2-外文文献原稿和译文模板.docVIP

Srivastava (1998) point out that customer satisfaction enhances efficiency in marketing through higher responsiveness of customers to marketing activities. Luo and Homburg (2007) investigate the link between satisfaction and efficient advertising and promotion. The authors argue that satisfaction leads to loyalty and word-of-mouth which in turn reduces the need for promotions. Improved marketing efficiency through word-of-mouth advertising (as a result of high customer satisfaction) is shown by Anderson (1998), as well. The results indicate that word-of-mouth is high for highly satisfied and highly unsatisfied consumers proposing a Ushaped relation between satisfaction and word-of-mouth engagement. The author also shows that dissatisfaction leads to higher word-of-mouth activity than high satisfaction which can be related to prospect theory. Prospect theory predicts that negative experience appear larger than positive experience as negative experience evoke larger emotions (Kahneman Tversky,1979). 斯里瓦斯塔瓦（1998）指出，客户满意度，通过客户的高响应性的营销活动在提高营销效率。罗和洪堡（2007）调查的满意度和高效率的广告和促销之间的联系。作者认为，满意度导致忠诚度和口碑的口碑从而减少了对促销活动。通过口口相传的广告（如高客户满意度的结果），提高了营销效率表示安德森（1998年），也是如此。结果表明，口碑口碑很高的高度满意和不满意的高度提出的消费者满意度和口碑的参与之间的关系，U形。笔者还显示，不满导致口碑的高活性比满意度高，可与前景理论。前景理论预测，负面的经验比出现积极的经验作为大的负面经验唤起更大的情绪（卡尼曼和特沃斯基，1979年）。 The described loyalty and word-of-mouth engagement due to customer satisfaction shows the emotional, affective side of satisfaction. The description that high un-satisfaction leads to the greatest engagement in word-of-mouth activities show that affection towards these companies is strongest. In turn this means that these companies are also the ones will the most affective, thus bias-driven, valuation of stocks. This idea is derived from Statman’s (2010) results that negative affect leads to high risk perception which in turn drives the influences of investor sentiment on stock prices. Additional to affect, the financial performance is another driver for the risk perception of investors. Therefor