The positive voice behavior of customers is very important to the development of enterprises, but there are few studies on how to promote customer voice behavior.Based on the approach and inhibiting theory of power and the situated focus theory of power, we propose that consumer's sense of power has a positive effect on customer's suggestion．On the basis of this, we analyzes the influence mechanism of consumer's sense of power on customer's advice—the mediating role of confidence．At the same time, the boundary condition of the influence mechanism is also discussed.From the perspective of customer power, this paper explores the appropriate strategies for enterprises to promote customer voice behavior, and the conclusion of this study provides some reference for the theory and practice in this field．

With the methods testifying stereotype content model and mixed stereotype proposed by Fiske et.al, this paper not only finds that profitability and authenticity serve as two primary dimensions of sales promotion stereotype content model, but also validates there are perception differences among consumer groups about sales promotion stereotype in two mixed dimensions, and comes to the following conclusions. Firstly, authenticity illustrates that consumers’ valuation about purpose of sales promotion is based on moral evaluation which contains the consideration of enterprises’ morality, other-profitable demand, intention and warmth. Secondly, profitability reflects lots of benefits offered by enterprises which have abilities to enact their intentions. Owing to consumers often discounting on other-profitable behaviors under the self-profitable circumstances, high or low profitability levels will bring about low or high consumers’ evaluations.Thirdly, the customers’ perception of profitability and authenticity can both affect their willingness to participate in sales promotion significantly and positively, but the impact of the perception of profitability is stronger than the perception of authenticity does. All these results reflect in perception differences among groups are that customers with “high profitability-low authenticity” and “high profitability-high authenticity” perceptions have stronger willingness to participate in sales promotion. It illustrates that customers’ participation of sales promotion are mainly driven by the perception of profitability. Fourthly, the paper also finds that demographics and psychographic characteristics can influence consumer groups’ perception differences on sales promotion stereotype. Although on the side of demographics, the result shows dispersed groups; on the side of psychographic characteristics, the result shows concentrated groups which are more consistent with the hypothesis of frequent mixed clusters combined high authenticity with low profitability, or high profitability with low authenticity. Synthetically, this paper is distinct from those previous researches which tend to explore who prefers sales promotion; it reflects the degrees of consumers’ entanglement when they are engaging in the decision-making of sales promotion. Because the perception differences among groups about sales promotion stereotype are existent, enterprises should provide or choose differential tools of sales promotion to satisfy different consumer groups.

With the increasing trend of economic globalization, the recall caused by product crisis has become a crisis event with wide coverage and attention from all walks of life. In the increasingly complicated business environment, product recall will not only affect the recall itself, but also Influencing other stakeholders, if not handled properly, may cause large losses and adverse effects, so more in-depth research is needed. In recent years, with the improvement of data availability and the development of analytical methods, many scholars have used quantitative data to conduct quantitative exploration. Although there have been related reviews in this field, there is still a lack of systematic review and summary of quantitative empirical research. This paper analyzes 220 English documents accurately collected in WOS, and selects 42 papers using quantitative empirical methods in marketing management. Based on the literature, from the perspective of recalling companies and spillover effects, this paper summarizes the papers following the corresponding research framework of causes and consequences, prevention and response, and finally proposes future research suggestions and practical implications.

Ritualization is becoming increasingly prevalent in the marketing practice. However, the extant literature has paid little attention to the internal dimensions of ritualization, as well as its measurement. The current research aims to develop measurement scale of perceived ritualization in consumption. The perceived ritualization in consumption refers to a feeling which occurs in the consumption rituals. Drawing from the previous research and the online secondary data, the authors conceptualize the perceived ritualization in consumption and compile the initial items. Next, the authors develop and validate the scale by using the exploratory factor analysis and confirmatory factor analyses. Specifically, the perceived consuming ritualization scale includes four dimensions: uniqueness, devotion, etiquette and unnecessaries. Across studies, results show that the scale is reliable, valid, and distinct from other related constructs, including sacredness, consumer engagement, awe, sense of control and brand recognition.

Intertemporal choice is a problem-solving process in which people make trade-offs between the outcomes of profits and losses at different points in the future. This study explore the influence of taste perception on intertemporal choice preferences. Though two experiments, this study found that: (1) taste perceptions can affect consumers’ intertemporal choice, sweet taste induce participants prefer the SSR option, while peppermint taste induce participants prefer LLR option; (2) trait self-control can be influenced by taste perceptions, a savour lump sugar or peppermint piece in mouth reduced participants’ self-control scale(SCR) score; (3) trait self-control impact intertemporal choice, participants with low SCR score prefer SSR potion more than high SCR score participants; (4)trait self-control plays a regulatory role in the relationship between taste perception and intertemporal choice, taste perception have no impact on intertemporal choice within high self-control participants, while low self-control participants are significantly affected by taste perceptions.

Brand Well-being refers to brands not only satisfy customers’ basic functional and emotional need, bringing ephemeral pleasure, but also represents a national spirit and honor, bringing positive, lasting and noble happiness and value. By conducting four studies, the present research defines and verifies the concept and dimensions of brand well-being, develops its measurement scale as well. First, we build the concept of brand well-being through qualitative interviews and related research, suggesting brand well-being includes three dimensions: individual well-being, social well-being and national well-being. Second, through two big investigation samples, we collect 389 questionnaires for exploratory factor analysis and 390 questionnaires for confirmatory factor analysis, getting 11 items for brand well-being scale. Finally, we examine the scale’s predictive and incremental validity, showing that brand well-being is positively associated with word of mouth, brand loyalty and life satisfaction. We combine brand theory and positive psychology theory, expand the boundary of brand value, and provide new enlightenment for optimizing brand strategy practice.

