European Journal of Marketing: Volume 55 Issue 6

The financial vulnerability trap: using latent transition analysis to explore the dynamics of consumers’ financial vulnerability over time

Arvid Hoffmann, Simon McNair, Jason Pallant

The purpose of the paper is to examine how psychological characteristics predict membership of and transitions between states of higher vs lower financial vulnerability – and vice…

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Felix Septianto, Nitika Garg

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing…

The effect of winning-losing perception on consumers’ variety-seeking behavior

En-Chung Chang, Beixi Wen, Xiaofei Tang

This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent…

Digital communication, value co-creation and customer engagement in business networks: a conceptual matrix and propositions

C.M. Sashi

Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner interest…

The face is the index of the mind: understanding the association between self-construal and facial expressions

Defeng Yang, Hao Shen, Robert S. Wyer

This study aims to examine the relationship between consumers’ emotional expressions and their self-construals. The authors suggest that because an independent self-construal can…

Long term effects of service adaptations made under pandemic conditions: the new “post COVID-19” normal

Joby John, Ramendra Thakur

This paper aims to propose an approach to examining the long-term impact of the COVID-19 pandemic on business, which presents a unique opportunity to study a hitherto-unavailable…

Retail disturbances: how should employees respond?

Aaron D. Arndt, Juliet F. Poujol, Béatrice Siadou-Martin

The customer retail experience is frequently interrupted by disturbances such as ringing phones and other people. Employees must be able to respond to retail disturbances…

Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks

Reo Song, Risto Moisio, Moon Young Kang

Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding…

Perfect social media image posts: symmetry and contrast influence consumer response

Alena Kostyk, Bruce A. Huhmann

Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer…

Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans

Hyejin Bang, Dongwon Choi, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim

Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural…