People often face a self-control choice dilemma between hedonic and utilitarian products. Through a series of experiments, this research finds that decision interruption can significantly increase the choice likelihood of hedonic products (over utilitarian products) when consumers face a self-control choice dilemma: Study 1 finds that compared to participants in the effort condition or control condition, those in the decision interruption condition have a higher likelihood choosing hedonic over utilitarian products; Study 2 shows that the above positive effect of decision interruption on choice likelihood of hedonic over utilitarian alternatives is moderated by individuals’ perceived conflict between hedonic and utilitarian choice alternatives; Study 3 further tests the theoretical conceptualization by showing that the above positive effect of decision interruption on choice likelihood of hedonic over utilitarian alternatives is eliminated when consumers need to make such a choice under purchase condition. Finally, theoretical and practical contributions are discussed.

Based on the regulatory fit theory, this paper investigates the impacts of consumers’ regulatory focus (promotion focus vs. prevention focus) on brand extension evaluation. The results indicate that: (1) promotion focused individuals tend to adopt relational elaboration, therefore place more importance on the fitness between parent brand and extended product; (2) in contrast, prevention focused individuals tend to adopt item-specific elaboration, therefore place more importance on the perceived quality of parent brand.

Based on the restraint and influence of social norms on consumer behavior, this article gives the definition of consumer normative rationality, and considers that normative rationality influences the process of decision-making in purchasing. The results demonstrate that: 1) ten social norms are summarized through content analysis, the ten social norms are ten dimensions of the denotation of consumer normative rationality; 2) the partial contents of connotation of consumer normative rationality including seventeen kinds of normative values are summarized through literature reviewing. And scholars focused on the influences of normative values on consumer behavior; 3) this paper points out the denotation of consumer normative rationality influence consumer behavior through the connotation of consumer normative rationality.Our results can help understand the main social norms and the impact of relevant normative values on consumer behavior in the transformation process of China.

Scholars and companies have paid much attention on partitioned pricing since its emergence. This paper focus on the dark side of partitioned pricing, particularly on the effect of the event that customers find the actual total price is higher than the recalled total price. By questionnaire survey, we find that customer satisfaction, repurchase intension, positive word-of-mouth and customer trust will significantly reduce, if customers realize the underestimation of the total price because of partitioned pricing. No matter consumers self blame for this underestimation, most of them tend to attribute the underestimation to the firm. Moreover, compared with conditions in which consumers aware of the underestimation by themselves, those who are reminded by others will have poorer trust to the firm and lower repurchase intention.

This study examines the influences of priming consuming goals on remembering messages， and the moderating effects of consumers’ product knowledge on priming effects. Experiments’ results show that priming utilitarian goal can improve recall of rational message， and priming hedonic goal can improve recall of rational message and emotional message. The priming effects are pronounced for low-knowledge subjects. The results can help marketers prime consuming goal to improve consumers’ recall of product messages.

In the literature probing into the impact of strategic orientations upon organizational innovation, many studies focused on single orientation, or paid more attention to innovative culture or product innovation activities. In this context, this study aims at investigating the magnitude and approach of the impact of different strategic orientations (market orientation, entrepreneurial orientation and learning orientation) upon organizational innovation (administrative innovation and technological innovation), as well as moderating role of market turbulence in the strategic orientation-organizational innovation link. Based on survey data of 260 Chinese manufacturing firms, this research comes to several main findings: (1) Market orientation, learning orientation and entrepreneurial orientation improve administrative innovation and technological innovation through different approaches; (2) Market orientation impacts administrative innovation to a greater extent, while entrepreneurial orientation impacts technological innovation more significantly; (3) Market turbulence has a positive moderating effect on market orientation-organizational innovation link.

Many results have been achieved by the domestic and foreign scholars since the notion of positioning was introduced into marketing field. Nevertheless, no agreement has been reached about the understanding of positioning during the theory development. The key issue of positioning theory is to solve the problem of “connotation, extension, and method”. Proceed from the actual conditions, this article makes a thorough review of the main progress of these three key issues in research. And the future directions have been proposed.

General Evaluability Theory is an integrative theory of value sensitivity（Hsee et al. 2010). This review paper first introduces three factors that determine value evaluability and how these 3 factors interact with each other; then shows how general evaluability theory could explain the existing important phenomena in consumer decision making better; then presents its practical applications in many facets of marketing, and finally gives conclusion and future research direction regarding this theory.