論文 - 白井　美由里

Which loyalty program do customers prefer: a coalition program or a single-firm program?

Miyuri Shirai

Journal of Services Marketing 37 （ 5 ） 563 - 573 2023年

研究論文（学術雑誌）, 筆頭著者, 責任著者, 査読有り,  ISSN  08876045

　概要を見る

Purpose: This study aims to examine consumers’ responses to two types of loyalty programs: coalition and single-firm programs. This study explains the mechanism underlying the link between this program structure and consumers’ program evaluation by incorporating the type of firm offering the program (i.e. a more hedonic or a more utilitarian disposition), the type of rewards (i.e. presence/absence of experiential rewards) and consumers’ reactance. Design/methodology/approach: Two online experiments were employed to test the proposed framework. Findings: Consumers commonly preferred a coalition program to a single-firm program. This preference for the coalition program was strengthened when a utilitarian-dominant firm offered the program. Additionally, consumers evaluated the program lower when a utilitarian-dominant firm provided experiential rewards. Furthermore, situational reactance toward the program mediated the effect of the program structure on the program evaluation. Practical implications: This study’s findings suggest that firms should consider whether the value consumers predominantly perceive from the firms is utilitarian or hedonic when launching coalition programs. Consumers may not be pleased by the coalition programs offered by hedonic-dominant firms as much as those provided by utilitarian-dominant firms. Moreover, this study’s results help design reward options. Consumers may not well evaluate the inclusion of experiential rewards when offered by utilitarian-dominant firms. For utilitarian-dominant firms, rewards requiring less time and effort may be more suitable. Originality/value: This research significantly contributes to the literature on loyalty programs. This study showed that consumers viewed single-firm and coalition programs differently and elucidated the mechanism behind the response.

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Vertical line extensions: consumers' preferences for downward and upward extensions

Miyuri Shirai

Asia Pacific Journal of Marketing and Logistics （Asia Pacific Journal of Marketing and Logistics）  35 （ 8 ） 2047 - 2065 2023年

研究論文（学術雑誌）, 査読有り,  ISSN  13555855

　概要を見る

Purpose: Research on vertical line extensions shows that consumers tend to evaluate upward extensions higher than downward ones. This paper examines the opposite situation. It also investigates the process underlying consumer responses by identifying a moderator and mediators. Design/methodology/approach: Two studies were conducted to assess the effect of extension direction (upward vs downward) on consumers' extension evaluations. Study 1 incorporated implicit theories of relationships (the growth belief) as a moderator and inferred motives for launching a vertical line extension as mediators in the effect. Study 2 presented a firm's rationale for undertaking the extension to examine whether it influenced evaluations. Findings: Consumers' preferences for downward over upward extensions appeared in markets where the exclusivity of luxury brands had been reduced. However, the resistance to upward extensions was weaker when consumers endorsed stronger growth beliefs in human relationships. Consumers inferred customer- and selling-oriented motives more strongly from downward than upward extensions, enhancing the evaluations. Finally, when presenting a rationale for launching an extension in the launch announcement, customer-oriented reasoning raised the evaluations higher than selling-oriented reasoning but did not elevate the evaluations higher than the announcement showing no reason. Originality/value: This study advances the literature on vertical line extensions and shows that consumers' preference for upward over downward extensions is not universal. The opposite pattern exists in markets with a lower distinction between high- and low-end brands. It supports the theoretical notion that responses are driven by the differences in growth belief and in cognitive inferences vis-à-vis motives.

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コア顧客はブランドの垂直的ライン拡張をどのように評価するのか？

白井美由里

三田商学研究 66 （ 3 ） 145 - 158 2023年

The role of implicit theories in consumer intertemporal preference

Miyuri Shirai

Journal of Consumer Marketing （Journal of Consumer Marketing）  40 （ 7 ） 815 - 825 2023年

