Purpose: 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. Design/methodology/approach: Drawing upon the consumption-based affect regulation principle, this paper...

Purpose: This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach: Three experiments...

Purpose: This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives...

Purpose: This paper aims to examine how consumers make choices when they are faced with a fixed set of available options, consisting of both preferred and less-preferred choices, in the domain of food consumption. Specifically, the paper offers a novel perspective to predict repeated choice...

Purpose: This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach: Two experiments examining...

Purpose: Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize the benefits of unethical behavior without condoning the behavior itself. This paper aims to study how a...

Purpose: Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and...

Purpose: 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...

Purpose: This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion...

Purpose: This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company. Design/methodology/approach: Four...