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This chapter clarifies the definition and reviews recent theories of consciousness, such as the dual systems framework, global workplace theory, and higher-order theory. Aspects of conscious experiences are useful in studying tourism decisionmaking, memory, emotions, tourism behaviour, and other topics related to tourism psychology. For instance, studies on conscious experiences of decisionmaking are useful to better understand destination choice and tourists' emotions elicitation, unconscious biases help to understand tourism attitude formation, while explicit and implicit cognition research provides insights to destination image attributes. Future studies may consider using objective and subjective methods of studying consciousness in the tourism context.

In this JOCM Viewpoint article, the author reflects on the expectations of some minoritized group members that power holders and otherwise privileged group members should exhibit authentic allyship. Specifically, it is suggested that these expectations are unrealistic given both the challenges of being an ally and the absence in many power holders of the type of consciousness that enables effective allyship.

An analysis of the challenges inherent in allyship as well as the criticism that performative rather than authentic allyship frequently occurs is followed by a review of research on consciousness and the implications of the level of consciousness for generating effective ally behavior.

Different stages of consciousness generate different types of responses to the challenges of allyship, some being more effective than others. Reaching a certain stage of consciousness development may increase the likelihood that the ally will be able to hold space for the emotional well-being of the marginalized and the need for instrumental change, which are both necessary for effective allyship to occur. Without these, an individual’s allyship is likely to be absent or at the most performative. Allyship groups can be helpful in supporting this level of consciousness through their group norms.

This viewpoint challenges conventional assumptions that privileged members of society should engage in allyship and suggests only a subset will be able to make the commitment and exhibit the behaviors required of authentic allies.

Although employee overqualification is a common occurrence in the workplace, most research has focused on overqualification at the individual level rather than at the team level. Drawing on social cognitive theory, this study aimed to uncover how leaders' perception of team overqualification influenced their cognition and follow-up behavior.

We performed two studies to test our model. In Study 1, we conducted an experiment to examine the causal relationship between leaders' perception of team overqualification and leadership self-efficacy. In Study 2, a two-wave field study was conducted to test the overall model based on a sample obtained from a steel company in China.

We found that leaders' perception of team overqualification reduced leadership self-efficacy, which in turn hindered leaders' empowering behavior. In addition, leaders' social face consciousness strengthened the negative relationship between leaders' perception of team overqualification and leadership self-efficacy, such that the relationship was more negative when leaders' social face consciousness was high rather than low.

Our study contributes to the literature on employee overqualification and its effects on leaders through investigation at the team level to show how leaders respond to overqualified teams.

Owing to the significance of a healthy lifestyle, we investigate the antecedents of the healthy lifestyle of young consumers in Sri Lanka. 658 structured questionnaires were collected from young consumers in Sri Lanka as part of the survey procedure. The judgmental sampling method is used to choose the respondents. The analysis makes use of both descriptive and inferential statistics. The findings disclose a high degree of healthy lifestyle among young consumers in Sri Lanka. Further findings revealed that health consciousness, collective esteem, and neighborhood environment are the antecedents for a healthy lifestyle. As young consumers are more concerned about a healthy lifestyle, managers in certain industries such as food and beverages, hotels, and restaurants should adopt their products and services in line with a healthy lifestyle.

This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services.

The authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling.

Customers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption.

Digressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.

Video streaming consumption has become a social and economic phenomenon in an age where the share of online entertainment has become larger and larger in the total entertainment pie. Besides the advancement of technology, the pandemic further contributed to its development. The aim of this study is to analyze the role of price consciousness, anti-socializing behavior and choice of content in shaping the video streaming consumption. Furthermore, we look at the moderating role of gender and marital status on the hypothesized relationships.

The data were collected from a sample of 533 Romanian respondents, and it was processed using Partial Least Square structural equation modeling. In addition, Necessary Condition Analysis was used to assess the necessity effect size of an independent variable for a specific outcome of a dependent variable.

We find that the main hypotheses are confirmed, and that gender as a moderating variable negatively influences the relationship between anti-socializing behavior and video streaming consumption.

Besides the main findings pertaining to video streaming consumption determinants, psychology scholars concerned about the relationship between anti-socializing behavior and video streaming consumption as a part of the total time spent online could also benefit from the current findings.

