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This paper aims to investigate how the use of varying amounts of makeup by sales personnel influences perceived salesperson trustworthiness and downstream purchase intentions/sales effectiveness.

Two studies were run with female and male makeup usage examined separately. In each study, a between-subjects, scenario-based experiment was run on Qualtrics in which participants were randomly assigned to conditions representing a salesperson with varying levels of makeup usage (none to glamorous/extreme).

Using ANOVA, the authors find that the glamorous/extreme makeup condition led to significantly lower perceptions of trustworthiness. Furthermore, mediation models for both studies found that increased salesperson makeup predicted lower perceived trustworthiness, resulting in lower purchase intentions and sales effectiveness.

Managers and salespersons can benefit from these findings through increased awareness of the “masking” effect of wearing too much makeup and the insight that more is not always better when it comes to the use of makeup to increase salesperson attractiveness and effectiveness.

Much work has been done in the past on attractiveness of salespersons in general and the “beauty premium.” The present work expands on this literature by examining a specific strategy, yet to be rigorously examined, that sales personnel may use to increase their attractiveness – makeup, and by identifying an “optimal” level of makeup usage.

The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt.

A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus failure × product type: hedonic versus utilitarian) on guilt and regret was implemented.

Following a successful event, the anticipated regret and guilt are lower for a hedonic product compared to a primarily utilitarian one. The effect was valid when the consumers were looking to buy both luxury and premium. In a situation following a failure, the anticipated levels of regret and guilt were lower for a product that was primarily utilitarian in nature; however, this effect only appeared when the participants were looking to buy both luxury and not premium.

People may feel more licensed to indulge in a hedonic premium or luxury product after a success and more licensed to indulge in a utilitarian luxury product after a failure.

The results can be used to understand how to optimize a marketing message of indulgence whether or not one deserves it.

The study provides novel insight into how anticipated guilt and regret may be evoked by the goal of buying a premium versus luxury product in combination with the product type and a consumer’s experience of a prior event.

Despite the strong intuitive appeal of personalization (through employees or, increasingly, through the use of software applications), relatively little is known about its role in managing service relationships. This study aims to explore the burgeoning area of technology‐mediated personalization and its effects on customer commitment to service relationships.

A theoretical perspective based on integrated reviews of service research and relationship marketing is developed and used to guide the exploration of personalization effects with qualitative data.

Personalization is not always good enhancement to service: its effects have contingencies and vary across the categories. Continuity personalization seems to be a promising area for researchers and practitioners.

Personalization effects should be rigorously studied. Continuity personalization seems to offer a promising area for future research.

The intuitive belief about personalization is probably misleading. Whether or not personalization strategies help service relationships depends on their capacity to generate positive inferences on dimensions of performance, benevolence, and value provision. Out of the three types, continuity personalization offers a promising strategic option for managing ongoing customer relationships if well implemented.

The counter‐intuitive insights into personalization effects on relationship continuity address issues of theoretical and practical concerns.

The purpose of this study is to develop understanding of the extended self-theory by focusing on the influence of other people in identity constructions as experienced in collectivist Eastern contexts. It specifically addresses the impact of being treated as an extended self on Arab-Muslim women’s identity constructions.

This study uses a qualitative research approach consisting of 23 in-depth semi-structured interviews. Nonprobability, purposive sampling is followed as the study targets Kuwaiti women who identify as former hijab/veil wearers. Sample diversity is attained in terms of Kuwaiti women’s demographical characteristics, including their age range, marital status and social class.

The findings of this study reveal paradoxes of experiencing the collective extended self through familial pressure to (un)veil and the strategies used by women to reject engaging with the collective extended self, including contextualizing, substituting and sexualizing the veil.

Existing studies related to the notion of the extended self are primarily conducted in Western contexts, and as such, are oriented toward personal accountability related to identity constructions. To complement this perspective and address the call for research on the extended self in collectivist societies, this study highlights the importance of recognizing the role of other people in influencing identity constructions in Eastern contexts.

This chapter examines the involvement of finance companies in the purchasing and leasing of Australian farmlands. This is a new global phenomenon as, in past decades, finance companies have lent money to farmers, but have rarely sought to purchase land themselves. We investigate and discuss the activities of the Hancock company – an asset management firm that invested in farmland in northern NSW. Material on the activities of Hancock and other investment firms were obtained from documents on the public record, including newspaper reports. Semi-structured interviews with community members were conducted in the region of NSW where Hancock operated. Australian agriculture is being targeted for investment by companies in the finance industry – as part of a growing ‘financialization’ of farming. While it is financially beneficial for companies to invest, they do not do so in ‘empty spaces’ but in locations where people desire to live in a healthy environment. The Hancock company was criticized by community residents for failing to recognize the concerns of local people in pursuing its farming activities. To date, there have been few studies on the financialization of farming in Australia. By investigating the operations of the Hancock company we identify a number of concerns emerging, at the community level, about an overseas company running Australian-based farms.

