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To promote long-term sustainability and improve consumers’ quality of life, marketers can use artificial intelligence (AI) chatbots to initiate conversations about mindful consumption. Although anthropomorphic designs are integral for successful persuasion, there is scant research on how anthropomorphizing chatbots’ internal traits influences consumers. Integrating the Uncanny Valley Effect (UVE) and the Arousal-Biased Competition (ABC) theory, this study aims to investigate how a chatbot with a higher experiential mind shapes attitudes toward mindful consumption messages by examining people’s emotional responses (i.e. eeriness and amazement) and cognitive engagement.

Incorporating real-time interactions with a chatbot, this research adopted an online experiment with a one-factor, two-condition (a higher vs a lower experiential mind) design with eeriness and amazement as parallel mediators, leading to cognitive absorption and, consequently, attitudes toward mindful consumption messages in a serial manner.

This study found that a chatbot with a higher (vs lower) experiential mind simultaneously triggers higher levels of eeriness and amazement, leading to higher cognitive absorption and a more positive message attitude.

This study expands the current anthropomorphism literature by examining the effects of imbuing nonhuman agents with an experiential mind and emphasizing a nuanced view of emotional responses to anthropomorphized chatbots. The findings contribute to establishing a theoretical link between a chatbot’s experiential mind level and persuasion outcomes, offering strategic and ethical insights for anthropomorphized AI use in sustainability marketing.

Assortative selection exists as a theoretically and practically influential construct even though its potential effects remain hidden within the marketing discipline. This paper initially aims to introduce the explanatory and predictive power of assortative selection processes to marketing theory and practice. The second purpose was to conceptually develop and empirically refine an emergent assortative selection scale inside consumer-to-consumer (C2C) exchanges. The final purpose was to create a nomological framework through which the effects of assortative selection processes on three key marketing outcomes could be investigated, and the theoretical and managerial value of the newly validated construct might be justified.

A scale was developed that captures seven dimensions that purportedly comprise the assortative selection construct. Three studies were conducted to test three research propositions.

Study propositions were confirmed. Assortative selection was revealed to exist as a theoretically and empirically valid marketing construct. Assortative selection processes were also shown to influence three relevant, practical and desirable marketing outcomes inside C2C exchanges.

Like most theoretical efforts, this research features some limitations. One shortfall derives from an absence of real-world examples. A second limitation is that only three marketing outcomes were tested inside the nomological framework, while no antecedents to assortative selection processes were integrated into the model. Other attractive managerial outcomes that may be inspired or negated as consumer-buyers evaluate consumer-sellers through assortative selection processes are absent. Potential antecedents to the onset of assortative selection processes inside C2C exchanges should also be integrated into future models.

Consumer-sellers marketing themselves and their products inside C2C exchanges presumably aspire, as near-default conditions, to establish new or build closer relationships with consumer-buyers. The insights generated through an analysis of consumer-buyers’ applications of assortative selection processes revealed opportunities for consumer-sellers to leverage assortative selection to secure relational gains inside C2C exchanges. Specifically, opportunities were revealed for consumers-sellers to position their malleable interpersonal values more successfully and, by extension, their products to actual or prospective consumer-buyers.

This paper introduces a novel concept to the marketing literature. To the best of the authors’ knowledge, this paper is the first to theoretically and empirically validate the existence and practical utility that could accrue to consumer-sellers if they managed associative selection processes inside an expanding marketing domain, specifically C2C exchanges. This study is likewise the first to develop practical insights regarding how consumer-sellers might strategically respond to the effects that consumer-buyers’ assortative selection-based evaluations impose as they decide whether and from whom to purchase.

This study aims to address the challenge of encouraging customers to join hotels’ green loyalty programmes (LPs) by examining the impact on customers’ decisions of their trait reactance, anticipated guilt and the physical attractiveness of service employees.

The authors conducted three preliminary studies and one main study using scenario-based online surveys targeting Chinese hotel customers. The first two preliminary studies (N1A = 100, N1B = 158) explored the negative emotions (guilt vs. shame) linked to non-participation in green LPs, while the third study (N1C = 110) examined gender’s role in perceived physical attractiveness. The main study (n = 836) tested the three-way interaction effect.

This analysis confirms that guilt, rather than shame, plays a significant role in the decision-making process for participating in green LPs. The results reveal that trait reactance strongly deters participation intention when customers anticipate low guilt and perceive service employees as less attractive. Notably, higher anticipated guilt renders trait reactance ineffective in influencing intentions, regardless of employees’ attractiveness.

The results reveal that a high level of anticipated guilt is the key to boosting customers’ intention to participate in a hotel’s green LP, which can mitigate the negative impact of customers’ trait reactance.

