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Table of Content
01 March 2013, Volume 9 Issue 1
    Neuromarketing: Decode Consumer’s Brain
    Sheng Feng,Xu Jing
    2013, 9(1):  1-17. 
    Abstract ( 1692 )   PDF (1954KB) ( 4128 )  
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    The recent advance of neuroscience technology has lead individual behavior research to an age of “Mind Reading”. Benefiting from this, researchers now can decode the hidden neural mechanism underlying consumer behavior and develop marketing technique on the basis of these findings, which gives rise to a new discipline--Neuromarketing. This article reviews findings of neuroscience research on human’s affective and cognitive systems, and discusses the promises and pitfalls of Neuromarketing.

    The Dilution of Country Typicality in Country-of-Origin Effect Based on the Transnational Brand Alliances Context
    Wang Haizhong,Yang Guangyu, Jiang Hongyan, Huang Lei
    2013, 9(1):  18-31. 
    Abstract ( 895 )   PDF (1775KB) ( 2688 )  
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    Nowadays transnational brand alliances happen frequently between developed countries, between developed and developing countries, and between developing countries. This article analyses the transnational brand alliances between Chinese brand and foreign brand from developed and emerging countries, and reveals the dilution of country typicality in country-of-origin effect based on the transnational brand alliances context. This paper finds that, in transnational brand alliances, the recognized country-of-origin spillover effect exists only if the country typicality is not significant. However when country typicality is high, if combining with foreign brand of poor COO image, the evaluation of Chinese brand can also be improved. The results demonstrates that when combining with foreign brand of poor COO image but high country typicality, the Chinese brand can also obtain positive spillover effect. Therefore, Chinese brand should select the partners of transnational brand alliances based on country typicality, and expand the country scope of transnational brand alliances.

    Formation Mechanism of Inaction Regret after Missing a Purchase——The Mediation of Endowment Effect
    Li Dongjin, Ma Yunfei, Li Ya
    2013, 9(1):  32-49. 
    Abstract ( 1032 )   PDF (1971KB) ( 2808 )  
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    Most researches about consumer regret focus on action regret which is generated after purchasing, while less attention is paid to inaction regret which is generated after missing a purchase. Some researchers have shown that the consumer who experienced inaction regret is valuable, because his purchase intention is similar to satisfied consumer’s, even higher than the latter. This research shows that the limitation of purchase opportunities is a main cause of inaction regret. It has a positive effect on the inaction regret. Endowment effect is a significant mechanism. When consumers miss purchasing, there will be a strong endowment effect if the purchase opportunities are limited. Then endowment effect has a positive influence on inaction regret. Moreover, the effect of limitation of purchase opportunities on endowment effect is moderated by product category. These hypotheses are demonstrated through two behavioral experiments.
    Interdependent VS Independent?The Age and Region Differences of Chinese Consumers’ Self-Construal and Their Impacts on Advertising Appeals
    Zhang Hongxia, Ding Ying, Lee Angela Y.,Xu Jing
    2013, 9(1):  50-61. 
    Abstract ( 1228 )   PDF (2317KB) ( 3344 )  
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    Prior literature about self-construal usually claims that Chinese are more accessible to an interdependent self. However, with the development of society and economic, Chinese consumers’ self-construal may be shifted when encountering a sudden influx of Western Culture. The current research provides empirical evidences to the shifting of Chinese consumers’ self-construal through three experiments. The results indicate that teenagers from urban area of China are more likely to show an independent self-construal, whereas teenagers from rural area of China are more likely to adopt an interdependent self-construal. In addition, the self-construal differs across different age groups: compared with teenagers, middle-agers are more accessible to an interdependent self. Our findings also suggest that Chinese consumers’ self-construal will have an influence on the preference for promotion vs. prevention focused advertisements.

    The Influence of Company Micro blog Interaction Tactics on Consumer-brand Relationship: Based on Grounded Theory
    Yan Xing, Chang Yaping
    2013, 9(1):  62-78. 
    Abstract ( 1391 )   PDF (2266KB) ( 6674 )  
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    Micro blog becomes an important tool of social marketing,challenging companies’ consumer-brand relationship management. Based on grounded theory,66 representative companies’ posts in Sina are collected,with 1395 company posts and 5959 following posts. A influence mechanism model of company micro blog  interaction tactics on consumer-brand relationship is proposed,then the saturation level of this mechanism is tested. Results show that 1) Companies adopt two types of tactics in micro blog interaction: social interaction and task-oriented interaction; 2) Micro blog interaction arises consumer emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumer emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and  brand resonance; 3) The influence mechanism differs among different consumer knowledge level, industry and brand awareness.