By using static game with incomplete information, this paper explores information sharing strategies of an Online platform with two competitive brand suppliers. The results show that demand information sharing benefits both the platform and suppliers. Without information contracts, the online platform is willing to share demand information with at least one supplier. Especially, when the consumer's sensitivity to advertising is larger and the commission fee charged by the online platform is small, the online platform will shares information with only one supplier. Based on the game outcomes between the suppliers, two pricing strategies for information are proposed under which at least one supplier purchases information. If the consumers are less (more) sensitive to advertising competition, pricing strategy of the online platform induces that both suppliers (only one supplier) purchase(s) information. Numerical studies further illustrate the findings in this paper.

There is a matching effect in advertising persuasion, and information that matches product characteristics or target consumer characteristics is considered to be more influential. Based on the accessibility-diagnostic theory, this paper discusses the influence of the matching degree of product attribute dimension (vertical attribute and horizontal attribute) and information presentation mode (fuzzy presentation and accurate presentation) on advertising attitude in advertising communication. Through the analysis of second-hand data and scenario experiments, it is found that the degree of matching between the product attribute dimension and the information presentation method will positively affect the fluency of the consumer to process the advertisement information, that is, the fuzzy presentation of the vertical attribute information can positively influence the consumer's extraction. Fluency, accurate description of horizontal attribute information can positively affect the processing fluency of consumers, both of which will positively affect their advertising attitude. The important revelations from the research include: from the perspective of accessibility- diagnosticity, combining the information dimension of the advertising content with the presentation method, explaining the internal mechanism of the consumer in dealing with different dimensions of advertising information; Enterprises adopt differentiated publishing strategies for vertical and horizontal attributes of products, that is, fuzzy presentation for vertical attributes and accurate presentation for horizontal attributes, which can positively influence consumers' advertising attitudes.

The previous research paid more attention on the repair effectiveness of passive crisis response, but less on the effect of initiative crisis response(called stealing thunder) on the repair effectiveness above. Based on the exploratory research on the repair effectiveness of initiative and passive crisis response strategies through in-depth interview, this article tested the moderating role of stealing thunder and the mediating role of perceived accumulative equity by two 2(stealing thunder: yes/no) ×2(brand crisis response strategy：affection-leading/function-leading) experimental designs. The result revealed that in the situation of two brand crises with stealing thunder, there is no significant difference between the repair effectiveness of two kinds of response strategies. In the situation of product -related crisis without stealing thunder, compared with affection-leading strategy, the function-leading strategy led to higher level of perceived accumulative equity and further better repair effectiveness. In the situation of morality-related crisis without stealing thunder, compared with function-leading strategy, the affection-leading strategy led to higher level of perceived accumulative equity and further better repair effectiveness. This result provided reference for companies to apply crisis response strategies appropriately in the situation of two brand crises with stealing thunder or not.

In the industry of clothing, bags and jewelry, we can always find that designers use language characters as a design element. In this paper, we conduct three experiments to verify the impact of semantic fluency on consumers’ aesthetic judgment. When it is more disfluent for consumers to recognize the verbal meaning of decorative characters, they evaluate the design more beautiful and perceived complexity is a mediator. The conclusion of this article has theoretical value and practical significance for fashion design industry, cultural creative industry and international marketing area.

Can consumers’ purchase intention be enhanced by the design of logo? The current study investigates the impact of horizontal location (right in the visual field vs. left in the visual field) of logo on consumers’ purchase intention through a series of three studies. Study 1 demonstrates that packaged product where logo positioned on the right visual field of packages is more likely to be purchased. Study 2 further establishes the serial mediation effect of perceived visual heaviness and brand power. In the study of 3, the moderating role of product type is examined. Specifically, for product for which heaviness is considered a positive attribute, brand of right-located logo on package is perceived heavier, more powerful, and product is more likely to be purchased than left ones. However, this difference does not occur for product for which heaviness is considered a negative attribute.

Pictures of the product displayed on the search result page, which are also the home page pictures, have an important influence on consumer's shopping decisions. They will directly affecting consumer's willingness on whether to click the picture, thereby affecting the possibility of purchase. In the scenario of online marketing of agricultural products, and based on the perspective of Cue Utilization Theory and Information Processing Theory, this paper studies the influence of different picture contents on consumer's willingness to click pictures, and examines the intermediary mechanism and boundary conditions of the impact through three experiments. The results show that the addition of the product’s production environment or grower to the product picture on the search result page can effectively improve consumer's willingness to click the product under the mechanism that consumer initiate a dual system to process different information. Compared with product pictures, pictures displaying the product and the production environment can stimulate consumers to conduct more cognitive system processing, and pictures displaying the product and its growers can stimulate consumers to carry out more emotional system processing, resulting in higher click intention. However, the above effect only exists in the context of non-branded agricultural products. When browsing branded agricultural products, due to the effect of high diagnostic brand signals, the cue of production environment can't increase click intention, what’s worse, the cue of grower has a negative influence on the click intention.