Influences of background colors and calorie information disclosure on consumers’ psychological process

ABSTRACT

This research explores the influences of menu background colors and calorie disclosure on consumers’ psychological process: dynamics of emotional arousal, temptation, and self-control. Findings from an experimental study showed that a red (the warmest color) against a blue (the coolest color) or white background induces higher emotional arousal and temptation, which led consumers to purchase greater amounts of indulgent foods. In the presence of calorie information, however, elevated arousal and strengthened temptation driven by the background color effects were reversed: a red against a blue or white background elicited a higher level of self-control and lower levels of arousal and temptation, which led consumers to purchase fewer indulgent food items. Therefore, an investigation into the underlying process reveals that consumers can trade their elevated desires (arousal and temptation) and willpower (self-control).     

Turnover intentions and organizational citizenship behaviours in Korean firms: the interactional effects of organizational and occupational commitment

This study investigated the effects of the organizational commitment and occupational commitment of employees in Korean firms on their turnover intentions and organizational citizenship behaviours. In addition, using the interactional effect analysis, this study examined the interactional effects of the two types of commitment on turnover intentions and organizational citizenship behaviours. A total of 209 employees in nine different firms participated in this study. The results revealed that organizational commitment had a negative effect on turnover intentions, while occupational commitment had a positive effect. In addition, organizational commitment had a positive effect on organizational citizenship behaviours, whereas occupational commitment did not have any noticeable effect thereupon. Both organizational commitment and occupational commitment showed certain overall interactional effects regarding organizational citizenship behaviours as well as turnover intentions.     

Does a money‐is‐all attitude cause alienation? A cross‐cultural comparison of Korea,the US and Sweden

Money is increasingly being attributed more value in society, although a money‐is‐all attitude decreases social relationships and increases alienation in modern, industrialized societies. This research investigated the influence of this money‐is‐all attitude on alienation based on a cross‐cultural comparison of Korea, the US and Sweden. The money‐is‐all attitude was defined as a perspective in which money is regarded as an indicator of achievement or success. Self‐administered online surveys were conducted with consumers ranging between the ages of 20 to 49 in Korea, the US and Sweden. The money‐is‐all attitude and alienation seemed to be more pervasive in Korea than in the US or Sweden. The money‐is‐all attitude was the factor with the strongest influence on alienation when controlling for socio‐demographic factors. Furthermore, participation in sports activities was an important factor in decreasing alienation levels. The findings of this research imply that materialistic ways of thinking increase alienation and that money cannot contribute to human happiness and well‐being. In addition, active participation in social activities can decrease alienation. The research results suggest that a materialistic, money‐is‐all attitude negatively influences alienation across cultures; in addition, in the US, an affluent consumption‐based country, the money‐is‐all attitude had more explanatory power for alienation than in Sweden and Korea. A change in values to overcome the money‐is‐all attitude is required and the concepts of sufficiency and mindfulness are suggested as alternative life perspectives for the pursuit of well‐being.     

Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners

This study viewed students majoring in public relations as prospective public relations practitioners and explored their perceptions about corporate social responsibility (CSR) as their job attraction condition. The results showed that the students perceived CSR to be an important ethical fit condition of a company. One of the significant findings is that CSR can be an effective reputation management strategy for prospective employees, particularly when a company’s business is suffering. In examining the effect of CSR efforts on attitudinal and behavioral outcomes, person–organization (P–O) fit appeared to serve as a mediator between CSR performances and organizational attractiveness.     

Antecedents of consumers’ intention to visit food trucks

The food truck industry has become a national phenomenon in the United States by gaining attention and praise. However, there has been limited attention on how and why consumers decide to patronize food trucks. The purpose of the study is to investigate determinants of consumers’ intention to patronize food trucks by applying the model of goal-directed behavior. Structural equation modeling was employed to assess the relationships among constructs in the proposed research model. This study contributes significant theoretical and practical implications by first attempting to examine what specific psychological variables influence the decision-making process regarding consumers’ intention to visit food trucks.     

Deterring deviant consumer behaviour: when ‘it’s wrong,don’t do it’ doesn’t work

ABSTRACT

Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers’ behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it’s wrong, don’t do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence. Alternate underlying mechanisms were tested and found to influence deviant consumer behaviour (perceived prevalence, perceived outcomes and moral identity), which could underpin alternate deterrence tactics, including social proofing, moral triggers and humanising the victim.