This article investigated the relationship between loneliness and anthropomorphic products. We confirmed that high lonely people would like to seek for social relationship. What’s more, they may try to compensate by creating a sense of connection with nonhuman products so they will prefer anthropomorphic products. Further, we demonstrated that information framework can moderate this effect. High lonely consumer would increase their preference to anthropomorphic product under promotion-focus information, whereas they would decrease their preference to anthropomorphic product under prevention-focus information. These effects don’t exist in low lonely consumer. At the same time, we demonstrate that the effect is mediated by perceived social connection.

According to Gupta and Lord’s definition of brand prominence, the allocation of attention to product placement is collected by using eye-tracking system to represent the brand prominence in this study. Based on the limited capacity model of attention, theory of processing fluency and persuasion knowledge model, the relationships between entry time, fixation time, fixation count and brand recall, brand attitude, conative response are built respectively through using curve fitting method. The findings of this study suggest that the entry time, fixation time and fixation count can effectively reflect the brand prominence of product placement. The findings also indicate that with the decrease of entry time, viewers’ brand recall will gradually increase and brand attitude, conative response will show an inverted U trend. Similarly, with the increase of fixation time and fixation count, viewers’ brand recall will gradually increase and brand attitude, conative response will show an inverted U trend.

Cross-time sales influence makes an interesting phenomenon emerge in the market--promote first or pricing first in the first sale period for new product have different influence on the second period’s sales for Iphone7, YSL Lipstick and Chevrolet SUV. This paper analyzes this problem by building two periods supply chain game model. When they are going to launch a new product, the supplier determines retail price and the retailer makes sales effort. Meanwhile, sales effort in the first period has effect on the demand in the second period. This paper seeks to shed light on the impacts of different strategies on the profits of supplier and retailer considering the cross-time sales effort effect. We consider four strategies: pricing first in both of the two periods(C-C strategy), pricing first in the first period and promote first in the second period(C-F strategy), promote fist in the first period and pricing in the second period (F-C strategy), promote first in both of the two periods(F-F strategy). We introduce revenue sharing contract and sales cost sharing contract. Our results show that: 1) Either the supplier or retailer should not choose F-C strategy. 2) When price sensitivity or promotion cost is higher, these strategies coordinate or conflict between the supplier and the retailer. Particularly, when revenue sharing coefficient is smaller and cost allocation coefficient is bigger, it benefits both of the supplier and the retailer to choose C-F strategy; when revenue sharing coefficient is bigger and cost allocation coefficient is smaller, it benefits both of the supplier and the retailer to choose C-C strategy.

User generated content (UGC) is becoming a dominating way for people to communicate and share with each other on social platforms. For platform providers, a good UGC performance can attract more advertisers and directly influence their revenue. Therefore, how to encourage people to contribute content becomes a problem of interest. However, the underlying motivation on user generated content is still not well understood. Therefore, we propose in this paper a more comprehensive utility framework. Combining with previous intrinsic and image-related utility, we propose an interaction utility concept to describe the utility that users derive from interacting with their friends. Then incorporating interaction utility is our first contribution in this paper. As our second contribution, we exert a time budget constraint in our utility framework and this enables us to evaluate the tradeoff between generating and consuming content. Finally, a Sina Weibo dataset is used for illustration.

Research on consumer behavior based on social identity is a new academic branch related to sociology, psychology and marketing. This paper aims to explore the influence of social identity information congruency between brand supporters and consumers on consumers’ purchase intention in the social network word-of-mouth situation. Across two experiments, the research discovers social identity information congruency positively affects consumers’ purchase intention. Compared to incongruent social identity information, the congruent social identity information between brand supporters and consumers may increase consumers’ purchase intention, especially for consumer with interdependent self-construal, while this positive effects doesn’t work for those with independent self-construal. The research also find consumer self-brand connections mediate the effects of social identity information congruency. This study enriches consumer behavior research field based on social identity, and provides managerial implications on brand building and marketing communication in the environment of emerging social media.

In the Internet era, the use of video advertising in the form of increasingly popular product proliferation. How to use effective advertising means to spread the innovative products is a huge challenge facing enterprises. Based on the whole / local processing model and anchoring theory, this paper analyzes the impact of the innovation product category and the overall (local) presentation order by three experiments to enhance the attractiveness of the advertisement to the consumers and enhance the purchase intention. Experiments 1 can improve the attractiveness of advertising to consumers by finding innovative product types (RNP / INP) with the presentation sequence (the overall post-local / pre-localized overall), and explored the cognitive fluency Intermediary mechanism. Experiment 2 further analyzes that the innovative product type (RNP / INP) can improve the purchasing intention of consumers when matching the presentation order (the first overall post-local / pre-localized overall) and verify the mediating effect of perceived novelty and risk perception , To build a complete internal mechanism model. Experiment 3 validates the adjustment of picture and text consistency to the innovation product category and the presentation order to improve the purchase preference. This study provides theoretical support and practical suggestions for the operation and management of the enterprise.

According to the processing fluency theories, the current research proposes that expressing product information in odd (vs. even) numbers can improve consumers’ preference for healthy food and conducts five experiments to demonstrate this proposition. Specifically, we first establish the correlation between odd numbers and healthy food in experiment 1. Findings show that consumers tend to express product information in odd numbers when describing healthy (vs. ordinary) food (experiment 1a), and they perceive the food healthier when its product information is represented in odd (vs. even) numbers (experiment 1b). We then employ different experiment stimuli to empirically test the causal relationship between parity and preference for healthy food (experiment 2 and 3) and demonstrate further that such an odd-number-facilitation effect only exists in healthy (vs. ordinary) food domain (experiment 4). In addition, we rule out the potential effects of magnitude of numbers, consumers’ thinking style, and individual preferences for odd (vs. even) numbers. Finally, theoretical and practical implications are discussed.

With the rapid economic growth, the China questions have been attracting more and more attention in academics. However, what are the China questions and what are the good China questions? These are the crucial questions lacking of in-depth discussion. In this paper, we discuss how to evaluate the quality of the China questions using the research development in the economic field as a reference. We then describe the current status of the China question research in the marketing field and share our research experience in this area. At the end, we provide some suggestions for future development in marketing research of the China questions.