ABSTRACT. Drawing on identity theories and the self-perceived age concept (SPA), the study uses the context of high-cost, short-term credit (HCSTC) to explore how SPA and the concept of 'being an adult' can affect incongruence between the actual and ideal self of the consumers and the consequences of this incongruence on consumer behaviour and wellbeing. Based on thematic analysis of 37 qualitative interviews with users of HCSTC, the research highlights the importance of effective financial management for the transition into adulthood and the detrimental impact of indebtedness on consumer identity and wellbeing. Although our findings suggest that credit can support consumer efforts to meet the requirements of their ideal self, our research showcases two significant contributions to this debate. First, our research introduces the concept of temporality in the context of self-congruency, used to explain how use of HCSTC to meet short-term social or self-expectations can result in increasing the divide between actual and ideal self in the longer term, creating a debt spiral affecting consumer behaviour and wellbeing. Second, our research uncovers two distinct approaches for consumers striving to neutralise negative feelings, when the actual and ideal (social) selves clash - identity concealment or identity construction.

ABSTRACT. Discussions about long work hours and stress are common in professional environments. This research investigates whether voluntarily sharing one’s extended work hours functions as a form of stress bragging, and how the act of talking about long work hours may influence social perceptions in professional contexts. Drawing on self-promotion theory and the concept of stress bragging, we collected online posts from the Everybody’s Job Market Rumors (EJMR) forum where individuals comment and discuss their work hours. We plan to have independent raters code each comment’s bragging level, and we aim to determine if individuals who report higher work hours also exhibit higher levels of bragging in their speech. Additionally, we plan to explore the potential negative consequences of this behavior on social perceptions of their professional image (e.g., warmth and competence), as well as their perceptions of the self, and potential moderators such as the stress bragger’s specific professions or industry (e.g., an academic researcher vs. a retailer cashier). By examining the implications of stress bragging through long work hours, our research aims to offer insights into promoting healthier and more sustainable self-promotion practices.

ABSTRACT. This research focuses on the survival of a new actor in food systems: e-commerce platforms. They are confronted with the instability of supply by farmers. We mobilize the theory of resource dependence to understand what strategies they use to cope with this uncertainty. To this end, we conduct a survey of 103 platforms in France, a country where food e-commerce is well developed. Our results show that the platforms with the best survival rate are those that have reached a sufficient size and that manage their relationships with farmers in the form of an alliance, while controlling the quantity and quality of supply.

ABSTRACT. Multi-unit franchising (MUF) involves franchisees operating multiple stores across different regions. Store performance is strongly affected by spatial competition, where stores in the same area compete for the same customers. However, the effects of changes in spatial competition, such as rival store openings and closings, on incumbent store performance are not fully understood. This study explores the nonlinear effects of rival store openings and closings on incumbent performance. We propose that rival store openings initially boost traffic through complementary effects but eventually lead to a decline as substitution effects take over, creating an inverted-U pattern. For rival store closings, we suggest a U-shaped effect, where initial closings reduce traffic due to fewer brand choices, but further closings increase traffic as competition lessens. We also investigate the role of multi-market contact (MMC), where MUF owners compete across various regions. High MMC flattens these effects, reducing the typical inverted-U and U-shaped patterns. Using data from over 6 million store-month observations across major U.S. restaurant chains, our findings offer insights into how spatial competition and MMC influence store performance in multi-unit franchising.

ABSTRACT. The marketing environment becomes more dynamic with technological advancement and the salience of political identity. However, how political identity influences consumers' performance expectations of AI chatbots, remains unknown. This study examines this critical question and proposes that political identity can subtly influence consumers' performance expectations. Specifically, liberals are more likely to have a positive performance expectations of AI chatbot than their conservative counterparts. The perceived ease of use works as the underlying process for such effect. This research findings contribute to the nuanced understanding of political identity and human-technology interaction.

ABSTRACT. Online shopping has many advantages for consumers, yet growth in the online retailing sector is slacking off. Part of the reason might be negative consumer attitudes toward online shopping: However, there is currently no conceptualization of these attitudes and no means to measure them. The current research therefore conceptualizes negative attitude toward online shopping as a predictor of consumer behavior. Based on the results of a comprehensive literature review and qualitative interviews (n = 15), the authors propose a thirteen-dimensional conceptualization of negative attitude towards online shopping, which is subsequently reduced to eight dimensions. This new conceptualization of negative attitudes can form the basis for the development of a new scale and might promote continued research in this important are of e-commerce research. Additionally, we believe that our conceptualization is practically useful and has meaningful implications for e-commerce retailers.

ABSTRACT. User generated reviews of goods and services on shopping and advice sites play an important role in consumer purchase decision. In view of this many businesses have been tempted to use deceptive means to generate fake positive reviews or negative reviews about their competition. Although there is a rich body of literature focusing on detection of fake reviews, most of it is atheoretical and data driven. Using data from Yelp.com, this research investigates theory-based linguistic cues that can differentiate between fake and real reviews.

ABSTRACT. Building upon prior research, this study explores the dynamics between managerial empathy, salespeople characteristics, and their collective impact on passion and creativity in retail settings. Using survey data from 271 store manager-salespeople dyads in an art and supply chain, results support the core process linking salespeople harmonious passion, creativity, and value-based selling behaviors, but not their effect on sales performance as measured. Salespeople's organizational commitment, empowerment, and job engagement predict harmonious passion, not extraversion or role overload. Managerial empathy interacts with salespeople’s extraversion and role overload, with implications suggesting it does not compensate for the lack of employee extraversion. Additionally, high role overload under empathetic managers fosters passion, while low role overload with overly empathetic managers impedes it. The findings offer insights into theory and practice.

ABSTRACT. Salesperson resilience during crisis situations is very critical for sales organisations, Using the process model of resilience formation, this study explores the impact of tripartite goal orientation on salesperson resilience and performance. The moderating impact of competitive climate is also explored. The conceptual model is empirically tested using a large sample of salespersons (n = 2112) in India. Prior to the quantitative study, we enhance the understanding of crisis resilience through interviews with salesperson who experienced the crisis. The survey and interviews were conducted in the aftermath of the devastating second wave of covid in India. The study shows that learning and performance approach goal orientation have a positive, while performance avoidance goal orientation has a negative impact on resilience. Further, the indirect impact of goal orientations on performance through resilience is also found to be true. Theoretical and managerial implications are discussed. The study contributes to the literature on salesperson resilience – especially to the nascent field of crisis resilience. Considering the recurring crises faced by economies around the world, greater understanding of resilience formation will be extremely important for sales organisations.

ABSTRACT. This meta-analytic study examines how salesperson performance influences turnover decisions through three mechanisms: job satisfaction, organizational commitment, and a direct link. Sales force turnover poses significant costs to organizations, particularly the loss of high-performing salespeople. Previous research on the performance-turnover relationship has been inconclusive, leaving gaps in understanding.Using Meta-Analytical Structural Equation Modeling (MASEM), we synthesized data from 118 studies with 129 samples and 36,436 salespeople to assess direct and indirect effects of performance on turnover. Results indicate that job satisfaction and organizational commitment partially mediate the performance-turnover relationship. Adding a direct path from performance to turnover significantly improves model fit, suggesting that high performers may leave due to external opportunities or "shocks" even when satisfied and committed. Differentiating job satisfaction into intrinsic, relational, and financial reward facets, we find intrinsic and relational satisfaction more influential in reducing turnover compared to financial rewards. Our findings deepen the understanding of how performance impacts turnover in sales contexts, emphasizing the importance of fostering intrinsic and relational satisfaction to retain top performers. This study provides practical insights for salesforce management and suggests future research on external shocks and differing experiences of high versus low performers.

ABSTRACT. Grounded theory research methodology is a valuable approach through which researchers can uncover and advance novel insights for their respective domains. Scholars have done a commendable job utilizing grounded theory to break new ground in myriad areas of sales research. Johnson (2015) provided an assessment of the state of grounded theory application in the sales domain from studies conducted between 2003 and 2013. While arguably valuable at the time, dramatic changes in grounded theory operationalization and usage by sales scholars have occurred over the past ten years and his article is now antiquated. As such, the purpose of this article is to provide an updated assessment of grounded theory in sales research including new approaches and tools available to sales researchers. A systematic analysis of all sales-specific grounded theory research from 2014 to 2024 shows substantial proliferation of this approach and many advances over the past decade. This article delineates these grounded theory best practices and also suggests new directions for substantive topics and methodological considerations to provide an updated resource for sales scholarship.

ABSTRACT. The constantly evolving and ever-dynamic world of digital marketing has seen transformative changes with the rise of social media platforms, by changing the ways brands connect with the consumer. This shift has led to the appearance/emergence of digital influencers as powerful brand endorsers, who play a crucial role in changing the attitudes and behavioral intentions of both actual and potential buyers. Despite their influence, how such communications affect consumer attitudes and behavior is still unexplored, signaling a need for further investigation. To fill the existing knowledge gap, this study proposes the Digital Influencer Persuasion (DIP) model, drawing inspiration from Hovland’s persuasion theory and extending the Theory of Planned Behavior (TPB). Using data from 322 participants and analyzed through PLS-SEM, findings show that digital influencers' perceived influence and trustworthiness positively impact customer involvement and brand attitudes, with customer involvement having a positive mediating role between attitude and the persuasion model variables. This study highlights the critical role of digital influencers’ attributes in shaping consumer attitudes toward the endorsed brands, with consumer involvement acting as a key mediating variable. The findings will help brands make informed decisions when choosing influencers to foster enduring customer relationships and amplify endorsement impact.

ABSTRACT. Private label brands (PLBs) have gained substantial market share in Europe, yet negative perceptions regarding their quality and higher perceived risk continue to hinder their competitiveness against national brands (NBs). This study investigates how influencer marketing (IM) can influence consumer brand choice in favor of PLBs by examining over 26,000 new customer orders from a European online eyewear retailer. Additionally, we assess how key influencer characteristics affecting reach and impact – namely, followership, brand ambassadorship, product category expertise, and influencer-follower cultural congruence – moderate this relationship. Our findings demonstrate that influencer PLB promotions positively impact PLB choice, with brand ambassadorship and influencer-follower cultural congruence strengthening this effect, while high followership and product category expertise weaken it. Academically, the study extends source credibility theory and contributes to social identity theory. Practically, the study offers valuable insights for retailers on influencer selection strategies to drive PLB adoption.

ABSTRACT. Today, the emergence of digital platforms and the transformations in the media landscape raise important questions regarding the roles of consumer trust and critical thinking in digital media consumption. This research, conducted through an online survey of 1,068 participants in Canada, examines the impact of critical thinking and three forms of trust—trust in traditional media, trust in online media, and trust-in-self—on consumers' decisions to pay for premium, high-quality news and to reduce the time spent on social media in search of information. The results indicate that trust in both traditional and online media negatively influences consumers’ decisions to pay for high-quality news, with no significant effect observed from trust-in-self. Furthermore, the study finds that critical thinking positively influences consumers’ trust in traditional media and trust-in-self, as well as their decisions to pay for high-quality news and information. Critical thinking was also found to be negatively related to trust in social media. Interestingly, the results suggest that reducing time spent on social media is not influenced by either trust or critical thinking, highlighting the important role of social media as a source of information in today's digital landscape. The theoretical and managerial implications of this study will be discussed.

ABSTRACT. Recent studies have questioned the effectiveness of influencers with larger follower sizes in engaging customers. In response, this study examines the cost-effectiveness of two low-followership influencer types, nano- and micro-influencers, for small and medium-sized enterprises (SMEs). In particular, the research investigates how campaign properties, content type, format consistency, and Multi-Channel Network (MCN) association influence cost per engagement (CPE) for these influencers. Using data from 225 sponsored posts promoting an herbal tea product on the Chinese social media platform RED, the findings reveal that nano-influencers are more cost-effective than micro-influencers for simple content like food and haul posts, but less efficient in more complex types, such as store visit content. Additionally, consistency in content format is essential for nano-influencers, leading to lower CPE, while micro-influencers maintain stable engagement across different formats due to their diverse follower base. The study also highlights that MCN association lowers CPE for micro-influencers but increases it for nano-influencers. These insights are critical for SMEs seeking to refine their influencer marketing strategies by aligning influencer type with appropriate campaign properties for optimal cost-effectiveness.

