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Mind the (information) gap: Strategic nondisclosure by marketers and interventions to increase consumer deliberation.
Journal of Experimental Psychology: Applied ( IF 2.813 ) Pub Date : 2019-11-21 , DOI: 10.1037/xap0000260
Sunita Sah 1 , Daniel Read 2
Affiliation  

Marketers have a choice of what to tell consumers and consumers must consider what they are told or not told. Across 6 experiments, we show that consumers fail to differentiate between deliberate and nondeliberate missing information (strategic naiveté) and make generous inferences when they do notice missing information is deliberately withheld (charitability). We also show how marketers can take advantage of this by withholding information. We investigate both sides to (a) show the effects of interventions to encourage consumers to consider deliberate nondisclosure in a less naïve and charitable fashion, (b) demonstrate when marketers should disclose (or not) if consumers are naïve and charitable (i.e., breakeven points), and (c) explore the reasons marketers give for (non)disclosure and consumers' thoughts on why information is missing. Consumers respond differently to distinct but theoretically equivalent framings that increase the salience of nondisclosure. Only when nondisclosure was highly salient, and consumers could compare multiple profiles side by side did consumers believe the nondisclosed information to be the worst possible. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

中文翻译:

注意(信息)差距:营销人员的战略性保密和干预措施以增加消费者的审议。

营销人员可以选择告诉消费者什么,消费者必须考虑他们被告知或没有被告知的内容。在 6 个实验中,我们表明消费者无法区分故意和非故意丢失的信息(战略幼稚),并且当他们注意到故意隐瞒丢失的信息(慈善)时,他们无法做出慷慨的推断。我们还展示了营销人员如何通过隐瞒信息来利用这一点。我们调查双方以 (a) 展示干预措施的效果,以鼓励消费者以不那么天真和慈善的方式考虑故意不披露,(b) 证明营销人员何时应该披露(或不)如果消费者是天真的和慈善点),以及 (c) 探索营销人员给出(不)披露的原因以及消费者对信息缺失原因的看法。消费者对不同但理论上等效的框架有不同的反应,这些框架增加了保密的显着性。只有当保密信息非常突出并且消费者可以并排比较多个资料时,消费者才会认为保密信息是最糟糕的。(PsycInfo 数据库记录 (c) 2020 APA,保留所有权利)。
更新日期:2019-11-01
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