We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.     

Well-being effects of extreme weather events in the United States

The increase in weather and climate disasters in recent years has prompted an interest in analyzing their consequences and the mitigation and adaptation measures that can help minimize their potentially large impacts on individuals’ welfare. We match thirty-one billion-dollar disasters with individual survey data from the Behavioral Risk Factor Surveillance System to estimate the effect of extreme weather events on the subjective well-being of U.S. residents. Our results indicate that natural disasters have a negative and robust impact on subjective well-being in the affected communities, and that, on average, this impact peaks 6 months after the event, and then decays over time. We then investigate the attenuating impact of health care access, flood insurance, and governmental assistance programs and find a partial compensating role for risk-transfer and relief measures. We also find that stronger emotional and social support mitigates the negative impact of natural disasters.     

Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective

This study examines how mannequins' physical conditions of display height and distance are related to consumers’ shopping motivations in generating mental simulation resulting in purchase intention. A 2 × 2 x 2 between-subjects lab experiment (n = 249) was conducted to address this question. The results reveal a significant three-way interaction effect of display height, distance, and shopping motivation. Specifically, it is found that for those with a dominant hedonic shopping motivation, a mannequin displayed up high generates greater mental simulation than one displayed down low, but for those with a dominant utilitarian shopping motivation, a mannequin displayed high and close to consumers generates greater mental simulation than one displayed low and close to them. This study also reveals that mental simulation mediates the influence of the interaction effect of “display height x distance,” moderated by shopping motivation, on purchase intention. Important theoretical and practical implications for retail managers are discussed.     

How virtual reality influences travel intentions: The role of mental imagery and happiness forecasting

Virtual reality can influence consumer behavior in powerful ways, but in the domain of tourism marketing, less is known about the psychological process. One possibility is that VR has stronger impact on mental imagery than traditional channels, creating vivid simulations of what it would be like to visit destinations. This process might create hedonic expectations of future happiness, which should increase the willingness to actually seek out the destination in real life. The results from a laboratory experiment provided support to this hypothesis. Participants were randomly assigned to view a nature destination either in traditional still images or virtual reality, and then reported their initial responses before making an actual consumer choice. VR exposure led to higher levels of mental imagery and happiness predictions, which in turn was associated with stronger travel intentions and purchasing decisions. However, VR effects on consumer choice were moderated by previous experience with the destination.     

How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory

Understanding customer needs is key for fashion retailers to stay competitive and innovative. Surprisingly, however, extant literature mainly explores customer needs in terms of a garment and its attributes rather than viewing shopping as a problem-solving process to meet customer needs. Moreover, these studies fail to address how customers meet their needs in-store (ISFR) and online fashion retailing (OFR). To fill this research gap, we empirically investigate customers' personal and social needs and how they can be met through the jobs-to-be-done theory. Findings reveal that, beyond the purchase of a garment, customer needs can be fulfilled through different ways, such as smart technology or a person's high interaction with social others in ISFR and the online shop experience or a social linkage without social interaction in OFR. Additionally, our findings offer potential service innovations for fashion retailing managers.     

高绩效工作系统能否抑制员工沉默?

在自我决定理论的基础上探讨高绩效工作系统对不同动机员工沉默行为的影响机制及差异性。研究结果表明：（1）高绩效工作系统对员工默许沉默、防御沉默和漠视沉默行为具有显著的抑制作用；（2）高绩效工作系统能通过自主需求满意度、能力需求满意度和关系需求满意度的提升降低员工的默许沉默行为；（3）高绩效工作系统能通过关系需求满意度的提升降低员工的防御沉默行为；（4）高绩效工作系统通过自主需求满意度、能力需求满意度和关系需求满意度的提升降低员工的漠视沉默行为。     

Promoting quality-of-life and well-being research in hospitality and tourism

There is an increasing interest in quality-of-life/well-being research in hospitality and tourism. The goal of this paper is to further promote the development and use of quality-of-life/well-being concepts in the discipline by reviewing seven major theories of quality of life and well-being (and their application in hospitality and tourism based on the research that I and my colleagues have conducted over the years) and suggesting future avenues of research. The theories discussed are self-congruity theory, self-expressiveness theory, bottom-up spillover theory, leisure benefits theory, goal theory, need hierarchy theory, and broaden-and-build theory.     

Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation

As offline retailers struggle to compete with online ones, the importance of a consumer’s ability to touch a product prior to purchase becomes important to study. Prior research has found inconsistent results on whether product touch facilitates consumers’ product-related decision making. Some studies report a positive effect, whereas others do not. The current research reconciles this inconsistency and draws retailing implications. Across three experiments, we show that the effect of product touch on consumers’ purchase intentions and willingness to pay for a product being evaluated is evident when consumers’ mental representation of the product is concrete, but not when abstract. We further show that perceived risk and perceived ownership simultaneously mediate this moderating effect of mental representation. Implications are drawn for both offline and online retailers.     

Using quantitative influence diagrams to map natural resource managers’ mental models of invasive species management

Despite the significant effect that invasive species have on natural values, the number and extent of invasions continue to rise globally. At least three dominant reasons explain why policy development and implementation can fail: differences in managers’ mental models of invasive species management; cross-agency responsibility; and poor planning and management (i.e., planning–implementation gap). We used a case study of cross-agency management of gamba grass (Andropogon gayanus) in Australia to explore the differences in organizational staffs’ mental models of management. The gamba grass invasion in northern Australia is continuing to expand and associated effects are increasing; coordinated action across agencies is needed to manage the expansion. Our aim was to examine how staff would represent their mental models as a diagram that we could compare between individuals and groups. We used cognitive mapping techniques to elicit models of 15 individuals from across 5 organizations, represented as an influence diagram, which shows the interrelationships that define a system. We compiled the individual influence diagrams to create a team model of management that captures the common connections across participants’ diagrams. The team model revealed that education, science, legislation, enforcement and property management plans were perceived to be the most important management tools to control or eradicate gamba grass. The Weed Management Branch was perceived to have the most central role in gamba grass management, while other organizations were perceived to have specific roles according to their core business. Significant positive correlations (i.e., shared perceptions) were observed across half of the participants, indicating that the some participants have shared models that could be used as a starting point for discussing the team model, clarifying roles and responsibilities, and potentially building consensus around a shared model. Dominant opportunities for improvement identified by participants were better use of management tools, namely education and enforcement, better coordination and collaboration between agencies and increased resourcing. Our research demonstrates the value and validity of using influence diagrams to explore managers’ mental models and to create a team model that could serve as a starting point for improved cross-agency natural resource management.     

The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences

Dining out at a restaurant is one of the most important parts of travelers' tourism experience. The purpose of this research was to examine the antecedents and consequences of travelers' need for uniqueness (CNFU) in their restaurant experiences. Based on a literature review, three theoretical antecedents (perceived firm innovativeness (PFI), perceived firm uniqueness, and brand prestige) and three theoretical consequences (utilitarian value, hedonic value, and behavioral intentions) were proposed. During this process, it was theorized that consumers' uniqueness-seeking behaviors can be strengthened and/or weakened by three psychological moderators: attention to social comparison information (ATSCI), face consciousness, and materialism. By integrating the theoretical arguments, a structural model was proposed. The proposed model was tested using data collected from 379 travelers who had dined out at a luxury restaurant in the past three months. According to the data analysis results, PFI, perceived firm uniqueness, and brand prestige were all confirmed to be important factors in enhancing CNFU. Furthermore, it was determined that CNFU bears a positive impact on behavioral intentions, an impact that is mediated by perceived value. Lastly, the moderating roles of ATSCI and materialism were found to be significant. In the latter part of this research, managerial implications derived from the data analysis results are discussed.