ABSTRACT. The traditional search engines are undergoing a paradigm shift from “searching” to “asking” for information with the integration of generative artificial intelligence (GenAI). These GenAIs enable conversational responses to users’ search queries, exemplified by recent Google AI overviews and Microsoft’s Bing Search. Though practitioners claim to impart improved information quality and content readability with GenAI, challenges persist. Consumer responses to generative searches are not positive. There are reports of content inaccuracies, consumer frustration, and resistance toward its adoption. Motivated by the significant gap between practitioners’ and consumers’ perspectives, this research investigates consumers' real responses to generative search experiences. We scraped 5,500 Reddit posts on generative searches, implemented Latent Dirichlet Allocation (LDA) topic modeling, and identified key themes in consumer responses. Our analysis suggests consumers feel irritated with content inaccuracies and forced GenAI adoptions in their searches. This subsequently manifests in the form of exhibiting switching behavior by seeking alternating platforms aligning with their content credibility and adoption flexibility preferences. Based on our findings, we propose an integrated framework connecting GenAI attributes with consumer affective and behavioral responses. Our research contributes to the nascent yet emerging literature on GenAI and offers actionable insights to managers seeking to retain their customers.

ABSTRACT. This research explores how the integration of Machine Learning (ML) and Large Language Models (LLM) transforms marketing research through two intertwined studies. Study 1 employs LDA and LLM to perform a bibliometric analysis of 2,087 articles on brand management and chatbots, using LLM to validate topic labeling along with expert evaluation. These results inform Study 2, employing the Album Online technique refined through INDSCAL and fuzzy k-means clustering to explore non-consumer-aware brand associations. This novel methodological approach bridges theoretical frameworks and consumer perceptions, advancing mixed methods research in marketing while providing practical insights for brand management.

ABSTRACT. The increasing use of artificial intelligence (AI) in marketing has sparked considerable interest in understanding consumer attitudes toward AI-generated content. Research consistently shows that consumers often react negatively when they recognize content as AI-generated.Even though previous research has provided valuable insights into the effects of AI disclosure on consumer perceptions, limited research has explored this important aspect within the nonprofit context. As nonprofits operate differently from businesses, with a primary focus on social missions rather than profit, it is essential to understand how AI disclosure impacts consumer trust and engagement specifically for nonprofits. Our study reveals that AI disclosure in social media posts influences consumer perceptions of sincerity and trustworthiness, with varying effects based on the organization type. Furthermore, while consumers are more likely to leave positive comments on AI-disclosed nonprofit posts, they are less inclined to share these posts. This research contributes to the literature on AI transparency and consumer trust by identifying how organization type moderates the effects of AI disclosure. The findings highlight the importance of considering organizational context in AI-related consumer behavior studies.

ABSTRACT. This research article aims to advance knowledge in Marketing by providing empirical insights into the managerial use of AI and its impact on operational performance. The study employs a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, based on a survey of 456 top managers integrating AI into their management practices. Drawing upon theories of bounded rationality and orchestration, this work examines key factors such as strategic orientation toward AI and AI climate, exploring their roles in shaping effective managerial practices involving AI within organizations.

ABSTRACT. The literature on Community Supported Agriculture has paid limited attention to potential barriers that may hinder their integration. In this research, we examined hypothetical distance as a possible obstacle to joining a CSA. Results from two experiments show that hypothetical distance negatively impacts the intention to join a CSA. In other word, when there is a high degree of uncertainty about what the consumer will get from joining the CSA, s/he seems less inclined to join the CSA. Additionally, our findings indicate that this effect is jointly explained by perceived financial risk and perceived constraints. We further propose that ethical claims in CSA advertising can reduce or even eliminate the negative effects of hypothetical distance on the intention to join. Our research theoretically contributes to the CSA literature and provides practical implications for CSA managers to enhance their communication, aiming to mitigate the negative impact of barriers such as hypothetical distance.

ABSTRACT. The main purpose of this work-in-progress is to examine whether logo color saturation and brightness can evoke the past and influence consumers' temporal perception of the brand. Through this first preliminary study which is part of an ongoing research project, we examine the potential effects of brightness and saturation for three different hues (red, green, and blue). We thus expect that a logo with lower brightness and saturation will be perceived as more traditional (vs. modern) and associated with an older (vs. recent) brand. To do this, an initial preliminary study was carried out on a graphic logo and in a French cultural context. Preliminary results indicate that color, through its saturation and brightness, has an effect on the perception of logo color as being more or less traditional or modern, regardless of the hue studied (red, blue and green) and the conditions under which the experiment was carried out. However, we did not find any effect of color on whether the brand is perceived as old or recent. These initial results encourage us to continue with this ongoing research.

ABSTRACT. The covid-19 pandemic created a challenge to the wellbeing of health staff worldwide. Health organization realized that the need to protect the mental and physical wellbeing of health workers is critical. Employers and organisations recognise the benefits of introducing health and wellbeing policies in the workplace (Tehrani et al, 2007). Considering employees’ wellbeing, Creese and al, (2021) employ a theoretical framework that deals with ‘the effect of the workplace on satisfaction with the job”. This claims that satisfaction is no longer just associated with the customer but with service employees, as well. Service employees have become the key performance of service companies (Wirtz and al., 2008). The abstract considers the wellbeing as an alternative to the service performance in healthcare sector and examines the relationships among employees’ wellbeing, healthcare staff satisfaction and quality of care. The role of communication in cultivating employee wellbeing is also discussed.

ABSTRACT. This research applies the protection motivation theory to examine the underlying mechanism of global boycotting and the withdrawal of food retailer brands from invaded countries. Vicarious animosity is a new construct that provides a logical and theoretical rationale for the sudden boycott of food retailer brands from invaded countries, even among customers worldwide who are not directly linked to the Russian–Ukrainian conflict. In addition, the use of social media during the war highlights the relationship between vicarious animosity and moral judgment. Psychological discomfort also moderates the association between (a) moral judgment and boycott of food retailer brands from the invaded country, and (b) moral judgment and post-purchase regret toward the food retailer brands from the invaded country. We collected data from participants in rallies held in the capitals of various European countries against the Russian invasion of Ukraine. This study reveals customers are boycotting Russian food brands due to vicarious animosity. Moreover, vicarious animosity influences the moral judgment of customers who are not directly involved in the war conflict, which results in the boycott and post-purchase regret of retailer brands from invaded countries. Furthermore, the use of social media during the war significantly shapes customer moral values.

ABSTRACT. Instances of corporate social irresponsibility (CSI) among not-for-profit organizations (NFPs), such as unethical behavior or environmental neglect, are growing concerns. This study examines whether NFPs can effectively address such crises by acknowledging their transgressions and referencing past good deeds to mitigate stakeholder perceptions of hypocrisy. Across three experimental studies, we test whether responses that highlight past good deeds can serve as “moral credits,” reducing condemnation and negative word-of-mouth. Our findings indicate that, following irresponsible behavior, NFPs can benefit from recalling their positive contributions, which can buffer them against reputational damage. This response appears less effective for for-profit organizations, where similar strategies do not yield comparable stakeholder leniency. These findings contribute to the understanding of moral licensing in crisis situations and underscore the potential for NFPs to leverage their history of good deeds in managing stakeholder relationships during periods of organizational misconduct.

ABSTRACT. Prior research has shown that increased product development, especially radical products, can positively impact a firm’s export activity. However, business-to-business (B2B) turbulence may create instability for producers. In this study, we investigate how product developers can actually leverage B2B turbulence to increase radical product development and subsequent export intensity. We utilize a large scale, international survey to investigate the moderating role of B2B turbulence from radical product development to export intensity. Importantly, the availability of cutting-edge technologies can play a crucial role in promoting radical product development.

ABSTRACT. The negative consequences of value co-creation impact the well-being of service employees and are costly for a firm. Suggestions to prevent or limit the impact of undesirable or harmful consequences are made. This study focus on organizational structure and policies and is of value for service businesses, service academics and society. A greater awareness of the destructive nature of negative consequences of VCC will hopefully transpire from this study.

ABSTRACT. In recent years, interest in the metaverse concept is gaining steam within academic business literature. While there has been a rise in research on the metaverse phenomenon in the marketing discipline, there is a dearth of research on how a firm’s investors perceive metaverse offerings. This research extends the burgeoning literature on the effect of metaverse announcements on stock returns, by studying a sample of 155 metaverse-related announcements made by publicly traded companies in the U.S. Our event study analysis shows that the overall effect of metaverse announcements is positive, and that this effect differs based on the degree of immersive experience offered, the new product/service offering strategy, the metaverse branding strategy, and the diversity of marketing channels used for the metaverse offerings; we also identify interaction effects among the variables. This research advances the burgeoning literature on metaverse in marketing and has practical implications for marketing managers by unveiling investors' perceptions of metaverse-related offerings.

ABSTRACT. The Metaverse market, and its related extended reality (XR) technologies, is rapidly gaining traction across different industries and use cases. Despite this, the market has not yet lived up to the hype that surrounds it. Many questions remain on how firms can apply XR technologies to build their brands, create value, and engage customers. Literature on firms' proactive market orientation (i.e., market driving, market shaping) has some limitations, including post-hoc evaluation of market driving/shaping efforts, and a lack of comprehensive scales to measure strategic actions taken by firms to drive/shape new markets. Most notably, the two concepts are somewhat blurred precluding our understanding of which firm actions are likely to lead to firm performance and new market success. This research 1) extensively reviews the market driving/shaping literatures to differentiate the business-model-development activities and landscape-shaping activities of firms in nascent markets, and 2) triangulates this conceptual work with interviews among executive leaders in the Metaverse, toward the development of scales that capture market driving and market shaping activities/actions. We determine that market driving and market shaping mainly differ in their individual versus collective approach to landscape-shaping activities. We contribute to understanding of these phenomena and take initial steps toward scale development.

ABSTRACT. The metaverse is transforming tourism by enabling immersive, interactive experiences through technologies like virtual reality (VR) and augmented reality (AR). Despite significant industry enthusiasm, research on the metaverse in tourism remains fragmented, focusing more on conceptual discussions than rigorous empirical study. The review draws from 46 empirical studies published from 2009 to 2024, applying a systematic approach to assess and analyze existing research. Findings reveal that while studies frequently investigate consumer intentions, they rarely examine actual user experiences, limiting insight into long-term engagement. Furthermore, few studies employ authentic metaverse technologies, instead using VR or virtual platforms as proxies. Conflicting findings suggest a need for refined experimental methods and repeated studies across diverse contexts. This review contributes to the field by outlining a conceptual framework, identifying key research gaps, and offering a roadmap for future studies. It also provides practical implications for tourism professionals seeking to leverage the metaverse to enhance customer satisfaction and engagement.

ABSTRACT. The metaverse offers novel opportunities for marketers to captivate users by enhancing their experiences in the metaverse retail environments. Despite extensive discourse on the conceptual aspects of the metaverse, there is a notable scarcity of empirical research examining the specific factors that motivate/deter users’ engagement with retail environments in this digital realm. This study utilizes Behavioral Reasoning Theory to examine how consumers’ personal values and beliefs, along with their reasons for and against using retail environments in the metaverse, shape their connectedness and emergent intentions to use these metaverse retail environments. Employing a mixed-methods approach, initial qualitative insights were gathered from 100 metaverse users, followed by a quantitative analysis involving 337 participants to empirically examine the theoretical framework developed. The findings highlight escapism, social interaction, playfulness, and immersiveness as primary reasons-for, while inaccuracy, information overload, privacy concerns, and fatigue were identified as reasons-against using the metaverse retail environments. Additionally, the study illustrates the moderating roles of media consumption and digital literacy in shaping these relationships. Collectively, these insights contribute to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly evolving metaverse, offering critical implications for managers aiming to optimize user engagement in metaverse retail environments.

ABSTRACT. The Gaussian copula approach instrument-free method to address the endogeneity problem in regression models, which marketing research widely adopted. In this special session, we will start with a quick refresher on the concept of endogeneity and why it is a key concern in marketing research as well as sources of endogeneity. Subsequently, we will briefly discuss the traditional instrumental variable method and its limitations before providing a comprehensive introduction to the instrumental variable-free Gaussian copula approach for endogeneity correction. We will address its core assumptions, limitations, as well as recent advances to overcome some of the limitations, including the new framework that Liengaard et al. (2024) present in their recent Journal of the Academy of Marketing Science (JAMS) article. The sessions will cover a mix of theory and its application using hands-on examples utilizing R code and the linear regression module of the SmartPLS software. Thereby the special session will provide participants with an overview of recent research in this domain and give them the opportunity to apply and deepen their knowledge on the Gaussian copula approach to correct endogeneity biases and prepare them to (better) deal with endogeneity issues in their own research.

