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1、采用包装正面营养标签对营养质量的竞争效应：来自正面营养标签的事实证据
“Facts Up Front”营养标签是一种包装正面（FOP）营养标签系统，它以易于阅读的格式在包装食品和饮料产品的正面显示关键营养信息。作者进行了一项大规模的实证研究，以检验采用FOP标签对产品营养质量的影响。作者收集了16年来美国44类包装食品的独特数据集。通过使用双重差分分析，作者发现在一个产品类别中采用FOP可以提高该类别中其他产品的营养质量。对于高端品牌和产品线较窄的品牌，以及涉及不健康产品和更具竞争力的产品类别，这种竞争反应更为强烈。作者提供了关于营养信息显著性作为潜在机制的证据。他们还进行了补充分析，以排除潜在的自我选择问题，并进行了一系列稳健性检查和伪造测试。作者最后讨论了研究结果对公共政策制定者、消费者、制造商和食品零售商的影响。
“Facts Up Front” nutrition labels are a front-of-package (FOP) nutrition labeling system that presents key nutrient information on the front of packaged food and beverage products in an easy-to-read format. The authors conduct a large-scale empirical study to examine the effect of adoption of FOP labeling on products’ nutritional quality. The authors assemble a unique data set on packaged food products in the United States across 44 categories over 16 years. By using a difference-in-differences estimator, the authors find that FOP adoption in a product category leads to an improvement in the nutritional quality of other products in that category. This competitive response is stronger for premium brands and brands with narrower product line breadth as well as for categories involving unhealthy products and those that are more competitive in nature. The authors offer evidence regarding the role of nutrition information salience as the underlying mechanism; they also perform supplementary analyses to rule out potential self-selection issues and conduct a battery of robustness checks and falsification tests. The authors discuss the implications of the findings for public policy makers, consumers, manufacturers, and food retailers.
参考文献：Lim JH, Rishika R, Janakiraman R, Kannan PK. Competitive Effects of Front-of-Package Nutrition Labeling Adoption on Nutritional Quality: Evidence from Facts Up Front–Style Labels. Journal of Marketing. 2020;84(6):3-21.
2、提供商与平台：共享经济中的营销传播
P2P（Peer-to-Peer，P2P）商业模式在市场上越来越普遍。然而，对于哪些因素会影响消费者对使用这些模式的公司的购买感知，我们知之甚少。作者提出，P2P模式固有的特性会让消费者感觉到供应商和公司之间的高度独立性，即供应商被视为相对独立于他们提供商品/服务的平台。在一系列的研究中，作者发现，当P2P品牌使用以提供商为中心（而不是以平台为中心）的营销传播时，消费者认为购买行为在很大程度上帮助了单个提供商，这增加了消费者的支付意愿，也增加了他们购买和下载该品牌应用程序的可能性。因为在这种情况下，以供应商为中心的营销传播会引导消费者从供应商的角度考虑他们的购买行为，因此采用了“移情视角”。作者进一步指出，这种影响不会延伸到其他商业模式。因此，这项研究确定了提供商（而非平台）的营销传播是P2P品牌营销经理推动重要的与购买相关的结果的一种方式。
Peer-to-peer (P2P) business models have become increasingly prevalent in the marketplace. However, little is known about what factors influence consumer perceptions of purchases from firms using these models. The authors propose that features inherent to the P2P model lead consumers to perceive high provider–firm independence, where providers are viewed as relatively independent from the platform on which they offer goods/services. Across a series of studies, the authors show that when P2P brands use provider-focused (vs. platform-focused) marketing communications, consumers perceive a purchase as helping an individual provider to a greater extent, which increases consumers’ willingness to pay and their likelihood of both making a purchase and downloading the brand’s app. This is because provider-focused marketing communications in this context lead consumers to think about their purchase from the provider’s perspective, thus adopting an “empathy lens.” The authors further show that this effect does not extend to other business models. This work thus identifies provider- (vs. platform-) focused marketing communications as a way for marketing managers of P2P brands to drive important purchase-related outcomes.
参考文献：Costello JP, Reczek RW. Providers Versus Platforms: Marketing Communications in the Sharing Economy. Journal of Marketing. 2020;84(6):22-38.
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3、广告创意何时及如何发挥作用的元分析
虽然创意通常被认为是广告成功的关键因素，但市场营销文献缺乏对广告创意何时以及如何发挥作用的系统实证说明。作者运用元分析法综合了有关广告创意的文献，并对其影响进行了不同的理论解释。分析涵盖了来自67篇论文的93个数据集，提供了878个效果量。研究结果显示了强大的积极效果，但也强调了在投资广告创意时，同时考虑创意和适当性的重要性。调节分析表明，广告创意对高（相对于低）参与度产品的影响更大；而对于不熟悉的品牌，广告创意对广告（而不是品牌）反应的影响稍强。理论机制的实证检验表明，情感传递、加工和信号传递共同解释了这些影响；独创性主要导致情感转移，而适当性导致信号传递。作者还呼吁进一步研究广告创意与销售的关系，并研究其在数字环境中的作用。
Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.
