This paper carries out a research by content analysis on 247 academic papers published in the Journal of Marketing during the year of 2005-2009, with a purpose to describe the subjects, methods and scholars of Western marketing research. The findings are as following: the main subjects that Western marketing research focuses on are consumer behavior, products, brands, marketing general management, industrial marketing, advertising and promotion, services marketing, and network marketing, Among which research on the general marketing management, products, brands, industrial marketing, network marketing have an escalating trend, and adverse on the prices and marketing channels, and the subjects on consumer behavior and services marketing remain to be the focus of marketing research. As for research methods of marketing, quantitative research keeps dominated and are used in such marketing research domain as brand, product and personal selling, the experimental method has been more widely used to study consumer behaviors, prices, advertising and promotion, the qualitative research and mixed research are seldom used, the former is used in industrial marketing, general marketing management, and the latter focus on the subject of marketing theory and philosophy. In addition, there exists a diversified form of cooperation among marketing scholars, which includes scholars’ cooperation in a university, among different universities, between university and business and among different counties.

Consumers’ willingness to pay is an important part of the market research. Taking organic food for example, this paper analyzed and compared the main data acquisition methods of consumers’ willingness to pay, such as contingent valuation method, choice experiment, conjoint analysis and experimental auctions and the main data processing approaches such as discrete choice model and Tobit model. And then the paper investigated the main factors affecting the consumers’ willingness to pay and did a systematic summary. In the end, the future research emphasis was presented based on the evaluation and analysis of the existing relative research.

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. The relevant literature is rarely in an online environment, the impulse buying behavior discussed. This paper explores the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue in the domestic marketing academics. In this study, the experimental method was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure. The results show that low-involvement emotional products stimulate consumer online impulse buying tendencies. At the same time, there is an interaction effect between time pressure and product type, that is, under the influence of time pressure, low-involvement emotional products to enhance the consumer online impulse buying tendency is more significant.

Native  advertising, as  the  new  darling  of brand  marketing  communication  in  the digital age, is  widely  used  in  major  new media platforms, driving  in-depth  discussion and research  on  native  advertising. However, the existing  research  on  native  advertising  has problems  such  as  inconsistent concepts, scattered  research  systems, and  inconsistent conclusions  on  advertising effectiveness, which  hinder  the  further development  of  native  advertising research. Combined  with  the  literature  research  methods, and  based  on  the “5W  model” of  the  communication  process, this  paper  clarifies  the  concept  and  types  of  native advertising, summarizes and analyzes the influencing factors of native advertising effectiveness in existing research, outlines the  existing  research  outline, and  discusses  future  research  directions, in  order  to  provide  a  foundation  and  ideas  for  future theoretical research and corporate practice in this field.

This study investigates linguistic features in aspects of phonetic, orthographic, semantic, syntactic and rhetoric of 2,600 Chinese brands of 22 different categories of products, and finds that by selecting and polishing linguistic components, Chinese brand name basically implements the brand naming requirements of being short, simple, and distinctive, designating the products or service category and suggesting key attributes and producing inference about key benefits. Based on investigates, this study concludes some trends in Chinese branding. Finally some issue of brand naming study is discussed.

Based on the psychological compensation mechanism of consumer behavior, the current research examines how social comparison in ability domain influences people’s conspicuous consumption, and explores the possible interventions. Past research regarded conspicuous consumption as a way of signaling social-economic status, which often derived from wealth comparison. Our research proposes that besides wealth comparison, comparison in consumption unrelated domains would also lead to conspicuous consumption. In this mechanism, conspicuous consumption is a way to compensate for the self threat resulted from upward comparison. 2 studies were conducted to confirm our hypothesis. Study 1 indicates that consumers are more likely to spend on conspicuous items after comparing their own academic performance to those better counterparts. Study 2 replicates the result of study 1 using a more general conspicuous consumption measure. Furthermore, we found that the impact of ability comparison on conspicuous consumption diminished if people engaged in a prior self affirmation.

