مشخصات مقاله | |
ترجمه عنوان مقاله | نشانه های کمبود (در برابر شهرت) برای مشتریان طرد شده: تاثیر محرومیت اجتماعی بر انواع نشانه از طریق نیاز به یکپارچگی |
عنوان انگلیسی مقاله | Scarcity (versus popularity) cues for rejected customers: The impact of social exclusion on cue types through need for uniqueness |
انتشار | مقاله سال 2019 |
تعداد صفحات مقاله انگلیسی | 7 صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
5.352 در سال 2018 |
شاخص H_index | 158 در سال 2019 |
شاخص SJR | 2.203 در سال 2018 |
شناسه ISSN | 0148-2963 |
شاخص Quartile (چارک) | Q1 در سال 2018 |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی |
نوع ارائه مقاله |
ژورنال |
مجله / کنفرانس | مجله تحقیقات کسب و کار-Journal of Business Research |
دانشگاه | University of Mississippi, 132 Holman, Oxford, MS 38677, United States of America |
کلمات کلیدی | کمبود، شهرت، نشانه ها، محرومیت اجتماعی، نیاز به یکپارچگی |
کلمات کلیدی انگلیسی | Scarcity، Popularity، Cues، Social exclusion، Need for uniqueness |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2019.02.071 |
کد محصول | E12262 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract 1. Introduction 2. Study 1 3. Results and discussion 4. Discussion 5. Study 2 6. Results and discussion 7. Discussion 8. General discussion 9. Theoretical contributions 10. Managerial implications 11. Limitations and future research Appendix A. Social exclusion manipulations Appendix B. Dependent variables, scales, and reliabilities References |
بخشی از متن مقاله: |
Abstract
This study examines how customers’ psychological situation influences their responses to two promotional cue types. More specifically, we propose that rejected customers are more likely to choose products promoted by a scarcity cue (this product is a limited edition) compared to a popularity cue (this product is popular among customers). Also, we propose that rejected customers indicate an increased need for uniqueness, which in turn entices customers to choose a product promoted by a scarcity cue (relative to a popularity one). The results of Study 1 show that rejected customers display a greater preference for a product promoted by a scarcity cue, and need for uniqueness underlies the effect of social exclusion on customers’ product choice. Study 2 provides further evidence that rejected (compared to accepted) customers display an increased need for uniqueness, which entices customers to choose a product promoted by a scarcity cue (relative to a popularity cue). Introduction Imagine that you see an advertisement for wine. The wine is a limited edition, and the ad copy says, “this product is limited edition.” Conversely, the wine is a best seller, and the ad copy says, “this wine is a best seller among consumers.” How would you react to these promotions? What factors influence your reaction toward these promotions? Does your current psychological condition (e.g., social exclusion) affect your response, and choice decision accordingly? More specifically, would your reaction be different if you felt rejected or accepted at the time when you are exposed to these promotions? Would you display more (less) favorable reaction toward the wine promoted by a scarcity cue (the wine is limited edition) or a popularity cue (the wine is a best seller)? If so, what would be the underlying factor in your reaction? Answering these questions would help managers create an effective promotional campaign and targeting. To date, a plethora of studies have examined how consumers react to scarcity, and popularity cues (e.g., Gierl, Plantsch, & Schweidler, 2008; Wu & Lee, 2016), but these studies have not taken into account customers’ psychological condition at the time when customers are exposed to promotional cue types. For example, Wu and Lee (2016) find that when consumers purchase a product for themselves, they seek to be unique. |