Department of Marketing.
J Exp Psychol Appl. 2022 Mar;28(1):179-188. doi: 10.1037/xap0000318. Epub 2022 Feb 24.
Despite the popularity of mystery offers in retail settings, less is known about how consumers choose such offers. In this research, we examine the role of the purchase type (material vs. experiential purchases) in consumers' trade-offs between mystery and nonmystery options. In 11 studies (including a Pilot Study and 5 Supplemental Studies), we show that, when making material purchases, consumers have a lower relative preference for mystery options than when making experiential purchases. Such an effect is driven by excitement neglect; that is, consumers are less likely to seek the excitement embedded in mystery options when making material purchases. In addition to mediation analysis, we use the moderation-of-process approach for mechanism testing by manipulating the need for excitement. We demonstrate the robustness and the generalizability of the effects through a variety of study designs and data sources, including scenario-based studies, a choice experiment, and real-world data from Groupon. (PsycInfo Database Record (c) 2022 APA, all rights reserved).
尽管在零售环境中，神秘优惠很受欢迎，但对于消费者如何选择此类优惠，人们知之甚少。在这项研究中，我们考察了购买类型（物质购买与体验式购买）在消费者对神秘选项和非神秘选项的权衡中的作用。在 11 项研究（包括一项初步研究和 5 项补充研究）中，我们表明，在进行物质购买时，消费者对神秘选项的相对偏好低于进行体验式购买时。这种影响是由兴奋忽视驱动的；也就是说，当进行物质购买时，消费者不太可能寻求神秘选项中包含的兴奋感。除了中介分析，我们还通过操纵兴奋需求，使用过程调节方法来检验机制。我们通过各种研究设计和数据源（包括基于场景的研究、选择实验以及 Groupon 的真实世界数据）展示了这些效应的稳健性和普遍性。