The results of this study will be helpful to industry players in designing their video streaming offer after taking into consideration the influence of the discussed variables on the consumption behavior.

While anti-socializing behavior drives consumers to a digital environment for which they control the settings, the content being streamed is a cultural product, influenced by society and its consumption immerses the viewer in the cultural mores of the time and place the content was created in or depicts; hence, anti-socializing behavior does not mean a complete break from society, but rather a different instantiation of people’s need to connect with their social environment.

The novelty of this research stands in the integration of anti-socializing behavior as an explanatory factor of video streaming consumption, which has not yet been used in models explaining online consumption so far.

This study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand consciousness, and brand trust on emotional brand attachment and to identify the moderating role of self-congruity in the causal relationship between these variables.

In this study, a survey was conducted targeting 320 consumers who have recently purchased luxury products or brands. In addition, structural equation model analysis (SEM) was used to test the research hypotheses raised in this study.

The results found that brand prestige and brand consciousness affect on emotional brand attachment. Emotional brand attachment had a significant effect on brand love and brand commitment. And brand love affect brand commitment and active engagement. Emotional brand attachment affects active engagement. Brand love was mediated in the relationship between emotional brand attachment and active engagement. Self-congruity was moderated in the relationship between brand prestige and emotional brand attachment. However, self-congruity was not moderated in the relation to brand consciousness, brand trust and emotional brand attachment.

This study has significance in that it identified the antecedent factors that cause consumers' emotional brand attachment and confirmed that they have differential effects depending on the degree of consumer self-congruity. In addition, this study is meaningful in that it confirmed the concept of the causal difference between attachment and brand love as consumers' emotional responses to luxury brands. However, the scope of this study was limited to offline stores excluding online purchases as a place of purchase for luxury brands. In a situation where the purchase of luxury brands is gradually increasing in various online environments, limiting the scope of the study to offline stores may have problems in generalizing the study. Therefore, in future research, we would like to propose a study on the relationship and influence between these variables by integrating all purchasing environments, such as offline and online.

The management implications of the results of this study are as follows. First, brand marketers and managers must suggest strategies to increase emotional attachment to customers who are satisfied with the brand and have a favorable brand attitude. After segmenting target customers and identifying their tendencies, behavioral characteristics, and preferred brands, emotional attachment can be strengthened by providing information about the brand to each segment and strengthening the brand image. Strategies like these can help target customers strengthen their emotional connection to a luxury brand, build positive attitudes toward the brand, and prevent them from switching to competing brands. Second, a strategy is needed to ensure that target customers have a strong emotional response to the company's luxury brand and become immersed in the brand. Target customers who have an affinity for the brand can strengthen their level of brand attachment and become immersed in the brand by allowing them to directly participate in brand activities through various advertising campaigns, events, and content. Third, you can strengthen your brand by developing a brand that fits the self-concept of your target customers. Brand marketers or managers can strengthen brand attachment by presenting a brand that fits the characteristics of each target customer and recognizing that the brand's status is relatively high compared to competing brands.