The digitalization has brought big changes to the economic society, namely, virtualization of market players, digitization of factors of production, dynamization of the production process and platformization of market organizations. These four features of digitalization have further reconstructed the real management world, resulting in disruptive changes of internal and external relationships between organizations, and the underlying logics of production and operation. The nature of marketing is to answer how to solve the interactive relationship between the supplier and the consumer in the best way to realize the value co-creation. Obviously, digital technology is disrupting the traditional interactive relationship, which greatly weakens the effectiveness of the 4P and 4C marketing matrix. Therefore, we are intended to put forward the 4I (Interaction, Interest, Interface, Iteration) framework to reconstruct the marketing matrix in the age of digital intelligence. Finally, we offer some future topics of marketing strategy research and the new development direction of the discipline.

Luxurious brands consumption in China is featured by clear conspicuous purposes. This research investigated the phenomenon from the indigenous perspective of social face consciousness. Drawing on Ho’s (1976) framework of gaining versus losing face dynamics, the authors broke down the construct of face consciousness into two dimensions of “desire to gain face” and “fear of losing face”, and developed measurement scales for them. The two scales were then used to examine their effect on conspicuous luxurious brand consumption behavior and found both of them had unique contribution in explaining why Chinese consumers buy luxurious brands.

In live  streaming commerce, the streamer group is the core factor that drives product's sales performance. This study aims  to understand  how  the  combinations  of streamers  volume, product's  line  breadth, and brand  type  influence  brands'sales performances in live streaming commerce. The study collected panel data on Douyin live streaming platform in an 18-week period from August to December 2020 of 17 luxury brands and 27 non-luxury brands that are representatives of the cosmetics industry, which  includes  261  streamers, 1,658 products and  3,119  live  broadcasts. We  used  a  two-way  fixed  effects  model  with STATA software, and  found  that  streamer  volume  has  a significant  inverted  U-shaped  impact  on brands' live  sales, and  the breadth  of product's  line  has  a  significantly  direct positive  impact  on  brands' live  sales. Besides, product's  line  breadth and brand type moderate the above inverted U-shaped effect.

In social interactions, luxury goods usually work as signal revealing the users’ status. In a market with both authentic luxury and counterfeit goods, how the authenticity of luxury goods is perceived by others is an important issue not only for consumers, but also for producers and the whole society as well. Previous studies more focus on the luxury (or counterfeit) user, who sends out luxury information, to study the motivation of luxury consumption. However, how other consumers recode and interpret the luxury information gets inconsiderable less attention, this issue deciding whether and how the luxury goods user’s social motivation can come true. This article aims to explore how the information of luxury goods is interpreted by other consumers and then become influential. The authors find out that the perception of authenticity of luxury goods is a complicated process in which place scheme, character scheme, incident scheme and product scheme can all influence customers’ perception. Through exploratory and empirical study, this paper formed a theoretical model to explain customers’ perception of authenticity of luxury goods.

Based on the warm-glow effect of impure altruism model and clue congruity theory, this study develops a research model to analyze the influence of ethical attributes of corporate social innovation products on customers' purchase intention. In addition, the mediating effect of warm-glow and the moderating effect of product types are verified. The results show that ethical attributes of corporate social innovation products can enhance customers' purchase intentions, and warm-glow plays a mediating role in the positive relationship between the corporate social innovation product's ethical attributes and customers' purchase intentions. Specifically, for hedonic corporate social innovation products, the symbolic ethical attribute (compared with the functional ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase  intention. By contrast, for utilitarian corporate social innovation products, the functional ethical attribute (compared with the symbolic ethical attribute) can stimulate the customer's warm-glow, and thus can enhance the customer's purchase intention. 

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.

As a new participative pricing mechanism, PWYW pricing delegates the whole price determination to consumers. Previous empirical research has showed that PWYW pricing increases sellers’ profits, even when consumers can self-determine the price, which conflicts with the basic assumption of economic man in traditional economics. Thus, some other drivers must play a role when the PWYW price is determined. Based on social preference theory, we study the influences of altruism, fairness, reciprocity, sense of guilt and price consciousness on consumers willingness to pay under PWYW pricing mechanism, the study show that reciprocity, fairness and price consciousness have a positive impact on consumer’s willingness to pay, besides, these impacts are moderated by the way of transactions.