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty.

A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses.

From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty.

Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness.

This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

The purpose of this paper is to examine how perceived performance risk moderates consumers' evaluations of different types of promotions, including extra free product promotions (e.g. buy‐one‐get‐one‐free deals or BOGOFs) and price discounts (e.g. 50 per cent off). Some evidence shows that consumers prefer extra free products to discounts because of mental accounting, and the way that these different types of promotions are framed. This research explores a new moderating link in the consumer behaviour literature by showing that perceived performance risk, through its effect on a consumer's tendency to stockpile, moderates consumers' evaluations of extra free product promotions and price discounts.

This research uses a cross‐sectional experiment to manipulate perceived performance risk, type of promotion and promotion size, and measures consumers' value perceptions and purchase intentions. The experimental method provides greater internal validity and addresses calls in the literature for more experimental research in pricing and sales promotion studies.

The results indicate a clear and strong moderating effect for perceived risk on consumer value perceptions and preferences for extra free product promotions and price discounts. Specifically, for products low on performance risk consumers tend to attribute higher value to extra free product promotions than they do to discounts. The reverse occurs for products high on performance risk where consumers attribute higher value perceptions towards price discounts than they do to extra free product promotions. These findings have implications for a variety of different product categories including innovative new products, products with higher absolute promotion levels, and other categories where perceived risk is likely to vary.

These findings are consistent with and extend the literature on sales promotions by showing that existing theory holds for products low on performance risk, but that the theory should be extended for products high on performance risk. Therefore, retailers and managers should think carefully about how to frame promotions based on consumer perceived risk. The findings here highlight and present a more complete picture of the implications of different promotional types.

A variety of studies have examined consumer response to the design of a promotional offer (e.g. discount size, absolute versus relative amounts). Yet few studies have compared and examined consumer response to monetary and nonmonetary promotions. This study is the first study to examine the moderating role of perceived performance risk on consumer perceptions of different promotional frames and contributes by integrating literature in the area of perceived risk with literature in the area of sales promotions to provide a broader theory of consumer response to different promotional deals.

This study aims to assess the spread of environmental literacy graduation requirements at public universities in the USA, and to highlight factors that mediate the adoption of this curriculum innovation.

The author analyzed the undergraduate general education curriculum requirements at all 549 public BA-granting higher education institutions in the USA between 2020 and 2022.

The study found that only 27 US public universities out of 540 have an environmental literacy graduation requirement, which represents 5% of universities and is substantially lower than previous estimates.

First, this study provides a more complete, more reliable and more current assessment of the graduation requirement’s presence at US tertiary institutions, and shows the number of universities that have implemented this innovation is lower than was estimated a decade ago. Second, it draws from the scholarship on the infusion of sustainability into the university curriculum to provide a comprehensive discussion of factors that mediate the pursuit and implementation of the graduation requirement. As well, it identifies factors that played a key role in one pertinent case.

The study hypothesized that the impact of board diversity on financial distress (FD) is not direct but rather mediated by the firm’s corporate social responsibility (CSR) activities. Consequently, the purpose of this study is to examine the impact of CSR as a mediator in the board diversity–FD relationship.

The study examined six board diversity dimensions – age, gender, nationality, education and tenure in 81 nonfinancial Pakistan Stock Exchange (PSX)-listed firms from 2010 to 2021. The CSR engagement of the sample firms is evaluated using a multidimensional financial approach and the likelihood of FD is computed using Altman’s Z-score. The system-generalized method of moments estimator is used to meet the study objectives. In addition, several tests are run to determine the robustness of the study’s findings.

Based on the procedure for mediation analysis outlined by Baron and Kenny (1986), the authors found that CSR is significantly inversely associated with the likelihood of FD. Second, board diversity variables age, gender and national diversity were positively associated with CSR. Third, board age, gender and national diversity are significantly inversely related to FD. Finally, it was found that there is partial mediation between board age diversity and FD, whereas full mediation is shown between board age diversity and FD and between board nationality diversity and FD.

This study provides practical insights into PSX’s board diversity for companies, regulators and policymakers.

This research studies the connection between board diversity and FD. In addition, the current study extended the analysis by testing for the first time the mediating role of CSR in the diversity–distress relationship, particularly in the context of an emerging economy.