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This paper aims to elucidate how humorous prompts affect tourists’ heritage responsible behaviors (THRBs).

Three scenario-based experiments were conducted through Credamo (an online survey platform). Studies 1 and 2 used a single-factor (language style: humorous vs serious) between-subject design to test the direct and indirect effects of humorous prompts. Study 3 used a 2 (environmental quality: high vs low) × 2 (language style: humorous vs serious) between-subject design to further reveal the boundary condition (environmental quality) of the humor effect.

The results revealed that humorous (vs serious) prompts better persuade tourists to engage in heritage responsible behaviors (HRBs). Content liking mediates the relationship between humorous prompts and THRBs. Moreover, environmental quality significantly moderates the effect of humorous prompts on THRBs, whereby the persuasive effect of humorous prompts is greater in high environmental quality conditions than in low environmental quality conditions.

Destination management organizations can use humor to reduce tourists’ reactance against prompts for behavioral persuasion. Moreover, it is also important to adapt humorous prompts to changes in environmental quality in a timely manner.

Based on psychological reactance theory, the research confirmed the dominant effect of humorous prompts by using content liking as a mediating variable, providing a new research perspective for research on the regulation of THRBs. Moreover, the authors clarified a boundary condition for the persuasiveness of humorous prompts, which helps reinforce the comprehension of humor persuasion.

本研究旨在厘清幽默提示语如何影响游客遗产责任行为的差异效应与过程机制。

本研究利用见数平台开展了三个情景实验。实验1与实验2采用单因素（语言风格：幽默 vs. 严肃）组间实验设计, 验证了幽默提示语对遗产责任行为的直接与间接效应。实验3采用2（语言风格：幽默 vs. 严肃）×2（环境质量：高 vs. 低）组间实验设计进一步揭示环境质量对幽默提示语效果的调节效应。

相较于严肃提示语, 幽默提示语可更好地说服游客产生遗产责任行为。内容喜爱在幽默提示语与遗产责任行为过程中发挥完全中介作用。此外, 环境质量调节了幽默提示语对遗产责任行为的影响, 即幽默提示语（较严肃提示语）仅在环境质量较高的遗产地中具备优势。

遗产地管理组织可使用幽默来降低游客对提示语的心理逆反程度, 从而达到行为说服的目的。与此同时, 管理者也要根据目的地环境质量及时调整幽默提示语的使用策略。

基于心理逆反理论, 本研究以内容喜爱为中介变量, 证实了幽默提示语的优势说服作用, 为游客遗产责任行为管理的相关研究提供了一个新的理论视角。同时, 本研究厘清了幽默提示语在遗产旅游地中的应用边界, 并强化了对幽默说服的理解。

Esta investigación pretende aclarar cómo afecta el humor al efecto persuasivo de la señalización sobre el comportamiento responsable de los turistas respecto al patrimonio.

Se realizaron tres experimentos basados en escenarios a través de Credamo (una plataforma de encuestas en línea). En los estudios 1 y 2 se utilizó un diseño entre sujetos de un solo factor (estilo de lenguaje: humorístico frente a serio) para comprobar los efectos directos e indirectos de los señalización humorísticos. El estudio 3 utilizó un diseño entre sujetos de 2 (calidad del entorno: alta frente a baja) × 2 (estilo lingüístico: humorístico frente a serio) para revelar con más detalle la condición límite (calidad del entorno) del efecto del humor.

Los resultados revelaron que las señalización humorísticas (frente a las serias) persuaden mejor a los turistas a participar en las HRB. El gusto por el contenido influye en la relación entre los señalización humorísticos y las HRB. Además, la calidad del entorno modera de forma significativa el efecto de los señalización humorísticos sobre los THRB, de modo que el efecto persuasivo de los señalización humorísticos es mayor en condiciones de alta calidad del entorno que en condiciones de baja calidad del entorno.

Las organizaciones de gestión de destinos pueden utilizar el humor para reducir la reacción de los turistas ante las señalización a la persuasión conductual. Además, también es importante adaptar oportunamente las señalización humorísticas a los cambios en la calidad del entorno.

Basándonos en la teoría de la reactancia psicológica, nuestra investigación confirmó el efecto dominante de las señalización humorísticas empleando el gusto por el contenido como variable mediadora, proporcionando una nueva perspectiva para la investigación sobre la regulación de las THRB. Además, aclaramos una condición límite para la persuasión de los señalización humorísticos, lo que ayuda a reforzar la comprensión de la persuasión humorística.

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.

A one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.

The authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.

Communicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.

This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.

This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.

The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.

This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.

This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.

This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

This study aims to understand consumers' reactions to hospitality corporate social responsibility (CSR) campaigns under different resource scarcity reminders, an important but overlooked contextual factor, and examine how such scarcity reminders interact with message framing, a widely used technique in CSR communication.

Three experimental studies were conducted. Studies 1 and 2 examined the main effect of resource scarcity reminders (environmental vs personal) on consumer engagement via self-other orientation. Study 3 further investigated the interactive effect between resource scarcity reminders (environmental vs personal) and message framing (gain vs loss) with hope as a key mediator.

Studies 1 and 2 show that environmental (vs personal) scarcity activates a more salient other orientation, subsequently increasing consumers' donation and word-of-mouth intentions. Study 3 reveals that environmental (vs personal) scarcity makes people more hopeful with gain-framed messages. Moreover, the elevated hope enhances perceived efficacy (attitude toward the company), leading to higher donation (word-of-mouth) intention.

Hospitality marketers could remind consumers of the harsh environment to elicit other orientation and encourage CSR participation. Using gain-framed messages or other hope-inducing appeals would be particularly advantageous in engaging consumers in CSR campaigns during heightened environmental scarcity.

Focusing on consumer responses to CSR campaigns, to the best of the authors’ knowledge, this research is the first to reveal reminders of resource scarcity as a novel antecedent factor and further uncover how such reminders interact with message framing to affect CSR engagement.

The widespread integration of artificial intelligence (AI)-enabled personalization has sparked a need for a deeper understanding of its transformative potential. To address this, this study aims to investigate the mental models held by consumers from diverse cultures regarding the impact and role of AI-enabled personalization in their lives (i.e. individual well-being) and in society (i.e. societal well-being).

This paper uses the theories-in-use approach, collecting qualitative data via the critical incident technique. This data encompasses 487 narratives from 176 consumers in two culturally distinct countries, Belgium and Pakistan. Additionally, it includes insights from a focus group of six experts in the field.

This research reveals that consumers view AI-enabled personalization as a dual-edged sword: it may both extend and restrict the self and also contribute to an affluent society as well as an ailing society. The particular aspects of the extended/restricted self and the affluent/ailing society that emerge differ across respondents from different cultural contexts.

This cross-cultural research contributes to the personalization and well-being literature by providing detailed insight into the transformative potential of AI-enabled personalization while also having important managerial and policy implications.

Firms can benefit from designing sales promotion based on the analysis of consumers' physical exercise and purchase data. This study aims to study mobile exercise app data to explore how purchasing a promoted or nonpromoted product affects exercisers’ subsequent exercise and purchase behaviors.

Drawing from the theoretical framework of overjustification effect, this study empirically examines the effects of the purchase of promoted – monetary and nonmonetary – or nonpromoted products on relationships (1) between past and subsequent exercise behaviors and (2) between past exercise and subsequent purchase behaviors. Novel data of one million exercise activities and purchase transactions created by 7,517 mobile exercise app users were collected.

The results reveal that monetary and nonmonetary promotions have a negative effect on overall consumers’ amount of physical exercise but increase heavy exercisers’ exercise amount. In addition, nonmonetary (monetary) promotion has a positive (negative) effect on consumers’ purchase expenditure but has no moderating effect on the exercise–expenditure relationship.

This study provides a theoretical framework explaining how to mitigate the dark side of sales promotions while targeting right exercise consumer segments with the right promotion campaigns.

Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

The purpose of this paper is to shed light on the protection motivation theory’s (PMT) maladaptive coping response to anti-Covid-19 preventive persuasive appeals. PMT is based on coping appraisal that may lead to either an adaptive- or a maladaptive coping response. It has been suggested that the maladaptive coping response is not sufficiently investigated and can be represented by individuals’ resistance to anti-Covid-19 persuasive messages. It has been also supposed that resistance is predicted and modeled through a set of cognitive, affective and individual factors such as information processing style, fear arousal, gender and coping self-efficacy.

An experiment and a survey were conducted online on a random sample of 290 individuals. The sample was divided into two groups, each of which was exposed to an anti-Covid-19 persuasive message.

The findings show that resistance to anti-Covid-19 persuasion is not directly predicted by the individual’s exposure to the message, but channeled through an affective and a cognitive process. It was also reported that resistance is predicted by both the reflective and the nonreflective information processing styles, which are in turn predicted by a high versus a low fear arousal. Fear arousal level was shown to be moderated by gender and coping self-efficacy.

This research brings additional insight to the PMT in so far that it highlights the maladaptive coping response through resistance to persuasion in a pandemic context.