参考文献：Rosengren S, Eisend M, Koslow S, Dahlen M. A Meta-Analysis of When and How Advertising Creativity Works. Journal of Marketing. 2020;84(6):39-56.
4、硬币是冰冷的，卡片是关怀的：提供激励措施对慈善观念、关系规范和捐赠行为的影响
慈善机构通常在会捐赠请求信中包含低价值的货币（如硬币）或非货币（如贺卡）等赠予奖励（PGIs）。然而，关于捐赠者如何响应这种营销策略人们知之甚少。在包括两项大规模现场试验在内的七项研究中，作者证明了PGIs的有效性取决于组织的目标。人们更有可能打开并阅读包含货币PGI的信件（相对于非货币PGI或无PGI）。此外，货币PGIs提高了捐助者获取活动的响应率。然而，如果包含PGI，直邮活动的投资回报会显著下降。此外，非货币PGI和无PGI的平均捐款是相似的，而货币PGI的平均捐款实际上低于非货币PGI或没有PGI的情况。这是因为货币PGI增加了交换规范，而降低了公共规范。当考虑到诸如操纵意图以及锚定和调整启发式等其他解释时，此效果仍然很重要。
Charities often include low-value monetary (e.g., coins) and nonmonetary (e.g., greeting cards) pregiving incentives (PGIs) in their donation request letters. Yet little is known about how donors respond to this marketing strategy. In seven studies, including two large-scale field experiments, the authors demonstrate that the effectiveness of PGIs depends on the organization’s goals. People are more likely to open and read a letter containing a monetary PGI (vs. a nonmonetary PGI or no PGI). In addition, monetary PGIs increase response rates in donor acquisition campaigns. However, the return on investment for direct mail campaigns drops significantly when PGIs are included. Furthermore, average donations for appeals with a nonmonetary PGI or no PGI are similar, while those with a monetary PGI are actually lower than when a nonmonetary PGI or no PGI is included. This is because monetary PGIs increase exchange norms while decreasing communal norms. This effect remains significant when accounting for alternative explanations such as manipulative intent and the anchoring and adjustment heuristic.
参考文献：Yin B (Miranda), Li YJ, Singh S. Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior. Journal of Marketing. 2020;84(6):57-73.
5、联盟网络不对称对企业绩效和风险的影响
新产品联盟的持续高失败率要求确定可能改善联盟成果的因素。在这项研究中，作者确定了影响联盟绩效和绩效不确定性的联盟网络不对称性的两个属性：造成两家企业资源量的不对称的联盟间直接联系数量的差异，以及导致企业拥有不同类型资源的联盟之间的互连性差异。作者认为，这种不对称的绝对水平会对联盟绩效和绩效不确定性产生曲线影响，这两种影响分别表现为核心企业的异常收益和风险。他们证明了直接关联不对称对焦点公司的异常收益具有倒U形效应，对其风险具有U形效应。间接关联不对称对焦点企业的风险也有U形效应。然而，焦点企业的创新质量和与合作伙伴之间原有的联系平抑了这些曲线效应。研究结果对新产品联盟中的合作伙伴选择具有一定的指导意义。
Persistent high failure rates of new product alliances call for identification of factors that might improve alliance outcomes. In this research, the authors identify two attributes of alliance network asymmetry that affect alliance performance and performance uncertainty: differences in the number of prealliance direct ties, which can create asymmetry in the volume of resources of the two firms, and differences in the interconnectivity among prealliance indirect ties, which leads the firms to possess different types of resources. The authors theorize that absolute levels of such asymmetries have curvilinear effects on alliance performance and performance uncertainty, which materialize as a focal firm’s abnormal returns and risk, respectively. They demonstrate that direct tie asymmetry has an inverted U-shaped effect on the focal firm’s abnormal returns and a U-shaped effect on its risk. Indirect tie asymmetry also has a U-shaped effect on the focal firm’s risk. However, the focal firm’s innovation quality and preexisting ties with its partner flatten these curvilinear effects. The findings have implications for partner selection in new product alliances.
参考文献：Chakravarty A, Zhou C, Sharma A. Effect of Alliance Network Asymmetry on Firm Performance and Risk. Journal of Marketing. 2020;84(6):74-94.
