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This study aims to investigate whether brand positioning strategies influence individuals’ conformity in product choices and identifies the mediator and boundary condition of this relationship.

To test the hypotheses, three experiments were conducted, with data collected using an online platform.

The results indicate that local (vs global) brand positioning promotes consumers’ tendencies to conform in their product choice. Furthermore, this effect is sequentially driven by their perceived similarity with such positioning and the feeling of social connectedness. The influence of local (vs global) brand positioning on consumer conformity diminishes among consumers with a focus on similarity.

This study expands the consumer conformity literature by identifying a new antecedent of consumer conformity. It also introduces a novel downstream consequence of local (vs global) brand positioning on consumer behavior and provides a broader theoretical basis for understanding the psychological connotations underlying local (vs global) brands.

The profound impact of the COVID-19 pandemic on the film industry has underscored the growing significance of online movies. However, there is limited research available on the factors that influence the viewership of online films. Therefore, this study aims to use the signaling theory to investigate how signals of varying qualities affect online movie viewership, considering both signal transmission costs and prices.

This study uses a sample of 1,071 online movies released on the iQiyi from July 2020 to July 2022. It uses OLS regression and instrumental variable method to examine the impact of various quality indicators on the viewership of online movies, as well as the moderating effect of price.

After conducting a thorough analysis of this study, it can be deduced that the varying impacts on online movie viewership are attributed to disparities in signal transmission costs. Specifically, star influence and rating exhibit a positive effect on the viewership of online movies, whereas the number of raters has a detrimental impact. Furthermore, there exists an “inverted U-shaped” relationship between the number of reviews and online movie viewership. Additionally, within the consumer decision-making process, both price-cost and price-quality relationships coexist. This is evident as prices negatively affect online movie viewership but positively moderate the relationship between rating, number of reviews and online movie viewership.

The research findings of this study offer valuable insights for online film producers to effectively leverage quality signals and pricing, thereby capturing market attention and enhancing film profitability.

The purpose of this paper is to synthesize a polyacrylate-based dispersant with a determined target molecular weight for oily systems and to determine the optimal dispersant level and monomer ratio of the dispersant.

The dispersant was synthesized by conventional radical polymerization using methacrylic acid, butyl acrylate and dimethylamino ethyl methacrylate as the monomer. It was characterized by Fourier transform infrared spectroscopy, nuclear magnetic hydrogen spectroscopy, gel permeation chromatography and thermogravimetric analysis. The dispersant was used to disperse TiO₂, and the performance of the dispersant was evaluated by measuring the viscosity, particle size and dispersive force of the slurry.

The dispersant exhibited high thermal stability and was successfully anchored to the surface of the TiO₂ pigment. When used to disperse a TiO₂ slurry, it effectively made the TiO₂ slurry more fluid, indicating its strong viscosity-reducing properties. The viscosity, particle sizes and dispersion capabilities of the TiO₂ slurry were found to vary depending on the contents and monomer ratios of the dispersant.

P(MAA-BA-DM) dispersant increases the wettability of TiO₂ only in oily solvents but not in aqueous solvents.

P(MAA-BA-DM) dispersant makes it easier to disperse TiO₂ pigments in oily solvents, increasing the amount of pigment in the solvent and making the preparation of highly pigmented pastes easier.

A dispersant containing suitable carboxyl and tertiary amine groups was initially synthesized to disperse TiO₂ in an oily system. The findings are anticipated to be used in the formulation of pigment concentrates, industrial coatings and other solvent-based coatings.