《营销科学学报（第5卷第4辑总第18辑）》共收录了9篇文章，包括《价格公平感对消费者行为意向的影响》、《道德的理性或直觉：消费者对于企业社会责任行为的反应过程研究》、《双渠道结构下价格与广告的动态关系》等。

Perceived Price Fairness and Its Effect on Buyer's Behavioral Intention

Cognitive and/or Intuitional Morality: A Study of Consumer Reaction towards Corporate Social Responsible Initiatives

Ratio Cognition Bias in Perceived Value Presentation Formats

Study of the Relationship between Customer Involvement in Service Innovation and Knowledge Transfer in Perspective of Customer Psychological Capital: Literature Review and Model Development

Intergenerational Communication on Intergenerational Brand Attitudes in the Context of Chinese Culture:A Moderating Effect of Power Distance

Influence of Consumption Experience Value in Service Encounter on Customer Loyalty:A study on LargeScale Department Store

A Dynamic Model for Advertising and Pricing Competition in a DualChannel Supply Chain

An Analysis on Informal Rules Effecting on Longterm Coordination Relationships of AgriProduct Vertical Channel

“Additive or Subtractive, Upgrade or Downgrade”:Selfselected Framing and Service Package Customization