To the best of the authors’ knowledge, this is the first study to demonstrate how anticipated guilt can lessen the negative effects of customers’ trait reactance on their intention to participate in green LPs. In addition, the findings reveal that guilt not only narrows customers’ attentional focus but also influences how the attractiveness of service employees affects their decision-making processes. the work introduces a new angle on how emotional responses (anticipated guilt) interact with physical cues (employee attractiveness) in shaping customer decisions concerning the hotel’s green initiatives.

This paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing reactions to realistic and less realistic images of an insect as an ingredient, this research investigated how visual imagery can affect consumers’ responses, reducing perceived disgust or increasing expected taste.

Three experiments studied the impact of realistic (photo) versus less realistic (drawing) images for two types of insects (mealworm, cricket) on consumers’ psychological distance from the image, perceived disgust, expected taste, willingness to eat, purchase intention and food choice.

Study 1 demonstrates that using a less realistic insect image reduces perceived disgust, with psychological distance from this image and perceived disgust mediating realism effect on willingness to eat. Study 2 shows that a less realistic insect image, perceived as more remote, improves expected taste and willingness to eat. Study 3 confirms the results by measuring behavior: consumers were more likely to choose the product with the less realistic image.

The research focused on one kind of product and two ways of depicting this product, limiting the generalizability of the findings for other visual representations and product categories.

The findings suggest how brand managers can use the image realism effect on the packaging of novel, sustainable products to influence consumers, reducing their disgust and increasing their expected taste.

This research breaks new ground by explaining how visual cues on packaging affect the acceptance of insect-eating, drawing on construal level theory.

Live streaming e-commerce, which integrates real-time video interaction with online shopping, has quickly become a popular sales channel. It not only allows for immediate feedback but also builds a sense of trust and connection between streamers and consumers. Drawing on the elaboration likelihood model (ELM), we investigate how central and peripheral route factors affect consumers’ trust building and purchase intentions. Additionally, we identify consumer involvement as a key moderator affecting the relationship between central route factors and trust in product as well as the relationship between peripheral route factors and trust in streamer.

To test the research model, we collected data from 423 consumers on TaoBao Live.

The findings show that information completeness, accuracy and currency positively affect trust in the product, while perceived physical characteristic similarity, streamer humor attractiveness and passion attractiveness positively affect trust in the streamer. Trust in the streamer positively influences trust in the product, which subsequently impacts purchase intention. Moreover, involvement moderates the effects of information accuracy, currency, perceived physical characteristic similarity and passion attractiveness on trust.

First, we examine the direct influence of product- and streamer-related cues on consumer trust and purchase intention through distinct pathways. Second, we adopt ELM to explain the process of consumer trust building by investigating how central and peripheral route factors influence purchase intention through consumer trust in live streaming settings. Third, we incorporate involvement as a crucial moderator, shedding light on the boundary conditions of trust building in live streaming e-commerce.

What kind of robotic service do customers prefer when they dine out alone? This study aims to investigate how robotic service type affects solo diners’ attitude toward robotic service and restaurant revisit intention, through the mediation of rapport. It also examines the moderating effects of the need to belong and restaurant type.

Three experiments were conducted. Study 1 used a one-factor between-subjects design to test the effect of robotic service type on rapport and solo diners’ responses. Study 2 conducted a 2 (robotic service type: service-delivery vs entertainment) × need to belong quasi-experimental design to examine the moderation of need to belong. Study 3 used a 2 (robotic service type: service-delivery vs entertainment) × 2 (restaurant type: traditional restaurant vs solo-friendly restaurant) factorial between-subjects design to test the moderation of restaurant type. A qualitative study (Study 4) complements the experimental results based on semistructured interviews.

Entertainment (vs service-delivery) robotic service has a stronger effect on solo diners’ responses, with rapport serving as a mediator. Additionally, solo diners with a heightened need to belong demonstrate an intensified rapport effect when receiving entertainment-oriented robotic service. Furthermore, restaurant type plays a moderating role between robotic service type and consumer responses. For traditional restaurants, solo diners who receive entertainment (vs service-delivery) robotic service tend to form stronger rapport and favorable responses. The results of the qualitative study elucidate and support the hypothesized relationships of the experimental studies.

Restaurant operators could consider offering entertainment-based smart devices that allow solo diners to indulge themselves during the dining encounter. Restaurants could also design environmental cues that can signify a sense of comfort, such as redesigning tables with individual seats for solo diners to enhance their perceptions of shared characteristics among other solo diners in the same space.