ABSTRACT. Across countries, industries, and regardless of the age or size of companies, brand anniversaries are common and involve ritualized practices, the articulation of brand longevity, and significant budgets. However, academic research is relatively mute on this topic. The current research examines 98 cases of brand anniversary celebrations, complemented by five professional testimonials, and nine semi-directive interviews with managers involved in organizing these events. The findings reveal two structuring tensions of brand anniversaries: the meaning of the celebration and its temporal orientation(s). These tensions emerge in the activities that brands put forward, enabling the development of a typology of brand anniversary celebrations. Our research is the first to shed light on an important but partially misunderstood phenomenon of consumer culture. It introduces the concept of “brand commemoration”, where routine marketing activities gain special meaning when framed as a celebration of the brand’s age. It also contributes to research on brand longevity by demonstrating that brand anniversaries provide a unique opportunity to reassemble brand meaning, and it aligns with the concept of omni-temporality, emphasizing that only a few brands successfully connect the past, present, and future in their anniversary celebrations. Finally, the findings provide guidelines for practitioners responsible for organizing brand anniversaries.

ABSTRACT. Media, including films and newspapers, are central to shaping identities and societal norms, with movies co-constructing meanings alongside audiences and brands. The Disney Princess Franchise (DPF) over its history attempted to reflect shifts in the socio-cultural environment within their representations. Relying on performativity theory, we conduct a comparative case study on 6 princess movies using visual and textual content analysis. A deep examination of these movies, while acknowledging the feminist waves superseding their production, point towards the failure of the company to provide relevant feminist ideals. DPF consistently portrays femininity through restrictive norms, including appearance, behavior, and aspirations. Our analysis highlights three primary themes to unveil such brand failure: (1) un-inclusive body materiality, (2) regressive performance, and (3) hegemonic roles. This study highlights the risk to Disney’s brand legitimacy and cultural relevance if it fails to address these biases. This research contributes to understanding how brands navigate the evolving intersection of social change and marketing, offering insights for brand managers and policymakers. We offer managerial recommendations to help brands reevaluate their narratives and avoid failing to reflect contemporary norms.

ABSTRACT. Drawing on folk-conceptual behavior theory, source credibility theory, and triangle theory of love, this study examines how rational and emotional advertising appeals influence customers’ participation in brand resurrection movements (BRM). We further hypothesize the indirect positive effect of rational and emotional advertising appeals on customers’ participation in BRM through the mediation of consumer pastness. Additionally, we explore the moderation of celebrity type (showbiz vs athlete) and prior brand love (weak vs strong) in the relationship between rational and emotional advertising appeals on consumer pastness and consumer pastness and customers’ participation in BRM. Data were collected from 406 Pakistani millennials using a paper-and-pencil survey and the hypothesized relationships were tested through structural equation modeling and multi-group modeling in AMOS 24.0. Results indicate that emotional advertising appeals significantly enhance customers’ participation in BRM directly, and indirectly through consumer pastness. The moderation results of celebrity type suggest that the effect of emotional advertising appeals on consumer pastness is stronger when showbiz celebrity (rather than) endorsing a brand. Additionally, the findings reveal that consumer pastness has a stronger impact on customers’ participation in BRM is stronger when prior brand love is strong compared to when prior brand love is weak.

ABSTRACT. Despite increasing interest in reviving iconic brands, limited research examines the role of the psychological and social drivers of brand revitalization. Given the volatility of contemporary markets, understanding these dynamics is essential for brands aiming to regain consumer loyalty after periods of decline. In the first study, drawing from the contemporary perspective of consumer-based brand equity (CBBE) theory to capture revitalization phenomenon, we investigate how childhood brand nostalgia and self-brand connection impact brand social currency and, in turn, CBBE. Our research also considers the role of emotional loneliness of consumers pertaining to Covid and post-Covid environments. Survey results from a sample of 167 UK consumers indicate that both childhood brand nostalgia and self-brand connection significantly enhance brand social currency, which, in turn, positively impacts CBBE. However, emotional loneliness did not moderate the nostalgia-social currency relationship, suggesting that brand nostalgia may influence social currency consistently across emotional states. This study highlights the role of childhood nostalgia and self-brand connections in strengthening brand value in social settings, offering insights for marketers on leveraging nostalgic appeal and identity alignment in revitalization strategies. This is especially relevant in post-pandemic contexts where brands seek renewed consumer engagement and loyalty amidst changing market dynamics.

ABSTRACT. Political ideology plays a pivotal role in shaping consumer behavior, particularly in decisions related to sustainability. This research introduces a novel theoretical lens rooted in social identity theory to explore why liberals and conservatives have divergent preferences for sustainable products. In a series of four studies, we examine how preference differs due to the symbolic association of sustainable consumption with liberal identity. Study 1 demonstrates that both liberals and conservatives implicitly associate sustainable products with liberal identity. Studies 2 and 3 reveal that this association results in a stereotype affecting social judgments and self-perceptions. Study 4 explores the behavioral implications of our theory, highlighting that liberals reinforce and maintain their identity by choosing sustainable products. In contrast, conservatives avoid sustainable choices to protect the integrity of their identity. Overall, our findings suggest that divergent preferences for sustainable products are not solely driven by a lack of pro-environmental attitudes and beliefs among conservatives but are more deeply rooted in a socially constructed identity. Our research provides insights for businesses and policymakers to promote sustainable practices among different political audiences.

ABSTRACT. A lack of political diversity in prosocial consumer behavior stimuli poses challenges for the generalizability and reliability of prosocial consumer behavior research. We review contemporary prosocial consumer behavior research across leading marketing journals and find that the study stimuli therein exhibit a consistent liberal skew. We then survey contemporary prosocial consumer researchers and find evidence that this skew may be driven by bias against ideologically incongruent cause areas. Finally, several follow-up studies explore how homogeneity in liberal stimuli can result in confounded estimates of the effects individual differences on donation.

ABSTRACT. This study applies Protection Motivation Theory (PMT) to examine how psychological factors shape spending patterns during periods of geopolitical uncertainty and the moderating role of individual resilience. Structural equation modeling (SEM) using LISREL software is employed to empirically test our hypotheses based on survey data from 1000 individuals in Lithuania. We find that perceived threat vulnerability and severity drive conservative spending behaviors, in addition to self-efficacy and response efficacy. Our results also demonstrate that resilience serves as a moderator, buffering the impact of perceived vulnerability on consumption patterns and enhancing both response and self-efficacy. Our findings validate PMT applicability in explaining consumer adaptations to perceived threats while highlighting individual resilience as a crucial factor in maintaining stable spending patterns during uncertain times. Ultimately, this research contributes to understanding the psychological mechanisms underlying consumer financial decision-making during periods of instability.

ABSTRACT. This mixed-methods study examines consumer associations with the circular economy (CE) and related signals, and tests consumer reactions to a comprehensive CE certificate. Interview results indicate that consumers associate CE with its technical cycle and practices like recycling, unaware of the complementary biological cycle with practices like composting. Experiment results show that consumers transfer this vague and incomplete CE understanding to related signals, so low attention and misinterpretation limit CE certificates’ effectiveness on consumer decisions. Misinterpretation occurs specifically for products in the biological cycle (products to consume instead of use). Consumers assume and criticize that only the packaging of biological-cycle products is circular and certified, not the core product. Implications emerge on a firm and system level. To enhance understanding and CE signals’ effectiveness, firms can draw on marketing mix activities involving a holistic communication strategy (emphasizing CE principles beyond recycling; creating transparency, trust, and awareness), a sophisticated product design strategy (combining sustainability and innovativeness), and a balanced pricing strategy (reflecting cost savings from material reuse but margins for innovativeness).

ABSTRACT. Social media influencers – including bloggers, YouTubers and TikTokers – have become a critical media channel for brands, driving investments related to influencer marketing up to 21 billion USD in 2023 (Kuzminov, 2023). Traditionally, asynchronous content was the predominant form of engagement between digital personas and their audience (e.g. curating posts, answering comments), where follower feedback served as the basis for further development (Labrecque, et al., 2011). More recently, social media platforms gained new features and live functionalities (e.g. YouTube Live, Facebook Watch live videos, etc), enabling influencers to perform and engage in real time with a live audience in a synchronous fashion (Gu et al., 2024). Consequently, social media shifted from a world of pictures to a world of videos, and then to a world of real-life streams. A particular example comes from the dominant streaming platform Twitch, capitalizing on 140 million unique viewers and accounting for 24 billion hours of content annually (Welden, et al., 2024).

In this article, we explore ways in which streamers combine asynchronous social media activities with synchronous streaming platform engagements to communicate and appeal to their followership, and in turn craft their person brands that ultimately attracts sponsorships and streamer advertising agreements.

ABSTRACT. This study examines how disclosure and transparency, now increasingly mandated by law, influence consumer attitudes and persuasion knowledge (PK). Using the Persuasion Knowledge Model (PKM), it explores how transparency affects conceptual PK (awareness of persuasion attempts) and attitudinal PK (evaluation of persuasion attempts), with implications for psychological reactance and consumer attitudes. An online experiment (n = 144) manipulated transparency in influencer posts, finding that high transparency conditions—beyond legal disclosure requirements—led to increased conceptual PK, reduced attitudinal PK, and subsequently lower reactance, fostering more favorable attitudes toward the persuasion agent. The results support hypotheses on transparency’s dual effect: while facilitating consumer recognition of persuasive intent, it also mitigates negative perceptions associated with covert advertising. These findings contribute to advertising theory by distinguishing between transparency and mere disclosure, suggesting that consumer-perceived transparency plays a critical role in reducing resistance and improving receptivity to marketing messages. For practitioners, the results underscore the value of enhanced transparency in building consumer trust and minimizing adverse reactions to persuasion attempts.

ABSTRACT. This study focuses on the characteristics of an influencer on a video-sharing platform (YouTube). The concept of an influencer originates from the opinion leader described by Lazarsfeld, Berelson, and Gaudet in their 1944 work, The People's Choice: How the Voter Makes Up His Mind in a Presidential Campaign. In this article, we seek to determine whether YouTube has specific features that distinguish its influencers from traditional opinion leaders. To address these questions, we conducted semi-structured interviews with 24 internet users. The findings indicate that YouTube’s functionalities, such as view counts and the ability to cite sources in comments, directly impact the social attributes and credibility associated with an influencer. Furthermore, we highlight a unique attribute specific to YouTube influencers: production quality. On YouTube, influencers communicate through video, which requires high-quality editing, sound, and visuals. These various characteristics significantly influence audience persuasion and sharing intentions.

ABSTRACT. This study examines physicians' use of TikTok as social media influencers (SMIs) and its impact on Gen Z health behaviors and well-being. Drawing on Bourdieu's concept of habitus and the Persuasion Knowledge Model, the research investigates how physicians leverage TikTok to build credibility and trust, consequently influencing the perceptions and behaviors of young consumers. The study employed a mixed-methods approach. In Study 1, we conducted a content analysis of 330 TikTok videos from physician influencers and in Study 2, we conducted in-depth interviews with 26 Gen Z individuals and used thematic analysis to propose a model for the influence of physicians as SMIs. Physician SMIs present themselves on TikTok with a balance between credibility as a medical expert by sharing medical information, emphasizing their credentials, and wearing medical attire and authenticity and relatability by being open about their personal lives and by being entertaining through humor. This helps build trust and disarm the audience, lowering persuasion knowledge and skepticism about physicians’ intentions. Consequently, physician SMIs on TikTok can have significant influence on young consumers’ health behaviors including adherence to positive health behaviors and lifestyle changes and adoption of recommended products.

ABSTRACT. Countries worldwide are facing significant environmental challenges. We propose adopting green human resource practices to address these challenges and enhance businesses’ environmental performance. However, the mechanisms through which green human research practices affect environmental performance in the hospitality sector remain unclear. Our study aims to develop a mediation tool to improve environmental performance through perceived organisational support, organisational citizenship behaviour, and employee commitment. Data were collected from 367 employees working in 3- to 5-star hotels in Pakistan. We applied judgemental sampling to collect the data from top management-level employees. We analysed our data using the SMART PLS software. The results show that all the direct hypotheses among the two-way and three-way interaction models are accepted(environmental performance, employee commitment, organisational citizenship behaviour (OCB), perceived organisational support (POS), and PCB positively impact green training (GT), except the impact of perceived control behaviour on OCB. The intervening variable mediates the relationship between GT and environmental performance. The originality of this study lies in its comprehensive examination of the sequential mediating mechanisms linking green training to environmental performance in the Pakistani hospitality industry.Managerial and theoretical implications are provided, along with avenues for future research.

ABSTRACT. This paper draws on the self-determination theory (SDT) and conservation of resource theory (COR) to explore the boundary conditions between sustainable orientation (SO) and employee green-creative behaviour outcomes (GCB). Leveraging a conceptual framework that delineates a firm (i.e., job autonomy) and individual level constructs (i.e., employee resilience), we tested how these constructs elucidate the unexplained variance between the SO and GCB relationship. Developing our contribution in the context of Ghana, data for the enquiry comes from a survey of 265 employees working in three and four-star-rated hotels. The data was analysed using partial least square structural equation modelling (PLS-SEM) (symmetric approach) and fussy set qualitative comparative analysis (fsQCA) (asymmetric approach). The PLS-SEM shows job autonomy (JA) mediates the relationship between SO and hotel employees' GCB. Unlike the PLS-SEM results, fsQCA results identified job autonomy and employee resilience as quintessential capabilities required to strengthen hotels' SO influence on their employees' GCB. The fsQCA results came out with different configurations, underscoring the multiplicity of solutions that explain employee GCB and highlighting the inadequacy of unifinality analysis in SO and GCB outcomes.

ABSTRACT. While social media influencers (SMIs) are increasingly promoting sustainable hotels on Instagram, the academic literature on SMI communication is still scarce. This study explores how SMI storytelling impacts consumer attitudes toward hotels with sustainability practices through an online experiment. Drawing on narrative persuasion theory, our results indicate that storytelling has a positive effect on consumer attitudes toward hotels through the mediating role of consumers’ identification with SMIs. Sponsorship disclosure moderates the identified mediation relationship. Managerial implications are discussed.

ABSTRACT. As Environmental, Social, and Governance (ESG) considerations gain traction globally, corporations are increasingly engaging in ESG initiatives and publicizing their efforts through various media channels. While previous research has explored how ESG practices influence firm value, limited attention has been given to the impact of ESG media buzz itself. This study addresses this gap by examining the non-linear effect of ESG media buzz on firm value. Utilizing a unique dataset spanning from 2000 to 2019, we leverage signaling theory and the elaboration likelihood model to develop a non-linear framework. Our analysis reveals an inverted U-shaped relationship between ESG media buzz and firm value, indicating that moderate levels of coverage maximize firm value, while excessive or insufficient coverage may hinder financial returns. Furthermore, we demonstrate that a firm’s strategic emphasis on value appropriation (e.g., advertising) versus value creation (e.g., research and development) moderates this effect. Our study contributes insights into the dynamic role of ESG media buzz on firm value. Practically, our findings offer guidance for managers on strategically balancing ESG communication to maximize financial performance.

ABSTRACT. Meta has developed a comprehensive team dedicated to artificial intelligence (AI) and machine learning (ML). Its Facebook algorithm, "personalized ranking," categorizes ads to determine what users see based on inferred preferences from behavioral interactions. In G-7 countries, these tailored ads, often endorsed by influencers and paired with streamlined payment methods, drive users to consume more, sometimes beyond their financial means. This study examines the interaction effect between Facebook ads, digital financial inclusion and household debt levels across the G-7 from 2009 to 2022. Through an econometric model based on open-source data, grounded in a methodology tracing back to core marketing principles, this analysis reveals that hyper-personalized ads combined with incentivizing payment options weaken the financial standing of the most vulnerable households. Additionally, the rise in household debt compromises the financial resilience of brands. A sensitivity test comparing pre- and post-Covid-19 periods further highlights a post-pandemic surge in online advertising, likely aimed at recouping revenues lost during the crisis, with algorithmic advancements bolstered by user data collected throughout this period.

ABSTRACT. The growing consumer reactance to advertising has pushed marketers to find new ways to communicate and persuade consumers. To this end, native ads—a specific form of advertisement in which the messages are designed to seamlessly integrate with the platform on which they appear—emerged in the marketing landscape. Our research findings show that native ads (vs. traditional banner ads) lead to more favorable consumer responses. More precisely, native ads lead to higher purchase intentions and brand attitudes. Inference of manipulative intent of the commercial message mediated the relationship between ad type and consumer responses. In addition, we show that cognitive load is a significant moderator in this relationship, such that the difference between native ads and traditional banner ads is reduced when consumers are in a state of high cognitive load. We discuss the implications of the use of native ads for theory and practice.

ABSTRACT. This paper investigates the emerging role of influencer marketing within the B2B sector, emphasizing its potential to foster brand visibility and customer engagement by leveraging credible industry voices. Unlike traditional B2C influencer marketing, B2B applications often prioritize micro-influencers with niche expertise, allowing for personalized, relationship-driven connections with professional audiences. The study draws from 21 interviews with marketing professionals and a survey of 1,293 B2B managers to examine the impact of different influencer types on customer acquisition, retention, and financial performance. Findings indicate that while customer and industry expert influencers positively influence acquisition and retention, employee influencers contribute less directly to these outcomes. Notably, the effectiveness of B2B influencer marketing depends on strategic alignment, authentic content, and effective integration with traditional channels. The study highlights key challenges, such as message consistency and online-offline integration, underscoring the complexity of measuring ROI in B2B influencer campaigns. These insights are significant for B2B practitioners seeking to incorporate influencer strategies effectively and suggest that emerging technologies may enhance engagement metrics. This research contributes to the B2B social media literature, advocating for a more sophisticated approach to influencer marketing as B2B landscapes evolve in an interconnected marketplace.

ABSTRACT. Integrated generalized structured component analysis (IGSCA) was recently developed to estimate structural equation models that include both factors and components. In this paper, we propose integrating regularization into IGSCA to address the issues of multicollinearity and variable selection. The proposed method, termed regularized IGSCA, enables the imposition of L1 (ridge) or L2 (lasso) penalty on loadings and path coefficients separately. We seek to minimize a penalized least squares objective function for parameter estimation. We present the results of a simulation study to evaluate the method's performance.

ABSTRACT. Likert scales, a widely utilized psychometric tool, facilitate the quantification of subjective opinions by allowing respondents to express their level of agreement with various statements. Regarding both the order of agreement and disagreement towards an item statement yields bivariate compositional information. We explore the integration of correlation analysis, Likert scales and compositional data analysis providing evidence that the statistical power of the correlation test based on Student's t distribution increases irrespective of the underlying data generating process. The findings suggest that leveraging both Likert scales and compositional data can lead to more nuanced interpretations of consumer preferences, ultimately informing more effective marketing strategies. This approach not only enriches correlation-based traditional quantitative analyses but also addresses the limitations inherent in using Likert scales in a traditional manner considering only the order of magnitude of agreement towards an item assertion. Considering leptocurtic and platycurtic distributions we generalize previous findings and emphasize the universality of the compositional data approach.

ABSTRACT. This study examines strategic marketing mix orchestration across customer segments and competitors in the retail food industry. In today’s highly competitive marketplace, securing sustainable competitive advantages is critical for robust market positioning and profitability. A key aspect involves adjusting the marketing mix in response to consumer behaviors and competitive dynamics. However, precise methodologies offering actionable insights across diverse competitors and market segments remain scarce. To address this gap, we introduce Competitive Segmentation Analysis (CSA). Leveraging a dataset of 11.4 million grocery purchases in Germany from 2006-2022, we investigate how variations in marketing mix variables influence market share relative to competitors. By integrating market segmentation, we analyze which segments drive competitive advantages and evaluate the necessity of segment-specific marketing mix adaptations. Our approach includes comprehensive market-wide comparisons and detailed pairwise analyses with an exemplary retailer for each marketing mix variable, yielding targeted strategic recommendations. The findings highlight potential competitive advantages with an estimated revenue impact between 130 million and 7,010 million euros.. With this research, we aim to provide firms with actionable insights to optimize competitive positions through strategic marketing mix adjustments. We emphasize CSA’s broad applicability across diverse disciplines and contexts.

ABSTRACT. Technological innovations continue to have a tremendous impact on the tourism industry and destination promotion. Virtual reality (VR) has been outlined as one of the most important technological developments to influence the tourism industry due to its ability to engage consumers and to market tourism destinations and sell tourism services. However, despite the widespread growth of VR across various tourism sectors and the elucidation of its impact on transforming the tourism experience, there has been limited empirical research on the influence of VR on consumer attitudes and the effects of the varying multi-sensory information that can be delivered through VR. The purpose of this research is two-fold, firstly, we aim to understand the role of VR in influencing tourism consumers’ attitudes towards an unknown destination and secondly, understand the influence of different levels of sensory information presented through VR on the development of mental imagery, attitudes towards the unknown destination and visit intention. We tackle this through a multi-study experimental approach. The empirical results are expected to find that the immersive VR is capable of positively influencing customer attitudes towards an unfamiliar destination and develop a positive attitude toward the destination while also influencing future visit intentions.

ABSTRACT. The increasing adoption of virtual reality in the retail sector has spurred academics and professionals to understand shopping experiences in virtual stores. Unlike existing studies that used this technology only as a research tool, this research considers the virtual store a full-fledged shopping channel with omnichannel logic. An experiment involving 174 respondents showed that emotional and epistemic values are determinants of shopping experience satisfaction that subsequently impacts positively and significantly time and money spent in the store. However, an avatar with hands (n=95) has impact only on shopping experience satisfaction while a full-body avatar (n=79) also increases time and money spent.

ABSTRACT. This study will seek to investigate the impact of virtual reality (VR) on brand perception among the higher end of Gen Z consumers (18–27-year-olds). As VR has emerged as a powerful medium within experiential marketing, it offers brands opportunities to create immersive and engaging experiences that can shape consumers’ brand perceptions. Guided by Media Richness Theory, which asserts that richer media can enhance consumers’ understanding of information and build stronger emotional connections, this research can provide a better understanding of VR’s effectiveness in conveying brand authenticity and promoting a positive brand perception. Through a mixed-methods approach, 30 participants will engage with the “Wendyverse”, an immersive, branded environment simulating Wendy’s fast-food restaurant on a Meta Quest 3S device. Pre- and post-experience surveys, along with post-experience interviews, will provide both qualitative and quantitative data and will assess changes in brand awareness, perception, and emotional connection. The results will highlight VR’s potential as a brand-building tool, emphasizing the technology’s ability to meet Gen Z’s expectations for innovative, interactive experiences. This study will contribute to VR and marketing literature, offering insights into VR’s role in shaping consumer-brand relationships and providing practical guidance for brands seeking to adopt immersive strategies.

ABSTRACT. Avatars play a significant role in shaping identity and interaction within digital environments, offering new avenues for self-representation while raising important ethical concerns. This paper leverages a systematic review of 189 articles to explore various avatar attributes that influence consumer responses, both positively and negatively. Our findings reveal that while avatars can enhance self-esteem, boost engagement, and strengthen social connections, significant discrepancies between individuals' ideal and perceived selves can lead to negative self-perception, unhealthy behaviours, and increased acceptance of harmful stereotypes. We also examine the impact of avatar customization on social behaviour and its potential to exacerbate aggression and sexism. This research contributes to a better understanding of how avatars can be used effectively while safeguarding consumer well-being and promoting inclusive, sustainable practices in digital marketing. Ultimately, we advocate for ongoing research to refine these insights and encourage marketing strategies that prioritize ethical considerations in the deployment of avatars.

ABSTRACT. This special session examines the integration of AI in marketing education while emphasizing the enduring importance of human skills. It begins with a presentation that explores the perspectives of 300+ marketing students on AI's role in their future careers. Findings reveal a gap between students' awareness of AI and their comfort using AI tools, highlighting a need for a balanced approach that embraces technology while fostering essential human skills like creativity, critical thinking, and ethical judgment. The presentation proposes strategies for integrating AI into marketing education while reinforcing foundational marketing principles and promoting responsible AI practices.

