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Very little research addresses whether the values that consumers bring to a situation can affect their reactions to a brand failure. This paper suggests the interesting possibility that consumers may react very differently to the same brand failure depending upon their values. Here, the authors introduce a new construct to the marketing literature – honor values – and demonstrate its effect on responses to brand failures.

Three experiments and one secondary data study were utilized.

Across four studies, honor values are shown to aggravate consumers’ desire for vengeance following a brand failure. That is, as honor values increase, so too does desire for vengeance in the face of a brand failure. Additionally, this desire can be attenuated by allowing the consumer to play a role in resolving the failure or by giving a heartfelt apology.

High-honor consumers are a major obstacle for firms facing a brand failure. To overcome this challenge, the authors offer strategies, including (1) allowing high-honor consumers to suggest ways to punish the offending employee, and (2) offering simple, heartfelt apologies to high-honor consumers, which are as effective as monetary compensations.

Because our emotions are crucial determinants of how well we function in our personal and professional lives, researchers from different perspectives have sought to understand how emotions can be best managed for optimal functioning. In this chapter, we focus on two research traditions that have examined this issue, the emotion regulation (ER) tradition and the emotional labor (EL) tradition. This effort is predicated on the belief that a more fundamental research tradition such as ER can inform and complement a more applied research tradition such as EL, first by extending our understanding of the various processes by which employees deal with their emotions, and second, by permitting a more accurate prediction of the consequences of these emotions. A case is presented that discriminating more finely between the various emotion management strategies may help to resolve some of the paradoxical findings observed in the EL literature.

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review, we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.

Millions of children face food insecurity in the United States. Schools play a major role in addressing the problem of food insecurity through the National School Lunch Program and the School Breakfast Program which provide meals to children at little to no cost. During the COVID-19 pandemic, schools abruptly closed leaving students without their primary source of nutrition. This chapter highlights responses from federal, state, and local agencies. Additionally, responses from local organizations and school districts are discussed. The researchers review a partnership built to address emergency food relief after the school closures. Data from an impact and need study conducted by the South Texas community partnership demonstrate gaps in programs which left the most vulnerable populations in severe need of assistance. This study reinforces the need for and importance of community partnerships to identify and address gaps in the current programs.