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Despite its prevalence and serious negative impact on consumer behavior, marketing strategies and social welfare, little is known about how to effectively curb moral licensing. Drawing on research in warm-glow giving and virtue signaling, this paper aims to propose that social sharing can help alleviate the moral licensing effect; and this effect is mediated by moral self-regard and moderated by temporal distance.

Two experimental studies were conducted in a laboratory setting using large samples. In particular, Study 1 was designed to test the proposed main and mediation effects, and Study 2 was designed to further examine the proposed moderation effect.

Study 1 demonstrates after having shared a prior moral behavior on social media, people are more likely to engage in another moral act subsequently. This is because that sharing a prior moral behavior on social media leads to a drop in moral self-regard, which, in turn, boosts a subsequent moral intention. Study 2 further shows that after having shared a prior moral behavior on social media, when making a decision for the present, people are more likely to engage in a subsequent good deed; however, this effect is diminished when people are making such a decision for the future.

This work provides important implications for marketing managers and policymakers. In particular, this research suggests that social sharing can be an effective tool to encourage individuals’ consistent moral behavior so as to promote individual and collective well-being. Moreover, the findings demonstrate that temporal distance and social sharing can interact to reduce the moral licensing effect. In practice, this research contributes to the development of effective marketing strategies, particularly for those companies that aim to integrate sustainability into their business practices.

In contrast to previous research examining the cognitive approach to curbing moral licensing, this research explores a new, powerful behavioral approach to alleviating the moral licensing effect. Furthermore, this research consolidates previous findings on the relationship between identity signaling and self-regard, increases the scope of identity signaling research and offers a bridge between research on identity signaling and research on moral licensing. Finally, this research adds to understanding of moral licensing by showing that the moral licensing effect may vary depending on contextual factors and, therefore, is more malleable than previously thought, which opens up future research opportunities to explore when and how the moral licensing effect can be alleviated.

This paper aims to extend and complement research on reference groups by suggesting that two distinct types of dissociative groups – specifically, a near versus distant dissociative group – have differential impacts on consumer choices. While prior research has examined the impact of dissociative groups on consumer evaluations and responses more generally, there has been little attention paid to how different types of dissociative groups may affect consumer choices. The current research attempts to address this research gap by identifying two different types of dissociative groups and exploring how, why and the conditions under which they might exert differential impacts on consumer choices.

Four experimental studies test these ideas. Studies 1–2 were conducted on Amazon Mechanical Turk. Studies 3–4 were conducted in a laboratory setting at a large public university.

The findings suggest that consumers are less likely to buy a product if it is associated with a near dissociative group as compared to a distant dissociative group; and this effect is driven by construal-level mindsets. In addition, the proposed effect is moderated by group conformity such that for people low in conformity, the proposed effect holds; while for people high in conformity, they would not make a purchase as long as a product is associated with a dissociative group – regardless of whether it is near or distant.

For experimental control, the studies were conducted in the lab or using online participants, and thus might lack much of the richness of real field settings. Future research could seek to address these issues, perhaps, examining the effects of social distance to a dissociative group on consumer choices in a naturalistic environment.

This work advances an understanding of how different types of dissociative groups affect consumer behavior, with implications for marketing practices and public policymakers. First, the findings provide important insights into how to expand into a completely new market. Second, this research provides an important implication for launching a successful advertising campaign and designing an effective marketing segmentation strategy. Third, this research also offers important insights into how to pivot marketing strategies during a crisis. Finally, the research draws out the implications for policymakers to develop effective substance abuse prevention programs for children and adolescents.

To the knowledge, this is the first study to examine different types of dissociative groups and their differential impacts on consumer choices. Further, the current research complements prior research on reference groups by identifying the conditions under which a nearer social distance might lead to greater negative product evaluation. Finally, this research identifies the conditions under which the impact of different types of dissociative groups may vary, opening up new areas for research on why, how and when dissociative groups can affect consumer behavior.

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions.

The authors test their hypotheses in three laboratory experiments. Study 1 examines the effect of consumer creativity on brand evaluations. Study 2 explores the moderating effect of consumer creativity on perceived level of fit on acceptance of brand extensions. Study 3 replicates the authors findings in Studies 1 and 2 using a better representative sample and a different type of creative task.

Study 1 finds that consumer creativity results in a positive attitude toward brand; this effect is mediated by attitude toward the creative activity. Study 2 shows that creativity leads to a greater level of brand acceptance when the brand extension has a low fit with the focal brand. Study 3 further provides evidence of proposed effects using a different type of creative task with a more representative sample.

In the experiments, this study examined three types of online creative marketing communication activities. Future research could examine other types of consumer creative activities so as to enhance the generalizability of the findings.

Our results provide important implications for firms that intend to exploit the promises of online creativity-themed marketing communications. First, because consumers’ attitudes toward the focal brand hinge on their attitudes toward the creative activity, it is important that firms design their creativity-themed activities carefully, so that they are attractive to the users. Second, firms can exploit the creativity edge by launching new brand extensions that target creative consumers. This effect is even more pronounced when the brand extension exhibits a low fit with the focal brand. These guidelines suggest that firms’ investments in online creativity-themed marketing communications can pay off in terms of improved consumers’ attitudes toward the firms’ brands and brand extensions.

