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Customers can be territorial, which results in reactive behaviors that can hurt firm profitability. This study aims to expand the typology of customer territorial responses previously identified in the environmental psychology and marketing literature.

The authors use a mixture of quantitative and qualitative approaches. The exploratory studies elicit and test a typology of consumer territorial responses using critical incident technique and factor analysis. Two surveys use the typology. Study 1 examines intrusiveness in grocery store settings. Study 2 expands the model with specialty store shoppers to examine how rapport, employee greed, entitlement and time pressure interact with intrusion pressure and relate to customer territorial responses.

The results indicate a new category of territorial responses – deferential verbalizations – and show relationships between intrusion pressure and deferential actions, retaliatory verbalizations, retaliatory actions and abandonment. The relationships are affected by the moderators, including rapport, which interacts with intrusion pressure to increase the likelihood of switching.

Collecting data near closing time restricted observations and consumer time to participate using self-report data. The results should be replicated with other populations and service providers.

Managers should monitor customer treatment during closing time. The results indicate consumer responses to closing time cues not only impact their shopping trip but also affect whether they will patronize the store in the future.

The study provides an expanded typology of territorial responses, identifies moderating factors that may affect responses and links employee intrusiveness and territorial responses to store patronage.

The purpose of this paper is to investigate whether consumers experience territory infringements during interactions with other consumers on firm-managed social media pages and, if so, how consumers respond. In offline contexts, feelings of territoriality affect consumers’ responses to other people in ways that are detrimental to the firm. Less is known about the effects of territoriality in response to consumer-to-consumer interactions on social media. Firms need to understand the implications of these interactions as they encourage consumer engagement on firm-owned social media pages.

The current research examines whether territorial consumer behaviors occur in response to co-consumers on social media pages for a brand (Study 1) and a product (Study 2) using experimental studies.

The studies provide evidence that a perceived territory infringement by a co-consumer can provoke retaliation toward the co-consumer and reduce engagement on the firm-owned social media page. Psychological ownership toward the product or brand amplifies these effects.

The findings were robust in the experimental scenarios that featured a brand and a product. However, future research should validate the results in a field study and include other brands and products.

The findings highlight conditions under which consumer-to-consumer interactions can decrease social media engagement on firm-owned social media pages.

The manuscript is the first to examine how territoriality and psychological ownership relate to negative consumer responses following consumer-to-consumer interactions on social media.

In the digital era, creativity is pivotal in marketing, particularly in advertising, where mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of how advertising creativity influences consumer decision-making remains understudied. We scrutinize how MSAs’ creativity influences consumers' purchase and sharing intentions.

This study uses 40 selected creative MSAs to collect a total of 666 valid questionnaires.

The results show that the exertion of creativity in MSAs positively impacts consumer intentions through perceived surprises and mental simulation, with the optimal stimulus level moderating these effects.

Our findings provide practical recommendations for brands and advertisers, mainly in terms of the impact of advertising creativity on advertising content strategy, helping them to create effective advertising to capture market and traffic by focusing on the content (relevance) and format (novelty) of advertising.

This study conducted in-depth research using the cognitive-affective-behavior (CAB) paradigm, integrated with mental simulation theory and the optimum stimulation level theory. Innovatively, we developed a model of the consumer decision-making process based on creativity, which enhances the research on the mechanisms underlying the consumer decision-making process.

Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’ data has been at the forefront of consumers’ minds, practitioners and academics alike need to understand consumers’ perceptions of the ethics of gamification. This paper aims to explore and provide preliminary evidence on young consumers’ perceptions of gamification and the ethics involved in these strategies used by firms.

The authors conducted two studies using a mixed-methods approach to gain a foundational understanding of young consumers’ perceptions of gamification. In Study 1, interviews provided initial insights and helped inform an exploratory survey administered in Study 2 to 161 young consumers attending a university in the southwest region of the USA.

The findings indicate that consumers have positive attitudes toward gamification tactics as long as the rewards are sufficient. Further, consumers do not find gamification as unethical as long as they have control over having the ability to opt-in.

