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A crisis period can reduce employees’ willingness to take risks, which are important predictors of organizational performance. Built upon the broaden-and-build theory of positive emotions, this study aims to examine the role of leadership’s behavioral change in promoting the willingness to take risks, as mediated by liking, at two different levels of task complexity.

An online survey has been answered by 281 employees of businesses with various scales, in different sectors in Indonesia. Indonesia was selected as it is among the countries with a high power distance culture. Hence, employees are expected to favor more directive leadership changes in the postpandemic context.

Drawing upon the broaden-and-build theory of positive emotions, this study found that leaders’ behavioral change toward a more directive approach promotes a willingness to take risks, as the employees like this change regardless of the task’s complexity level.

In an organization where the employees’ willingness to take risks is critical, the leaders should not simply adopt empowering leadership, as suggested by previous studies. However, leaders need to ensure that any change in leadership behavior during the transition period, either toward a more directive or empowering style, is favorable for the employees, regardless of the level of complexity of the tasks.

This study contributes to the literature by demonstrating that Indonesian employees’ willingness to take risks increases only when the employees like the change in the style of leadership to a more directive one regardless of the level of task complexity. In addition, Indonesian employees have not perceived any substantial change in their leaders’ behavior after the pandemic, and they remain neutral about this type of leadership.

The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects.

Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high; measured) × 2 (extrinsic religiosity: low/high; measured) × 2 (recognition: yes/no; manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia.

The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2).

The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia.

This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior.

This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.

The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the moderating role of recognition in this regard.

Two experimental studies were conducted to examine the interactive effect of organizational positioning emphasizing a binding (vs an individualizing) moral foundation and donation recognition on charitable giving. Study 1 was conducted in Indonesia, while Study 2 was conducted in the US.

This research demonstrates that individuals will give higher donations to an organization with a binding (vs an individualizing) moral foundation that provides donation recognition. Further, this effect is mediated by social identity signaling.

The findings of this research provide a novel perspective on how organizational positioning can influence whether donation recognition increases charitable giving. Moreover, the findings offer managerial implications to non-profit organizations developing effective charitable campaigns in terms of combining appropriate organizational positioning and donation recognition strategies.

Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention.

Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia.

The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention.

The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined.

Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives.

This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.

This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this study proposes that narcissism activates the status motive, and the relationship between narcissism, organization reputation and donation-related behavior can be explained by status motive.

The current research comprises two between-subject experimental studies that use both measured and manipulated narcissism subsequently, whereas the organization’s reputation was manipulated in both studies.

The results demonstrate that narcissistic consumers are more likely to donate and to share the donation advertisement when the donation organization is perceived as having a high (vs low) prestige. Further, the status motive mediates the effect of narcissism on donation decisions only when the donation organization is perceived as having high (vs low) prestige.

This research’s main limitation is that it only examines two alternate ways to improve perceived organization’s reputation (e.g. highlight the organization’s reputational features and link to reputable entities such as celebrities), although organizational literature suggests that perceived organization reputation can be improved in many ways.

From a practical perspective, social marketers and donation organizations potentially benefit from this research because it demonstrates that high narcissistic consumers potentially involve in donation-related behaviors more than consumers with low narcissism when the organization is perceived as highly reputable.

The current research contributes to the narcissism literature and adds to the evolutionary psychology theory by providing empirical evidence that narcissism, whether manifesting as a trait or a state, can activate a status motive that leads to prosocial behavior, but only when the donation organization is perceived as prestigious.

Two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which such messages are more or less effective compared to one-sided messages that only contain positive information. This research investigates the moderating role of the visual angle (close-up vs. long shot) of an image by drawing upon construal level theory.

This research reports two experimental studies employing a 2 (message: two-sided [positive and negative information], one-sided [positive information as a control condition]) × 2 (visual angle: near [close-up], distant [long shot]) between-subjects design.

The results demonstrate that two-sided messages paired with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity.

These findings provide insight into the impact of two-sided messages on advertising persuasion and provide guidance for marketers in developing effective communication strategies to leverage positive eWOM.

While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.

This research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.

Results show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.

The findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and whether consumers from different cultural and religious backgrounds will respond differently to this kind of advertisement.

A personal interview survey was used to collect the data. The respondents, 159 Koreans and 149 Indonesians, were female consumers in their twenties. They represent the target market of “The Face Shop” brand, whose advertisement was used in this research. Structural equation model was employed to test the hypotheses.

Overall results indicate that the use of Kkot Minam in cosmetics advertisement is effective in Indonesia. The findings also showed that religiosity affects Indonesian consumers’ attitudes toward Kkot Minam. However, when attitudes toward Korean wave were used as a moderating variable, the negative effect of religiosity on attitudes diminished.

Companies in emerging markets may use decorative male models in advertising once the social and economic status of women reaches a certain level.

The present study investigates the effect of a decorative male model on the attitudes of consumers with different cultural and religious backgrounds, using Korean wave as a moderating variable in the same research setting.

This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.

Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies.

Findings demonstrate that mortality-related sadness enhances donation allocations (Study 1), willingness to pay (Study 2) and favorable attitudes (Study 3) toward an advertisement promoted with a fresh start appeal. This effect is mediated by an appraisal of irretrievable loss (Studies 1–3). Moreover, the emotion’s effect only emerges among consumers who believe that their emotional experiences are stable (vs malleable) (Study 3).

This paper investigates the effects of negative (vs positive emotions). It would thus be of interest to explore whether different discrete positive emotions may also enhance favorable evaluations of fresh start appeals.

While fresh start appeals have been widely used by marketers and organizations, the extant literature in this area has yet to identify how marketers can leverage the effectiveness of such appeals. This paper highlights how a specific negative emotion can be beneficial to marketers in leveraging the effectiveness of fresh start appeals.

The findings of this research suggest a novel potential strategy for the regulation of sadness. Specifically, consumers experiencing mortality-related sadness show favorable evaluations of fresh start appeals, indicating they are seeking to dissociate themselves from the past.