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Article
Publication date: 15 June 2020

Weiyu Du, Di Fang, Yang Ye and Sainan Qiu

The purpose of this paper is to examine the influence of disorderly environment on consumers’ preferences for boundaries and the mediating effect of personal control in this…

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Abstract

Purpose

The purpose of this paper is to examine the influence of disorderly environment on consumers’ preferences for boundaries and the mediating effect of personal control in this process.

Design/methodology/approach

The authors examined hypotheses in two studies. In Study 1, the authors measured environmental orderliness, preference for boundaries and other control variables like positive and negative emotions. In Study 2, the authors primed participants’ concept of environmental orderliness and measured personal control as well as the same variables in Study 1.

Findings

Consumers in disorderly environments prefer bounded logos more compared to those in orderly environments. Personal control mediates the effect of chaotic physical environment on the preference for boundaries. Compared with the counterparts in the orderly environment, consumers in the disorderly environment have a lack of personal control, thus giving the preference to logos with boundaries.

Research limitations/implications

This paper discusses the mechanism of the process that the disorderly environment triggers the individual’s preference for bounded design, which enriches the research related to physical environment in the field of consumer behavior. However, it fails to examine the influence of disorderly environment on the preference for real bounded products and did not discuss the invisible boundary.

Originality/value

The impact of the disorderly environment on consumers’ boundary preferences, which the research focuses on, has further deepened the understanding of the boundaries, and to some extent, the authors filled the research gap in this field.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 1
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 8 August 2018

Sainan Zhang and Xiankai Jiang

The purpose of this paper is to synthesize and characterize a series of two-component aromatic waterborne polyurethane (2K-WPU) which is composed of non-ionic and anionic…

241

Abstract

Purpose

The purpose of this paper is to synthesize and characterize a series of two-component aromatic waterborne polyurethane (2K-WPU) which is composed of non-ionic and anionic polyisocyanate aqueous dispersion and polyurethane polyol aqueous dispersion.

Design/methodology/approach

The polyisocyanate aqueous dispersion was synthesized through non-ionic and anionic hydrophilic modification procedures. The values of the hydrogen bonding index (HBI) and molecule structures of WPU were obtained by Fourier transform infrared (FTIR). The thermal, mechanical and water resistance properties of 2K-WPU films were investigated.

Findings

The appearance of non-ionic polyisocyanate aqueous dispersion and anionic polyisocyanate aqueous dispersion was colorless translucent pan blue and yellow opaque emulsions, respectively. FTIR not only showed that 2K-WPU was obtained from the polymerization of polyisocyanate component and polyhydroxy component by polymerization but also showed that the content of hydrogen bondings of anionic 2K-WPU (WPU 2) was higher than non-ionic 2K-WPU (WPU 1). The glass-transition temperature (Tg), storage modulus and water resistance of WPU 2 were higher than WPU1, whereas the thermal stability of WPU1 was better than WPU 2.

Practical implications

The investigation established a method to prepare a series of 2K-WPU which was composed of non-ionic or anionic polyisocyanate aqueous dispersion and polyurethane polyol aqueous dispersion. The prepared 2K-WPU film could be applied as substrate resin material in the field of waterborne coating.

Originality/value

The paper established a method to synthesize a series of 2K-WPU. The effect of HBI value and the molecule structure of soft segment on the thermal stability, mechanical and water resistance properties of 2K-WPU films were studied.

Details

Pigment & Resin Technology, vol. 47 no. 4
Type: Research Article
ISSN: 0369-9420

Keywords

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