The role of perceived costs and perceived benefits in the relationship between personality and risk‐related choices

This paper considers how perceptions of costs and benefits can influence the association between personality and risky choice behaviour. We assessed perceptions and behaviours in six domains (ethical; investment; gambling; health and safety; recreational; social) using the DOSPERT and measured personality using the NEO PI‐R. Results from structural equation modelling showed that personality had a direct effect on risky choice behaviour in four domains (social, ethical, gambling and recreational risk‐taking). In addition, perceived costs and benefits mediated the relations between personality and risk‐taking in the five domains (social, ethical, gambling, recreational and investment risk‐taking). Evidence for a mechanism that integrates both direct and indirect effects of personality on behaviour is discussed.     

The Lived Experience of Food Sovereignty: Gender,Indigenous Crops and Small‐Scale Farming in Mtubatuba,South Africa

Food sovereignty has become a powerful concept to critique the dominant global food regime. Although it has not taken root in South Africa as fiercely as elsewhere, we use this concept to explore how one small‐scale farmer seeks to wean herself from the dominant food system in the small town of Mtubatuba, KwaZulu‐Natal. Using ethnographic methods and in‐depth interviews about this single intense and extreme case, we explore this farmer's commitment and argue that it constitutes what we call the ‘lived experience of food sovereignty’. If food sovereignty is concerned with small‐farmer control over decisions about food cultivation, distribution and consumption, we examine this farmer's praxis and explore the obstacles she faces. These include gendered and racialized agrarian questions, land struggles, social reproduction and perceptions of her indigenous crops. We also examine the networks, knowledge, systems and methods that have allowed her to cultivate her self‐reliance.     

Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

More and more business organizations are engaging in social initiatives to make a positive contribution to society. Cause marketing, such as CSR, is one of the many ways that firms can manifest social responsibility by pitching‐in where government solutions are few or takes time in implementation, and it is the only type that calls for consumer participation. Because customer participation is imperative for the success of the campaign, it must be designed to connect with consumers while also making them feel that corporate efforts are authentic and truly helping the cause and not exploitative of the social cause. Using fictitious brand, cause‐marketing campaigns were designed, and two studies were conducted to analyze the relationship between cause involvement, consumer attributions on firm's motive, and consumer attitudes towards cause campaigns, and if and how the relationship differs when consumer skepticism towards cause claims existed. Multivariate analysis performed for hypotheses testing suggests that cause involvement influenced campaign attitudes and the relationship was mediated by consumer attributions of firm's motive, and consumer skepticism towards cause campaigns affected the relationship.