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This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods.

This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.

The purpose of this paper is to identify common inclusive concepts that might help define the boundaries of a general theory of behavioral finance.

A cross disciplinary review of relevant natural and social sciences is conducted to identify common foundational concepts.

The overall findings are that a general theory must include assumptions of subjective perception, indeterminacy, and a financial decision process that is both logical and affective.

Optimal financial decisions are not possible and significant market unpredictability will continue because of the dynamic complexity associated with disequilibrium.

The current financial paradigm is based upon radically incorrect assumptions and a general theory of behavioral finance cannot arise from minor corrections to the current financial paradigm.

This paper is the first to attempt identifying foundational attributes of a behavioral financial paradigm.

The purpose of the paper is to identify and test some strategic elements that consumers use when evaluating brand alliances.

The paper explores branding elements previously identified in the literature as being important to understanding brand extensions, and seeks to identify whether these elements apply to brand alliances. Consumer reactions to, and their beliefs and attitudes about, various fictitious brand alliances are explored.

Managers should focus on finding a similarity between brand alliance partners, not only in concrete dimensions but also in areas such as brand personality. Where brands do fit together, the likelihood of consumers purchasing the new product is improved

When looking for brand alliance partners, there are strong consumer‐based brand equity issues that need to be considered. This study shows that there are other ways to measure these variables, and because of their impact on consumers' decisions, they should be investigated along with financial factors when considering an alliance.

Consumers have pervasively relied on mobile reviews in digital economy. However, little knowledge exists regarding how customers adopt several mobile reviews to make purchasing decisions. With the assistance of reader-response theory, this study investigates how the consistency of product reviews, in terms of their adherence to both other reviews and the prior experience of the customer, affect perceived quality, confirmation of the customer's expectations, the customer's level of trust in the seller and the consequent purchase intention.

Based on a scenario simulation and an online experiment to collect data, the authors employed AMOS to test the proposed hypotheses using survey data collected from 314 customers in Study 1 and 420 consumers in Study 2.

The results indicate that global consistency positively and significantly contributes to confirmation, perceived quality and trust in sellers while sequential inconsistency positively and significantly influences perceived quality. Meanwhile, purchase intention is positively and significantly promoted by confirmation, perceived quality and trust in sellers, and initial valence has some moderating effects on these relationships.

This study contributes to the understanding of how customers apply product reviews to make purchasing decisions from a new angle. It also elucidates the way in which the perceived consistency of product reviews affects how reviewers are perceived and the consequent effect of these perceptions on a customer's purchase intentions.

Research on empowerment and service co-production assumed that customers want more control and that more control is better. An empirical test of this assumption, however, is lacking. The purpose of this paper is to test this assumption by not only focussing on the customer’s capacity and opportunity for control, but also taking into account the customer’s desire for control.

This study uses an experiment employing video clips depicting a service encounter in a banking context in which control beliefs are manipulated.

This study shows that more control in services is not always better because individuals vary in their desire for control; that state measures of control are effective predictors of relevant attitudinal and behavioral effects like satisfaction and loyalty, and that the mechanism which produces these effects is the consistency between control beliefs.

Future research on customer empowerment and service co-production should acknowledge the pivotal role of variations in desire for control, focus on inconsistencies in control beliefs to predict effects and measure control beliefs as varying states rather than as stable personality traits.

Enhancing customer control of a service may primarily mean: giving the customer the option to control or not to control the service.

This study contributes to literature and marketing practice by demonstrating that more control may have negative effects and by demonstrating the mechanism by which these effects occur.

Grit is a novel, rather an important psychological variable that has been associated with performance in the English as a second or foreign language (ESL/EFL) context. However, there is a dearth of research on the relationship of grit and pronunciation performance among EFL learners. Consequently, the current study sought to establish the association between grit and the pronunciation performance of Saudi EFL learners by employing pronunciation self-efficacy beliefs as a mediating variable.

A quantitative correlational research design was deployed in this research. Data were collected from 350 Saudi university EFL learners using questionnaires and a pronunciation test.

Findings indicated that both the dimensions of grit (i.e. perseverance of effort and consistency of interest) showed a significant and positive association with the learners' pronunciation self-efficacy beliefs. Also, the pronunciation self-efficacy beliefs showed a significant and positive association with the pronunciation performance. Lastly, findings indicated that pronunciation self-efficacy beliefs mediated the association between girt (i.e. perseverance of effort and consistency of interest) and pronunciation performance.

The study’s findings have implications for the EFL classroom. By incorporating grit and self-efficacy beliefs into students, teachers can enhance their students' English pronunciation performance.

Studies of entrepreneurial intentions (EIs) have become increasingly common, informed usually by Ajzen’s (1991) theory of planned behaviour (TPB). Although the TPB postulates that beliefs determine EIs, the contents of the beliefs have not been properly studied, leaving EIs’ cognitive underpinnings and cognitive approaches to influencing EIs unclear. To clarify the TPB/EI-belief nexus, the study examines the conceptual background of entrepreneurial cognitions and elicits the beliefs of a group of nascent micro entrepreneurs (NMEs) to compare them with their TPB attitudes and EIs, facilitating assessing their mutual consistency as implied by the TBP.

The respondents are entrepreneurial novice clients of a micro business advisory organisation. Their TPB attitudes and EIs were measured using standard TPB/EI methods. Comparative causal mapping (CCM) combined with semi-structured interviewing was used to reveal the NMEs’ typical belief systems, presented as aggregated cause maps.

The NMEs have uniform, relatively detailed belief systems about entrepreneurship and micro business. The belief systems are consistent with theory- and context-based expectations and logically aligned with the NMEs’ expressed TPB attitudes and EIs. CCM provides an accessible method for studying contents of entrepreneurial cognitions.

It was not possible to study “entrepreneurship-negative” respondents or the intensity or origins of some specific beliefs.

Diagnosing and better understanding beliefs can benefit entrepreneurship education and development, in general or connected with TPB/EI studies.

The study reveals entrepreneurial belief systems systematically, evidently not done before generally or in terms of “everyday” micro entrepreneurship or TPB. It clarifies and supports the TPB notion that beliefs underpin actors’ attitudes and intentions.