吴 波1，李东进2，张初兵1

• 1:1.天津财经大学 商学院，天津 300222；2.南开大学 商学院，天津 300071

摘要(Abstract)：

努力是一种内在的、不稳定的、可控的、有限的资源投入，既是消费者目标追求不可或缺的要素，又意味着成本。包括信息搜寻、备选方案比较、实际购买行为、购后消费和评价在内的消费者购买决策过程的很多活动都离不开努力。虽然以往已有一些关于消费者努力的研究，但是这方面的研究还比较分散和零散。鉴于此，本文将营销领域已有的消费者努力研究归纳为三个方面，分别是努力与目标的关系、努力与价值的关系、努力与奖赏的关系，并且指出了消费者努力研究的意义、已有研究的不足和未来研究的重点。

关键词(KeyWords)： 消费者努力；目标；价值；奖赏

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 吴 波1，李东进2，张初兵1

参考文献(References)：

• ［1］Bagozzi R P and Dholakia U. Goal setting and goal striving in consumer behavior［J］. Journal of Marketing，1999，63(Special Issue）：19-32.
• ［2］Baumeister R F，Vohs K D and Tice D M. The strength model of selfcontrol［J］. Current Directions in Psychological Science，2007，16(6）：351-355.
• ［3］Bosmans A，Pieters R and Baumgartner H. The get ready mindset：How gearing up for later impacts effort allocation now［J］. Journal of Consumer Research，2010，37(1）：98-107.
• ［4］Buechel E C and Janiszewski C. A lot of work or a work of art：How the structure of a customized assembly task determines the utility derived from assembly effort［J］. Journal of Consumer Research，2014，40(5）：960-972.
• ［5］Cheema A and Bagchi R. The effect of goal visualization on goal pursuit：Implications for consumers and managers［J］. Journal of Marketing，2011，75(2）：109-123.
• ［6］Cornelissen G，et al. Positive cueing：Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental［J］. International Journal of Research in Marketing，2008，25(1）：46-55.
• ［7］Cutright K M and Samper A. Doing it the hard way：How low control drives preferences for higheffort products and services［J］.Journal of Consumer Research，2014，41(3）：730-745.
• ［8］Devezer B，et al. Consumer wellbeing：Effects of subgoal failures and goal importance［J］. Journal of Marketing，2014，78(2）：118-134.
• ［9］Dewitte S，Bruyneel S and Geyskens K. Selfregulating enhances selfregulation in subsequent consumer decisions involving similar response conflicts［J］. Journal of Consumer Research，2009，36(3）：394-405.
• ［10］Fishbach A and Dhar R. Goals as excuses or guides：The liberating effect of perceived goal progress on choice［J］. Journal of Consumer Research，2005，32(3）：370-377.
• ［11］Fishbach A and Trope Y. The substitutability of external control and selfcontrol［J］. Journal of Experimental Social Psychology，2005，41(3）：256-270.
• ［12］Fishbach A，Dhar R and Zhang Y. Subgoals as substitutes or complements：The role of goal accessibility［J］. Journal of Personality and Social Psychology，2006，91(2）：232-242.
• ［13］Fishbach A and Labroo A A. Be better or be merry：How mood affects selfcontrol［J］. Journal of Personality and Social Psychology，2007，93(2）：158-173.
• ［14］Fishbach A，Zhang Y and Koo M. The dynamics of selfregulation［J］. European Review of Social Psychology，2009，20(1）：315-344.
• ［15］Franke N，Schreier M and Kaiser U. The “I designed it myself” effect in mass customization［J］. Marketing Science，2010，56(1）：125-140.
• ［16］Fuchs C，Schreier M and van Osselaer S M J. The handmade effect：What’s love got to do with it?［J］. Journal of Marketing，2015，79(2）：98-110.
• ［17］Gao L，Huang Y and Simonson I. The influence of initial possession level on consumers’ adoption of a collection goal：A tipping point effect［J］. Journal of Marketing，2014，78(6）：143-156.
• ［18］Higgins E T and Scholer A A. Engaging the consumer：The science and art of the value creation process［J］. Journal of Consumer Psychology，2009，19(2）：100-114.
• ［19］Hong J and Lee A Y. Be fit and be strong：Mastering selfregulation through regulatory fit［J］. Journal of Consumer Research，2008，34(5）：682-695.
• ［20］Hsee C K，et al. Medium maximization［J］. Journal of Consumer Research，2003，30(1）：1-14.
• ［21］Huang S and Zhang Y. Motivational consequences of perceived velocity in consumer goal pursuit［J］. Journal of Marketing Research，2011，48(6）：1045-1056.
• ［22］Huang S，Zhang Y and Broniarczyk S M. So near and yet so far：The mental representation of goal progress［J］. Journal of Personality and Social Psychology，2012，103(2）：225-241.
• ［23］Huang X，Dong P and Mukhopadhyay A. Proud to belong or proudly different? Lay theories determine contrasting effects of incidental pride on uniqueness seeking［J］. Journal of Consumer Research，2014，41(3）：697-712.
• ［24］Kim S and Labroo A A. From inherent value to incentive value：When and why pointless effort enhances consumer preference［J］. Journal of Consumer Research，2011，38(4）：712-742.
• ［25］Kivetz R and Simonson I. Earning the right to indulge：Effort as a determinant of customer preferences toward frequency program rewards［J］. Journal of Marketing Research，2002，39(2）：155-170.
