, 2
12214 
6605成品产品中必不可少的材料、成分、部件等构成要素对应的品牌被称为“要素品牌”。本文发现，当成品品牌爆发要素相关的负面事件时，消费者将更愿意获取与要素有关的知识，因而这类负面事件反而会成为要素品牌化的时机。基于负面事件溢出效应及消费者知识的有关理论，本文采用两个实验验证了上述反向溢出效应。实验结果表明，与正面曝光事件相比，成品品牌的负面事件更能提升消费者对要素品牌的关注度，其中介机制在于负面事件激发了消费者对要素品牌的深度知识需求。本研究识别出了一类要素品牌化的机会，并从消费者认知的角度对要素品牌化提出了新的理论解释。
城门失火，可否“惠”及池鱼？——成品负面事件对要素品牌的反向溢出效应研究
摘要
参考文献
7 Ahluwalia R, Burnkrant R E, Unnava H R. Consumer response to negative publicity: The moderating role of commitment[J]. Journal of Marketing Research, 2000, 37（2）: 203–214. DOI:10.1509/jmkr.37.2.203.18734
8 Clarkson J J, Janiszewski C, Cinelli M D. The desire for consumption knowledge[J]. Journal of Consumer Research, 2013, 39（6）: 1313–1329. DOI:10.1086/668535
9 Hoeffler S, Ariely D, West P. Path dependent preferences: The role of early experience and biased search in preference development[J]. Organizational Behavior and Human Decision Processes, 2006, 101（2）: 215–229. DOI:10.1016/j.obhdp.2006.04.002
10 Hutchinson J W, Eisenstein E M, Alba J W. Consumer learning and expertise[M]. Springer Publishing Company, 2009.
11 Korkofingas C, Ang L. Spill-over: The effects of product recall on private labels versus national brands[A]. Australian and New Zealand Marketing Academy（ANZMAC）Conference[C]. Christchurch, New Zealand: University of Canterbury, 2010.
12 Loewenstein G F, Prelec D. Preferences for sequences of outcomes[J]. Psychological Review, 1993, 100（1）: 91–108. DOI:10.1037/0033-295X.100.1.91
13 Luczak C A, Pfoertsch W, Beuk F, et al. In-branding: Development of a conceptual model[J]. Academy of Marketing Studies Journal, 2007, 11（2）: 123–135.
14 Meyer R, Erdem T, Feinberg F, et al. Dynamic influences on individual choice behavior[J]. Marketing Letters, 1997, 8（3）: 349–360. DOI:10.1023/A:1007968706676
15 Norris D G. Ingredient branding: A strategy option with multiple beneficiaries[J]. Journal of Consumer Marketing, 1992, 9（3）: 19–31. DOI:10.1108/07363769210035206
16 Oakes L M, Spalding T L. The role of exemplar distribution in infants’ differentiation of categories[J]. Infant Behavior and Development, 1997, 20（4）: 457–475. DOI:10.1016/S0163-6383(97)90036-9
17 Preacher K J, Hayes A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J]. Behavior Research Methods, 2008, 40（3）: 879–891. DOI:10.3758/BRM.40.3.879
18 Ratner R K, Kahn B E, Kahneman D. Choosing less-preferred experiences for the sake of variety[J]. Journal of Consumer Research, 1999, 26（1）: 1–15. DOI:10.1086/jcr.1999.26.issue-1
19 Roehm M L, Tybout A M. When will a brand scandal spill over, and how should competitors respond?[J]. Journal of Marketing Research, 2006, 43（3）: 366–373. DOI:10.1509/jmkr.43.3.366
20 Simonson I. The effect of purchase quantity and timing on variety-seeking behavior[J]. Journal of Marketing Research, 1990, 27（2）: 150–162. DOI:10.2307/3172842
21 Watson D, Clark L A, Tellegen A. Development and validation of brief measures of positive and negative affect: The PANAS scales[J]. Journal of Personality and Social Psychology, 1988, 54（6）: 1063–1070. DOI:10.1037/0022-3514.54.6.1063
22 Uggla H, Filipsson D. Ingredient branding: Strategic guidelines[J]. ICFAI Journal of Brand Management, 2008, 5（2）: 16–30.
引用本文
何云, 钟科, 孙程程. 城门失火，可否“惠”及池鱼？——成品负面事件对要素品牌的反向溢出效应研究[J]. 外国经济与管理, 2017, 39(11): 3–13.
导出参考文献，格式为：
