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This research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by activating local versus global cognitive appraisal tendencies. Furthermore, this research also examines how lay theories impact the effects of pride on construal levels and how power moderates the effect of hubristic versus authentic pride on product preferences varying in construal levels.

Drawing on cognitive appraisal and construal level theories, this research conducts eight experimental studies to test the hypotheses with an ANOVA, bootstrap analysis and binary logistic regression analysis. The details of the experiments are presented in the paper.

The results show that people feeling authentic (hubristic) pride dominantly adopt a lower (higher) level of construal, and consequently put more weight on feasibility over desirability (desirability over feasibility) attributes. Authentic pride’s inclination to appeal behavior-specific appraisals triggers local appraisal tendencies and bestows lower construal levels, whereas hubristic pride’s inclination to connect the entire self triggers global appraisal tendencies and confers higher construal levels. Incremental (vs entity) theorists are likely to attribute the pride experience to their efforts (traits), and thus feel authentic (hubristic) pride. Furthermore, the product preferences of people experiencing authentic vs hubristic pride depend on their power state.

Notwithstanding the importance of this research, it is worthwhile to note some of its limitations to encourage future research. First, eight studies in the lab were conducted, but no real behavior study was conducted. Although there is a high correlation between the results of lab studies and those of real behavior studies, the authors encourage future researches to elicit the consumers’ pride in the actual consumption situation using a real behavior study. Furthermore, this research mainly focuses on pride, and does not examine other positive emotions, e.g. happiness. Therefore, the authors encourage future research to examine other positive emotions.

The findings suggest that it is appropriate to use construal levels to match consumers’ pride types. In fact, marketers can induce hubristic pride or authentic pride in ads by simply using words or sentences (“feeling proud because of your hard work” or “feeling proud, you are so superior and remarkably unique”), and present either higher- or lower-level construal of desired behaviors to improve advertising effects.

The research contributes to literature by documenting how hubristic/authentic pride can affect distinct construal levels via activating global/local appraisal tendencies. And this research thoroughly illustrates the mechanism by which hubristic/authentic pride activates global versus local appraisal tendencies. More importantly, this research finds how lay theories affect construal level given a pride experience and it also corroborates the moderating effects of power in the proposed relationship, which establish the boundary conditions of the effects of prides on construal levels.

Service encounters are becoming increasingly virtual through the infusion of computer-mediated technologies. Virtual services separate consumers and service providers both spatially and temporally. With the advent of virtual services is the need to theoretically explain how service separability is psychologically perceived by consumers across the spectrum of computer-mediated technologies. Drawing on construal-level theory, the purpose of this paper is to conceptualize a theoretical framework depicting consumer’s construal of spatial and temporal separation across a continuum of technology-mediated service virtuality.

The authors conducted two studies: first, to investigate consumers’ levels of mental construal associated with varying degrees of service separation across a spectrum of technology-mediated services; second, to empirically examine consumer evaluations of service quality in response to varying degrees of spatial and temporal service separation. These relationships were tested across two service industries: education and tourism.

Consumers mentally construe psychological distance in response to service separation and these observations vary across the spectrum of service offerings ranging from face-to-face (no psychological distance) through to virtual (spatially and temporally separated – high psychological distance) services. Further, spatial separation negatively affects consumers’ service evaluations; such that as service separation increases, consumers’ service evaluations decrease. No such significant findings support the similar effect of temporal separation on customer service evaluations. Moreover, specific service industry-based distances exist such that consumers responded differentially for a credence (education) vs an experiential (tourism) service.

Recent studies in services marketing have challenged the inseparability assumption inherent for services. This paper builds on this knowledge and is the first to integrate literature on construal-level theory, service separability, and virtual services into a holistic conceptual framework which explains variance in consumer evaluations of separated service encounters. This is important due to the increasingly virtual nature of service provider-customer interactions across a diverse range of service industries (i.e. banking and finance, tourism, education, and health care). Service providers must be cognisant of the psychological barriers which are imposed by increased technology infusion in virtual services.

Previous studies have vague views about whether employees who are required to complete large amounts of work (i.e. role overload) would proactively create a change in their job characteristics (i.e. job crafting), because the cognitive mechanism underlying the nexus between role overload and job crafting is unclear. The aim of this study is to identify why and when role overload has an impact on job crafting.

This study builds a second-stage moderated mediation model. Using a two-wave panel field study of 213 employee–supervisor matched data, this study examines the proposed hypotheses.

Results show that role overload decreases construal level, which can determine the tendency of employees to focus on the feasibility (low level of construal) or desirability (high level of construal) of behaviors. Goal self-concordance is the degree to which employees pursue their personal goals based on feelings of personal interests and values. The authors find that goal self-concordance guides employees who have higher levels of construal to exert more effort in job crafting. The authors further find that goal self-concordance moderates the mediating role of construal level. Specifically, for employees in pursuit of self-concordant goals, role overload reduces their construal level, resulting in less effort in job crafting. For employees who do not pursue self-concordant goals, role overload decreases their construal level, thereby improving job crafting.

The findings of this study enrich the literature on role overload and job crafting by revealing the mechanism and boundary conditions of the relationship between role overload and job crafting.

