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Peer-to-peer (P2P) secondhand resale platforms (SRP) are competitive places where different value systems beyond market values interact. This study aims to investigate the conflicts that may arise in interactions between users on SRP and the extent to which these conflicts are (ir)resolved, by drawing on economies of worth theory.

The study takes a qualitative and interpretative approach to examine 22 active users on P2P resales platforms such as Vinted, including in-depth interviews. Following the Straussian view of grounded theory, the study uses constant comparison (open, axial and selective coding) to analyze data on SRP users’ experiences.

Drawing on the economies of worth theory, the study shows that SRP users rely on four different value systems or “worlds” when using the platforms (market, domestic, green and civic worlds) that come into conflict, at either an interactional (three conflicts identified) or an individual (two conflicts identified) level. The findings reveal that these conflicts are temporarily resolved at the interactional level and in a sustainable way at the individual level.

This study sheds further light on the relationship between consumers on SRP by offering a more nuanced perspective on these exchanges than market-oriented exchanges. It also analyzes the data through the economies of worth theory, which is an appropriate lens to better understand social interactions and conventions. Finally, the study offers recommendations on how managers can improve buyers’ and sellers’ experiences on these platforms and, thus, foster their satisfaction.

This study aims to investigate the role of two structural factors – threat level depicted on fear messages and warning size – as well as two contextual factors – repeated exposure and type of packs – on pictorial and threatening tobacco warnings’ effectiveness.

A two (warning threat level: moderate vs high) × two (coverage: 40 vs 75 per cent) × two (packaging type: plain vs branded) within-subjects experiment was carried out. Subjects were exposed three times to pictorial and threatening tobacco warnings. Both self-report and psychophysiological measurements of emotion were used.

Results indicate that threat level is the most effective structural factor to influence smokers’ reactions, while warning size has very low impact. Furthermore, emotional arousal, fear and disgust, as well as attitude toward tobacco brand, decrease after the second exposure to pictorial and threatening tobacco warnings, but stay stable at the third exposure. However, there is no effect of repetition on the emotional valence component, arousal-subjective component, on intention of quitting or of reducing cigarette consumption. Finally, there is a negative effect of plain packs on attitude toward tobacco brand over repeated exposures, but there is no effect of the type of packs on smokers’ emotions and intentions.

Useful marketing social guidance, which might help government decision-makers increase the effectiveness of smoking reduction measures, is offered.

For the first time in this context, psychophysiological and self-report measurements were combined to measure smokers’ reactions toward pictorial and threatening tobacco warnings in a repeated exposure study.