This study identified how consumers' brand engagement in a luxury brand environment is influenced by its components. In other words, the preceding factors for consumers' brand emotion were identified, and the influence of emotional brand attachment and brand love, which represent the consumer's emotional state that affects consumers' brand engagement, was investigated. The theoretical implications of the results of this study are as follows. First, Shahid et al. (2022) found that emotional attachment was expressed more strongly when emotional bonds were formed through relationship formation. Hwang and Kandampully (2012) found that emotional attachment and brand love are conceptually similar but differ in intensity. And Gómez-Suárez (2019) said that brand attachment is a prerequisite for brand love. As mentioned earlier, previous research has shown that emotional attachment and brand love differ depending on the consumer's emotional state. The results of this study showed that emotional brand attachment did not affect active participation, while brand love did. This means that active engagement is directly influenced by brand love rather than emotional attachment. Through these research results, it can be confirmed that even if consumers have similar brand emotional states, the impact on consumer behavior is different depending on the intensity of the emotional state. Therefore, in the consumer-brand relationship, the intensity of emotions arising from the interaction between the consumer and the brand is different, and only when brand emotions are at a high level, consumers engage in behavioral participation toward the brand. Second, Morris and Keltner (2000) found that consumers activate the integration of emotions in the decision-making process. Hwang and Kandampully (2012) found that love induces consumers to maintain a relationship with a brand, and that brand commitment increases when consumers feel intimacy and a strong emotional bond between themselves and the brand. Through these prior studies, it was confirmed that emotions play an important role in the consumer's decision-making process, and in particular, it was confirmed that maintaining close relationships with others induces emotional commitment to the object. In this study, brand loyalty was also found to have a positive effect on brand immersion and active participation. Therefore, consumers need to foster strong bonds with luxury brands to create brand love and strengthen their relationship with the brand, leading to brand commitment and active participation. Third, Ji et al. (2018) found that brand reputation has a positive effect on consumer attitudes and behaviors, including brand attachment, purchase intention, and brand loyalty. Casidy et al. (2015) found that consumers with high brand awareness are likely to have high brand preference and have favorable and positive brand attitudes due to their high brand knowledge. Previous research has shown that consumers' brand reputation and brand consciousness influence brand attachment.

This study dealt with a more comprehensive variable in the relationship between luxury brand factors as an antecedent variable of emotional brand attachment in luxury brand situations, and provided important evidence for the mediating effect of brand love, which was a limited emotional variable. In addition, additional implications for the moderating role of brand self-congruity on emotional brand attachment were suggested.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.

The aim of this paper is twofold: to explore the significance and implications of the rise of AI technology for the field of tertiary education in general and, in particular, to answer the question of whether teachers can be replaced by intelligent AI systems such as androids, what that requires in terms of human capabilities and what that might mean for teaching and learning in higher education.

Given the interdisciplinary nature of this conceptual paper, a literature review serves as a methodological tool to access data pertaining to the research question posed in the paper.

This exploratory paper gathers a range of evidence from the philosophy of mind (the mind-body problem), Kahneman’s (2011) System 1 and System 2 models of the mind, Gödel’s (1951) Two Incompleteness Theorems, Polanyi’s (1958, 1966) theory of tacit knowing and Searle’s (1980) Chinese Room thought experiment to the effect that no AI system can ever fully replace a human being because no machine can replicate the human mind and its capacity for intelligence, consciousness and highly developed social skills such as empathy and cooperation.

AI is rising, but there are inherent limits to what machines can achieve when compared to human capabilities. An android can at most attain “weak AI”, that is, it can be smart but lack awareness or empathy. Therefore, an analysis of good teaching at the tertiary level shows that learning, knowledge and understanding go far beyond any quantitative processing that an AI machine does so well, helping us to appreciate the qualitative dimension of education and knowledge acquisition. ChatGPT is robotic, being AI-generated, but human beings thrive on the human-to-human interface – that is, human relationships and meaningful connections – and that is where the true qualitative value of educational attainment will be gauged.

This paper has provided evidence that human beings are irreplaceable due to our unique strengths as meaning-makers and relationship-builders, our capacity for morality and empathy, our creativity, our expertise and adaptability and our capacity to build unity and cooperate in building social structures and civilization for the benefit of all. Furthermore, as society is radically automated, the purpose of human life and its reevaluation will also come into question. For instance, as more and more occupations are replaced by ChatGPT services, more and more people will be freed up to do other things with their time, such as caring for relatives, undertaking creative projects, studying further and having children.

The investigation of the scope and limitations of AI is significant for two reasons. First, the question of the nature and functions of a mind becomes critical to the possibility of replication because if the human mind is like a super-sophisticated computer, then the relationship between a brain and mind is similar (if not identical) to the relationship between a computer as machine hardware and its programme or software (Dreyfus, 1979). [ ] If so, it should be theoretically possible to understand its mechanism and reproduce it, and then it is just a matter of time before AI research and development can replicate the human mind and eventually replace a human teacher, especially if an AI machine can teach just as intelligently yet more efficiently and economically. But if AI has inherent limitations that preclude the possibility of ever having a human-like mind and thought processes, then our investigation can at least clarify in what ways AI/AGI – such as ChatGPT – could support teaching and learning at universities.

The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.