The Effects of Guilt-Appeal Intensity on Persuasive and Emotional Outcomes: The Moderating Role of Sponsor Motive

Studies examining the persuasive effects of guilt appeals have yielded mixed results. The current study hypothesizes that source motive (profit versus not for profit) is a key moderating variable underlying these inconsistences. A controlled experiment tested the moderating role of sponsor motive on the relationship between guilt-appeal intensity and persuasiveness of the appeal and ad liking. Findings confirmed the notion that sponsor motive moderates the effects of guilt appeals: When guilt appeals are commercially oriented there is a relative failure of high-intensity guilt appeals compared to moderate-intensity guilt appeals. Moderate-intensity guilt appeals cause more-positive brand attitudes than high-intensity appeals. Yet, when guilt appeals are nonprofit, increases in intensity of guilt communicated lead to positive results. As the guilt-intensity increased, ad liking and persuasiveness increased. It appears that guilt-appeal intensity did not have an effect on brand attitudes when the message was nonprofit.     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.     

供应商家长式行为导向与经销商建言行为：人情的调节作用

以渠道行为理论、中国本土社会心理学理论和家长式领导理论为基础,从中国传统文化的视角提出供应商家长式行为导向这一构念,将其细分为立威行为导向和施恩行为导向两个维度,并在供应商经销商关系中实证检验供应商家长式行为导向对经销商建言行为的影响以及人情的调节作用。以327份来自经销商的调查问卷为基础,研究结果显示：供应商家长式行为导向对经销商建言行为具有显著影响,立威行为导向会抑制经销商的建言行为,人情会削弱立威行为导向的抑制作用;而施恩行为导向会促进经销商的建言行为,人情会强化这一影响。     

Financial Attitudes in Family Firms: The Moderating Role of Family Commitment

This study investigates how family commitment moderates whether and how financial knowledge, positive experience with debt suppliers, and economic goal orientation affect owner–managers' attitudes toward debt financing in family firms. Using a sample of 280 German family firms, we find significant relationships between both financial knowledge and positive experience with debt suppliers and owner–managers' financial attitudes toward debt. Our findings show that family commitment moderates these relationships such that high family commitment increases the impact of prior experience with debt suppliers, though the effect of economic goal orientation is lowered and reversed. Overall, we contribute to research on financial decision making, capital structure, and social capital in family firms.     

Fish Consumers: Environmental Attitudes and Purchasing Behavior

The objective of this study was to expand on the limited awareness of the U.S. fish consumer. Measures were tested through a Web-based national survey. The final survey consisted of 40 questions, including environmental awareness, food neophobia, fish consumption, reasons for consuming fish, and demographic variables. Correlations and t tests were used to analyze relationships between eating fish in restaurants and other variables. Hierarchical cluster analysis was used to segment respondents into two groups based on their environmental awareness and neophylic/neophobic attitudes. EcoFish consumers were more likely to be male, eat fish for health and the environment, and eat fish at restaurants significantly more than the Indifferent Fish consumers. Restaurants can use these results to market to eco-friendly, health-conscious fish consumers.     

Drivers of and Barriers to Organic Purchase Behavior

Using a cost–benefit approach, this study is the first to jointly investigate supply-side factors and consumer characteristics that drive or hinder organic purchases. With scanner data that track actual purchase behavior in 28 product categories, the authors find that organic products are less popular in vice categories and categories with high promotional intensity and more popular in fresh versus processed categories. Biospheric values that reflect a person's concern for the environment and animal welfare increase organic purchases. Quality and health motives drive organic purchases only in certain categories, in particular categories with a low promotional intensity. Egoism and price consciousness act as barriers to organic purchases.     

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.     

From Decision to Run: The Moderating Role of Green Skepticism

This paper examines the impact of corporate ability, environmental attitude, and environmental knowledge on consumers’ purchase intentions, information seeking, and actual green purchase behavior; additionally, green skepticism is examined as a moderator of these relationships. A sample of Gokarn’s organic products consumers, in Tehran, is used. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software. The findings suggest that environment attitude and corporate ability are the main factors in building green purchase intentions and information seeking, while environmental knowledge is not a significant predictor. The results show that green skepticism has a significant moderation impact on the relationship between corporate ability and environmental knowledge, and information seeking.     

