Promoting the inheritance of the traditional skills of time-honored brands, and realizing the development goal of "the inheritance is not a mere imitation of the ancient styles, and the innovation is not leaving behind the tradition” , is not only to promote brand building, but also an important measure to promote Chinese traditional culture. Brand authenticity management provides theoretical support for the time-honored brands to realize the inheritance and innovation of "originality". Based on the case study of Suzhou Daoxiangcun, this paper constructs a theoretical model for the inheritance and innovation of time-honored brands based on brand authenticity management. The research results show that：(1) the original authenticity management of the brand has realized the inheritance of the time-honored brands and ensured the "originality" of the time-honored brands；(2) the constructive authenticity management of the brand has promoted the brand innovation based on the "originality" of time-honored brands and realized the sustained growth of brands；(3) based on the satisfaction of customers' functional needs, experience needs and emotional needs, it has promoted the inheritance and innovation of the time-honored brand's products, marketing and culture respectively. Multi-level customer demand is an important driving factor for the authenticity management of time-honored brands.

Based on the perspective of anticipated happiness, three studies were conducted to confirm the influence of individual's orientation to happiness ( OTH) on purchase type preference, and also verify the mediating role of long-term utility concern. Study 1 found that compared with hedonic OTH, eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self, in turn to enhance the preferences of material products. In addition, purchase preference is manifested not only in the financial cost input to the product ( study 1A) , but also in the time cost input to the product (study IB). This effect is robust even after controlling the purchase objectives ( study 2). However, when experiential products also provide long-term utilities, the effect of OTH on purchase type preference will be weakened ( study 3).

In the era of Mobile Internet, more and more companies provide precise recommendation services based on the locations of consumers.  However, existing studies have not paid enough attention to how place attachment affects consumers' perceptions and acceptances of recommended services.  Applying the communication accommodation theory, from the perspective of consumer's psychological perceptions, our study explores consumer's (with different degrees of place attachment) psychological perceptions and acceptance mechanism of group-based recommendation and individual -based recommendation.  The results show that, the higher the degree of consumer's place attachment is, the better the effect of individual-based recommendation is, and the perceived self-enhancement plays a mediating role in this process.  When the degree of consumer's place attachment is lower, the effect of group-based recommendation is better, and perceived social connection plays a mediating role.

Existing literature have paid little attention to how boundaries affect people's food information processing process and shape people's food consumption preferences.  This paper investigates the effect of boundaries of food information on perceived healthiness, and examines the serial mediating role of the sense of confinement and psychological reactance, as well as the boundary conditions of this effect through 5 experiments.  The results show that: ( 1) boundaries of food infbnnation could reduce people's perceived healthiness (Experiment la, lb and lc) and purchase intentions (Experiment 2) ； (2) a sequential mediating effect demonstrates that food information boundaries could increase people's sense of confinement, which triggers people's psychological reactance and lower people's perceived healthiness (Experiment 4 and 5) ； (3) food safety risk perception moderates the effect of the boundaries of food information on perceived healthiness ( Experiment 3) .  Our research contributes to the literature of boundaries and food consumption, and provides important implications for the packaging design of the food enterprises.

With the development of social media, influencers and virtual influencers have become one of the most important channels for customers to learn about brands and products, and have a profound impact on consumers' brand attitudes, purchase intentions, etc. However, how to choose the right influencers, especially influencers with suitable facial features, has become the primary challenge for marketing practitioners. However, we have limited understanding of the impact of influencers' faces, especially virtual influencers' faces on customers' decisions to follow influencers. Therefore, we applied the hierarchical linear multinomial logit model to quantitatively analyze the relationship between influencers' facial features and customers' decisions to follow influencers, and study whether the effects of facial features of real and virtual influenceis are different. The results show that ： (1) models based on facial features can accurately explain and predict consumers' preferences for influencers' faces; (2) when faces of virtual influencers are indistinguishable from faces of real ones, there aren't any systematic differences between the effects of facial features on the consumers' preferences. Theoretically, the paper fills the research gap on the relationship between facial features and consumers' following behaviors in influencer marketing, especially in virtual influencer marketing ； practically, our findings can help guide influencer marketing practices, especially the selection and design of faces of influencers.

