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This paper aims to examine the effect of customer-to-customer (C2C) interaction while using a service on the willingness of consumers to engage in altruistic customer participation (CP) or co-production efforts aimed at helping other customers. It further examines the role of consumer skepticism toward the service category in moderating the effects of C2C interaction on altruistic CP and customer satisfaction.

A survey methodology was used to collect data from 374 consumers of health-care services in India. The data collection involved interviews of patients visiting diabetes clinics and focused primarily on the interaction between customers and their willingness to participate in educating members of the community on diabetic self-care.

The analysis shows that C2C interaction positively affects customer satisfaction and willingness to engage in altruistic CP. Consumer category skepticism does not moderate the effect of C2C interaction on customer willingness to engage in altruistic CP. However, category skepticism does have the moderating effect of significantly reducing the positive effect of C2C interaction on customer satisfaction.

Data for this study were collected via interviews of consumers in India. Each consumer was interviewed by a trained interviewer. Although the authors do not detect any systematic influence in the results, the possibility of bias is acknowledged. Regarding the research implications, the finding that category skepticism does not moderate the effect of C2C interaction on willingness to engage in altruistic CP suggest that ultimately consumers may have stronger commitment and loyalty to themselves and that their relationships with the firm’s might be peripheral.

The study finds that consumer skepticism toward a service category can have adverse effects for service co-creation. The authors advise managers in troubled industries not to focus exclusively on improving brand differentiation but to also consider working with major industry players and regulators to address the deepest fears of consumers.

The findings have implications for the service dominant logic of marketing in that it suggests that category skepticism is disruptive to the value integration process on which service co-creation relies for value creation. This has strong implications for how managers should structure their interaction processes with customers and for future research that seeks to them prove customer productivity.

The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables.

This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results.

Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4).

This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice.

This paper extends the literature on consumers’ brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.

The purpose of this paper is to explore how health consciousness and skepticism toward health claims are related to perceived healthiness and willingness to buy functional food (i.e. functional yogurt) compared to conventional and organic (bio) food.

A survey of 295 consumers was conducted in Lithuania. Data were analyzed using structural equation modeling.

Research findings indicate that health conscious consumers tend to discount messages about the health value of functional food and show preferences for organic food. In contrast, skepticism toward health claims has a higher negative homogenous impact on the perceived healthiness of functional, organic and conventional products compared to health consciousness. On the other hand, skepticism toward health claims does not directly reduce consumers’ willingness to buy functional, organic and conventional products.

Testing other settings, product categories, additional constructs and understanding underlying processes using an experimental design may help to gain more insights into how health conscious and skeptical consumers make food choices.

An examination of health consciousness and skepticism toward health claims can provide at least a partial explanation as to why many functional food products fail to gain consumer confidence.

Based on the reactance theory, the study sheds some light on the understanding of how different psychosocial factors are related to consumer attitudes toward functional, organic and conventional food.

Understanding the factors that impact the audit quality of work performed by affiliated offshore entities has become imperative for US accounting firms. The purpose of this paper is to gain a better understanding of the role that cultural differences have on the trait professional skepticism mindset of future auditors in the USA and India.

The authors use the Hurtt (2010) Professional Skepticism Scale (HPSS) to evaluate the role that culture has on the trait professional skepticism mindset of a sample of future auditors in the USA and India.

The authors identify three distinct dimensions of trait professional skepticism embedded in the HPSS. The research finds no significant differences between USA and Indian auditing students on the evidential “trust but verify” dimension of trait professional skepticism; however, US students score higher on the behavioral “presumptive doubt” and self-reliance dimensions.

Given culture significantly influences trait professional skepticism, firms and regulators should be highly cognizant of the type of work that is being sent offshore. Firms using affiliated offshore entities should also ensure that robust integration practices are used to facilitate the level of professional skepticism necessary to perform a quality audit.

By identifying three separate dimensions in the HPSS, the research takes an important step in understanding the factors that impact the quality of audit procedures performed in a critical affiliated offshore entity for US-based accounting firms.

The applications of Artificial Intelligence (AI) in various areas of professional and knowledge work are growing. Emotions play an important role in how users incorporate a technology into their work practices. The current study draws on work in the areas of AI-powered technologies adaptation, emotions, and the future of work, to investigate how knowledge workers feel about adopting AI in their work.

