‘Generation Rent’ and The Fallacy of Choice

The now widely used term ‘Generation Rent’ reflects the growing phenomenon in the UK of young people living in the private rental sector for longer periods of their lives. Given the importance of leaving home in youth transitions to adulthood, this is a significant change. It is further critical given the rapid expansion of the private rented sector in the UK over recent decades and the more limited rights that private tenants have. This article draws on qualitative evidence to highlight the impact this has on young people's lives, and broader patterns of social‐spatial inequality. Our research highlights that, whilst young people retain long‐term preferences for homeownership, they nonetheless deconstruct this normalized ideal as a ‘fallacy of choice', given its unachievability in reality. Influenced by the work of Foucault, Bourdieu and Bauman, we emphasize how these dominant norms of housing consumption are in tension with objective reality, since young people's ability to become ‘responsible homeowners' is tempered by their material resources and the local housing opportunities available to them. Nonetheless, this does not exempt them from the ‘moral distinctions' being made, wherein renting is problematized and constructed as ‘flawed consumption'. These conceptual arguments advance international scholarly debates about the governance of consumption, offering a novel theoretical lens through which to examine the difficulties facing ‘Generation Rent’.     

Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a nonassertive message using could, might, and worth. South Koreans do not show the reactance response. Study 2, an energy-saving campaign, conceptually replicates the findings and further shows that perceived threat to freedom mediates the effects. Study 3 uses a realistic setting (i.e., online magazine) to further support the hypothesis that cultural differences affect attitudes toward assertive messages, but adds perceived politeness as an underlying second mediator.     

The Wealthy Hand-to-Mouth Households in South Korea

This study establishes the stylized facts on household balance sheets in South Korea and empirically investigates their macroeconomic implications based on the concept of ‘wealthy hand-to-mouth (HtM)’ households that hold little liquid wealth with owning large amount of illiquid assets. Using a household-level panel data for the period of 2000–2014, we find that (1) there are neither deleveraging of household debts nor a sharp decline in house price even during the financial crisis, (2) run-up in household debt in 2000s is led by high-income group, (3) regardless of net worth level, wealth is highly concentrated on illiquid assets such as housing and real estate, (4) the share of wealthy HtM households is very high compared to the cases of other advanced countries. We estimate the marginal propensity to consume out of a transitory shock and find that the consumption response of HtM households is larger compared to the non-credit-constrained group, posing a threat to macroeconomic stability. Using discrete choice models with fixed effects, we also find that a household that acquire more real estate assets is more likely to become wealthy HtM when its income is relatively lower or its indebtedness is relatively higher. We discuss the characteristics of HtM households and the role of macroprudential policy.     

The Role of Airline Travelers’ Pre-Recovery Emotions during the Service Recovery Process

This study examines (1) the relationships between airline travelers’ casual attribution (stability and controllability), pre-recovery emotions, post-recovery emotions, and overall satisfaction; and (2) analyzes the mediating effect of pre-recovery emotions on the relationship between causal attribution and post-recovery emotions. Theoretical hypotheses were derived based on a literature review, and to empirically test the hypotheses, data were collected from 210 airline travelers in Malaysia. These respondents were airline travelers who experienced some service failure and relevant service recovery within the past year. According to the results, the two dimensions of casual attribution both influenced pre-recovery emotions. Pre-recovery emotions were significantly related to positive and negative post-recovery emotions, and post-recovery emotions were significantly related to overall satisfaction. In addition, pre-recovery emotions moderated the relationship between casual attribution and post-recovery emotions. These results have important practical implications.     

External Brand Placement: The Effects on Game Players’ Processing of an In-Game Brand

Video games are now a venue for branded messages. Hence, game players may be exposed to brands in and outside game environments. This study focuses on the latter, that is, external brand placement. Drawing upon the literature on involvement and on the limited capacity model (LCM) of information processing, this study explores the mechanism by which external brand placement influences game players’ processing of a brand placed within a game, known as an in-game brand. The results show that players exposed to an external brand identical to an in-game brand showed greater in-game brand recall than those not so exposed. Players exposed to a competing external brand—whether congruent or not—showed lower in-game brand recall. When the brand was incongruent, however, they showed a preference for the in-game brand.     

Style consumption: its drivers and role in sustainable apparel consumption

This study proposes style consumption (SC) as a way to foster sustainable apparel consumption. In doing so, we identify explanatory and outcome variables of SC and also examine gender differences in these variables. Based on an online survey with 586 consumers, we find that frugal apparel consumption (FAC), fashion consciousness (FC) and ecologically conscious consumption (ECC) enhance the likelihood of SC. SC in turn increases environmental apparel purchase (EAP) and sustainable apparel divestment (SAD). The results also suggest significant gender differences both in motivational and behavioural variables included in the model. Specifically, females are significantly higher than males in FAC, FC and ECC. The tendency of SC, EAP and SAD were also higher for females than males. In addition, we find that gender is a significant factor mediating the effect of FC and that of ECC on SC.     

The heuristic‐systemic model of sustainability stewardship: facilitating sustainability values,beliefs and practices with corporate social responsibility drives and eco‐labels/indices

Using a framework from the heuristic‐systematic model and the value‐belief‐norm (VBN) theory, this study tests consumers’ systematic conjunction of sustainability values, beliefs and practices, and examines the heuristic influence of sustainability stewardship on the consumers’ VBN framework. In this study, sustainability stewardship within the textile and apparel industry refers to approaches that can facilitate the corporate social responsible (CSR) drive and eco‐labels/indices in corporate sustainability practices. Data from 239 US college students were analyzed using a structural equation modeling method. The findings confirmed that only the CSR drive is significant as heuristic sustainability stewardship in facilitating the consumer's systematic process in the VBN framework, while eco‐labels/indices do not moderate consumers’ sustainable practices. In particular, the current CSR drives in the textile and apparel industry strengthen consumers’ values in the altruistic, self‐enhancement and biospheric dimensions, and, further, lead to the sustainability practices of eco‐citizenship, green consumption and green product purchasing, through the mediation of proenvironmental belief. Comprehending these dynamics can empower marketers and researchers to devise pertinent ideas and practical applications of sustainability stewardship to academia and to the textiles and apparel industry.     

Pay Secrecy and the Gender Wage Gap in the United States

Legislators and advocates claim that pay secrecy perpetuates the gender wage gap and that the Fair Labor Standards Act (FLSA) should be amended to outlaw these practices. Using a difference‐in‐differences fixed‐effects human‐capital wage regression, I find that women with higher education levels who live in states that have outlawed pay secrecy have higher earnings, and that the wage gap is consequently reduced. State bans on pay secrecy and federal legislation to amend the FLSA to allow workers to share information about their wages may improve the gender wage gap, especially among women with college or graduate degrees.