scarcity, price-quality judgments, and categorization.
中文翻譯：消費者經常遇到他們認為資源稀缺的情況。但是，人們對這種看法如何影響消費者在購買決策中使用價格的了解甚少。本研究試圖通過研究稀缺性與使用價格來判斷產品質量的趨勢之間的聯繫以及這種聯繫的潛在機制來填補這一空白。六項使用多種產品類別以及稀缺性和價格質量判斷的可操作性的研究（網絡附錄中還有五項報告）顯示，稀缺性降低了消費者使用價格來判斷產品質量的趨勢。發生這種情況是因為稀缺感導致了人們想要彌補不足並尋求豐度的願望，從而降低了個人的總體歸類趨勢（因為歸類會帶來一種減少感）；反過來，這阻礙了消費者將產品視為屬於不同價格等級組，從而降低了他們使用價格作為判斷產品質量的基礎的趨勢。還確定了擬議效果的邊界條件。當前的研究為有關稀缺性，價格質量判斷和分類的文獻做出了基礎性的貢獻。
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