Search results

This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues.

Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection.

The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects.

The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives.

This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.

Grounded on the X Reality framework and human–machine collaboration, this study aims to explore the potential of immersive augmentation through artificial intelligence (AI) service robots for promoting social inclusion in the hospitality industry.

Three experimental studies across diverse hospitality contexts examine the effects of immersive augmentation using inclusive-AI service robots compared to standard-AI robots. The studies also uncover the underlying process of perceived ethicality and the moderating role of customers’ familiarity with AI.

The results indicate that immersive augmentation through inclusive-AI service robots generates higher levels of supportive tipping behavior (Studies 1 and 3), superior buying intentions (Study 2) and an increased likelihood for customers to pay a premium price (Study 2). These effects are mediated by perceived ethicality (Studies 1–3). However, the impact of immersive augmentation for social inclusion is contingent upon customers’ familiarity with AI: customers with high familiarity with AI exhibit lower levels of supportive tipping behavior (Study 3).

The findings emphasize the importance of perceived ethicality and customers’ familiarity with AI in determining the effectiveness of immersive augmentation for social inclusion in hospitality.

This study contributes to the literature by exploring the potential of immersive augmentation using AI service robots for social inclusion in hospitality. It offers novel insights by highlighting the importance of perceived ethicality and customers’ familiarity with AI. The findings provide valuable guidance for hospitality managers seeking to leverage AI technology to foster social inclusion.

This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation.

The authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality.

The findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation.

The findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.

The digital revolution has changed consumer–service provider interaction, spawning a new generation of FinTech. This paper analyzes consumers' reactions to artificial intelligence (AI) (vs human) decisions.

The authors tested their predictions by conducting two experimental studies with FinTech consumers (n = 503).

The results reveal that consumers' responses to AI (vs human) credit decisions depend on the type of credit product. For personal loans, the rejection by an AI provider triggers higher levels of satisfaction compared to a credit analyst. This effect is explained via the perceived role congruity. In addition, the findings reveal that consumers’ rejection sensitivity determines how they perceive financial services role congruity.

To the best of the authors' knowledge, this research is the first to jointly examine AI (vs human) credit decisions in FinTech and role congruity, extending prior research in the field.

This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings.

A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological factors of brand familiarity.

Brand familiarity has stronger positive impacts on attitude formation under particular advertising tools (online and real advertising), product types (hedonic and mature products) and brand characteristics (memory-based recall). The findings also depend on methodological factors such as student samples, laboratory settings and non-estimated effect sizes.

This meta-analytic study reconciles prior inconsistencies and advances the understanding of brand familiarity across key advertising, product and brand moderators.

This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).

Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).

Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.

The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.

Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.

This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas abstract mindsets boost self-relevance goals.

In four studies, this research examines the moderating role of construal level on health messages and the underlying mechanism of goal pursuit.

Results demonstrate that concrete (vs abstract) mindsets increase consumers’ intent to engage in cessation behaviors when exposed to rational (vs emotional) messages. Consistent with this study’s theorizing, the authors found that self-improvement goals underlie the effects for concrete mindsets, whereas self-relevance goals mediate the effects for abstract mindsets.

The reported effects are limited to health messages focusing on cessation behaviors.

This research can help public policymakers to design more effective health messages to foster specific cessation behaviors – quitting smoking and reducing drinking – focusing on concrete (vs abstract) mindsets and rational (vs emotional) messages.

This investigation highlights construal level as an important moderator for message appeals (rational vs emotional) on cessation behaviors, along with the underlying mechanism of goal pursuit, thus contributing to health marketing literature.

Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride.

Three experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3).

The findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands.

The study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.

This paper aims to analyze how judgment bias (optimism vs pessimism) and temporal distance influence self-control decisions. This research also analyzes the mediating role of perceived control on judgment bias and temporal distance.

Three studies (one laboratory and two online experiments) analyze how judgment bias and temporal distance influence self-control decisions on consumers’ willingness to pay.

The findings uncover an important boundary condition of temporal distance on self-control decisions. In contrast to previous research, the findings indicate that individuals exposed to optimism (vs pessimism) bias display more self-control in the future and make choices that are more indulgent in the present. The findings also reveal that perceived control mediates the effects of judgment bias and temporal distance.

The findings help managers to adapt short- and long-term marketing efforts, based on consumers’ momentary judgment biases and on their chronic judgment bias orientation.

This research contributes to the literature on self-control and temporal distance, showing that judgment bias reverses previous research findings on self-control decisions.

This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.

A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).

The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.

This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.