In 2020, “Humblebragging” was popular on social networks and was selected as one of the top ten buzzwords.  However, the existing literature offers little implications of whether humblebragging is an effective brand marketing strategy.  Based on the perspective of the motives of self-presentation (the desire to be liked and respected) , this paper intends to examine the effect of humblebragging advertisement on consumers’ brand attitudes through three sets of experiments.  The results suggest that, there is an interaction effect between the type of product and the type of advertising rhetoric.  That is, when the functional product applies humblebragging advertisement, or the symbolic product applies normal advertisement, consumers' brand attitudes are more positive.  We further reveal that this interaction effect on consumers' brand attitudes is serially mediated by their sincerity perception, feeling of envy, bragging perception and feeling of disgust.  Further implications for designing advertisements are alse discussed.

Empowered by new technologies such as artificial intelligence, service robots are increasing rapidly in diverse consumption markets. In fact, the interaction between service robots and consumers is a process of social exchange on the basis of trust. Anthropomorphism is one of the common strategies to increase consumers’ trust and acceptance in diverse service contexts ,but it may trigger some negative effects. This is because consumers have different expectations and needs for the anthropomorphism of service robots in different consumption contexts. Anthropomorphism can be divided into two types: anthropomorphism with human nature traits and with unique human traits, which provides a new idea for satisfying consumers’ diversified trust needs for service robots under different consumption situations. Based on three experiments, we find that under subjective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with human nature traits ( vs. unique human traits) when it’s anthropomorphized externally, and this effect is mediated by emotional trust; however, under objective service tasks, consumers will enhance their service satisfaction if the service robot is imbued with unique human traits (vs. human nature traits) when it's anthropomorphized externally, and this effect is mediated by cognitive trust. The results provide specific guidance for the design of service robots and mainly enrich the literature on service robots and anthropomorphic marketing.

Image and text complements each other in print advertising, which can effectively improve the advertising effect, especially for the charity public service advertisements.  Based on the construal level theory, this study explores the impact of the matching of the depth of field presentation and advertising information framework of the charity public service advertisements on individuals.  The study found that when individuals are presented with advertisements with shallow depth of field, they have a longer psychological distance and a higher construal level.  The advertising effect of shallow depth of field matching the promotion framework is better； when individuals watch advertisements with deep depth-of-field, their psychological distance is shorter and their construal level is lower.  The advertising effect of deep depth of field matching the defense framework is better.   Individual's expected value of charity plays a mediating role in the matching effect, and the individuals5 degree of career involvement plays a moderating role.  The purpose of this study is to develop better publicity for charitable public service advertisements, to guide the public to pay attention to and participate in charitable public undertakings, and to provide opinions and suggestions for the publicity of charitable public service advertisements.

In order to win the favor of local consumers, more and more global brands begin to use local cultural elements in product design or marketing process. When such global brands make mistakes, will consumers ( due to their love for these brands) think the brands are excusable, or will consumers blame the brands and think they are worse? From the perspective of brand mistakes, this study explores the influence of culture mixing on consumers’willingness to forgive, and deeply analyzes its mediating mechanism and possible boundary conditions. Through two experimental studies, it is found that consumers are more likely to forgive cultural mixed global brands than non-cultural mixed global brands, because the application of local cultural elements will narrow the psychological distance between global brands and consumers, and thus trigger their in-group brand preference. However, this effect only exists when the global brand makes competence mistakes. However, when the brand makes moral mistakes, because consumers have higher moral requirements for those who are psychologically close, therefore, compared with non-cultural mixed global brands, consumers are more difficult to forgive cultural mixed brands. This study is the first to explore the impact of culture mixing on consumers, willingness to forgive from the perspective of brand mistakes, which provides a new perspective and direction for culture mixing research, thus further enriching and expanding existing studies on culture mixing. At the same time, this study also provides important guidances and suggestions for corporate’s cultural mixing design and brand crisis management.

The mobile internet enables consumers to switch quickly across multiple scenarios. In this context, this paper explores the mechanism and boundary condition of how the impact of privacy violation further spreads to other seemingly unrelated consumption scenarios. Five experimental studies reveal that privacy violation enhanced consumers' preferences for unique products in subsequent consumptions. The underlying process driving this effect is that consumers perceived their personal boundaries have been invaded when encountering privacy violation and thus sought to rebuild their psychological boundaries by using unique products which symbol invisible boundaries. However, this effect does not exist among consumers with low privacy concerns.