Launching new products to the consumer market is full of challenges. In the new product advertisements, companies have long used colloquial expressions to advocate products. As more and more new products introduce many new features, technical terms which can represent the product's scientific and technological performance have gradually been adopted for product promotion. So how should companies choose between the two types of advertising styles? The present research explores the influences of advertising styles (technical terms and colloquial expressions) on the purchase intentions of different innovative types of products——really new products and incrementally new products. Based on the Linguistic Clues Theory, Construal Level Theory and three experiments, this research proposes and verifies that there is a significant interactive effect between advertising style and product innovation type on consumers' willingness to purchase new products: the advertising style of technical terms could effectively improve consumers' purchase intentions of really new products, and the advertising style of colloquial expressions could effectively improve consumers' purchase intentions of incrementally new products. Processing fluency has a mediating effect in the above-mentioned interaction. In addition, the study also finds the applicability of the above mechanism under the conditions of different product attributes, and excludes the alternative explanations of perceived risk and perceived quality. The conclusion of this paper will provide suggestions for enterprises to improve the effectiveness of new product advertising. 

Using critical incident technique (CIT) and grounded theory, this paper explores the fellow customers’ reaction to customer misbehavior. Through in-depth interview, 232 customer misbehavior incidents are collected, and then CIT is used to categorize fellow customers' reaction patterns. Based on this, this paper discovers the antecedents of different reaction patterns. The finding suggests five types of fellow customers’ reaction patterns: helping the jaycustomer, mimicking the misbehavior, looking on indifferently, stopping the misbehavior, and giving himself up to help others. Five reaction patterns are quite different in frequency, motive, performance, and influence on five involved agents. The features of jaycustomer, focal customer, other fellow customers, employee and firm, will determine the choice of focal customer, through the intermediary effect of two mediator variables, that is, expectation of interaction consequence, and judgment on interaction responsibility. From the perspective of fellow customers' interaction, this paper not only enriches the literatures on customer misbehavior, but also provides managerial implication for customer misbehavior management and employee training program.

There exist studies that focus on the possible negative emotion (depression for instance) brought by mere concentration on out-of-stock. Or others solely study on the attractive effect induced by phantom alternative. What effect, positive or negative, will out-of-stock alternative impact on the purchase intention of similar alternative is still without a definite conclusion. This paper holds that there is not a certain positive or negative effect on the similar alternative purchase intention. Also, a dual mediation pathway model and relevant moderator of such influence mechanism are proposed. Our research shows that when offered the out-of-stock alternative, consumers seem to experience the stronger emotion of perceived scarcity and psychological reactance compared with no information offered. The effects of out-of-stock message on consumers’ similar alternative purchase intention mediated by scarcity and psychological reactance separately are opposite (positive versus negative). In addition, the negative effect mediated by psychological reactance is moderated by the occupation levels of cognitive resource. Psychological reactance is a moderated mediator. Whereas, the positive mediating effect of perceived scarcity is not affected.

This study builds on fluency theory within an environmental psychology framework. Employing 3(Carbon Labeling components: color, shape, text)×2(Carbon Labeling visual complexity) subject repeated experiment, we shed lights to the effect between visual complexity of Carbon Labeling and consumers’ attractiveness. Our findings provide there is a significant differences in total fixation duration and number of fixations of consumers on the Carbon Labeling’s shapes, and the texts in terms of on the Carbon Labeling’s shapes, and the texts in terms of whether it’s simple or complex, shapes, texts, and the texts in terms of whether it’s simple or complex, shapes, texts, the simpler of the shapes and texts of Carbon Labeling, the labels are more attractive; the Carbon Labeling which are overall simple（colors, shapes, texts）are more attractive than complex ones for consumers. Furthermore, both studies confirm that processing-fluency mediate the visual complexity-attractiveness relationship. The visual complexity of Carbon Labeling brings low processing fluency to consumers, then reduce attractiveness. In addition, Our findings provide suggestions on the design of carbon labeling from consumer preference perspective, thus giving significant reference to label design of commodities in other types.

This research examines the effect of success and failure results on consumers’ risk preference. Using different manipulations of success and failure and different measurements of risk preference tendency, five experiments were conducted to demonstrate that a clear success increases consumers’ sense of power, which in turn raises their subsequent risk preference; a clear failure, however, decreases consumers’ sense of power, which in turn reduces their subsequent risk preference. Furthermore, a close result can moderate this effect; that is, the difference between narrow-winners and narrow-losers’ risk preference is weakened. This study further enriches the research about the impact of success or failure on individual’s behavior, and provides suggestions on how to use the results of online and offline competitions to carry out marketing activities.