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This paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.

Two experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health‐related information and VS.

The results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutritional labeling are present. Moreover, males incorporate less VS than females when health warnings are present, while females incorporate less VS than males when nutritional labeling is present.

In the absence of health warnings and nutritional labeling, it is a wiser way for leading brands to cultivate positive consumer moods by utilization of humorous ads, so that they do not search for varied products. For less well‐known brands, inducing negative consumer moods is a better way to encourage brand switching. Further, providing nutritional labeling will strengthen consumer brand loyalty by reducing their VS, especially for females. As the health warnings reduce the VS for males, marketers may take advantage of this effect by associating brand names with health warnings.

As VS is found to be related to over‐consumption, it is important to investigate the effects of health‐related information on VS. However, little empirical evidence has been found on the effect of health‐related information on VS behavior. Further, this study takes into consideration moderating factors as it is important for marketers to realize how health‐related information interacts with the consumer's VS behavior under different mood states and gender. The findings demonstrate that the relationship between health‐related information and VS is moderated by mood states and gender differences, an important contribution to the research on VS behavior.

The purpose of this paper is to provide a quantitative analysis, in which learning orientation, market orientation, entrepreneurial orientation, and innovativeness function as key success factors in technology‐intensive firms. The authors formulate a structural equation model to examine the relationship among these constructs.

A structural equation model was designed to examine the relationship. To test the model, the authors conducted covariance structural analyses of data collected from 333 venture companies, including innovation companies, in Taiwan.

The central finding is that learning orientation plays a full mediating role in the relationship between market orientation and innovativeness. The results indicate that organizational structure (formalization and decentralization) does not play a moderating role in the relationship between innovativeness and business performance; however, the extent of formalization of an organizational structure negatively correlates with business performance.

Market orientation can strengthen innovativeness via organizational learning. In the high‐tech industry, the market information obtained from customers and competitors helps firms to keep an eye on the market. For better competitive advantages and business performance, firms must have learning capabilities and employees' identity with corporate mission.

The research empirically examines the mediating role of learning orientation and the moderating role of organizational structure in the model. The findings indicate that firms should strengthen their learning orientation and innovativeness, and avoid interfering in the organizational structure to improve business performance.

The aims of this study are twofold: to explore the influence of the typicality of brand story and regulatory focus on the effectiveness of argument strength and product evaluations and to examine the mediating role of being hooked.

The study performed two experiments which showed how the measured or induced regulatory focus of a consumer in a given situation moderates the relationship between typicality of the brand story and product evaluations.

The results show that prevention-focused individuals rely on the substance of the message after reading an atypical brand story, whereas promotion-focused individuals are more likely to be hooked by an atypical brand story. Moreover, the findings have also revealed that being hooked mediated the results of the interaction effects of the typicality of brand story and regulatory focus on product evaluation.

A better understanding of the interplay effects between the perceived typicality of brand story and the regulatory focus of target audiences has the potential to help marketers increase the persuasiveness of their communication messages.

To the authors’ knowledge, this is the first piece of research to examine how the typicality of brand story and regulatory focus can influence the likelihood of a consumer being hooked. Moreover, the present study is among the first to show that regulatory focus is an important moderator of the effects of typicality, and this contributes to the literature of categorization theory.

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors.

This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China.

The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps.

This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors.

Store branding has gained much attention from branding researchers, including studies of market segmentation. However, the psychological profile of the store brand consumer is still obscure. The present study investigated the role of “need for cognition” (NFC) in purchasing store brands.

Participants were 400 students from eight colleges in Israel. The participants represented four cultural groups of different mother tongues: Amharic, Arabic, Hebrew and Russian. All participants reported demographics, NFC, inclination to purchase store brands and the perceived importance of extrinsic brand dimensions (e.g. packaging, country of origin and manufacturer identity).

NFC was positively associated with the inclination to purchase store brands, even after controlling for demographic variables. NFC was negatively associated with the importance attributed to extrinsic brand dimensions.

Retailers should aim store brands towards consumers with high NFC. In cultures characterized by a lower NFC level, marketing strategies should focus on extrinsic brand image dimensions rather than intrinsic ones.

While many studies have researched the demographic characteristics of the store brand consumer, there is little data regarding his psychological profile. The present study illuminates the role of NFC as one psychological trait that enhances the inclination to purchase store brands. In addition, the study employs a multi‐cultural sample of four cultural groups living in Israel, thus increasing the generalisability of the results.

This paper illustrates how Taiwan has tried to mobilize its prehistory Austronesian linguistic heritage and indigenous cultural memories to reposition itself in the Asia-Pacific. It examines how the attempt has gradually evolved into cross-border exchange and partnership based on the interconnectivity across the Pacific on different levels.

The research is based on policy review of the Taiwan government's growing focus on indigenous culture in strategizing diplomacy and cultural policy from 2000 through 2021 and the researcher's participant observation in expert cultural heritage meetings (2018–2021). It is also complemented by semi-structured interviews with both selected state actors and civil actors.

The past connection among indigenous communities in Taiwan and the Austronesian peoples contributes to building up new cultural circuits across-borders based upon shared indigenous heritage and demonstrates the extraterritorial role of heritage, which can be the potential base for developing diplomacy.

The research is limited in not directly engaging with actors in the Pacific given limited time, budget and mobility under the coronavirus disease (COVID) pandemic. The author would like to follow on that in her future research.

The paper sheds light on the uneasy relationship between indigenous heritage making and nation building and its cultural implications. This study demonstrates that the state framework of heritage is not necessarily appropriate to deal with these complicated historical matters, especially when the notion of heritage per se is not decolonised in a settler state.