In the present paper, we seek to explore the effect of negative reviews ( humorous vs. non - humorous) on consumers' attitudes toward e-retailers and the mechanism and boundary conditions behind the effect. Results of three laboratory experiments showed that compared with non-humorous negative reviews, humorous negative reviews significantly enhanced consumers' attitudes toward e-retailers. In the relationship between humorous negative reviews and consumers’ attitudes toward e-retailers, consumers' affective responses played the mediating role. In the relationship between non-humorous negative reviews and consumers’ attitudes toward e-retailers, consumers’ cognitive responses played the mediating role. Results of Study 1 showed that the response speed significantly moderated the effect of negative reviews on consumers' attitudes. Results of Study 2 showed that the moderating effect of whether e-retailers explained the cause of the problem (yes vs. no) in the relationship between negative reviews and consumers’ attitudes toward e-retailers was significant. Results of Study 3 showed that compensation money significantly moderated the effect of negative reviews on consumers' attitudes.

Researches have shown that encouraging consumers to touch a product can prompt consumers to generate a positive attitude towards the product.  However, consumers’ haptic input when examining a product during product demonstration is often restricted by retailers, salespersons and front-line employees in many offline retail settings.  To date, we know little a- bout whether the usage of haptic -restriction strategies can induce negative marketing consequences. This research conducts four studies, including a field experiment and three lab experiments, to document a novel variety-seeking effect of haptic restrictions.   Previously restricting (versus not restricting) consumers from touching a product induces consumers to conduct variety seeking and options shifting in a subsequent and different situation (Experiments 1-2).  Moreover, this effect is driven by perceived  threats to personal freedom in general (Experiment 3) and is mitigated when consumers' need to elevate the extent of personal freedom is low ( Experiment 4).  This research contributes to the literature of product touch and variety seeking, offering specific implications for offline retailing.

With the popularity of short videos, “short video e-commerce” are adopted by more and more companies. Short videos are very helpful in e-commerce context because they carry more information than texts and pictures do. However, what kind of short videos can more effectively promote product sales in e-commerce context? This paper draw samples o£ short videos on the "Mogujie" platform and extracts features that may affect the marketing effects of short videos, such as visual perception, auditory perception and video content. Then we construct multiple linear regression model, classification and regression tree model and random forest model to study the relationship between short video features and their marketing effects, which are measured by the sales of the products introduced in the short video. The research results show that although the visual, auditory and content features of short videos are all related to the marketing effects, the content features have the strongest effects on the sales performance.

Enterprises often use affirmative sentence or negative sentence in advertisements to demonstrate the positive or non- negative properties of the products to consumers.  Few studies have compared the differences in consumer responses to these two types of slogans.  Based on the negation bias theory, this paper explored the interaction between brand position and advertising sentence pattern on consumers’ advertising evaluation and attention and its mechanism.  The results of three experiments showed that： for the leader brand, consumers would have a more positive evaluation and pay more attention to the affirmative (vs.negative) slogan ； for the challenger brand, the negative slogan is more effective for the promotion of consumers’ advertising evaluations and attention than the affirmative slogan.  The perceived reliability of the leader brand and the perceived creativity of the challenger brand respectively mediated the affirmative slogan's and negative slogan's positive effect on the two types of brands.  This study enriches the literature on the persuasive effect of sentence pattern and brand position, and provides marketing implications for brand managers on how to choose the appropriate slogans.

Gift promotion is one of the common ways for merchants to improve sales performances. Based on the Agentic-Communal Model of sense of power, this research investigates the impact mechanism and boundary conditions of the effects of consumers' sense of power on consumers' preferences for gift promotion. The research finds that consumers' sense of power affects consumers' preferences for the types of gift promotion, and consumers with high ( vs. low) sense of power prefer alternative (vs. complementary) gifts (Experiment 1) ； thinking style (holistic vs. analytic) mediates this effect (Experiment 2)； whether or not there is a choice for gift plays a moderating role. Under the condition that gifts can be chosen, consumers with high and low sense of power both prefer alternative gifts ( Experiment 3 ) . The research conclusions not only enrich and expand the literature in the field of sense of power and promotion, but also have important reference value for enterprises to design gift promotion strategies in a targeted manner.

