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This study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.

Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design (n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design (n = 220).

The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.

The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.

This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.

Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation.

Three between-subjects experiments examine how product evaluation, in response to the use of color names containing consumption situation information, varies as a function of their accessibility (Study 1), and also test the role of a naming explanation (Study 2). How readily a consumer takes in consumption imagery is evaluated as a mediator. The studies further check if color attribute serves as a moderator of such color naming effect and that the naming factor contributes to consumption imagery fluency directly or indirectly alters such through their impact on comprehension fluency (Study 3).

Marketing products with color names related to the consumption setting is more effective than using generic names. Consumption imagery fluency mediates the results. This positive outcome is reduced when color names are less accessible. Fortunately, including an explanation to facilitate reasoning for product color names is helpful to reverse this disadvantage. The same patterns are not evident for highly accessible names. In addition, the effectiveness of consumption situation-related color names is restricted to the circumstance of color attribute as secondary, as opposed to primary. Furthermore, naming factors influence the ease of consumption of imagery whether or not facilitated by comprehension fluency.

This research provides evidence of consumers’ responses to product color naming that involves consumption situations and identifies consumption imagery fluency as a potential means for mediating the studied effect.

Naming a product color in consumption situation-related terms triggers consumption imagery, driving evaluation when color is the secondary attribute of a product.

This research contributes to understanding the influence of naming a product’s color in promotional communication and correlates to productive tactics for advertising messages.

The ballet industry has long been criticized for using excessively thin and exclusively Anglo-looking ballerinas. The statement that they fit the “look” or comments such as this in the 2015 New York Daily Post: “A lot of people feel ballerinas should all be the same color” (Keivom, 2015) have been used to exclude Black and Brown ballerinas. This chapter describes the relationship between race, gender, and beauty within the ballet industry. It describes the challenges that Black women experience and the anti-Blackness that takes place within ballet due to Eurocentric beauty standards. Through a focus on the emphasis on hair texture, flesh-tone tights, and pointe shoes, and on the racist history of America and ballet, this chapter demonstrates how ballet continues to discriminate against and marginalize Black women.

This paper aims to investigate whether the effects of children's current learning are related to their learning efficiency and behavior when they are exposed to two different gaming media.

In this paper the authors used a quasi-experimental design to determine whether game-based learning can be improved by using mobile devices equipped with augmented reality (AR).

The control group using the card game was careful to find the correct answer, with the intention of “obtaining the maximum score with the highest rate of correctness,” whereas the experimental group using the AR board game played aggressively by “obtaining the maximum score with the highest number.”

Although integrating an AR board game into the curriculum is an effective approach, the need to implement such a game in response to different learning attitudes and behaviors of students should be addressed.

Depending on the learning situation, different teaching methods and aids can be used to help students effectively learn. The recommendations based on this experiment can broaden the teaching field and allow for a wider range of experimental studies.

Learning behavior was observed, and user attention was interpreted using MindWave Mobile.

The purpose of this paper is to generate nitrogen-containing groups in the cotton fabric surface via low-temperature nitrogen plasma as an eco-friendly physical/zero-effluent process. This was done for rendering cotton dye-able with Acid Blue 284, which in fact does not have any direct affinity to fix on it.

Dyeing characteristics of the samples such as color strength (K/S), fastness properties to light, rubbing and perspiration and durability, as well as tensile strength, elongation at break, whiteness, weight loss and wettability in addition to zeta potential of the dyed samples, were determined and compared with untreated fabric. Confirmation and characterization of the plasma-treated samples via chemical modifications and zeta potential was also studied using Fourier transform infrared spectroscopy (FTIR) and Malvern Zetasizer instrumental analysis.

The obtained results of the plasma-treated fabric reflect the following findings: FTIR results indicate the formation of nitrogen-containing groups on cotton fabrics; notable enhancement in the fabric wettability, zeta potential to more positive values and improvement in the dyeability and overall fastness properties of treated cotton fabrics in comparison with untreated fabric; the tensile strength, elongation at break, whiteness and weight % of the plasma treated fabrics are lower than that untreated one; and the durability of the plasma treated fabric decreased with increasing the number of washing cycles.

The novelty addressed here is rendering cotton fabrics dye-able with acid dye via the creation of new cationic nitrogen-containing groups on their surface via nitrogen plasma treatment as an eco-friendly and efficient tool with a physical/zero-effluent process.

Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.

A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.

This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.

This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.

The 2008 Chinese melamine milk scandal resulted in six reported fatalities and affected around 300,000 children, of whom 54,000 were hospitalised. Previous studies have used linear approaches to examine the root causes of the melamine milk scandal.

In the present study, we applied a systems approach to the melamine milk scandal to identify the complex systems-level failures across the supply chain leading to the incident and why food fraud incidents such as this occurred in the dairy sector. Additionally, systemic failures associated with food fraud vulnerability factors were considered (i.e. opportunities, motivation and control measures).

48 contributory factors of influence were identified and grouped across six sociotechnical levels across the Chinese dairy system, from government to equipment and surroundings. Lack of vertical integration (processes and communication) contributed to the failure. When viewed from a broader perspective, the melamine milk scandal can be linked to a series of human errors and organisational issues associated with government bodies, the dairy supply chain, individual organisations and management decisions and individual actions of staff or processes.