Following the presentation, an interactive workshop guides marketing educators in developing teaching strategies that humanize AI in the classroom. Participants will revisit core marketing principles, explore AI-powered marketing tools, and engage in a curriculum design challenge to develop human-centered learning activities. This session provides valuable insights and practical tools for educators seeking to prepare students for the ethical and effective use of AI in the evolving marketing landscape.

ABSTRACT. This research examines how different types of helping consequences (hedonic vs. utilitarian) highlighted in emails calling for college student volunteers moderate the relative persuasiveness of help-self and help-others appeals. Help-self appeals are found to be more persuasive than help-others appeals when the email highlights how volunteering may help oneself attain hedonic benefits (e.g., fun time, happiness, excitement, etc.); whereas help-others appeals are found to be more effective when the email highlights how volunteering may help other people for utilitarian benefits (e.g., quick parking, navigation around campus, quick settle-in, etc.). This effect is interpreted in the light of the information processing asymmetry between self and other social reference point.

ABSTRACT. Although prior research has identified various determinants of charitable giving, gaps remain regarding why donors contribute more to certain causes than others. We explore the roles of fear in charitable giving. Specifically, we investigate whether certain charitable causes are inherently more feared than others in part because they activate donors’ feared self, thus impacting their charitable giving behavior. We further explore the roles of perceived control and cause specificity in these effects, and we test whether the use of fear (vs. neutral) appeals in feared charities’ marketing communications may backfire.

ABSTRACT. This study explores the combined effects of two digital nudges—choice defaults and friction—on charitable donations. Participants (N=306) were randomly assigned to one of the four conditions of a 2 (default: $4 pre-selected vs. not pre-selected) × 2 (friction: all options available vs. extra click needed to see other options than $4) between-subjects design. A binary logistic regression analysis shows that friction significantly increases the likelihood of choosing the $4 option, but this effect is moderated by the presence of a default option and reactance trait. Specifically, the likelihood of choosing the $4 option decreases when both default and friction are present, and for individuals with higher reactance. Multiple regression analysis reveals that defaults increase donation amounts, particularly for individuals with low reactance, but this effect is reduced when friction is also present. Additionally, friction decreases perceived autonomy, while reactance and perceived autonomy significantly influence donation satisfaction. Findings highlight the complex interplay between digital nudges and reactance trait in influencing charitable donations. For fundraising practitioners, the results suggest that while defaults can effectively increase donations, adding friction may reduce this positive effect and impact perceived autonomy. Understanding individual differences in reactance is crucial for tailoring effective online fundraising strategies.

ABSTRACT. The primary objective of this research is to investigate the effect of communal and exchange mindsets on donation behavior and how the request for charitable donations using the matching principle can lead both mindsets to donate more. To address this research objective, we conducted two experiments with nationally representative samples, using two different charitable donation contexts. The findings suggest that the donation behavior of exchange-oriented individuals can be significantly increased by utilizing the linear matching principle, while communal-oriented individuals respond well to the threshold matching principle. The results also support our proposed main effect as individuals with a communal-oriented mindset generally donate more than those with an exchange-oriented mindset. These findings contribute to the theory of communal and exchange orientation and matching principle by demonstrating that the communal mindset aligns with the threshold matching, and the exchange mindset aligns with the linear matching principle.

ABSTRACT. There is a dearth of business research into under-resourced communities in general and our indigenous communities in particular. Today, many of our reservation communities, especially on the Great Plains, are among the most socioeconomically disadvantaged in the United States. This paper will employ a mixed methods approach to explore the current landscape of consumer attitudes and look at the opportunities available to meet the needs of consumers and enhance the worth of products that generate social benefits, especially with regard to food systems. For entrepreneurs, both risk and opportunity exist in underserved markets. Building knowledge around consumer demand will inform strategies for profitable ventures and assist policymakers in program design. This research will be of interest to tribal governments, entrepreneurs, marketing professionals, policymakers, and others.

ABSTRACT. The advertising industry has increasingly emphasized diversity, equity, and inclusion (DEI), yet research on representation remains limited, focusing mainly on individual brands and often lacking insights into audience interaction with ads. The Covid-19 pandemic prompted many brands to pledge enhanced diversity in their advertising; however, subsequent studies indicate that many failed to fulfill these commitments, with some representation declining. This paper investigates representation across age, gender, ethnicity, and body composition during the Super Bowl, a unique event where viewers engage with ads nearly as much as the game itself. The Super Bowl is classified as a giga-event based on its significant broadcast rights value and viewership, with 123.7 million tuning in, compared to the Olympics' lower figures. The cost for a 30-second Super Bowl ad spot is $7 million, highlighting its prominence in the advertising landscape and the potential for deeper audience engagement and brand awareness. A manifest content analysis of 238 ads shown during the 2022, 2023, and 2024 Super Bowl's showcase an inaccurate picture of society through underrepresentation and overrepresentation of various groups. It is suggested that further research delve into diversity competencies related to advertising.

ABSTRACT. Colonial and industrial influences have disrupted Indigenous diets, leading to reliance on processed foods and higher rates of diet-related health issues. Traditional foods—locally sourced, minimally processed items like fish, wild game, berries, and roots—are essential for Indigenous cultural and nutritional well-being but remain underrepresented in modern agri-food markets. This study investigated how price, local, organic, and fresh attributes shaped demand for traditional foods among Indigenous and non-Indigenous consumers. Using loyalty program data from a Quebec retailer (February 2015–December 2016), we analyzed 494 Indigenous cardholders and 9,016 from the general population. Results showed that local attributes boosted demand among Indigenous consumers (β = 1.820, p < 0.001) compared to the general population (β = 1.361, p < 0.001), with freshness positively impacting both groups (Indigenous: β = 1.310, p < 0.001; general: β = 1.172, p < 0.001). High organic prices lowered demand (Indigenous: β = -0.691, p < 0.001; general: β = -0.801, p < 0.001). Indigenous consumers were less price-sensitive (β = -0.087, p < 0.001) than others (β = -0.117, p < 0.001), underscoring the value of culturally relevant foods. Improving access to fresh, local traditional foods could strengthen food security, health, and cultural resilience among Indigenous communities.

ABSTRACT. This study explores the drivers of value co-creation behaviors within the Latin American e-commerce, examining their impact on brand loyalty. Through a thorough analysis across eight countries with a diverse sample of 10,509 participants, this research employs partial least squares structural equation modeling (PLS-SEM). The results affirm that brand trust and customer commitment are the main drivers of value co-creation behaviors, validating established theoretical frameworks. Furthermore, we confirm an effect of value co-creation on brand loyalty, highlighting implications for e-commerce professionals. Findings emphasize the imperative for brands to foster transparent, participatory and collaborative environments. This study advances our understanding of consumer behavior in the Latin American e-commerce environment.

ABSTRACT. The usage of child-appealing elements on snack packaging is a common practice for food manufacturers. Research already showed that these kinds of cues, such as cartoons, increase product preference among children. Also among parents, cartoons can have positive effects on product choice, although usage of cartoons comes with skepticism and the idea of diverting attention from essential product information, such as health cues. However, in current literature cartoons are merely seen as ‘fun’ additions to a packaging. This study explored whether parents can be misled if cartoons are designed to signal healthiness, even in combination with possible conflicting health information. For this a 2 (cartoon type: Fruit vs. Non-fruit) x 2 (Nutri-Score: A vs. D) between subjects design was set up. Parents saw one of the four conditions and answered questions regarding attitudes and resistance towards the packaging. Results indicate that a fruit cartoon might lead to a different estimation of the healthiness of a product, even in the case of unhealthy products, which in turn can lead to reduced feelings of misleadingness or resistance. Policymakers and marketers must be aware of the misleading effects cartoons can have on packaging and product choice.

ABSTRACT. Thumbnails—small, clickable images that act as visual previews—are essential in an oversaturated digital landscape, as they play a crucial role in directing viewers to specific content. However, the sheer abundance of content increases competition for viewer attention, making it important for thumbnail design to balance complexity with clarity. Existing literature on visual complexity in advertising indicates that managing this complexity is vital for maintaining viewer engagement and selection. This is particularly relevant for thumbnails, as they serve as critical entry points to content. To further this understanding, we introduce symbolic complexity, which captures the interpretive depth of a thumbnail’s message—through words, codes, or symbols that may carry varied meanings across audiences. This study hypothesizes that, in hedonic online context, symbolic complexity influences patronage decisions more significantly than visual complexity, while the opposite may be true in more utilitarian online context. This highlights the importance of symbols in shaping viewer responses and suggests that effective thumbnail design should prioritize symbolic elements in hedonic online context. Ultimately, our findings provide guidance on creating thumbnails that consider context, helping to reduce resource investment while maximizing viewer attraction.

ABSTRACT. With the increase in digital advertising investments, advertisers are compelled to address the growing issue of "banner blindness," where users consciously or subconsciously ignore online ads, thereby reducing campaign effectiveness. This study addresses this challenge by examining whether contextual alignment between an ad banner and its hosting website (ad-website congruence) affects critical digital marketing metrics: click-through rate (CTR) and conversion rate (CVR). An experiment of a programmatic advertising campaign running for an insurance brand within the United States market was employed, involving over 4.65 million unique users (impressions) that were recognized through cookie identifier technology. Every unique user has been exposed to one out of eight experimental conditions: advertiser banner-website context congruence (congruent vs. incongruent), banner type (display vs. video), device type (desktop vs. mobile). The results suggest that ad-website congruence alone may not significantly enhance digital marketing performance. However, combining video banners with congruent environments yields a significant positive effect no matter what the device used. Finally, the type of device used to engage with an ad does not significantly influence user behavior.

ABSTRACT. Intervention mapping is a framework used to develop effective health interventions. It consists of a series of six subsequent steps to develop an understanding of the health problem, identify the intervention outcomes, design, produce, implement, and evaluate the intervention. This approach results in the development of an effective and science-based health intervention. The current study describes the usefulness of intervention mapping in developing an intervention aimed at changing digital, commercialized influencer sharenting behaviors. In particular, an intervention is developed targeting parents who portray their children on their influencer accounts. Sharenting is highly normalized in Western societies but raises numerous privacy concerns, particularly considering the large audience and monetized content of social media influencers. Motivating privacy stewardship among influencers is challenging, as the perceived benefits of sharenting often outweigh their perceived risks. Through an intervention mapping approach and an extensive co-creation process with influencers, we developed the intervention ‘May this be shared online?’. This study describes the development process of this intervention and offers methodological recommendations for future research. Findings show that the intervention was positively evaluated and was effective in increasing privacy awareness and changing influencer sharenting behaviors.

ABSTRACT. Generative Artificial Intelligence (Gen AI) continues to grow at warp speed and have a significant influence on all facets of businesses. The article specifically looks at how this technology is likely to transform the sales management process, explicitly focusing on the differences in the business-to-business (B2B) vs. business-to-consumer (B2C) spheres. Three domains, i.e., enhancing efficiency of operations, charting a new growth paradigm, and transforming the sales organization structure are identified for comparisons on B2B vs. B2C operations, and the changes compared in both in the short and long terms. Ten propositions are suggested specifically focusing on the differential impacts on B2B vs. B2C processes. The managerial implications and public policy issues are finally discussed, including exemplar current and potential uses of Gen AI in various aspects of the sales management process.

ABSTRACT. This study explores cognitive preoccupation among employees in the organizational frontline and focuses on how identity adaptation impacts their work and well-being. Through a scenario-based qualitative survey, we uncovered preliminary insights on the outcomes of cognitive preoccupation. In particular, the results revealed five key themes: negative emotional reactions, health and wellness impacts, strategic planning, masking behaviors, and coping mechanisms. Findings indicate that cognitive preoccupation, driven by identity concealment, can lead to stress and diminished well-being, affecting both work performance and home life. This research highlights the importance of understanding cognitive preoccupation in marketing roles and suggests that organizations should adopt strategies to mitigate its negative effects.