Identity Bias in Negative Word of Mouth Following Irresponsible Corporate Behavior: A Research Model and Moderating Effects

Current research has documented how cases of irresponsible corporate behavior generate negative reactions from consumers and other stakeholders. Existing research, however, has not examined empirically whether the characteristics of the victims of corporate malfeasance contribute to shaping individual reactions. This study examines, through four experimental surveys, the role played by the national identity of the people affected on consumers’ intentions to spread negative word of mouth (WOM). It is shown that national identity influences individual reactions indirectly; mediated by perceived similarity and sympathy. Consumers perceive foreign victims as different from the self and this reduces the sympathy experienced towards them. Sympathy is an emotion that shapes consumer reactions and regulates WOM. The study identifies two moderating processes of this effect. Individuals who score high on collective narcissism are most likely to be strongly biased against foreign victims. In-group bias is also moderated by the perceived severity of the crisis. When a case is perceived as very serious, perceived similarity plays a less important role in generating sympathy because consumers focus on the perceived suffering of the victims. Hence, in-group bias is stronger in cases perceived as having minor consequences. The paper contributes to the literature on corporate social irresponsibility and offers implications for both scholars and managers.     

Drivers of Green Supply Chain in Emerging Economies

In spite of the burgeoning interest in green supply chain management in Western developed countries and large emerging economies, little research exists on the topic in small emerging and developing countries. In this study, we surveyed firms based in Dubai to identify the main drivers of green supply chain management and their impact on supply chain greening. We discuss theoretical and managerial implications of the findings. © 2013 Wiley Periodicals, Inc.     

核心自我评价与个体创新行为:集体主义导向的调节作用

在区分个体创造力和创新的基础上,文章考察了225名企业员工的核心自我评价、集体主义导向与上司评定的创新行为的关系.结果表明个体创新过程中的创意产生和创意实施行为正相关;核心自我评价与创意产生正相关,但与创意实施无显著相关关系;集体主义导向在核心自我评价与创意产生和实施行为关系中均起调节作用:对集体主义导向较强的员工来说,核心自我评价对创新行为的影响反而较弱,对低集体主义导向的员工来说,核心自我评价对创新行为的影响则相对较强.文章最后对研究结果进行了讨论,并指出了研究的贡献与不足.     

Young Consumer's Green Purchasing Behavior: Opportunities for Green Marketing

This study aims to identify the key antecedents that influence young Indian consumers' environmental attitudes, which indirectly affect their green purchasing behavior. A model is proposed to test the impact of factors affecting environmental attitude and green purchasing behavior. A convenience sampling method was employed to obtain 730 usable responses from young students. The study explores the hypotheses that altruism, interpersonal influence, and environmental knowledge of young consumers affect their environmental attitude. A path analysis shows that environmental attitudes of young consumers affect their green purchasing behavior, demonstrating the attitude-behavior model. The article concludes by presenting theoretical and practical implications for future research in environmental psychology.     

消费者对绿色产品态度浅析

随着工业的发展,环境的逐渐恶化,人们的皮肤健康面临着严峻的挑战。绿色化妆品逐渐走入了人们的视野,并成为一个充满希望的市场。立足于中国市场,从绿色化妆品的定义入手,分析了影响消费者态度的因素,并提出了绿色化妆品营销的建议。     

The Effect of Agency Creativity on Campaign Outcomes: The Moderating Role of Market Conditions

This study examines the effect of agency creativity on campaign outcomes as moderated by different levels of market dynamism and competitive intensity. Using data from matched interviews of advertisers and agency creative teams in China, the study reveals complicated relationships among agency creativity, market conditions, and campaign outcomes. The impact of agency creativity on campaign outcomes is positive but the impact of excessive creativity is negative, and agency creativity is more powerful in high rather than low competitive intensity and in low rather than high market dynamism. Theoretical and managerial implications as well as directions for future advertising creativity research are derived from findings of the study.     

Negative Affect and Counterproductive Workplace Behavior: The Moderating Role of Moral Disengagement and Gender

There has been growing scholarly interest in understanding individual-level antecedents of counterproductive workplace behavior (CWB). While researchers have found a positive relationship between individuals’ negative affect and engagement in CWB, to date, our understanding of the factors which may affect this relationship is limited. In this study, we investigate the moderating roles of moral disengagement and gender in this relationship. Consistent with our hypotheses, we found that individuals with a greater tendency to experience negative emotions were more likely to engage in CWB when they had a higher propensity to morally disengage. Moreover, we found that this interacting relationship varied across men and women. We discuss the theoretical and practical implications of our findings and offer avenues for future research.     

游客行为变化对城市旅游目的地的挑战及其应对策略

城市旅游是全球增长最快的旅游类别之一。城市旅游目的地在相对较小的区域内密集提供不同类型的旅游产品,满足游客的多样需求。城市旅游目的地游客行为随着移动通信技术的发展、体验旅游的兴起和社会加速现象的出现而发生了变化,游客不再满足于城市的传统旅游景点,城市每一个充满体验价值的角落都可能成为游客的驻足之地。本文从城市居民、城市空间和城市旅游企业三个角度分析游客行为变化对城市旅游目的地的挑战,并从城市公共部门和私有部门两个维度探讨城市旅游目的地应对游客行为变化的策略。