Retailers like to use different colors to present the sale price and original price when they are presenting a promotion price. How does the inconsistent color presentation of the prices influence consumers’ purchase likelihood? The extant research does not consider this question. This article will address this question. Drawing on incongruence theory and the persuasion knowledge model, this article proposes that when the color of the sale price is inconsistent with that of the original price, consumers show less preference for (...) the sale price. The reason is that consumers perceive the price as being less trustworthy, which leads to a lower purchase likelihood. Furthermore, this effect is affected by the brand awareness of products. Specifically, when products are less-known brands, the inconsistent colors of the sale price and original price will lead to a lower purchase likelihood. In contrast, when products are well-known brands, the inconsistent colors of the sale price and original price will lead to a high purchase likelihood. In this article, four studies are used to verify these hypotheses, and implications of theory and practice of the present research are discussed. (shrink)

In its three decades of development, many constructs of cause-related marketing have been tested from different perspectives and in varied contexts. However, there has not yet been an integrated empirical study. Reviewing 162 studies from 117 articles, we constructed a framework of meta-analysis and identified 20 constructs. Among these, 13 are antecedents that can be grouped into three components: consumer-related traits, execution-related factors, and product-related traits, while three mediators and four consequences are used to measure the effectiveness of cause-related marketing. (...) Moreover, we examined 857 relationships among the constructs. The results showed that consumer-related traits, execution-related factors, and product-related traits all influence the effectiveness of cause-related marketing to varying degrees. Furthermore, we analyzed the effects of six moderators and found that cause-related marketing would be more effective when the brand is familiar, the product is utilitarian, the donation magnitude is large, and the cause is less familiar. However, neither cultural orientation nor cause type significantly influences the effectiveness of cause-related marketing. Finally, the interactions between these moderators and execution-related antecedents provide contributions and implications for cause-related marketing. (shrink)

Although several studies have explored the relationship between the Internet and elderly individuals, little is known about whether and how the Internet affects elderly individuals’ subjective well-being from multiple perspectives. This study examines the effects of the Internet on physical satisfaction and life satisfaction and explores the potential mechanisms by which the Internet produces its effects on elderly individuals. Using nationally representative data from the China General Social Survey, this study finds that the Internet has a significant positive impact on (...) physical satisfaction and life satisfaction of the elderly in China. The mechanism analysis shows that the Internet can improve the level of health insurance participation, which we interpret as potential mechanisms through which the Internet positively affects physical satisfaction among elderly individuals. Correspondingly, the Internet affects life satisfaction of elderly individuals by influencing social networks. Further heterogeneity tests find that the effect is stronger for urban areas, male and high human capital samples. This study highlights the important micro effects of the Internet and provides a reference for exploring the mechanism of the Internet affecting SWB. (shrink)

Adaptation can optimize information processing by allowing the visual system to always adjust to the environment. However, only a few studies have investigated how the visual system makes adjustments to repeatedly occurring changes in the input, still less about the related neural mechanism. Our previous study found that contrast adaptation attenuated after multiple daily sessions of repeated adaptation, which was explained by the habituation of either the adapter’s effective strength or the adaptation mechanisms. To examine the former hypothesis, in the (...) present study we used the frequency tagging technique to measure the adapter-elicited steady-state visual evoked potential amplitudes. Participants repeatedly adapted to the same contrast adapter in a top-up manner for six continuous days, which was called training of adaptation. The behavioral adaptation effect and SSVEP response to the trained adapter and an untrained control adapter were measured before and after training. The psychophysical results showed that the effect of adaptation in the trained condition significantly reduced after training, replicating our previous finding. Contradicting the prediction of the hypothesis that repeated adaptation attenuated the effective strength of the adapter, the SSVEP amplitude was unchanged after training, which was further confirmed by an equivalence test. Taken together, the results challenge the account of habituation of adapter in repeated adaptation, while leaving the account of habituation of adaptation mechanism to be tested. (shrink)