ABSTRACT. Negotiations between buyers and sellers are critical key processes within organizations because transactions within most markets occur through such negotiation processes. Despite their importance and considerable research efforts, many issues around B2B negotiations remain unclear. There are also calls for new methodological approaches, which may help the research field of business negotiations to develop further. The research question of this project is as follows: How can neuroscientific experiments contribute to and extend current B2B negotiation knowledge? Negotiations between buyers and sellers are essential organizational processes, due to the fact that transactions within most markets occur through such negotiation procedures. We investigate four core factors of negotiations: negotiation style, economic negotiation outcomes, behavioral long-term negotiation outcomes, and socio-emotional negotiation outcomes. The preliminary results of our neuroscientific lab experiment with 37 participants show that a hard negotiation strategy leads to statistically significant greater negative affect than a soft negotiation strategy, also when making a price offer. This is one of the first studies to evaluate the effects of B2B negotiation styles in distributive negotiations on socioemotional outcomes and price using neuroscience. This could strongly contribute to further developing the B2B field in times where its foundations are challenged by neuroscientific findings.

ABSTRACT. This study examines the impact of salesperson entrepreneurial orientation on sales performance and explores the role of sales manager intellectual stimulation as a moderating factor. Building on construal-level theory (CLT), the study proposes that salespeople with a high level of abstract thinking exhibit stronger entrepreneurial orientation, which, in turn, enhances their sales performance. Data were collected from a business-to-business sales organization, surveying both salespeople and their direct supervisors to capture manager-level and individual-level dynamics. Analysis of matched dyads reveals that while abstract thinking does not directly predict salesperson entrepreneurial orientation, higher levels of entrepreneurial orientation are associated with higher levels of sales performance. Further, sales managers’ intellectual stimulation positively moderates this effect. These findings underscore the critical role of a supportive, intellectually stimulating management style in amplifying the positive effect entrepreneurial orientation has among salespeople. The study offers theoretical contributions to the sales and entrepreneurship literature and practical insights for managing entrepreneurial sales teams effectively.

ABSTRACT. This paper explores the transformative role of Artificial Intelligence (AI) in reshaping higher education assessment methodologies through the lens of individual oral assessments (IOAs). As AI technologies like ChatGPT enhance the capability to generate complex responses, traditional assessment strategies face increasing scrutiny. This article uses the metaphor 'Back to the Future' to portray traversing from past methodologies to future innovations in examining how AI intersects with and challenges current educational practices. It emphasizes the need for authentic assessments that move beyond mere knowledge regurgitation to deeper understanding and application, reflecting real-world problem-solving and adaptive learning environments. The proliferation of AI redefines the tools used in education and the nature of learning assessments, urging a re-evaluation of student evaluation to maintain integrity and authenticity. Through an innovative in-depth case study at a large university, this paper addresses the implications of AI in education, advocating for IOAs as a means to align higher education with the evolving digital landscape while safeguarding educational quality and data privacy.

ABSTRACT. This study examines marketing students' perspectives on the impact of Artificial Intelligence (AI) on their future careers and the implications for marketing education. Survey data from 250+ students reveal a gap between students' awareness of AI and their comfort using AI tools. While recognizing AI's growing importance, students also express concerns about job displacement and a desire for more comprehensive AI education. The discussion highlights recommendations for addressing and bridging the gap for AI in marketing education. The findings underscore the need for a multifaceted approach to integrating AI into marketing curricula. This includes dedicated AI courses, integrating AI into existing courses, offering flexible learning options like workshops and certifications, and collaborating with industry professionals to provide real-world insights. Recommendations for curriculum development and addressing faculty concerns are provided. Overall, this research provides valuable insights for marketing educators seeking to equip students with the knowledge, skills, and ethical awareness necessary to thrive in the AI-driven future of work. By proactively adapting curricula, marketing education can empower students to become future-ready marketers capable of leveraging AI effectively and ethically.

ABSTRACT. The study purpose is to understand the current state of job-readiness as relate to AI among undergraduate students, their perceptions about future job prospects and needed preparation, as well as their understanding of the evolving business world as more and more businesses rely on AI-related tools from routine to strategic advantages. As the novelty of GenAI wears off while the need for the classroom adoption intensifies the present research investigates how introductory marketing students feel about their future as relate to AI.

ABSTRACT. Influencer marketing has become a pivotal strategy in the modern marketing landscape, offering businesses a way to enhance engagement and consumer trust. This study investigates the dynamics of sponsorship integration within influencer content on YouTube, focusing on how factors such as brand-influencer video fit, number of brand mentions, and linguistic style impact the audience’s digital engagement. Analyzing a dataset of 1,296 sponsored videos collected using a machine-learning process enhanced by a large language model (LLM), we reveal that frequent brand mentions and a strong alignment with video content can detrimentally affect viewer engagement. In contrast, influencers employing analytical linguistic styles and personal pronouns foster greater audience connection. Additionally, posting time plays a significant role in engagement rates, with evening and weekend uploads yielding better results. Our findings suggest that an optimal sponsorship strategy balances brand visibility with authentic content creation, allowing influencers to maintain their credibility while promoting sponsored products. Ultimately, this research contributes to a nuanced understanding of influencer marketing practices, offering a framework for improving the efficacy of sponsored content on social media platforms.

ABSTRACT. Emotionally impactful content is prevalent in marketing and consumer communications, with emotion considered a key driver of word of mouth. This research identifies a critical reason for this: the value of emotional content to others tends to be overestimated, contributing to its widespread sharing. Three pre-registered studies demonstrate that consumers overvalue emotional content in the eyes of others, while their judgments about neutral content are more accurate. Importantly, this overestimated value to others not only influences intentions to share but does so beyond known drivers of sharing like arousal or self-enhancement. Results suggest that this bias stems from emotionality driving attention toward people who would be highly affected by the content, leading to overestimation of value to others in general. Implementing an intervention that prompts sharers to consider the perspective of a close friend effectively reduces this overestimation, fostering more balanced patterns of emotional versus neutral sharing. This research sheds light on a novel cognitive bias at the core of emotional word-of-mouth sharing, offering insights for consumers, marketers, and media practitioners aiming to shape online information dissemination.

ABSTRACT. This study investigated the impact of social networks on the self-esteem of young Portuguese university students. An online survey was conducted using Google Forms, which was disseminated primarily on Instagram and Facebook, to collect data from a diverse sample of 76 participants. The survey included questions about personal data, self-esteem (using the Rosenberg Self-Esteem Scale), social network usage, and perceived negative and positive impacts of social networks. Factor analysis revealed two dimensions for the effects of social networks on mental health and self-esteem: negative and positive. The results indicate that females tend to disagree that social networks have negative impacts on mental health and agree that they have positive impacts. In contrast, males tend to disagree that social networks have negative implications for mental health. These findings highlight the complex relationship between social network usage and self-esteem, emphasizing the need for further research and interventions to promote healthy social media habits and mental well-being.

ABSTRACT. Social networks create appealing opportunities for corporate communication by enabling companies to quickly and inexpensively spread marketing content. However, the use of social networks also challenges companies, particularly when dealing with negative customer feedback. The rapid dissemination of information can result in negative customer comments becoming visible to a large audience. Therefore, companies must implement customer service and effective complaint management on social networks to retain customer trust and a good reputation. This study investigates the effects of accommodative vs. defensive company responses and response speed (quick vs. delayed) on the complaint handling satisfaction of complaining commenters as well as the mediating role of perceived professionalism on social networks. The results show that accommodative (vs. defensive) company responses have direct positive effects on commenters’ complaint handling satisfaction and indirect effects through perceived professionalism. Interestingly, the response speed does not matter. Our findings enable social media managers to effectively manage publicly visible complaints. Even if it takes longer to respond, companies can enhance perceptions of their professionalism and commenters’ complaint handling satisfaction by using accommodative responses. The measures help companies enhance their customer service and complaint management on social networks to increase customer satisfaction.

ABSTRACT. This paper explores why people dehumanize a service chatbot using structural equation modelling with a sample size of at least 200 respondents in the UK. We expect that poor service quality (information inaccuracy, incredibility, and incompetence) and delivery (information overload, violation of shared language, and low customization) are the main causes for dehumanization tendency. In particular, we expect that when a chatbot is not recognized to have full qualities of a human during information seeking process, customers would develop an increased perception of helplessness, and ultimately avoid using chatbot in the future. Finally, we expect that customers with high aliteracy tend to dehumanize a chatbot more than those with low aliteracy do. This research is useful for AI developers and industry practitioners who are deploying chatbots to enhance customer service. They can develop an understanding of why people avoid chatbots and therefore, improve this AI-powered tool’s quality and strategy accordingly.

ABSTRACT. AI-based digital voice assistants (DVA) have been gaining increased attention in the literature. As customer interactions with DVA are increasing, research is moving its focus from DVA adoption to customer engagement (CE) with these voice assistants, as they can boost CE whether with or through the technology. However, there is still limited research exploring AI-based CE. Drawing on the conceptual AI-based CE model proposed by Hollebeek et al. (2024), this study examines the impact of voice assistants’ stimuli (positive and negative) in CE and, consequently, on their loyalty to DVA. While doing so, we develop a first attempt to empirically validate the proposed nomological network of AI-based CE. Moreover, following recent calls to understand which moderating factors may influence AI-based CE and considering that consumers responses to AI vary with usage context, the study further explores a boundary condition of AI stimuli on CE (i.e., goal-oriented task type). While empirically validating and extending the AI-based CE model by Hollebeek and colleagues, this study contributes to a more holistic understanding of CE with DVA and provides practical guidance on how to successfully manage such technologies.

ABSTRACT. The integration of Artificial Intelligence (AI) has increased exponentially in the various spheres of life. With the swift pace of development, the role and function of AI has also evolved. The concept of anthropomorphic and emotionally intelligent agents has given rise to social interaction companions such as Replika, Anima, Kajiwoto, and Microsoft XiaoIce. This study employs a multilevel longitudinal approach to explore and examine the effect of AI social interactions and companionship on consumer hedonic and eudaimonic well-being. The study further probes the mediating impact of human attachment to the AI friend and investigates the connection with AI while feeling distant and self-alienated from real-world interactions and friendship. Drawing upon social penetration theory and the Computers are Social Actors (CASA) framework. This research provides a nuanced outlook of various phases of forming social connections with AI, including orientation, exploratory affective exchange, affective exchange, and stable exchange. To dive deeper into the human connections with AI friendship companions, the study examines the interaction effect of user loneliness and vulnerability. The outcomes of this study provide a more nuanced perspective of AI human friendship for theory and practice.

ABSTRACT. Sales education has seen sustained growth over the past several decades as more institutions seek to prepare students for the job market, and as sales organizations seek to hire top university talent. As such, sales centers (aka programs, institutes, etc.) have become ubiquitous. The goal of this session is to bring together a diverse set of sales center directors from a diverse set of centers and universities to pave the way for sales curriculum in the years to come. Specifically, we aim to invite participants involved in sales centers ranging in size, program age, student requirements and metrics, partner portfolios, etc. We will then ask questions that uncover best practices, obstacles and pitfalls, lessons learned, and opportunities for the future. The session should be useful for any sales faculty wishing to grow, expand, or improve their current center as well as those faculty without a center who may be considering developing one.

ABSTRACT. By integrating the bibliometric analysis and meta-analysis, we present a systematic literature review of existing research on mobile apps within the business discipline over the past 17 years. We address the drawbacks of low replication and incomplete sampling of relevant literature in conventional systematic literature reviews. We use co-word occurrence analysis to identify five major mobile app research themes: 1). computing algorithms and security, 2). personalization during the pandemic, 3). mobile apps in developing countries, 4). app user experience and positive outcomes, 5).synergy of social media and mobile commerce. The emerging themes for future research lie in applying advanced computational methods (e.g., machine learning or generative AI) to address increasingly complex unstructured data. Meta-analysis results suggest that app users' satisfaction with the app, perceived utilitarian values, and hedonic values are the primary drivers of their intention to continue using the app, recommend it to others, and adopt it. Managers of businesses and policymakers involved in developing mobile apps can leverage the synthesized knowledge.

