Disentangling the impact of temperature on consumers' attitudes toward nostalgic advertising

Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.     

管理认知如何影响企业创新二元性？

创新二元性是企业平衡探索式创新和利用式创新的动态能力,企业如何获取创新二元性已经成为理论和实践共同关注的话题.文章基于现有研究基础,从管理认知视角出发探究创新二元性的形成机制,并使用深、沪两市A股上市公司样本数据开展实证分析.研究发现:管理认知复杂度高的企业更容易获取创新二元性,管理认知集中度高的企业更难获取创新二元性,管理自主权在管理认知与创新二元性的关系中存在正向调节作用,强化复杂度对创新二元性的促进作用和集中度对创新二元性的抑制作用.研究结论从认知视角进一步揭示了企业实现创新二元平衡、动态适应外部环境的内在机理,对企业实践具有重要指导意义.     

组织时间管理如何作用于企业国际化速度?

随着全球经济发展环境的动态变化,时间逐渐成为决定国际化活动实施成效和企业未来高度的关键要素,在"走出去"过程中带给企业显著的先发优势。跨国企业有必要通过构建组织时间管理框架来支持其国际化活动。本文从时间管理视角出发,探索组织内部时间管理框架的构建对企业国际化速度的作用机制。文章采用SEM与fsQCA两种方法对134家浙江企业的调查数据进行了检验。实证研究的结果发现:强烈的时间紧迫感与稳步行动两种管理者时间观念在推动企业国际化进程中起重要作用。时间观念通过构建时间管理框架,完善企业的时间资源的储备与分配机制,进而提升国际化速度。时间领导力和共享时间认知在时间观念加快企业国际化速度的过程中起中介作用。本研究将组织行为中的时间管理延伸至国际商务领域,拓展了时间观念、时间领导力和共享时间认知的实证研究进展。研究成果有助于进一步揭示时间管理对组织的影响及其作用机制,对于面临外部环境剧变的中国企业如何实现时间管理,进一步提升国际化速度提供了实践参考。     

大学生创新创业认知行为模式研究

大学生创新创业认知行为模式有其特殊性，大学生因年龄和社会阅历等决定其创新创业认知始于感性，要经多维环境持续相互作用才能达到完全认知。从大学生创新创业能力来源出发，对大学生创新创业认知特点进行研究，构建大学生创新创业认知行为宏观、中观、微观三维“耦合”模型，同时探讨大学生对创新创业资源的认知，指出现有研究存在的不足，并对大学生创新创业认知行为模式未来研究进行展望。     

Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers

This study develops and investigates the mechanisms through which retail mobile-app cognitions—i.e., interactivity and vividness—are translated into spatial presence experience and subsequently result in customer engagement under the parasol of the hierarchy-of-effects model and the situated cognition theory. The contingency roles of need for cognition and domain-specific interest as individual intrinsic tendencies and issue-specific motivations, respectively, are also scrutinized. A dataset obtained from a survey of 558 customers is employed to estimate the proposed research model. The results indicate that interactivity and vividness significantly stimulate the spatial presence experience, i.e., feelings of “being there” in the mobile-app environment; in turn, this drives customers to become more engaged and contribute to retailers that provide such experiences. The moderating roles of the two motivations are also identified.