Should Cookie Monster adopt a healthy lifestyle or continue to indulge? Insights into brand icons

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who have a low need to belong were most impacted by changes in the icon, with effects most evident among consumers with a fearful attachment style. Feelings of rejection were found to amplify these effects. These findings have implications both for theory and practice.     

矿业权价款“异化”及其陆止建议

矿业权价款“异化”的主要表现：“异化”为国家资源收益;“异化”为矿产资源有偿使用;“异化”为地方政府“以矿生财”,经营或变相经营矿权;“异化”为政府“一口价”,或市场公开叫“价”。价款“异化”的主要影响：地方政府截留和挤占全民所有的资源权益,并使其造成隐性损失;抑制着矿业权有效需求;成为出资勘查者能动性发挥的严重障碍,制约着矿产勘查开采发展;严重影响着地方政府形象。消除价款“异化”的建议：进一步加强对地方政府相关人员矿业法律法规及相关政策的宣传教育;推进矿产资源税费改革,完善矿产资源补偿费收取标准;规范地方政府矿业权出让行为,防止经营或变相经营矿业权。     

Sense of belonging,international migrants’ spending,and implications for their subjective well-being

A lack of a sense of belonging in the host country has become one of the most common challenges facing international migrants in today's sociopolitical environment. Our two online experiments with 881 international migrant workers in the United States jointly demonstrate that, to cope with their lack of a sense of belonging in the host country, international migrants may spend money suboptimally: more on material purchases but less on experiential and prosocial purchases. More importantly, our studies suggest that prosocial purchases are more effective than experiential purchases in increasing international migrants’ subjective well-being. This is because prosocial purchases can lead to both relatedness need satisfaction and beneficence, with each independently contributing to international migrants’ subjective well-being. Our research suggests that public policymakers should address the social exclusion international migrants experience when moving to a new country because it can have a negative impact on their subjective well-being. Our research further suggests that one way to mitigate social exclusion is to encourage international migrants to spend money on others rather than themselves.