ABSTRACT. Subscription services refer to any good or service to which consumers purchase access with recurring payments. Subscription accounts typically allow the paying customers to share their account with family members. However, a problem arises when customers share their account access with non-paying individuals outside of their family. The present research identifies drivers, perceptions and behaviors of consumers using others’ streaming subscription services (e.g., Netflix, Amazon Prime) without paying, a form of customer misbehavior. Specifically, we contribute to the emerging literature on deownership orientation by developing a novel conceptual model which predicts that deownership orientation acts as an antecedent of perceptions and usage of unpaid subscription services. Contribution is also made to the body of knowledge on consumer dark-side digital behaviors. The research further identifies two key moderators of the proposed effects: susceptibility to interpersonal influence and collectivism. As the moderator values increase, the investigated effects become progressively more positive. Thus, we also extend the research on cultural and social values. An online survey is conducted to test the proposed model. This work offers important practical implications by suggesting ways in which the companies could minimize the effects of de-ownership orientation on consumer dark-side perceptions and online behaviors.

ABSTRACT. Channel Integration is one of the key features of Omnichannel retailing, and its execution and perception impact on customer loyalty. Although most studies on Channel Integration perception rely on the Channel Integration Quality frameworks, recent attempts have been made to propose alternative approaches based on other aspects of Omnichannel environments. The authors investigate touchpoints’ contribution to Channel Integration perception. Results, tested on 1,031 supermarket customers, identify touchpoints relevant for Channel Integration perception and show that such touchpoints differ in their impact and also depending on the type of customer (first-time vs repeat customers).

ABSTRACT. This study investigates the moderating role of age on the relationship between arousal and pleasure in a shopping environment. While previous research suggests a generally positive relationship between arousal and pleasure, we argue that not all consumers respond similarly to highly stimulating retail atmospheres. Drawing on the Stimulus-Organism-Response (S-O-R) model and Optimal Arousal Theory, we hypothesize that older consumers may experience reduced pleasure in highly arousing environments compared to younger consumers. Through a mall-intercept survey with actual consumers of different age ranges, we find that age significantly moderates the arousal-pleasure relationship, with younger customers deriving more pleasure from arousal, which in turn positively impacts their attitudes toward the store. Conversely, higher arousal does not enhance pleasure for older consumers, indicating a non-linear relationship. These findings highlight the importance of demographic factors in shaping customers' responses to store atmosphere design, suggesting tailored strategies for enhancing customer experience across age groups.

ABSTRACT. The fashion industry, and fast fashion in particular, has contributed to unsustainable consumption patterns, including consumers’ compulsive hoarding of fashion items. Our study investigates how consumers’ fashion attitudes and their psychological ownership of clothing and fashion items may influence two facets of compulsive-hoarding: over-acquisition and over-accumulation. A survey of 252 undergraduate students was conducted, and the results revealed that while fashion attitudes do not directly predict compulsive hoarding at an aggregate level or over-accumulation, they are positively linked to consumers’ psychological ownership and over-acquisition of fashion items. More importantly, our study shows that psychological ownership is a significant predictor of over-acquisition, but not over-accumulation. These findings reveal that the feeling of ownership over fashion items plays an important role in explaining why individuals, and especially those with favourable fashion attitudes, may acquire more fashion items excessively. This suggests that marketing strategies and interventions targeting psychological ownership at the pre-purchase stage could be effective in promoting more sustainable consumption practices. Our research contributes to the literature on psychological ownership and offers practical implications for sustainable marketing strategies in the fashion industry.

ABSTRACT. In today’s hyper-connected business environment, companies have strived to craft and execute strategies to produce positive customer outcomes, such as customer delight. This study investigates the mediating roles of customer brand identification, customer perception of well-being and self-pleasant experience between customer perception of masstige brands and customer delight.The study's results confirm that customer perception of the masstige brands is associated with customer brand identification, customer perception of well-being, and self-pleasant experience. Further, the mediating role of customer brand identification, customer perception of well-being, and self-pleasure is also confirmed between customer perception of the masstige brands and customer delight.

ABSTRACT. This structured abstract examines the intergenerational transmission of luxury brands between mothers and daughters through a qualitative study based on 20 semi-structured interviews with 10 dyads. We analyze how inherited luxury items serve as emotional and identity 'anchors,' strengthening the feeling of groundedness and familial heritage. Additionally, a projective AOL (Album-On-Line) analysis is underway to delve into the conscious and unconscious representations. Preliminary findings reveal that luxury objects embody values of tradition, memory, and responsibility, with a multidimensional PRV (utilitarian, emotional, and financial) that positions them as long-term investments. This transmission process extends beyond material transfer, aligning with sustainability and circularity principles and encouraging a more intentional consumption. We also introduce a fifth phase, projection, allowing future generations to reinterpret these inherited objects according to their own values. From a managerial perspective, this article suggests that luxury brands develop transgenerational strategies, such as mother-daughter collections and restoration services for heritage items, to enhance PRV and deepen consumer attachment within a sustainable framework.

ABSTRACT. Businesses have been grappling with the repercussions of data breaches with rising B2B buyer privacy concerns and costing firms millions of dollars due to the loss of sensitive data. While it has been proven that B2B data breaches can be damaging to suppliers who lose client information (Swani et al., 2024), there is a lack of research on prudent actions marketers could take to reduce the negative impact of B2B data breach severity. This research aims to investigate how proactive initiatives for building a strong privacy brand reputation can help lessen the negative effects of data breach severity experienced by buyers whose firm’s information is stolen in a breach.

ABSTRACT. This study investigates the evolving nature of brand relationships in B2B marketing, emphasizing the emotional and identity-driven dimensions often overlooked in traditional frameworks. While B2B relationships have historically been perceived as functional and rational, recent trends highlight the significance of emotional engagement, particularly through direct customer interactions with brands. Drawing from literature on B2C brand relationships and professional identity, the research examines how individuals within organizations develop brand connections that contribute to their professional identities. Through in-depth interviews with long-time customers of the brand HubSpot, two distinct types of brand relationships were identified: one that supports an existing professional identity and another that catalyzes the development of a new, brand-centered identity. Results also identity key brand elements that underpin each relationship type. The findings reveal that B2B brand relationships extend beyond transactional interactions, emphasizing the brand's role as a relational partner that influences professional identity construction. This study enriches B2B branding literature and offers practical insights for marketers aiming to cultivate deeper emotional connections with business clients, suggesting a shift towards a more holistic understanding of B2B brand relationships.

ABSTRACT. The rise of ESG (Environment, Social, Governance) frameworks, primarily used by investors to assess financial risks and opportunities of a company, also hold significant implications for marketing and brand management. B2B firms face increasing scrutiny from their own customers and tensions from their suppliers regarding their sustainability practices. Their brand image, therefore, becomes a key asset in navigating this complex ecosystem but no empirical research has analyzed this effect in B2B context to our knowledge. This research explores the specific interplay between ESG-related risks and opportunities and their impact on corporate brand image as perceived by its own managers and employees, using a case study of a food wholesaler and distributor in Canada. Following a series of semi-structured interviews with 22 managers of the company covering the different departments and an online questionnaire completed by 110 respondents (managers and employees), study's results indicate a significant negative association between environmental and social risks on brand image, and a positive effect between environmental and governance opportunities with brand image. Moreover, the results indicate that effective management of ESG opportunities can lead to increased brand trust, positive behavioral intentions and positive word-of-mouth among stakeholders, especially under a “ESG advocacy” brand positioning.

ABSTRACT. The purpose of this study is to establish a theoretical framework that marketing professionals and researchers can utilize to optimize the deployment of digital human avatars within global digital marketing strategies. This framework aims to inform investors about ongoing digital marketing transformations, equipping marketers to deliver scalable, personalized, and reliable digital self-service interactions that enhance user and customer experiences. The researchers employed a thematic analysis to uncover factors crucial for the successful implementation of digital human avatars. This involved conducting in-depth interviews with fourteen executives from digital human avatar development companies worldwide and analyzing ten podcasts and webinars featuring AI experts. The findings reveal that digital human avatars revitalize firms’ international dynamic marketing capabilities by integrating advanced technologies. These technologies transform user interactions, boost engagement, and facilitate knowledge management across various sectors and business units globally. This integration fosters a dynamic approach to managing brands, customer relationships, and marketing knowledge, providing significant value to both users and firms. The study's originality lies in examining the technological characteristics and practical factors essential for the successful adoption of digital avatars. It contributes to the emerging field of avatar marketing by highlighting dimensions such as outcomes, capabilities, applications, future implications, and challenges.

ABSTRACT. This systematic literature review examines consumer socialization within family contexts, emphasizing the underexplored concept of reverse socialization, where children influence their parents. While traditional research has focused primarily on how children learn from parents, often adopting a unidirectional perspective, this review highlights the importance of recognizing bidirectional dynamics in familial interactions. By applying Moschis and Churchill’s (1978) conceptual model, the paper identifies significant gaps in current literature. The findings reveal that digital environments and co-shopping experiences facilitate meaningful learning exchanges, underscoring the evolving nature of consumer knowledge in the family unit. This review advocates for an adapted theoretical framework to better capture the complexities of reverse socialization and calls for a shift towards qualitative and mixed-method research approaches to enrich our understanding of familial consumer dynamics.

ABSTRACT. This study investigates how economic remittances sent by migrants to their families in the Global South are influenced by “social remittances” shared through social media. Migrants often intend their financial support to be used for practical needs, yet recipients sometimes use these funds for pleasure-oriented purchases, leading to sender frustration and financial strain for the recipients. We propose that the emotional tone of social remittances—whether focused on pleasure or practicality—impacts spending behaviors. Data collection includes interviews, field experiments, and online tests. Findings aim to enhance understanding of transnational gift obligations, providing insights for improving financial well-being and family dynamics in cross-border contexts.

ABSTRACT. Existing research on private label brand preferences highlights the role that socioeconomic status (SES) may have on a consumer's price sensitivity and value consciousness, but little is known about how these constructs in childhood shape adult preferences for private label brands. Using partial least squares structural equation modeling (PLS-SEM) to test a conceptual model, results indicate that lower childhood SES is associated with higher price sensitivity but does not directly influence value consciousness or private label brand preferences. Additionally, results indicate that the relationship between price sensitivity and value consciousness is stronger among individuals from lower childhood SES backgrounds. These findings contribute to resource scarcity theory and economic socialization theory, emphasizing the lasting impact of childhood economic conditions on adult purchasing behavior. Practical implications are also discussed, providing insights that private-label marketers and brand managers may leverage to target price sensitive and value conscious consumers.

ABSTRACT. As global immigration continues to rise, supporting immigrants to integrate into their new countries is a significant societal and global challenge. Through qualitative data elicited from 17 immigrants to Canada, this research examines the decisions immigrants make when faced with disposal decisions regarding their most cherished possessions. Extant literature has long recognised the contribution of possessions to the construction of the self and how the disposal of favourite possessions can negatively impact consumer’s well-being. Our study contributes to the literature by focusing on a less studied area: the interim stage between consumption and disposal, where possessions are stored in a safe space awaiting the consumer’s final decision on whether to re-use or dispose of them. Our findings reveal that the transitional stage has three phases: short-term, long-term, and ongoing. Our insights contribute to the current consumer behaviour literature on the extended self, person-object relations, and object irreplaceability. Practically, findings have implications for policy makers and organizations who work with immigrants, to better understand the importance of the connection between immigrants and their cherished possessions, and immigrants’ need to cope with the emotional outcomes of losing those possessions, in order to develop strategies and policies to better foster integration and inclusion.

ABSTRACT. This research dives into the nuanced role of sensory inputs—ranging from the established audiovisual to the emerging olfactory, haptic, and gustatory modalities—in optimizing consumer experiences within virtual reality (VR). As the VR market is projected to experience substantial growth, understanding the interplay of these sensory inputs becomes crucial for crafting immersive and memorable user experiences that potentially enhance brand equity and consumer engagement. We propose a conceptual framework based on a comprehensive literature review, from which eight propositions flow. This paper makes several essential theoretical contributions to the sensory marketing and VR literature and also offers implications for managers seeking to integrate VR.

ABSTRACT. Technological advances hold the potential to revolutionize consumer sensory capabilities, such as enhancing, adding, and substituting senses, resulting in experiences beyond the traditional human senses (sight, hearing, touch, taste, smell). In this paper, we call these advances sensory technology, which can form specific sensory impressions during customer experiences. This review explores how sensory technologies can be applied during the customer journey to enrich experiences. We discuss the opportunities and challenges of engaging consumers in innovative sensorial experiences beyond the five senses. We also propose a research agenda on how sensory technology can transform potential research and applications in sensory marketing, including critical ethical questions that we must anticipate and capitalize on responsible marketing practices.