Previous research has examined gamification from several contexts including health care, education and the workplace. However, there is little research that focuses on gamification from the consumers’ perspective, specifically the young consumer. As more firms are using gamification tactics such as on their mobile applications, it is critical to understand how young consumers perceive gamification and how that can impact the consumer-brand relationship. This research offers two studies as a first step in investigating young consumers’ perceptions of gamification tactics firms use and offers several future directions.

Domestic law enforcement increasingly utilizes military tools and techniques in traditional policing activities. An increased militaristic approach is not without controversy, given the many high-profile incidents involving such tactics that have resulted in tragedy. We seek to assess specific views of policymakers who implement such strategies by measuring the attitudes of Texas sheriffs on these measures.

In late 2019 and early 2020, a census was completed with Texas sheriffs to better understand their attitudes about the use of military tactics. A robust return rate captured the views of 142 (56%) respondents from a diverse set of rural and urban counties. Opinions on the appropriateness, effectiveness and necessity of military techniques were measured.

Results indicate Texas sheriffs strongly support the use of military tools and techniques, believe they protect officer safety and should continue to be taught and utilized by law enforcement when appropriate.

Secondary consequences of police militarization may counteract its desired positive outcomes and lead to significant risks for officers and citizens alike. Strong police support makes the reduction in use of these tactics unlikely, but these results give opportunity for consideration of such policy to all law enforcement agencies.

It is the first study to examine county sheriffs' perceptions of militarization since the events of Ferguson, Missouri and provides a very recent assessment of views from a population of leaders both integrated into policy decisions and intimately accountable for policy implementation.

This paper aims to explore the moderating impact of four moderators, namely, retailer brand strength, customer’s perceived purchase regularity, gender and purchase channel (online and offline) on the relationship between relationship marketing investments (RMIs) and customer gratitude, and customer gratitude and customer loyalty. The context of research is the purchase of a high-involvement product by Indian customers.

This study adapts Huang RMIs-Gratitude-Loyalty model and empirically validates the associated hypotheses using structural equation modeling. Data is collected through the survey method.

The study (N = 385) results suggest a significant impact of preferential treatment and interpersonal communication investments on customer’s feeling of gratitude toward the retailer and, consequently, on loyalty. Purchase channel, gender and, to a lesser extent, customer perceived regularity each moderates the relationships between marketing investment and gratitude, and that between gratitude and loyalty; surprisingly, retailer brand is not a significant moderator.

Future research can factor in the impact of loyalty program on the proposed relationships.

This research offers helpful guidelines for retailers, especially for those who currently have a multichannel presence and invest or plan to invest in relationship marketing to obtain benefits from customer loyalty.

This investigation explores not only the relevance of RMIs–gratitude–loyalty model in the Indian retail context but also the influence of moderating variables on the retailers’ efforts of gaining consumer loyalty.

Early childhood education (ECE) workers (educators and caregivers) play an important role in fostering an effective learning environment for children. However, the alarming turnover in this profession has made it incredibly difficult for ECE programs and employers to retain and support this segment of the workforce. The purpose of this exploratory qualitative inquiry is to answer how early childhood workers experience workplace thriving.

Semi-structured interviews were conducted with employees of a community-funded childhood education and care program. A stratified random sampling technique was used to interview the employees who (i) had successfully completed the probationary period; (ii) qualified as ECE workers based on their job description or the human resources coordinator’s assessment. Interviews were conducted till the point of data saturation. Thematic analysis revealed how ECE workers professionally thrive at multiple levels.

The findings were clustered into five broader spheres in alignment with the social-ecological framework. The personal sphere showcased workers’ passion, work meaningfulness, value system and skill transferability. The microsystems included children, parents, workplace friends and managers as influencing actors. In the mesosystems, leadership processes and managerial support emerged as salient factors. The exosystems captured organizational objectives, job characteristics and work environment. Finally, in the macrosystems, industrial norms, labor market dynamics, and community-building informed workplace thriving of this population.

The current research applies the social-ecological lens to analyze the factors that help ECE workers professionally thrive. The social-ecological framework not only identifies multi-level recommendations but also the human resource management (HRM) interventions at the levels that need the most attention. The current research is among the first to analyze ECE workers’ professional thriving from an HRM viewpoint.