This approach is of value to policymakers and the industry as it supports public health investigations of food fraud incidents and proactive food safety management.

To the best of our knowledge, this is the first study to analyse a food safety or fraud incident using the AcciMap approach and the food fraud vulnerability assessment (FFVA) technique. AcciMap analysis is applied to both unintentional and intentional aspects of the incident.

This paper aims to demonstrate that, in line with the emerging trend of multifunctional yarn development, cotton yarn can effectively harness renewable solar energy to achieve photothermal conversion and thermochromism. This innovation not only maintains the comfort associated with natural fiber cotton yarn but also enhances its ultraviolet (UV) light resistance.

In this work, 4% zirconium carbide (ZrC) and thermochromic powder were adhered to cotton yarn through polyurethane (PU) by sizing coating method. After sizing, the two cotton yarns are twisted by ring spinning to obtain composite yarns with photothermal conversion and thermochromic functions.

The yarn obtained by cotton/6%PU/8% thermochromic dye single yarn and cotton/6%PU/4% ZrC single yarn composite is the best match. After 5 min of infrared light, the temperature of the composite yarn rose to the maximum, increasing by 36.1°C. The ΔE* value before and after irradiation of infrared lamp is 26.565, which proves that the thermochromic function is good. The yarn dryness unevenness was significantly reduced by 27.2%. The composite yarn has a UPF value of up to 89.22, and its performance characteristics remain stable after 100 minutes of washing.

The composite yarn’s photothermal conversion and thermochromism functions are mutually reinforcing. Using sunlight can simultaneously achieve heating and discoloration effects without consuming additional energy. The cotton yarn used in this application is versatile, and suitable for a wide range of uses including clothing, temperature visualization detection and other scenarios.

This study aims to investigate how sensory cue order, wine knowledge and visual–olfactory (V–O) congruence affect consumer’s taste perceptions of wine and their subsequent behavior.

An experiment was performed to identify the effects of sensory cue congruence and sensory cue order on wine consumers’ perceptions of wine, affective evaluations, cognitive evaluations and purchase intentions.

Wine experts exhibited positive emotional responses to congruent sensory cues in the V–O order. Experts’ enjoyment of wine’s aroma, their emotional responses, their cognitive evaluations and their purchase intentions were lower in the incongruent condition. Consumers’ negative emotions elicited by the V–O sequence were also less intense than those triggered by the olfactory–visual (O–V) sequence. Wine experts demonstrated more positive emotional responses in the V–O sensory congruent condition.

This study highlights how visual and olfactory sensory cue order, wine knowledge and sensory cue congruence interact to clarify wine-related behavioral intention. Findings reveal the roles of these factors in shaping sensory perceptions, cognitive evaluations, affective evaluations and behavior related to wine consumption.

This study holds implications for various stakeholders, including winemakers, wine businesses, restaurants and the broader hospitality industry. Wine businesses can enhance advertising effectiveness by tailoring their marketing efforts to customers’ knowledge levels and emphasizing the inherent attributes that align with individuals’ preferences. Winemakers can improve consumers’ sensory experiences by enhancing the natural color of wines. Restaurants can strive to ignite diners’ positive emotions and experiences by providing congruent information. Furthermore, sensory-driven strategies can be used in the hospitality sector to elevate customers’ positive emotions.

This study fills gaps in wine research by delineating how wine knowledge and related sensory cues can influence consumers’ sensory perceptions, cognitive evaluations, affective evaluations and behavior. These aspects have been largely overlooked in previous work.

The maturity of artificial intelligence technology and the emergence of AI-generated content (AIGC) tools have endowed college students with a human-AIGC tools collaboration learning mode. However, there is still a great controversy about its impact on learning effect. This paper is aimed at investigating the impact of the human-AIGC tools collaboration on the learning effect of college students.

In this paper, a hypothesized model was constructed to investigate the effects of dependence, usage purpose, trust level, frequency, and proficiency of using AIGC tools on the learning effect, respectively. This paper distributed questionnaires through random sampling. Then, the improved Analytic Hierarchy Process (AHP) was used to assign weights and normalize data. Lastly, one-way ANOVA and multiple linear regression analyses were used to measure and analyze variables, revealing the mechanism of influence.

The usage purpose, frequency, and proficiency of using AIGC tools have a significant positive effect on learning. Being clear about the usage purpose of AIGC tools and matching the specific study tasks will enhance the learning effect. College students should organically integrate AIGC tools into each learning process, which is conducive to building a learning flow applicable to oneself, improving efficiency, and then enhancing learning effects. The trust level in AIGC tools is significant, but positively and weakly correlated, indicating that college students need to screen the generated content based on their knowledge system framework and view it dialectically. The dependence on AIGC tools has a negative and significant effect on learning effect. College students are supposed to systematically combine self-reflection and the use of AIGC tools to avoid overdependence on them.

Based on the findings, the learning suggestions for college students in human-machine collaboration in the AIGC era are proposed to provide ideas for the future information-based education system. For further research, scholars can expand on different groups, professions, and fields of study.

Previous studies have focused more on the impact of AIGC on the education system. This paper analyzed the impact of the various factors of using AIGC tools in the learning process on the learning effect from the perspective of college students.