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Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and behavioural responses towards the object of envy. This paper aims to investigate whether this pride-envy relationship is bi-directional. Does being envied by others affect consumers’ self-directed feelings of pride, as well as their subsequent attitude towards a product (i.e. the object of envy)?

Three experiments examined how emotional reactions of envy from others may influence consumers’ subsequent affective and attitudinal responses towards their own product or purchase. The first experimental study (n = 129) examined whether exposure to benign envy from others evokes higher levels of authentic pride and positively influences product attitude. The second experiment (n = 159) investigated whether exposure to malicious envy from others evokes high levels of hubristic pride, and therefore, negatively influences product attitude. The third study (n = 80) was a quasi-field experiment seeking to provide further empirical support for the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and their effects on attitude.

The first experiment showed that when participants observed expressions of benign envy towards them, they expressed authentic pride, which ultimately increased positive attitudes towards the product. The second experiment showed that when participants observed expressions of malicious envy towards them, they expressed hubristic pride, which, in turn, reduced positive attitudes towards the product. The effect of malicious envy was further moderated by susceptibility to social influence, whereby the indirect effect of malicious envy on product attitudes was only significant among participants with high susceptibility. The third experiment demonstrated the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and the effects on attitude in a quasi-field study.

The present paper aims to fill a research gap by showing how being the recipient of others’ malicious or benign envy affects consumers’ self-directed feelings of pride, as well as their attitude towards a product that is the object of envy.

The current research is among the first to show that the emotional expressions of other consumers can influence existing consumers’ affective responses and attitudes towards a product. These findings highlight the importance of building a positive culture and community around brands and products, whereby other consumers’ consumption of the brand or product is perceived positively.

To the best of the authors’ knowledge, this study is the first empirical evidence demonstrating that others’ expression of benign (malicious) envy may lead to the self-feeling of authentic (hubristic) pride, which has a downstream effect on attitude towards the product.

This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand attitudes.

The paper presents three experiments that examine the effect of other-agency emotions (vs self-agency emotions) on brand trust and brand attitudes by both Australian and USA consumers. Studies 1 and 2 compared the effect of self- and other-agency emotions evoked through an irrelevant reflective task. Study 3 used real-world marketing communication to evoke self- or other-pride.

Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing communications that evoked other-pride (Study 3) and showed how these findings can be applied in a marketing context.

There are contradictory findings in the literature on how positive emotions influence brand trust and attitudes. The findings show that other-agency appraisal is a crucial appraisal within a marketing context and reveals why not all positively valenced emotions increase brand trust and brand attitudes. The findings highlight the importance of examining the effects of emotions on brand trust and attitudes beyond the consideration of their valence.

The research provides significant implications for marketers to improve brand trust and brand attitudes through the elicitation of other-agency emotions. The findings also demonstrate that different components of emotions, such as appraisal structure, may influence consumer trust and attitudes towards marketing and branding communications.

To the best of the authors’ knowledge, this research is the first to empirically demonstrate how other-agency appraisals of emotions can influence consumer brand trust and attitudes in a marketing context.

This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships.

Study 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product.

The findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands.

Underpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance.

This paper examines the effect of market knowledge on market success of product innovativeness and the moderating role of absorptive capacity. We separated market knowledge into market diversity and market significance components and examined their effects on radical product innovation performance.

This paper adopted the secondary database study. Excluding cases with missing values of main variables, a total of 1,219 Taiwanese manufacturing firms from the Third Taiwan Technology Innovation Survey (TTIS3) database were used to test the hypotheses. A moderated hierarchical regression approach was utilized to analyze the data.

The results revealed that the relationship between market diversity and radical product innovation performance is a predominantly positive concave downward curve. In contrast, the relationship between market significance and radical product innovation performance is a predominantly negative concave downward curve. Furthermore, the results also indicated that absorptive capacity has different moderating effects on the relationships between market diversity/significance and radical product innovation performance. Absorptive capacity enhances the negative effect of market significance but suppresses the positive effect of market diversity on radical product innovation performance.

This paper is the first research which contributes to examining the relationship between market knowledge and radical product innovation sale performance.

This study aims to investigate the moderating role of corporate social responsibility (CSR) commitment in the relationships between antecedents and outcomes of consumer situational scepticism towards luxury brands.

The study used a questionnaire administered through a consumer panel, using established scales. A 2 (fictional, non-fictional) × 2 (low commitment, high commitment) factorial experimental design with four cells was implemented.

The results revealed that values-driven motives were associated with lower consumer situational scepticism, whereas egoistic-driven motives were linked to higher levels of consumer situational scepticism, regardless of the CSR commitment level of the luxury brand. However, the impact of strategic-driven motives and stakeholder-driven motives on consumer situational scepticism was only significant within the low commitment condition. Consumer situational scepticism was found to lead to lower brand resonance and resilience to negative information in both low and high commitment conditions.

This study contributes new knowledge by highlighting the crucial role of motives in shaping consumer perceptions, including scepticism, brand resonance and resilience to negative information, ultimately influencing consumer advocacy. The study further demonstrates that high commitment weakens the relationship between strategic-driven and stakeholder-driven motives and consumer scepticism. Moreover, high commitment also weakens the relationship between scepticism and the key outcomes examined in the study.

This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.

Structural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.

Values-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.

This study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.

The figure of the female revenger has haunted the western imagination as far back as some of the earliest extant texts, most starkly in Euripides' tragedies Hecuba and Medea (c. 430–420 bc). She has tended to take on one of three forms: the scorned woman, the vengeful mother or the victim of physical violence, almost always sexual violence.

This chapter presents an interdisciplinary and transhistorical understanding of the troubling figure of the violent female revenger in her shifting incarnations. The investigation traces conceptual strands through a variety of cultural texts, focusing on specific instances that are both situated historically and simultaneously analysed for the ways in which they reflect recurring priorities and cultural anxieties through the centuries.

After considering key ideas such as revenge and justice and gender and revenge, the chapter looks more closely at the so-called rape-revenge genre, moving from the earliest examples such as I Spit on Your Grave (1978) to more recent films which are considered for the ways they intersect with the global feminist protest movement #MeToo, and other key cultural moments such as the Harvey Weinstein case and the very public trial of the USA Gymnastics national team doctor Larry Nassar: Revenge (2017), The Nightingale (2018) and Promising Young Woman (2020). The chapter draws direct lines of connection between imaginative works, cultural types and stereotypes, and lived reality in order to come to a fuller understanding of the female revenger.

The purpose of this study is to examine why an attempt at suicide does not always indicate the beginning of a life with poor mental health.

Case studies, supplemented by follow-up studies of attempted suicides.

One of the strongest predictors of a healthy life after the suicide attempt was found to be improvement in the appropriateness of behavior toward others and improved adult functioning.

The results suggest that behavioral coaching, in addition to traditional psychiatric treatment, could help attempted suicides move on with their lives productively.