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6、为什么不满意的顾客不太可能与品牌分享意见
品牌要想茁壮成长，就必须了解消费者的情绪。如果消费者表达自己的观点的可能性取决于他们对品牌的态度，那么品牌对消费者情感的看法可能会可能会系统地产生偏差。虽然消费者对消费者分享（即口碑）的研究表明，态度极端的人比态度中立的人更容易分享（U形关系），但消费者对品牌的态度和他们与品牌分享的倾向之间的关系尚不清楚。与口碑中观察到的U形模式不同，作者发现态度和品牌分享之间存在曲棍球棍状的关系（“__/”）。持积极态度（相对于中立态度）的人更有可能分享自己的观点，但持消极态度的人分享意见的比例没有类似的增加。作者指出，这种模式的出现是因为在对品牌持积极态度（相对于中立态度）的消费者中，互惠规范推动分享增加，但在持消极态度（相对于中立态度）的消费者中，竞争机制驱动行为：发泄的欲望增加分享，但与此同时，反感批评他人直接阻止了分享。作者通过一系列的研究，包括一个实地调查来检验了这些观点。
For brands to thrive, they must understand consumer sentiment; if consumers’ likelihood of sharing their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word of mouth) suggests that those with extreme attitude are more likely to share than those with neutral attitude (a U-shaped relationship), the relationship between consumers’ attitude toward a brand and their propensity to share with a brand is unknown. In contrast to the U-shaped pattern observed in word of mouth, the authors find a hockey stick–shaped relationship between attitude and sharing with brands (“__/”). Those with positive attitude (vs. neutral attitude) are more likely to share their opinion, but those with negative attitude do not show a similar increase in sharing. The authors show that this pattern emerges because, among consumers with positive (vs. neutral) attitude toward a brand, reciprocity norms drive increased sharing, but among consumers with negative (vs. neutral) attitude, competing mechanisms drive behavior: the desire to vent increases sharing, but at the same time an aversion to criticize others directly deters sharing. The authors test these ideas using a series of studies, including a field study.
参考文献：Hydock C, Chen Z, Carlson K. Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands. Journal of Marketing. 2020;84(6):95-112.
7、价格没有对象！权力距离信念对消费者价格敏感度的影响
文化在消费者价格搜索和行为中的作用在文献中受到的关注有限。在此研究中，作者探讨了权力距离信念（PDB）的文化维度，即人们接受和认可等级制度的程度如何影响消费者的价格敏感性。作者认为，PDB较高（相对较低）的消费者对价格不太敏感，因为他们对终结的需求更高，这促使他们“抓住并冻结”当前报价，并迅速做出最终购买决定，而不是寻找更好的价格。因此，PDB和价格敏感度之间的关系被改变消费者终结需求的变量所调节，如社会密度。使用关键变量的各种可操作性进行的六项研究（以及五篇在Web附录中总结的研究），为PDB与价格敏感性之间的关系提供了有力的支持，并阐明了潜在的机制和边界条件。论文还讨论了理论和管理的意义。
The role of culture in consumers’ price search and behavior has received limited attention in the literature. In the present research, the authors examine how the cultural dimension of power distance belief (PDB)—the extent to which people accept and endorse hierarchy—influences consumers’ price sensitivity. The authors propose that consumers high (vs. low) in PDB are less price sensitive because they have a higher need for closure, which motivates them to “seize and freeze” on a current offer and quickly arrive at the final purchase decision rather than search for a better price. Accordingly, the relationship between PDB and price sensitivity is moderated by variables that alter consumers’ need for closure, such as social density. Six studies (and five more summarized in the Web Appendices) using a variety of operationalizations of the key variables provide robust support for the relationship between PDB and price sensitivity and shed light on the underlying mechanisms and boundary conditions. Theoretical and managerial implications are discussed.
参考文献：Lee H, Lalwani AK, Wang JJ. Price No Object!: The Impact of Power Distance Belief on Consumers’ Price Sensitivity. Journal of Marketing. 2020;84(6):113-129.
8、提示道德：高音调音乐对健康选择的影响
管理人员经常将音乐用作营销工具。例如，在广告中，他们使用音乐来激发情感；在服务环境中，他们使用慢速音乐来增强放松感，并使用古典音乐来传达精致感。在这篇文章中，作者提出了一种新的效果：高音调的音乐可以促进更健康的选择。他们认识到高音调的许多感知特征（例如，较轻、高音）在概念上与道德相关联，因此他们认为听高音（相对于低音）音乐可以暗示道德。此外，关于道德的思考会促进道德自我认知，进而引发对“良好”行为的思考，包括健康的选择。因此，聆听高音调的音乐可能会增加健康的选择。通过实地调查和在线研究，作者发现，聆听高音调的音乐会增加消费者选择健康食品（研究1、3和5），选择低热量食物（研究2）以及参与促进健康活动（研究4）的可能性。这种效应的产生是因为高音提高了道德思想的显著性（研究4和5）。文章最后讨论了理论和管理意义。