This research advances the literature on solo dining and robotic service, by investigating how human–robot interaction can fulfill solo diners’ relatedness goals, as self-determination theory suggests. This inquiry also represents an early attempt in the hospitality literature to empirically examine the influence of robotic service type on consumer responses through the mediation of rapport.

Artificial intelligence (AI) powered chatbot technology is increasingly used to handle customer complaints in the service recovery process. Built on the justice theory, this paper aims to explore the optimal way to utilize chatbots in handling customer complaints for service failure recovery and the moderating role of humor.

Two scenario-based between-subjects experimental design studies were conducted to examine the two aspects of justice in service failure recovery: Study 1 focuses on procedural justice manifested as perceived control and Study 2 on interactional justice assessed as social presence. Furthermore, the moderating role of humor is investigated.

The results indicate that both perceived control and social presence can improve chatbots’ effectiveness in handling service failures to regain customer satisfaction and the consequent revisit intention. However, humor shows opposite effects in the two studies: chatbots using humorous language in complaint handling may attenuate the positive effect of perceived control but enhance the positive effect of social presence.

The findings provide practical guidelines to the service industry regarding the optimal service design and technology deployment in customer service, particularly for an effective service failure recovery process.

This research contributes to the service failure recovery literature by investigating how the new service technology of AI-powered chatbots can effectively handle customer complaints for service failure recovery. Furthermore, the research reveals the nuanced effects of humor in different complaint-handling situations.

Visual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there is a research gap regarding divergent responses of consumers to perceived visual sustainability. This research aims to close this gap by providing deeper insights into the underlying mechanisms of perceived visual sustainability in package design. As a boundary condition, this work also investigates gender differences in response to a design’s visual sustainability.

To explore the mediating influences of cognitive (i.e. a product’s gentleness and power) versus emotional (i.e. moral satisfaction) attributes as well as the role of consumer gender in the perceived visual sustainability–purchase intention relationship, the authors extend previous research through three experiments.

Study 1 provides initial evidence supporting the main effect of perceived visual sustainability on purchase intention. Findings of Study 2 show that moral satisfaction serves as a significant driver of purchase intention for females, while power-related attributes are more influential for males. Study 3 provides additional evidence for the main effect, the interaction effect with consumer gender and underlying mechanisms.

These findings have important implications for marketers and designers aiming to design packages that appeal to different consumer groups based on their (gender-specific) values regarding visual sustainability.

This work extends the literature on green behavior by highlighting the importance of perceived visual sustainability as a factor that influences purchase intention and the role of cognitive versus affective mechanisms in shaping consumer responses to design sustainability.

Accurate and rapid tracking and counting of building materials are crucial in managing on-site construction processes and evaluating their progress. Such processes are typically conducted by visual inspection, making them time-consuming and error prone. This paper aims to propose a video-based deep-learning approach to the automated detection and counting of building materials.

A framework for accurately counting building materials at indoor construction sites with low light levels was developed using state-of-the-art deep learning methods. An existing object-detection model, the You Only Look Once version 4 (YOLO v4) algorithm, was adapted to achieve rapid convergence and accurate detection of materials and site operatives. Then, DenseNet was deployed to recognise these objects. Finally, a material-counting module based on morphology operations and the Hough transform was applied to automatically count stacks of building materials.

The proposed approach was tested by counting site operatives and stacks of elevated floor tiles in video footage from a real indoor construction site. The proposed YOLO v4 object-detection system provided higher average accuracy within a shorter time than the traditional YOLO v4 approach.

The proposed framework makes it feasible to separately monitor stockpiled, installed and waste materials in low-light construction environments. The improved YOLO v4 detection method is superior to the current YOLO v4 approach and advances the existing object detection algorithm. This framework can potentially reduce the time required to track construction progress and count materials, thereby increasing the efficiency of work-in-progress evaluation. It also exhibits great potential for developing a more reliable system for monitoring construction materials and activities.

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable scenarios of virtual streamers are still unclear. Focusing on product attribute variances, this paper compares the livestreaming effects of virtual and human streamers to clarify the applicable scenarios for each and assist companies in strategically choosing suitable streamers.

We conducted four experiments utilizing both images and video as stimulus materials, and each experiment employed different products. To test the proposed model, a total of 1,068 valid participants were recruited, encompassing a diverse group of individuals, including undergraduates and employed workers.

The results indicate no significant difference between virtual and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence their willingness to accept virtual streamers.

This paper is the first to compare the effects of virtual and human streamers in promoting different products to enhance our comprehension of virtual streamers. Given the potential risks associated with human streamers, a comprehensive understanding of the role of virtual streamers is imperative for brands when deploying live-streaming commerce activities.