研究論文（学術雑誌）, 筆頭著者, 責任著者, 査読有り,  ISSN  07363761

　概要を見る

Purpose: This study aims to investigate the psychological process of intertemporal choices between larger-later and smaller-sooner monetary options. Prior research showed consumer impatience – a tendency to prefer a smaller-sooner option over a larger-later option. This research identifies an individual difference that predicts patience and mediators that explain the underlying mechanism. Design/methodology/approach: Two studies are conducted. Study 1 examines whether the implicit theory of intelligence consumers endorse (i.e. entity theory vs incremental theory) constitutes an antecedent of patience and whether their thoughts regarding anticipated purchase with the chosen monetary option (i.e. hedonic versus utilitarian purchase) mediate the relationship. Study 2 analyzes whether psychological reactance toward larger-later options is a mediator in this relationship using a perceived threat to freedom and affect as reactance indicators. Findings: Entity-oriented consumers exhibited less patience than incremental-oriented consumers, especially when anticipating a hedonic purchase. Moreover, entity-oriented consumers perceived a threat to freedom from larger-later options more strongly – this enhanced perception influenced patience through two routes. One route is that the perceived threat to freedom leads to more consideration of a hedonic purchase rather than a utilitarian purchase, thereby decreasing patience. The other route is that the perceived threat to freedom elicits a stronger negative affect, resulting in lower patience. Originality/value: Findings of this research shed light on the understanding of patience. They demonstrate that consumers’ implicit theory orientation is a crucial individual difference that can explain patience. Also, demonstrating the mediating roles of anticipated purchase using the hedonic/utilitarian classification and psychological reactance expanded literature by showing how they internally interact.

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The Role of Anthropomorphism in Consumer Evaluations of Sustainable Products: A Research Note

Miyuri Shirai

Journal of Sustainable Marketing 4 （ 1 ） 80 - 89 2023年

研究論文（学術雑誌）, 筆頭著者, 責任著者, 査読有り

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Unit Pricing for Multiple Product Sizes: Identifying Moderators and Mediators of Consumer Evaluations

Miyuri Shirai, Takuya Satomura

European Journal of Marketing 55 （ 5 ） 1539 - 1566 2021年

研究論文（学術雑誌）, 共著, 筆頭著者, 責任著者, 査読有り

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Understanding Consumer Perceptions of Quality Based on Package Size: The Moderating Role of the Evaluation Context

Miyuri Shirai

International Journal of Retail & Distribution Management 48 （ 7 ） 749 - 762 2020年

査読有り

暗黙理論と異時点間選択 －心理的な時間と楽観性の調整効果－

白井美由里

三田商学研究 63 （ 4 ） 123 - 136 2020年

研究論文（大学，研究機関等紀要）

販売期間が限定される製品における値引きのタイミングと高品質低価格アピールの効果

白井美由里

日経広告研究所報 308   41 - 51 2019年

研究論文（大学，研究機関等紀要）

Moderating Effects of Consumption Domain and Consumer Characteristics on the Impact of Tensile Price Claims

Miyuri Shirai

Proceedings of the 2nd Global Conference on Business Management and Economics    29 - 36 2019年

研究論文（国際会議プロシーディングス）, 査読有り

Consumer Perceptions of Price Reframing in an In-Store Decision Context

Miyuri Shirai

Journal of Finance and Economics 7 （ 1 ） 20 - 29 2018年

研究論文（学術雑誌）, 査読有り

Framing price promotion: The Effects of the Price Frame and the Saving Frame

Miyuri Shirai

Journal of Global Business Management and Economics 1 （ 1 ） 67 - 76 2018年

研究論文（国際会議プロシーディングス）

Underdog Effects: The Role of Consumption Domain and Retail Crowding

Miyuri Shirai

Journal of Consumer Marketing 34 （ 5 ） 384 - 392 2017年

研究論文（学術雑誌）, 査読有り

Effects of Price Reframing Tactics on Consumer Perceptions

Miyuri Shirai

Journal of Retailing and Consumer Services 34   82 - 87 2017年

研究論文（学術雑誌）, 査読有り

広告におけるテンシル価格訴求の効果

白井 美由里

日経広告研究所報  （ 285 ） 2 - 9 2016年

研究論文（学術雑誌）,  ISSN  0389-4916

Impact of 'High Quality, Low Price' Appeal on Consumer Evaluations

白井 美由里

Journal of Promotion Management 21 （ 6 ） 776 - 797 2015年

研究論文（学術雑誌）, 単著, 査読有り,  ISSN  1049-6491

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高品質・低価格ブランドに対する消費者の評価　－ユニクロのケース－

白井美由里

横浜経営研究 35 （ 2 ） 45 - 57 2014年

研究論文（大学，研究機関等紀要）

Effects of Quality and Price Appeals on Consumers' Internal Reference Prices and Quality Perceptions

Shirai, Miyuri

Modern Economy 5 （ 8 ） 831 - 840 2014年

研究論文（学術雑誌）, 単著, 査読有り

価格の意味的手がかりの実証研究に関するレビュー、知見、および今後の研究課題

白井 美由里

消費者行動研究 19 （ 2 ） 139 - 166 2013年

研究論文（学術雑誌）, 査読有り

食品に関する消費者の認識の分析

白井 美由里

横浜経営研究 34 （ 1 ） 21 - 39 2013年

研究論文（大学，研究機関等紀要）, 単著