ABSTRACT. One of the challenges in online retail remains the inability of consumers to touch products before purchase. Because of this, consumers often have the wrong haptic expectations of a product, causing the product to turn out differently than expected. Many researchers have turned to immersive technologies such as augmented reality (AR), mixed reality (MR), and virtual reality (VR) in response to this challenge. These technologies can activate touch simulation or the mental imagery of touching a product. However, a direct comparison of immersive technologies is largely lacking. Due to this, it remains unclear whether there is a difference in immersive technologies’ ability to evoke touch simulation in order to create accurate haptic expectations, and why there is a difference between immersive technologies in evoking touch simulation. This research delves deeper into spatial presence as the mediating factor between immersive technologies and touch simulation. An experimental study with a 4 (AR, MR, VR, and website with 2D pictures) x 1 design is currently ongoing, shedding light on the process of creating accurate haptic expectations. New comparisons of immersive technologies will advance current knowledge, provide new avenues for future research, and allow us to make concrete suggestions about these technologies to retailers.

ABSTRACT. Fashion advertisements are omnipresent in the contemporary digital landscape, appearing on websites, streaming services, and social media platforms. These commercials, once an effective means for companies to engage consumers, now risk overwhelming audiences and inducing disengagement. "Ad fatigue" or "chic fatigue," which occurs when excessive exposure reduces rather than increases consumer interest, has been linked to prolonged exposure to polished, repeated graphics. This phenomenon has a particular impact on the fashion industry, which primarily relies on elements of exclusivity, creativity, and appeal. Grounded in the flow theory and the theory of semiotics, our study integrates neuroscientific metrics in a novel way to capture consumers' unconscious decision-making processes. Furthermore, it examines how consumers react to various non-verbal cues in advertisements, by employing neuroscientific methods. We aim to highlight the unconscious reasons behind ad disengagement and as disengagement from advertising is increasingly associated with better well-being, our research also looks at this phenomenon via a well-being lens, considering elements like stress reduction, mental health enhancement, and a shift towards a more mindful, less materialistic lifestyle. In particular, by using an integrated paradigm that blends semiotics with Flow theory, it expands upon the sophisticated theoretical investigation of ad disengagement.

ABSTRACT. Deeply rooted in sociology research, the concept of brand community has been attracting growing attention of marketing scholars and practitioners and is recognised among the most influential areas in brand management over the past two decades. However, despite the volume of publication in the brand community research, it appears that brand community markers tend to be neglected. The current exploratory study advances the conceptualisation of brand community by systematically examining and mapping its markers. The empirical material rests on two types of data: insights from past literature and exploratory study of community managers and members. Results show that brand communities are marked by four core elements of community. The engagement with the literature and interview data confirm the three markers in the literature namely consciousness of a kind, rituals and traditions and moral responsibility. The fourth marker is indicated as the brand being the ‘glue’ or the bonding object that binds brand communities together. Each community marker includes essential dimensions that are crucial for fostering a brand community. Additional dimensions that enhance and complement brand communities which suggest that brand communities may be categorized based on different degrees of member engagement or involvement are identified.

ABSTRACT. Brand experience plays a pivotal role in shaping consumer perceptions and outcomes, leading firms to prioritize its management to enhance brand resonance and differentiation. Emotional ties formed during brand interactions cultivate brand relationships, which are essential for fostering consumer engagement and loyalty. This paper investigates the connections between brand experience and key brand relationship constructs—specifically affective commitment, brand passion, and self-brand benchmarking—while also examining their effects on word-of-mouth and brand community participation. By employing the Stimulus-Organism-Response (SOR) theory, the research aims to clarify how brand experience serves as a stimulus that influences internal processes and drives consumer behaviors, thereby deepening our understanding of brand dynamics in today's marketplace. The study draws on three data sets comprising 637 respondents from Canada and the United States, focusing on service industries, to support all presented hypotheses.

ABSTRACT. Measuring brand equity is of vital importance to marketing practitioners and scholars. Academics and practitioners have developed a range of tools and metrics for measuring brand equity, but in the current fast-paced and transformational digital era, it may be that current metrics are not sufficient. The authors develop a conceptual understanding of the brand equity paradigm using practitioner and scholarly views. A practitioner-focused analysis is given on how companies can best understand and measure brand performance in a digital environment and take actionable insights, using the share of search, digital brand awareness, and digital brand sentiment constructs. The authors argue that digital brand equity metrics cannot be based only on social media and current digital metrics indicators but also must include a human side of the brand and the technology-consumer nuances. The study proposes a research agenda and highlights important research and policy questions in developing digital brand equity.

ABSTRACT. Hatejacking occurs when alt-right groups co-opt a brand to enhance their image and convey their values, as seen with the Proud Boys wearing Fred Perry's black and yellow polo shirts during the 2020 US election. This phenomenon can harm brands by negatively impacting their image, positioning, and equity, yet it remains underexplored in marketing research. This study suggests that hatejacking elicits righteous anger among (moral emotions) the brand's target consumers, leading to distorted brand perceptions, negative attitudes, and corrective actions like boycotts. Data collected from US consumers through an online questionnaire and analyzed with EQS 6.3 software revealed significant effects. Our findings indicate that hatejacking triggers negative moral emotions that affect brand hate, image, attitude, and trust. The paper also discusses managerial implications and offers guidance for future research and brand management.

ABSTRACT. Schizophrenia, a mental illness occurring mainly among young people, remains associated with inaccurate negative stereotypes. From a societal perspective, social communication research must understand the conditions for the effectiveness of demystification messages in order to help in the effective destigmatization of people suffering from schizophrenia. This paper experimentally compares a message, with and without a standard destigmatization structure, and delivered by an expert (doctor) vs. non-expert source (influencer). The results show the superiority in terms of destigmatization of a narrative message (podcast) targeting young people, provided that the latter respects a standard destigmatization structure and has a health influencer as its source. These characteristics of the destigmatization message, by improving the acquisition of knowledge about schizophrenia, allow the acceptance of greater social proximity with patients of schizophrenia. These results, in addition to their theoretical contributions, enhance our knowledge of persuasive communication with the aim of debunking information, and will enable public authorities and associations to develop more efficient communications to destigmatize schizophrenia.

ABSTRACT. Purchases made on Instagram are experiencing an unprecedented surge among young Generation Z girls, giving the network a major role in the socialization of consumption. Previous research on social networks has investigated new phenomena of virtual influence but has given little thought to the durability of the influence of close peers during the online customer experience. An exploratory study was carried out on 38 purchasing paths of young girls aged 16 to 25. To do so, they recorded their shopping activities on their phones and then took part in a semi-directive interview. The study identified and put into perspective the pre-experience, core-experience and post-experience phases online, but also transposed the multidimensional nature of the consumer experience, such as the sensory, emotional and cognitive dimensions. The final objective will also be to define whether and where the influence of loved ones still counts in the phases of the online customer experience on Instagram.

ABSTRACT. This research proposes to study the influence of menu layout on legibility, pleasure, constriction and purchase intention. The results are a continuation of the work carried out on the atmosphere of websites and the design component. The S-O-R model was used to conduct a computer experiment involving 416 web users. The results show the central role of legibility in assessing the relationship between menu form and purchase intention. We found that emotions did not mediate the relationship between menu shape and purchase intention. However, we observe a serial mediating effect of readability on pleasure and oppression in the relationship between menu layout and purchase intention.

ABSTRACT. Thrifting is the purchase of apparel in second-hand markets. Observer impressions of thrifting are important because negative associations may disincentivize such behavior. The present research, however, reveals observer impressions to be more positive for thrifting than other frugality tactics. Five studies (N = 1,546) show that observers have positive impressions of thrifters (as compared to other frugality tactics) and that observers impute to thrifters motives of horizontal (vs. vertical) differentiation. A key mediator of the positive effect of thrifting on observer impressions is imputed sustainability motives. The effect of thrifting on observer impressions has a side benefit such that negative associations of luxury display are mitigated under conditions of thrifting. These studies shed new light on the increasingly common practice of thrifting and suggest ways that marketers may leverage consumer interest in sustainability.

ABSTRACT. This structured abstract investigates how personality traits shape users' experiences of social presence (SP) and loneliness during influencer interactions in virtual reality (VR), framing VR within the metaverse as an expansion of social media. This study utilizes VR headsets, as recommended for immersive metaverse research. Through semi-structured interviews and ongoing quantitative analysis, we examine how varying levels of interaction – interaction versus passive observation – affect users’ SP and loneliness in VR, with these effects differing across personality traits. The qualitative findings reveal user preferences for immersive, realistic VR environments and varied expectations around influencer interactions. Research shows that interaction appears to enhance SP and reduce loneliness, passive observation may also benefit users with certain personality traits, suggesting a more nuanced approach to fostering social connectivity. If supported, these findings indicate that VR interactions can positively impact users’ psychological well-being by enhancing SP, with personality traits guiding optimal engagement methods. This research advances SP theory in VR and social media and offers practical insights for marketers and VR developers. By personalizing VR experiences to diverse user needs, VR can deepen social connection and community within the metaverse, addressing evolving social needs in this next phase of social media.

ABSTRACT. In this study, we examine consumer perceptions and decision-making in light of odd-even pricing and sales tax across high and low price levels. Prices ending in 9 or 0 are called odd-even pricing, and they influence consumer behavior, particularly among low-priced items. The addition of sales tax alters perceived value and influences purchasing decisions, especially for higher-priced items. A survey experiment conducted with college students can help understand how the combination of odd-even pricing and sales tax affects consumer perceptions. Tax-inclusive odd pricing will provide insight into consumer expectations and psychological biases by revealing the nuanced effects of tax-inclusive odd pricing which can guide retailers on pricing strategies.

ABSTRACT. The transition towards green consumption is becoming a globally vital topic of discussion and marketers are looking for guidance to effectively persuade consumers to buy products that could support this transition. The role of social media influencers (SMI) in enhancing green consumption is becoming prominent in marketing literature and has fascinated both academic scholars and industry professionals. This study explores the influence of SMI message design—specifically, narrative strategies (informative vs. admiring) and benefit appeals (self vs. other) in the green cosmetics sector. Grounded in the Persuasion Knowledge Model and Dual Process Theory, we examine how these message elements interact to shape consumer choices, with a focus on perceived diagnosticity as a mediator and benefit appeals as a moderator. The research design of the study is based on three online experiments using Gen Z respondents recruited through Prolific Academics. The data will be analyzed using ANOVA and PROCESS models. Findings will offer actionable insights for marketers and brands seeking to optimize influencer-driven campaigns, guiding the strategic selection of narrative styles to enhance message persuasiveness and consumer engagement in the green cosmetics industry.

ABSTRACT. Retailers encounter challenges in fully understanding consumers expectations for the future, and their ability to meet these expectations. The qualitative research "What do Consumers Expect from Retailers Today? The Great Gap between Utopia and Reality" explores how primary utopias currently shape consumption patterns and the roles retailers are called to play in achieving these utopian aspirations. Drawing on 25 interviews using the “magic wand” projective technique, the research elucidates three main types of utopias: the idealized shopping utopia, the sustainable merchant utopia, and the non-merchant utopia.

ABSTRACT. While most research on sustainability examines everyday product consumption, little is known about the significant life project of renovating one’s home. Therefore, this presentation, "How do Consumers Deal with (or not) Economic and Ecological Constraints when it Comes to Renovating One’s Home?" addresses this context. Based on an extended TPB theory and an ongoing data collection (11 in-depth interviews), preliminary results indicate that sustainable products are rarely considered without financial incentives, and are not typically part of the decision-making process.

ABSTRACT. As the second paper of the special session discussed the non-consideration of second-hand products despite their potential for achieving greater sufficiency, the third paper asks "How are Retailers Trying to Become Legitimate in Second-Hand Markets?". Drawing from data on second-hand offerings by 17 retailers across various sectors, it demontrates how retailers rely on narratives addressing the three pillars of legitimacy.

ABSTRACT. As ecological emergency exacerbates intergenerational injustices (IPCC, 2023), the paper entitled “Toward the End of Constant Consumerism? How can Retailers meet the Needs of Eco-conscious Young People?” focuses on young people. Drawing on 45 in-depth interviews, this research identifies the practices either adopted or rejected by eco-conscious individuals aged 17 to 25, which retailers can use to shape and market their offerings. The research delineates four key pillars for consideration in this context.