Purpose: This paper aims to examine the interesting but largely unexamined effects of pride-tagged money and surprise-tagged money on consumers’ spending and product-choosing behaviors. Design/methodology/approach: The present research utilizes experimental design and survey methods to...

Purpose: The purpose of this paper is to investigate the effect of framing idle item recycling appeals as gains or losses on influencing consumers' idle item recycling intention by assessing the mediating role of perceived impact and the moderating role of product attachment....

Purpose: The purpose of this paper is to explore the effect of cuteness and cool on the perceived quality of digital products, the mediating effect of brand perception (warmth and competence) and the moderating effect of the individual perception level. Design/methodology/approach: This paper...

Purpose The purpose of this paper is to explore the main effect of brand perception (brand warmth vs brand competence) on purchase intention, the mediating effect of brand love and the moderating effects of the emotional polarity of online reviews. Design/methodology/approach This paper utilizes...