Abstract
The emphasis on business size has become more overt in recent years. However, it is not clear how company size influences consumers’ evaluations. Five experiments investigate the effect of ...size on consumers’ expectations and evaluations of company behaviors. Consumers expect higher communion from small compared to large companies, and consequently, small relative to large companies garner lower evaluations when they exhibit low communion behaviors. These high communion expectations are driven by the relatively lower marketplace power of small companies. While study 1 provides real-world evidence for the effect of company size on evaluations of company behaviors, studies 2A and 2B demonstrate that perceptions of power underlie the effect of company size on expectations for communion. Studies 3A and 3B indicate that when a company engages in low communion behavior, small relative to large companies garner lower evaluations and this effect is driven by consumers’ perceived violation of expectations. Incorporating additional studies, two meta-analyses conducted with four studies for consumer expectations and six studies for consumer evaluations provide confirmatory evidence in support of our hypotheses. This research demonstrates that how companies are perceived in terms of size and power creates meaning for consumers that drives their expectations and subsequent evaluations.
Beauty, Effort, and Misrepresentation SAMPER, ADRIANA; YANG, LINYUN W.; DANIELS, MICHELLE E.
The Journal of consumer research,
06/2018, Letnik:
45, Številka:
1
Journal Article
Recenzirano
Women engage in a variety of beauty practices, or “beauty work,” to enhance their physical appearance, such as applying cosmetics, tanning, or exercising. Although the rewards of physical ...attractiveness are well documented, perceptions of both the women who engage in efforts to enhance their appearance and the high-effort beauty products marketed to them are not well understood. Across seven studies, we demonstrate that consumers judge women who engage in certain types of extensive beauty work as possessing poorer moral character. These judgments occur only for effortful beauty work perceived as transformative (significantly altering appearance) and transient (lasting a relatively short time), such that they emerge within cosmetics and tanning, yet not skincare or exercise. This effect is mediated by the perception that putting high effort into one’s appearance signals a willingness to misrepresent one’s true self, and translates into lower purchase intentions for higher-effort cosmetics. We identify several boundary conditions, including the attractiveness of the woman performing the beauty work and whether the effort is attributed to external norms or causes. In examining how beauty work elicits moral judgments, we also shed light on why effortful cosmetic use is viewed negatively, yet effortful products continue to be commercially successful.
Chiral edge states that propagate oppositely at two parallel strip edges are a hallmark feature of Chern insulators which were first proposed in the celebrated two-dimensional (2D) Haldane model. ...Subsequently, counterintuitive antichiral edge states that propagate in the same direction at two parallel strip edges were discovered in a 2D modified Haldane model. Recently, chiral surface states, the 2D extension of one-dimensional (1D) chiral edge states, have also been observed in a photonic analogue of a 3D Haldane model. However, despite many recent advances in antichiral edge states and chiral surface states, antichiral surface states, the 2D extension of 1D antichiral edge states, have never been realized in any physical system. Here, we report the experimental observation of antichiral surface states by constructing a 3D modified Haldane model in a magnetic Weyl photonic crystal with two pairs of frequency-shifted Weyl points (WPs). The 3D magnetic Weyl photonic crystal consists of gyromagnetic cylinders with opposite magnetization in different triangular sublattices of a 3D honeycomb lattice. Using microwave field-mapping measurements, unique properties of antichiral surface states have been observed directly, including the antichiral robust propagation, tilted surface dispersion, a single open Fermi arc connecting two projected WPs and a single Fermi loop winding around the surface Brillouin zone (BZ). These results extend the scope of antichiral topological states and enrich the family of magnetic Weyl semimetals.
A MBE-prepared Gallium (Ga)-droplet surface on GaAs (001) substrate is in situ irradiated by a single shot of UV pulsed laser. It demonstrates that laser shooting can facilely re-adjust the size of ...Ga-droplet and a special Ga-droplet of extremely broad size-distribution with width from 16 to 230 nm and height from 1 to 42 nm are successfully obtained. Due to the energetic inhomogeneity across the laser spot, the modification of droplet as a function of irradiation intensity (
IRIT
) can be straightly investigated on one sample and the correlated mechanisms are clarified. Systematically, the laser resizing can be perceived as: for low irradiation level, laser heating only expands droplets to make mergences among them, so in this stage, the droplet size distribution is solely shifted to the large side; for high irradiation level, laser irradiation not only causes thermal expansion but also thermal evaporation of Ga atom which makes the size-shift move to both sides. All of these size-shifts on Ga-droplets can be strongly controlled by applying different laser IRIT that enables a more designable droplet epitaxy in the future.
Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring ...groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.
We examine how impression management can influence the types of products consumers suggest for joint consumption in same-gender and mixed-gender situations. We show that when motivated to engage in ...impression management, those who care the most about their self-presentations (high self-monitors) are more likely to choose products that take into account the need to accommodate the co-consumer's preferences as well as the desire to remain consistent with gender role expectations and to correct negative expectations of sexism. Whereas the co-consumers' preferences and chooser's gender role expectations are aligned in same-gender situations (i.e., females consuming with females), in cross-gender situations (i.e., males consuming with females), male consumers' willingness to accommodate the female co-consumer's preferences is limited by gender role expectations in certain social contexts (e.g., romantic relationships). Within mixed-gender situations, we also find that high self-monitoring male consumers' ability to accommodate a feminist female co-consumers' preferences is limited by the desire to correct negative expectations and avoid appearing sexist.
Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to ...multiple brands at once affects consumers’ reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive and thus garner more positive consumer reactions than if it is seen with a brand that has a similar personality. The first two experiments provide support for the positive impact of dissimilar brand personalities under low-elaboration settings. The last two experiments examine the process that leads to stronger preferences for the focal brand and suggest that enhanced distinctiveness benefits the focal brand by differentiating it from similar competitors.
Abstract When anthropomorphized, brands are often imbued with gender. Consequently, when brands seen as female or male adopt marketplace behaviors that are incongruent with their gender, it can ...result in a perceived violation of expectations. We demonstrate that brands anthropomorphized as female versus male are stereotyped more strongly and draw lower fit perceptions when they engage in gender incongruent behaviors. We show that these asymmetric gender boundaries have implications for how consumers perceive and react to an anthropomorphized brand's marketplace behaviors, including the introduction of gender incongruent personality traits, product characteristics, and brand extensions. We find evidence for our proposed effect across both externally valid secondary data and internally valid experiments. In doing so, our work highlights how merely cuing female or male gender through anthropomorphism not only sets in motion a specific set of expectations from consumers, it also shapes the strength of these gender‐based expectations that place female brands at a disadvantage relative to male brands.
Abstract
In the study, we evaluate extreme precipitation of the East Asia regional reanalysis system (EARS‐CMA), ERA‐Interim and ERA5 applying Tropical Rainfall Measuring Mission 3B42V7 (TRMM), ...Climate Prediction Center Morphing Method satellite‐gauge blended product (CMORPH) and CN05.1 over land‐only East Asia in 2008–2017. The added value of EARS‐CMA is also calculated to identify the small‐scale processes at different timescales and spatial resolutions. Compared to TRMM, CMORPH has a better agreement with CN05.1 for the annual, summer and winter spatial pattern and amplitude of most extreme precipitation indices. EARS‐CMA is capable to reproduce amplitude and locations of most extreme precipitation indices for annual and summertime precipitation over China mainland against CN05.1. For land‐only East Asia, ERA5 can reproduce the closest spatial features of various extreme precipitation indices to CMORPH for annual, summer and winter precipitation, followed by EARS‐CMA. All reanalysis datasets show worse skill on the spatial characteristics of duration indicators than on other extreme precipitation indices against CN05.1, but perform better than TRMM and CMORPH. The real added value, potential added value and relative added value of EARS‐CMA show that EARS‐CMA can capture the mesoscale processes over south China, Yangtze River basin, Tibetan Plateau and Indo‐China efficiently, especially the daily and subseasonal timescales over the Tibetan Plateau subregion, which benefits from fine‐scale topographical detail over the complex terrain region in the regional climate model. Also, higher extreme precipitation of aggregating EARS‐CMA than ERA‐Interim can be obtained at the same resolution, which implies that the added value obtained with EARS‐CMA is not merely the contribution of a higher resolution, but also the physical processes resolved by the dynamical downscaling technique.
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