    Impact of Interfirm Relationship Quality on Relational Governance Mechanism: Moderating Effect of Firm’s IT Capability
    Li Miao, Zhuang Guijun, Zhang Tao, Ji Gang
    2013, 9(1):  79-89. 
    Abstract ( 1085 )   PDF (1305KB) ( 2202 )  
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    The application of information technology (IT) in marketing channels provides firms with better conditions for channel governance. However, the analysis on the various effects of firm’s IT capability is not sufficient. In this paper, we propose and test the moderating effect of firm’s IT capability on the relationship between interfirm relationship quality and relational governance, operationalized as joint planning and joint problem solving, by collecting survey data and analyzing the data. The results confirm this moderating effect: interfirm relationship quality positively affects a firm to use both joint planning mechanism and joint problem solving mechanism, while the firm’s IT capability positively moderates the relationship between interfirm relationship quality and the firm’s use of the two mechanisms. In addition, we also find that joint problem solving mechanism would decrease the partner’s opportunism, but the effect of joint planning mechanism on the partner’s opportunism is not significant.

    Exercise of Channel Power and Satisfaction: The Effect of Perceived Fairness
    Du Nan, Zhang Chuang, Gao Jie
    2013, 9(1):  90-104. 
    Abstract ( 911 )   PDF (1556KB) ( 2212 )  
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    This paper introduces exercise of channel power to channel fairness research, and based on survey data empirically tests the effects of exercise of channel power on channel fairness(distributive fairness and procedural fairness), as well as the effects of channel fairness on channel satisfaction. Findings show that exercise of coercive power has no significant effect on distributive fairness and procedural fairness, but exercise of noncoercive power has positive effect on distributive fairness and procedural fairness. Meanwhile, both distributive fairness and procedural fairness have positive effect on economic satisfaction, and also play total mediating role between noncoercive power and economic satisfaction. Furthermore, distributive fairness and procedural fairness have no significant effect on relational satisfaction, because economic satisfaction plays total mediating role between them. Finally, the paper discusses the research findings, gives corresponding managerial suggestions and points out the future research directions.

    “Free Gift” or “Free Postage”, Which One Do You Prefer?---An Empirical Study on How Online Promotion Framing influence Consumer’s Online Buying Intention
    Shi Zhuomin, Li Lulu, Wu Lufang
    2013, 9(1):  105-117. 
    Abstract ( 1531 )   PDF (1921KB) ( 4309 )  
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    This paper identified the concept of online promotion framing and classified it into negative promotion framing (NPF) and positive promotion framing (PPF) based on framing theory.  We found that the influence of NPF on consumers’ online buying intention was more powerful than that of PPF. The result showed that regulatory focus and product price moderated the effect of online promotion framing. The results are as follows. Compared with NPF, PPF has more influence on Promotion-Focus-Oriented Consumers’ online buying intentions. While compared with PPF, NPF has more influence on Prevention-Focus-Oriented Consumers’ online buying intentions. As to low-priced products, NPF has more influence on consumers’ online buying intention than that of PPF. However, the effect of online promotion framing is not significant for high-priced products.

    How Consumer Attitudes of Charity and Sponsorship?—Based on the Dual-Attitude Theory
    Weng Zhigang, Liu Danping, Wang Ping, Tang Yuanmao
    2013, 9(1):  118-132. 
    Abstract ( 910 )   PDF (2019KB) ( 2588 )  
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     Based on the theory of Dual-attitude, Expectation and Attribution, this paper studied the different dynamic effects of charity and sponsorship on consumer’s attitude, both of which belong to corporate responsibility behavior. We verified that the positive implicit attitude and explicit attitude which aroused from corporation responsibility behaviors coexisted, the former was higher than the latter, and “charity” was higher than “sponsorship” by a 2*2 experiment. It also proved that implicit attitude was more resistant to negative information than explicit attitude and the negative instant effect of charity was reported faster by a 2*2*2 experiment. However, the evaluation on charity recovered better by long-see, proposing that the implicit attitude was a better predictor of long-term effect of corporate responsibility behavior.

    2013, 9(1):  133-133. 
    Abstract ( 361 )   PDF (74KB) ( 1063 )  
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