On the exposure of the situations to book phantom product, the advertisement message framing will deeply influence the consumer’s willingness to book phantom product. The article will research the influencing mechanism of advertisement message framing on consumer’s willingness to book phantom product. Across four experiments, we found that （1）advertisement message framing influenced heavily consumer’ willingness to book phantom product, Specially, negative message framing would boost greater consumer’s willingness to book phantom product than did positive message framing;（2）Perceived scarcity and perceived deception separately mediated the effect of advertisement message framing on consumer’s willingness to book phantom product, and meanwhile the processes were separately moderated by construal level and lied matching effect between advertisement message framing and construal level;（3）Perceived scarcity and perceived deception also mediated commonly the effect of advertisement message framing on consumer’s willingness to book phantom product, and further the common mediating process were also moderated by construal level. The finding won’t only perfect the research on the effect of advertisement message framing on consumer’s willingness to book phantom product, but also enhance manufacture’s or merchant’s the ability to operate phantom marketing and improve consumer’s rationality to purchase phantom product.

With the "happiness" gradually got more and more attention from the academic research, based on the self-control theory, we investigated the relationship between trait self-control, overcontrol and the subjective well-being, and explored the effect of self-control behavior on objective happiness, as well as the moderating effects of goal realization and locus of control. Through two surveys, we found that trait self-control has a significant positive impact on subjective well-being, while overcontrol is negatively related with subjective well-being. Moreover, we conducted four experiments and the results showed that the self-control behavior has a significant negative impact on objective happiness and the goal realization and locus of control both have significant moderating effect on the relationship between self-control behavior and objective happiness. When the related goal was not realized, the self-control behavior’s negative effect on objective happiness is significant. But when the related goal was realized, the effect disappeared. In addition, for consumers believing external control, self-control behavior has significant negative impact on objective happiness regardless whether the goal was realized, while for consumers believing internal control, self-control behavior has significant positive impact on objective happiness, in which guilt plays a significant mediating role

Country of origin effect refers to the influence of country of origin on consumers’ perception and evaluation of a product. This research explores the impact of consumers’ power distance on country of origin effect. Through two experiments, the results suggest that power distance has a polarizing impact on country of origin effect. That means, for products with favorable country of origin, the higher the consumers’ power distance, the better their evaluation of the products; for products with unfavorable country of origin, the higher the power distance, the worse their evaluation of the products. The research also finds the moderating effect of consumers’ competence-related country related affect (CRA).When having positive competence-related CRA, for products with favorable country of origin, the higher the consumers’ power distance, the better their evaluation of the products. For products with unfavorable country of origin, consumers’ power distance has no effect. When having negative competence-related CRA, for products with favorable country of origin, consumers’ power distance has no effect. While for products with unfavorable country of origin, the higher the consumers’ power distance, the worse their evaluation of the products.

As the information technology develops rapidly, customer is no longer passive recipient of tangible goods and intangible service, but becomes an active knowledge partner. More and more enterprises begin to create the conditions to interact with customers. This study constructed the theory model of "interaction - knowledge exchange - value", and made an analysis of structural equation model using pairing data collected from the staff and customer of high contact service industry. The results found that customer interactivity has a positive effect on the employee's creativity and customer perception of economic value, and the quality of knowledge exchange mediating the two process. From the perspective of two parties of interaction, this research studies the value of customer interactivity, and think knowledge exchange quality as the inner mechanism of value co-creation. The conclusion also has certain implications for management practice.

In order to construct long-term beneficial relationships, many companies strategically engage in multichannel relational communication, which is defined as sending personalized messages to existing customers through various channels as an important part of relationship marketing strategy. This research examines three key drivers of relational communication effectiveness: volume of communication, combination of communication channels, and alignment of those channels with customers’ preferences, and it examines their influences on customer relationship quality. The results indicate that the effect of multichannel relational communication on customer relationship quality follows an inverted U-shaped curvilinear path: before the volume of communication reaches the ideal point, customers respond positively; however, after the ideal level of communication is exceeded, customers respond negatively and customer relationship quality decreases; moreover, this negative response can be exacerbated by the use of multiple channels, but the positive effect of relational communication on customer relationship quality can be improved by aligning of those channels with customers’ preferences.

Building on a fundamental property of cognitive psychology and information processing theory, this study explores the mechanism underlying consumers’ online information searching behavior.. This study proposes that information-searching task type evokes individuals’ degree of self-efficacy, which affects their subsequent searching behavior, namely the effort they make in information searching. Specifically, as compared to those with a specific task, consumers facing a general task exert greater searching effort, given that a lower self-efficacy is triggered. Meanwhile, this study also finds an interaction effect of task type and product category on searching effort. When searching for a search product, consumers demonstrate greater effort under a general task than a specific task; however, no difference is identified between the two when consumers search for an experience product.

This article investigates the influence of product density on consumers’ product evaluation and the roles of social identity inference and mall image within this relationship from the perspective of cognitive view of metaphor. We postulated that the product density influences consumers’ judgment. Results of Five studies indicate that product density negatively influenced consumer evaluation on a product, the higher the product density, the lower the consumers’ evaluation on the product. Besides, Social identity inference mediated the relationship between product density and product evaluation. Specially, product density influenced consumers’ evaluation toward a product through consumers’ perception of social identity level inference(high vs low). Furthermore, mall image moderated the relationship between product density and consumers evaluation on a product. Consumers normally prefer the low density display method.

As a common and high frequency form of irrational purchase, consumer impulsive buying behavior has been the research focus of marketing scholars for many years. The bulk of studies have paid more attention on the process and the outcome of an impulsive decision made by consumer alone, but few of studies pay more attention on group consumers’ impulsive buying behaviors which happened in a relationship situation. The present study focuses on the mechanisms of group consumers’ impulse buying behaviors under the contradictory circumstances. A few of experimental results show that although the first reactions of group consumers are not identical, but in the end, they will perform consistent impulse buying behaviors. The reason is that consumers with different characteristics of impulsive buying tendency hold totally different interpretations about target goals: consumers with higher tendency of impulsive buying aim to pursuit the hedonic goals; in contrast, consumers with lower impulsive buying tendency focus on the social attribution goals. External attribution could reduce the consumer’s guilt which leads to the failure of self-control. Meanwhile, the intensity of relationship (strong ties and weak ties) can take a regulatory role.

For the construction of an energy saving and environmental friendly society, it is very important to guide residents on buying and using energy saving products through the information propagating. According to the theory of psychological reactance, in different situations, consumers will produce different degrees of psychological reactance according to the characters of various kinds of information received, thus a differentiating purchase intention is produced. The purpose of this paper is, in social distance situation , to explore the mediation mechanism and regulating mechanism of how the two-sided information influence consumers’ purchase intention of energy-saving products through psychological reactance (two dimensions including compulsive feeling and intention inference manipulation). With the 2(information duality: one vs. double) × 2(social distance: self vs. others) groups of experiments, it is found that: (1) Double information is better than single information in promoting consumers’ purchase intention of energy-saving products;(2) the compulsive feeling and intention inference manipulation will partial mediation the influence of two-sided information on purchase intention of energy-saving products;(3) The mediation effect of compulsive feeling and intention inference manipulation will be affected by the social distance adjustment. The difference of psychological reactance caused by the one-sided information and information is narrowing between social distance (others) situation and close social distance (self) situation. In close social distance (self) situation, the mediate effect of compulsive feeling and intention inference manipulate are both stronger than in the context of social distance situation. Research conclusion of this paper not only has a great theoretical significance, but also helps improving the government’s energy-saving publicity strategy and merchants’ marketing operation level about energy saving products.