This study aims to (1) test the effects of Generation Z (Gen Z) customers’ perceived collective efficacy and self-efficacy toward food waste reduction on their food waste reduction intentions in restaurants, (2) examine the mediating role of customers’ self-efficacy in conveying their perceived collective efficacy for food waste reduction intentions and (3) explore the moderating roles of Gen Z restaurant customers’ interdependent self-construal and independent self-construal.

Data were collected from an online survey distributed to Gen Z restaurant customers in China in April and May of 2022. The snowball sampling approach was used to collect the data, and the final sample included 214 participants. Partial least squares structural equation modeling was applied to examine the hypotheses.

The study found that Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction were positively related to their food waste reduction intentions. Self-efficacy also played a mediating role in the relationship between perceived collective efficacy and food waste reduction intentions. Moreover, Gen Z restaurant customers’ interdependent self-construal negatively moderated the relationship between perceived collective efficacy and self-efficacy.

This study contributes to the literature on social cognitive theory, self-construal theory and customers’ ethical decision-making processes. It integrates Gen Z restaurant customers’ perceived collective efficacy and self-efficacy toward food waste reduction into the ethical decision-making process and investigates how the two types of efficacy determine food waste reduction intentions.

Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory.

An experimental approach was used which included two-part between-subjects designs.

High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus.

The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts.

This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification.

This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.

This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.

(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.

This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.

According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.

This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.

This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.

Based on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on consumers' purchase intention.

The authors conducted two empirical experiments on a total of 508 subjects.

There is an interactive effect between social crowding and CSR statement type on consumers' purchase intention. Specifically, in high social crowding situations, concrete CSR statements lead to consumers' higher purchase intention, while in low social crowding situations, abstract CSR statements lead to consumers' higher purchase intention. Self-construal and processing fluency play a moderating and mediating role in the mechanism.

This research study contributes to the theoretical understanding of the interaction between social crowding and CSR statements, enriching the field of consumer behavior research on social crowding. Additionally, it offers practical insights for enterprises on how to present CSR information in crowded situations.

The purpose of this paper is to explore theoretical connections between the cognitive consequences of power on self-perception and the behaviours of leaders.

A systematic literature review was carried out to investigate the psychological consequences of power in terms of self-perception, perspective taking abilities, emotions and behaviours. The literature reviewed is further integrated in a theoretical model, and a series of propositions suggesting a relation between power, perspective taking, self-construal and leadership are introduced.

This paper argues that power creates both temporary and enduring cognitive changes that transform the way individuals assimilate and differentiate their self from others. This transforms the way individuals in power behave as leaders, as well as followers. Individuals’ self-construal and perspective taking seem to play a mediating role in determining the behaviours of powerful and powerless individuals. This relation is moderated by organizational culture and structure, as well as personality traits.

Further research is needed to test these propositions, including the existence of cross-cultural differences in the power – self-construal relation, and the consequences of holding different types of power on an individual's self-construal. For employees and consultants working in organizational development and organizational change, understanding the potential consequences of power in terms of self-perception will improve the understanding of promoting individuals to higher positions. The present research also bears implications for scholars interested in understanding cross-cultural and gender differences in leadership.

This conceptualization of self-construal as an interface between power and leadership reconcile the individual dynamics of trait theories of leadership and the environmental positions of situational theories of leadership. The paper discusses elements considered critical for design of leadership programs in the workplace, professional development and programs to shape the design of leadership.

The ethics literature has focused on the influence of self-construal dimensions on unethical decision-making. However, the literature is unclear about why these self-construal dimensions (Independent-self, Relational-self, Collective-self) impact differently on unethical decision-making. Based on the theory of cooperation and competition, this study empirically examines the mediating role of competitive orientation and addresses the theoretically unexplained question of why self-construal dimensions influence differently on unethical decision-making.

Based on the deductive approach, a quantitative research study was conducted on the Sri Lankan banking industry because there have been many instances of unethical behavior reported in this sector lately. Data were collected from 305 bank branch managers using a structured survey questionnaire.

The findings revealed that competitive orientation mediates the self-construal dimensions and explained that competitive orientation is one reason why independent-self, relational-self and collective-self influence differently on unethical decision-making.

This paper addresses the unanswered question of why self-construal dimensions relate to unethical decision-making differently.

While there has been a great deal of research to distinguish the factors that promote the adoption of sustainable consumption, however there has been a very little attention given to the contribution of justice, coping appraisal, and psychological distance. The purpose of this paper is to explore the potential role of deontic justice, protection motivation, and construal level theories to elucidate the green purchase intention.

Data were collected from 471 participants in a laboratory experiment. Then, structural equation modeling was carried out to analyze the data.

Protection motivation theory is valuable to apply specifically since it introduces the concept of coping appraisal. The findings demonstrate that deontic justice theory (DJT) is a suitable framework that can be employed to shed more light on sustainable consumption. The study shows that consumer can conceptualize a green product at different levels of concreteness or abstraction.

This study is a pioneering effort to look at sustainable consumption within the context of DJT. It departs from the more traditional research by repositioning moral obligation as the primary driver of green purchase intention and by elucidating when green purchase intention is elevated in investigating the moderating role of mindset.