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Previous research has shown that consumers prefer a bonus pack to a price discount for virtue foods, whereas they prefer a price discount to a bonus pack for vice foods. Acting as a guilt-mitigating mechanism, a price discount justifies consumers' purchasing behavior, allowing them to save money and consume less vice foods. However, for virtue foods, neither the anticipated post-consumption guilt nor the resulting need for justification lead consumers to prefer a bonus pack to a price discount. This study investigates whether product promotions remain effective with other moderating variables.

The authors use pricing tactic persuasion knowledge (PTPK), which refers to the consumer persuasion knowledge of marketers' pricing tactics, as a lens to understand whether the power of these promotions could be enhanced or mitigated. The authors inferred that increasing the frequency of exposure to these foods could positively influence consumers' purchasing choices. They conducted three studies to examine these effects. In Study 1, using pearl milk tea (vice food) and sugar-free tea (virtue food), the authors contended that consumers would prefer a price discount when purchasing pearl milk tea, but a bonus pack when purchasing sugar-free tea. In Studies 2 and 3, the authors varied the participants' frequency of exposure to photographs of people in everyday situations with vice (virtue) foods.

In Study 1, PTPK was shown to be more predictive of consumer choices regarding price discounts and bonus packs. In Studies 2 and 3, the authors contended that increased exposure to vice (virtue) foods increases the selection of vice (virtue) foods by participants who were unaware of having been exposed to vice (virtue) foods.

This research has not only made quite managerial and policy implications for marketing but also brought the theoretical contributions for marketing researches. This research demonstrates that either for vice foods or virtue foods, a price discount is preferred to a bonus pack.

This study aims to investigate the relationships between consumers’ perceived justice and their behavioral intentions and explores the effects of psychological contract violation on the relationships.

This study conducts sampling through the survey to consumers after restaurant dining. This study collected data from 400 respondents and analyzed the data with the structural equation modeling.

The results indicate that consumers who experience higher level of distribution justice and procedure justice are more likely to have behavioral intentions. This study also reveals that psychological contract violation is a partial mediator of the above relationships. Consumers will feel less psychological contract violation when they perceive more distribution justice and procedure justice and will not significantly affect them more likely to repurchase intention.

During restaurant service, if consumers feel distribution or procedure injustice, they are more likely to engage in negative word-of-mouth. However, the lack of significant and positive effect of interaction justice on negative word-of-mouth in this study can be because of other intervening variables, such as intensity. Furthermore, in terms of customer’s repurchase intention, the results indicate significant and positive effects for all three types of justice on repurchase intention.

Peer-to-Peer (P2P) lending, which makes borrowers and investors meet directly through online platforms bypassing traditional financial institutions, is an emerging financing market after the traditional financial institutions crushed during the global financial crisis from 2007 to 2009. P2P lending platforms meet the credit demand more efficiently and play a vital role for the credit market and economic activity. This study sheds light on whether the credit spread of P2P lending is well predictive of economic activity compared to the bond credit spread which has been fully investigated in prior studies. Our findings show that the P2P credit spread performs similarly in predicting the economic activity as bond credit spread only during the financial crisis. However, the predictive power of P2P credit spread becomes inverse during the noncrisis periods since P2P lending platforms provide an alternative and easier financing channel to individuals who hardly borrow money for refinancing from traditional financial institutions. This study highlights the alternative role of P2P lending platform in financing and provides the evidence of different predictive powers of P2P credit spread on economic activity in different time periods.

This study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these two types of customer engagement affect subsequent offline benefit for customers and online and offline benefits for firms. This study also investigates the antecedents of online game product engagement from the virtual experience perspective.

This study collected data from online gamers in Taiwan. Of the 580 responses, 548 were valid. Smart PLS 3 was used to test the measurement model and the hypotheses in the research model.

The conceptual model is supported. First, the findings show that learning, entertainment, flow and social interaction play key roles in explaining online game product engagement. Second, online game product engagement has a positive effect on online brand community engagement. Finally, online game product engagement and online brand community engagement are crucial drivers of customers’ offline benefit and firms’ online and offline benefits.

Four contributions are made by this study. First, this study explores firms’ online benefit (virtual item purchase intention) and offline benefits, including licensed product and co-branded product purchase intention. Second, this study explores the customer’s offline benefit (offline skill development). Third, it focuses on two types of customer engagement, including online game product engagement and online brand community engagement, and explores the relationship between them. Finally, the concept of virtual experience is used to explore the antecedents of online game product engagement.

The purpose of this paper is to examine the relationship between justice perceptions (distributive, procedural and interactional) and workplace bullying and to test the mediating role of psychological contract violation (PCV) in this relationship and the extent to which the mediation is moderated by power distance orientation (PDO).

The study draws upon quantitative data collected via self-reported survey questionnaires from 422 full-time Indian managerial employees working across different service sector–based Indian organizations.

The results revealed that justice perceptions (distributive, procedural and interactional) negatively correlated with workplace bullying. The hypothesized moderated mediation condition was supported as the results suggest that the PCV mediated the justice-bullying relationship and the PDO moderated this mediating pathway, i.e. indirect effects of justice (procedural and interactional) perceptions on workplace bullying via PCV were weaker for employees with a high PDO.

A cross-sectional design and the use of self-reported questionnaire data in the sample are few limitations of the study.

This study contributes toward a better understanding of the relationships between justice, PCV and workplace bullying. It also highlights the role played by individual cultural dispositions in influencing their perceptions of workplace bullying. Given the perceptual and subjective elements of workplace bullying, understanding how justice and workplace bullying are related in not only important theoretically but also critical from a practical standpoint.

To the best of authors' knowledge, this is the first study that links justice, PCV, workplace bullying and PDO in one study. This study is also important in terms of its context.