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The effect of winning-losing perception on consumers’ variety-seeking behavior
European Journal of Marketing ( IF 5.181 ) Pub Date : 2021-01-27 , DOI: 10.1108/ejm-07-2019-0565
En-Chung Chang , Beixi Wen , Xiaofei Tang

Purpose

This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior.

Design/methodology/approach

Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking behavior.

Findings

Consumers who have failed in a competition or not achieved a goal tend to seek less variety in their later consumption than do consumers who have succeeded because losing feedback weakens consumers’ perception of their control of personal mastery. This effect only exists when the closeness of winning or losing is narrow (e.g. the success is just missed) and diminishes when the result is clear and obvious.

Research limitations/implications

The current study has systematically explored the interaction between winning-losing outcomes and the closeness of these outcomes.

Practical implications

This study offers marketing managers practical guidance on how to use competition results to conduct marketing activities, such as transmitting advertisements for classic flavors to those who have lost in a video game or properly increasing the proportion of new flavors or products in stores or vending machines near sports venues.

Originality/value

This research adds to the literature on competition, which has largely overlooked the possible moderating role of the closeness of the competition result and its influence on individuals’ follow-up irrelevant behaviors and it also adds to the work on variety-seeking behavior, which has not explored the impact of winning-losing perception.



中文翻译:

输赢感知对消费者多样化寻求行为的影响

目的

本研究旨在探讨输赢感知,包括输赢结果和结果的接近程度,对消费者随后的多样化寻求行为的影响。

设计/方法/方法

四个实验设计,一个是俄罗斯方块游戏的修改版本,用于展示获胜或失败的看法将如何以及何时影响个人的多样化寻求行为。

发现

与成功的消费者相比,在竞争中失败或没有实现目标的消费者在后期消费中往往会寻求更少的多样性,因为失去反馈会削弱消费者对他们对个人掌握的控制的感知。这种效果只在输赢的接近度很窄时(例如刚刚错过成功)才存在,而在结果清晰明显时会减弱。

研究限制/影响

目前的研究系统地探讨了输赢结果与这些结果的接近程度之间的相互作用。

实际影响

本研究为营销经理如何利用比赛结果进行营销活动提供了实用指导,例如向那些在电子游戏中迷路的人发送经典口味的广告,或者在商店或附近的自动售货机中适当增加新口味或产品的比例。体育场馆。

原创性/价值

这项研究增加了关于竞争的文献,它在很大程度上忽略了竞争结果的接近性及其对个人后续无关行为的影响可能的调节作用,也增加了对多样性寻求行为的研究,这对没有探讨输赢感知的影响。

更新日期:2021-01-27
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