We gathered 107,111 tweets about the new AI programmer, GitHub Copilot, launched by GitHub and analysed the data in three stages. First, after cleaning and filtering the data, we applied the topic modelling method to analyse 16,130 tweets posted by 10,301 software programmers to identify the emotions they expressed. Then, we analysed the outcome topics qualitatively to understand the stimulus characteristics driving those emotions. Finally, we analysed a sample of tweets to explore how emotional responses changed over time.

We found six categories of emotions among software programmers: challenge, achievement, loss, deterrence, scepticism, and apathy. In addition, we found these emotions were driven by four stimulus characteristics: AI development, AI functionality, identity work, and AI engagement. We also examined the change in emotions over time. The results indicate that negative emotions changed to more positive emotions once software programmers redirected their attention to the AI programmer's capabilities and functionalities, and related that to their identity work.

Overall, as organisations start adopting AI-powered technologies in their software development practices, our research offers practical guidance to managers by identifying factors that can change negative emotions to positive emotions.

Our study makes a timely contribution to the discussions on AI and the future of work through the lens of emotions. In contrast to nascent discussions on the role of AI in high-skilled jobs that show knowledge workers' general ambivalence towards AI, we find knowledge workers show more positive emotions over time and as they engage more with AI. In addition, this study unveils the role of professional identity in leading to more positive emotions towards AI, as knowledge workers view such technology as a means of expanding their identity rather than as a threat to it.

The purpose of this paper is to describe a study that examined the perceived credibility of blogs on the internet and the medical information published in them as perceived by the readers of these blogs.

A total of six blogs each with two posts were constructed, one on conventional treatment and the other on an alternative treatment of diabetes. In total, 361 participants viewed one blog each and filled in a questionnaire of the perceived credibility of the blog, the author of the blog and its message.

The results of the study indicate an attitude of scepticism and/or criticism of many aspects of the information in the blogs, together with the growing use of blogs to find information on medical topics. It seems that users apply scepticism as a way to deal with the lack of certainty as to the credibility of the information in spite of their desire and readiness to use this information.

The users who took part in the experiment did not actually have a real need for the health information provided in the blog posts. They only saw two blog posts in an artificial blog, and in order to fully assess credibility there is need for a longer‐term interaction.

Findings from this study may help the health community to design messages that are perceived as credible by the public.

The users in this study, unlike previous studies, were more critical of the information presented to them. One possible reason could be their older age.

The purpose of this article is to analyse the role of resistance at team level in a change project focused on the maintenance activities of a high reliability organisation (HRO) that operates in the electricity distribution field.

A grounded theory is built, analysing a large dataset of material (project reports, processes descriptions, internal memos and presentations), direct observation and semi‐structured interviews.

The paper documents a model where resistance has evolved over time. Differentiated responses to change of employees during the project and also different forms of resistance are observed. The outcome of the analysis shows the positive role of mindful inertia in the change project.

Outcomes are, by the nature of the research, deeply rooted in the context and the study is focused on a specific service of an organisation that is high reliability‐oriented. Future studies should look at whether these insights are also relevant for other organisations.

Mindful inertia can prove useful in achieving better performances in implementing change.

With respect to the existing literature, the paper shows that in HROs acceptance of change and mindful resistance to that change interacts to improve the outcome process. Resistance, under certain conditions, can provide the very insights needed to implement change.

Recent studies in education attempt to ‘criminologise’ some of the current practices and policies of higher education institutions – that is, to deconstruct certain philosophies and practices which may be discriminatory, offensive, and biased to certain social groups. Recent theoretical frameworks problematize current higher education policies, many of which are taken for granted. This paper adopts a critical perspective, shedding light on some practices as they occur in higher educational institutions, by human and non-human agencies. The study applies a ‘detective’ approach examining some problematic uses of technology a higher education institution. In this proposed approach, researchers play the role of ‘detectives’, investigating possible breaches of good practice (possibly discriminatory) committed by higher education actors (referred hereafter as ‘defendants’). Most of these offences are committed through the use of educational and institutional technologies. The purpose of this theoretical approach is to empower alienated social groups against such practices by identifying ‘defendants’ and the implications of their acts. The study uses empirical data from interviews, visits, and observations to explain the ways in which defendants respond to the accusations levelled against them by other users of educational technologies. The investigation revealed that technology was used, among many other functions, to manoeuvre around the legal and ethical system serving the interests of some stakeholders. Then, the study categorises these manoeuvres, explaining the legal implications of each category, and recommending consideration of important academic and institutional issues.