• ［26］Kivetz R and Simonson I. The idiosyncratic fit heuristic：Effort advantage as a determinant of consumer response to loyalty programs［J］. Journal of Marketing Research，2003，40(4）：454-467.
• ［27］Kivetz R. The effects of effort and intrinsic motivation on risky choice［J］. Marketing Science，2003，22(4）：477-502.
• ［28］Kivetz R. Promotion reactance：The role of effortreward congruity［J］. Journal of Consumer Research，2005，31(4）：725-736.
• ［29］Kivetz R，Urminsky O and Zheng Y. The goalgradient hypothesis resurrected：Purchase acceleration，illusionary goal progress，and customer retention［J］. Journal of Marketing Research，2006，43(1）：39-58.
• ［30］Kivetz R and Zheng Y. Determinants of justification and selfcontrol［J］. Journal of Experimental Psychology：General，2006，135(4）：572-587.
• ［31］Koo M and Fishbach A. Dynamics of selfregulation：How（un）accomplished goal actions affect motivation［J］. Journal of Personality and Social Psychology，2008，94(2）：183-195.
• ［32］Koo M and Fishbach A. The smallarea hypothesis：Effects of progress monitoring on goal adherence［J］. Journal of Consumer Research，2012，39(3）：493-509.
• ［33］Kruger J，et al. The effort heuristic［J］. Journal of Experimental Social Psychology，2004，40(1）：91-98.
• ［34］Laran J and Janiszewski C. Work or fun? How task construal and completion influence regulatory behavior［J］. Journal of Consumer Research，2011，37(6）：967-983.
• ［35］Latimer A E，et al. A field experiment testing the utility of regulatory fit messages for promoting physical activity［J］. Journal of Experimental Social Psychology，2008，44(3）：826-832.
• ［36］Lee A Y，Keller P A and Sternthal B. Value from regulatory construal fit：The persuasive impact of fit between consumer goals and message concreteness［J］. Journal of Consumer Research，2010，36(5）：735-747.
• ［37］Mochon D，Norton M and Ariely D. Bolstering and restoring feelings of competence via the IKEA effect［J］. International Journal of Research in Marketing，2012，29(4）：363-369.
• ［38］Morales A C. Giving firms an “E” for effort：Consumer responses to higheffort firms［J］. Journal of Consumer Research，2005，31(4）：806-812.
• ［39］Moreau C P，Bonney L and Herd K B. It’s the thought（and the effort） that counts：How customizing for others differs from customizing for oneself［J］. Journal of Marketing，2011，75(5）：120-133.
• ［40］Nielsen J H and Escalas J E. Easier is not always better：The moderating role of processing type on preference fluency［J］. Journal of Consumer Psychology，2010，20(3）：295-305.
• ［41］Norton M I，Mochon D and Ariely D. The IKEA effect：When labor leads to love［J］. Journal of Consumer Psychology，2012，22(3）：453-460.
• ［42］Nunes J C and Dreze X. The endowed progress effect：How artificial advancement increases effort［J］. Journal of Consumer Research，2006，32(4）：504-512.
• ［43］Patrick V M and Hagtvedt H. “I don’t” versus “I can’t”：When empowered refusal motivates goaldirected behavior［J］. Journal of Consumer Research，2012，39(2）：371-381.
• ［44］Reczek R W，Haws K L and Summers C A. Lucky loyalty：The effect of consumer effort on predictions of randomly determined marketing outcomes［J］. Journal of Consumer Research，2014，41(4）：1065-1077.
• ［45］Schrift R Y，Netzer O and Kivetz R. Complicating choice［J］. Journal of Marketing Research，2011，48(2）：308-326.
• ［46］Schwarz N. Metacognitive experiences in consumer judgment and decision making［J］. Journal of Consumer Psychology，2004，14(4）：332-348.
• ［47］Soman D. The illusion of delayed incentives：Evaluating future effortmoney transactions［J］. Journal of Marketing Research，1998，35(4）：427-437.
• ［48］Spiegel S，GrantPillow H and Higgins T. How regulatory fit enhances motivational strength during goal pursuit［J］. European Journal of Social Psychology，2004，34(1）：39-54.
• ［49］Tsai C I and Mcgill A L. No pain，no gain? How fluency and construal level affect consumer confidence［J］. Journal of Consumer Research，2011，37(5）：807-821.
• ［50］Wang C and Mukhopadhyay A. The dynamics of goal revision：A cybernetic multiperiod testoperatetestadjustloop（TOTAL） model of selfregulation［J］. Journal of Consumer Research，2012，38(5）：815-832.
• ［51］Williams G C，et al. Motivational predictors of weight loss and weightloss maintenance［J］. Journal of Personality and Social Psychology，1996，70(1）：115-126.
• ［52］Zhang Y，Fishbach A and Dhar R. When thinking beats doing：The role of optimistic expectations in goalbased choice［J］. Journal of Consumer Research，2007，34(4）：567-578.
• ［53］Zhang Y and Huang S. How endowed versus earned progress affects consumer goal commitment and motivation［J］. Journal of Consumer Research，2010，37(4）：641-654.
• ［54］Zhang Y et al. Been there，done that：The impact of effort investment on goal value and consumer motivation［J］. Journal of Consumer Research，2011，38(1）：78-93.