This research makes several theoretical contributions. First, the authors explore the important role of creativity in the context of brand attitudes and brand extensions. This study adds to extant consumer creativity literature by documenting the consequences of consumer creativity in terms of positive outcomes for firms. Second, by examining the mediating effect of attitude toward the creativity task, the authors broaden the scope of attitude-toward-the-site and attitude-toward-the-sponsorship-event research to the online marketing communications setting. Third, by showing that consumer creativity can facilitate the acceptance of distant brand extensions, this study also enriches extant brand extension literature.

National cultural heritage months often highlight superficial elements such as food, arts, crafts, and music, but behind these celebrations lie generations of pioneers who have shaped the historical and cultural heritage of America. Over the past seven years, in championing cultural awareness, the San Francisco Public Library has collaborated with the Asian American Studies Department at San Francisco State University, The Association of Chinese Teachers, and other community organizations to commemorate Asian Pacific Islander American (APIA) Heritage Month every year in May. This annual program illustrates how efforts led by APIAs have contributed to the historical, cultural, and literary landscape of America, affording them the recognition they deserve. Multicollaborative efforts led to the creation of a premiere APIA Biography Project (apiabiography.sfsu.edu) – a digital repository of instructional resources that educators across the nation can adapt to their curriculum. By bridging collaboration, public engagement, and community partnerships, public libraries unify multiple constituencies to educate the public on the diverse communities they serve.

This paper is a study of the current trends and conditions of electronic resources for Chinese studies, based on a recent survey on the Internet of 29 Chinese libraries in North America and eight Chinese libraries in China, Taiwan and Hong Kong. The survey discussed current electronic resources for Chinese studies, with a union list of major Chinese language databases currently used in libraries in Asia and the US. Current views on the use and development of electronic resources for Chinese studies were summarised.

The aim of this paper is to study the inhibition effect of environmentally friendly inhibitors; polyaspartic acid (PASP), Na₂WO₄ and the complex of PASP and Na₂WO₄ for brass and Cu30Ni alloy (B30) corrosion in simulated cooled water solutions.

The inhibiting effect was investigated in simulated cooled water solutions by potentiodynamic polarization (DC) and electrochemical impedance spectroscopy.

The results indicated that PASP and Na₂WO₄ both had an inhibition effect. A desirable inhibition effect was shown for brass and B30 corrosion at a PASP concentration of 15 mg/L. The best inhibition effects for Na₂WO₄ appeared at 10 mg/L for B30 corrosion and at 20 mg/L for brass, respectively. The combination of PASP and Na₂WO₄ showed a synergistic effect. The optimum ratio of PASP to Na₂WO₄ was 6:1 at the total inhibitor concentration of 20 mg/L.

This paper has for the first time showed that the two environmentally friendly inhibitors PASP and Na₂WO₄ had an inhibition effect for brass and B30 corrosion and the complex of PASP and Na₂WO₄ had good synergistic effect for brass and B30 corrosion in simulated cooled water solutions.

This paper aims to develop a low-cost hot-point which can facilitate the conductivity type of N-type and P-type zinc oxide (ZnO) films. In this study, a diode was made out of the N-type and P-type ZnO films, and current-voltage (I-V) characteristic measurements were conducted.

A low-cost hot-point probe consists of a soldering iron station, digital multimeter and a pair of probes. The setup is adopted to identify N-type and P-type ZnO films. In particular, P-type films have been deployed for the first time.

Hot-point probe setup has been successfully developed. Measurements of N-type films give a positive voltage reading, whereas P-type films give a negative voltage reading. The measured voltage dominates at 1 per cent for N-type Ga and at 15 per cent for P-type Na. I-V characteristics of the fabricated diode showed a similar trend to the conventional diode.

N-type has been often attempted. However, P-type has rarely been attempted because of the self-compensation effect in ZnO. There is a need to verify the conductivity type of ZnO films, especially P-type, as P-type films are not stable. The hot-point probe setup serves as a quick means to verify P-type ZnO films.

To the best of the authors’ understanding, this verification tool was developed and deployed to verify the N-type and P-type ZnO films. The P-type films are coated on top of the N-type films for diode I-V measurements.

Structural factors during Chinese and Japanese immigration and settlement processes required families to adapt in ways that altered traditional gender behaviors. This study examines how two factors – spousal immigration order and family economic structure – affected the gendered division of labor and how gender roles consequently were reconstructed for first and second generation Chinese Americans and Japanese Americans. These issues are investigated through secondary data analysis of 21 in‐depth interviews with daughters of Chinese and Japanese immigrants on the West Coast.

Recognizes the inherent conflict between multinationals’ (MNEs’) need to respond to local markets while using global integration to achieve economies of scale; and outlines relevant research from the fields of both economic and organizational theory. Criticizes the process approach based on normative theory and suggests that loose coupling theory is a more practical way of looking at MNEs. Discusses the application of these ideas to their management and identifies seven behavioural characteristics of loosely coupled systems (Weick). Links these to Doz and Prahalad’s (1991) criteria for assessing the applicability of organizational theory to MNEs. Considers the research implications and believes that MNE organization will eventually be seen, not as a special case, but as a general model.