Based on theories of ambiguity aversion and psychological resource depletion, the current research demonstrates the effect of psychological resource depletion on consumers’ ambiguity aversion behaviors, its underlying mechanism and boundary conditions across four studies. In the contexts of brand choice ( Study 1A) , Ellsberg's two-color-ball decision ( Study IB) and price premium ( Study 1C) , we find that psychological resource depletion enhances ambiguity aversion. The effect of psychological resource depletion on ambiguity aversion is mediated by the willingness to process the competing possibilities associated with ambiguity ( Study 2) . When the outcome becomes more ambiguous ( has a wider range of possibilities , Study 3) or consumers have more product knowledge ( require less psychological resources to process ambiguity, Study 4) , the influence of resource depletion on ambiguity aversion strengthens or attenuates.

Utilizing the word-of-mouth and social influences of key users in the social network, seeding strategies have already been successfully applied to the promotion of new products.  The rising popularity of social media marketing provides marketers with the opportunities to observe and exploit the characteristics of massive social networks, so that better seeding strategies could be implemented.  However, there is limited research on the design of a unifying methodology framework for identifying seeding users and evaluating their values to the diffusion of innovation. Our essay's major contributions are summarized as follows. First, we proposed a basic theoretical framework for the selection of seeding users by identifying key users in the social network.  The process is iterative, in the sense that the quality of diffusion is monitored to dynamically adjust the seeding strategy.  Then, we designed simulation experiments to validate our framework under a variety of circumstances.  We discovered that seeding strategies which utilized group-level central information within a social network are effective in the early stage of the process of the diffusion of new product, and that network structures with high connectivity and low redundancy can facilitate the spread of innovation.  While seeding useis are central in initiating the diffusion, their values diminish marginally as the market saturates.  Finally, we found that social influence mechanisms can significantly affect the performance of new product’s diffusion.

Happiness is the eternal pursuit of human beings, and consumption is the primary way for modem people to obtain happiness. Although the popularity of consumer happiness research continued to rise, a relatively independent and complete theoretical system has not formed. Currently, the research topics within this field is “ many but scattered”. To facilitate the development of this field, this study proposes a three-dimensional theoretical framework involving the research paradigm, research stance and research theme, and explains it based on a selective review. Finally, based on this framework, eight future research topics in this field are proposed, including consumer eudaimonic well-being and consumer unhappiness which belong to the research paradigm dimension, well-being marketing strategy and macro study of consumer happiness which belong to the research stance dimension, time spending and consumer happiness, Chinese and subcultural consumer happiness, digital technology and elder consumer happiness, as well as outcomes of consumer happiness which belong to the research theme dimension.

Thanks to the online knowledge platform, users have got a new way to exchange knowledge. Value co-creation based on interaction has profoundly changed the mode of value creation on the platform. Embedding of community plays a pivotal role in promoting multi-party interaction and activating users’ willingness to co-create value. This paper uses the Value Go- creation Theory and Activity Theory, integrates 9 influencing factors from 3 levels of platform, community and user, and this paper constructs the influencing factors model of user value co-creation intention. This paper uses fsQCA to analyze the set relation of 574 questionnaire data. The findings of the research can be categorized into the following. Firstly, there are 14 configuration paths that activate user value co-creation, which are divided into 8 configurations in the second-order and clustering into 3 types: Community and User Dual Dominated-Platfbrm Driven Type, Community Dominated-Platform Reliant User Driven Type, Users Dominated-Platfonn Driven Type. Secondly, Self-efficacy in the user dimension, Opinion Leaders and Community Atmosphere in the community dimension are the most important factors to activate users' willingness to co-create value, the factors in the platform dimension are the promoting forces of user participation in value co-creation. Thirdly, under certain conditions, the factors of platform, community and user have substitute and complementary relationships. The conclusions of this research provide a practical inspiration for online knowledge platform to find a breakthrough to activate users' intentions of value co-creation and realize value co-creation.

Based on open systems theory, by analyzing the data of 212 respondents, this paper investigates the impact of channel multiplicity on cross-channel integration, cross-channel conflict, and the firm's performance. The results show that channel multiplicity tends to increase primarily cross-channel integration and unambiguously promotes the firm's performance, whereas channel multiplicity may foster cross-channel conflict and limit the firm's performance. Moreover, the authors also find that cross-channel integration could mitigate cross-channel conflict. The paper finally discusses the theoretical and practical significance of the results and points out some limitations of this present study and directions for future studies.