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The purpose of this paper is to examine the effect of country of origin (COO) information as an important/salient categorical attribute on choice context effects. Specifically, this research examines whether the introduction of a unique COO in the choice set will have a differential influence on context effects depending on the relative position of the third option (the asymmetrically dominated option vs the extreme option).

Five experiments were conducted in this research. Study 1 had a 2 (set size: two-option core set vs three-option asymmetric dominance set)×2 (competitor’s COO: common vs unique) between-subjects design. Study 2 had a 2 (set size: two-option core set vs three-option extreme option set)×2 (competitor’s COO: common vs unique) between-subjects design. To address the robustness of the effects, Studies 3-5 replicated the results of Studies 1 and 2. The data were analyzed by χ² tests and logistic regression analyses.

The current research demonstrates that the attraction effect is attenuated by the introduction of a unique COO information in the competing option, whereas the tendency to prefer a middle option is not significantly affected.

The present research adds to the current understanding and the practical relevance of COO effects and context effects in marketing by examining the impact of COO as an important/salient categorical attribute on context effects.

The purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention to and memory of recommended products in an online shopping environment.

The study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.

The results of the gaze data show that context congruity effects can influence consumers’ PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.

The study significantly contributes to deepening the understanding of how context congruity can influence consumers’ attention to and memory of PRs. The findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.

First, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, the findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, the authors propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.

Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects.

Eight studies were conducted. To establish the causal relationship between social exclusion types and context effects, this study uses experimental designs in all studies.

The attraction effect is stronger when consumers feel rejected than ignored, whereas the compromise effect is stronger when they feel ignored than rejected. Consumers who feel rejected increase their propensity to think holistically, which in turn leads to their choice preferences for asymmetrically dominant options. Conversely, those who feel ignored increase their propensity to think analytically, which in turn leads to their choice preferences for compromise options.

The findings show that consumer preferences for one option over the other alternatives in choice contexts are susceptible to subtle differences in the manner that exclusion is communicated. The studies are limited to recall tasks and scenarios that previous research has shown to be effective. Future research may use actual exclusion to corroborate this study’s findings.

Marketing practitioners may benefit from this study’s findings when it comes to an increase in the relative share of their target brand against their competitor brands by introducing a third option.

To the best of the authors’ knowledge, this research is the first to provide evidence that exclusion communicated in an explicit manner produces the attraction effect, whereas exclusion communicated in an implicit manner produces the compromise effect. Given that threatening situations often influence individuals’ preferences and choices, how social exclusion shapes cognitive processes is an empirical question worthy of investigation.

The purpose of this study was to examine how national context moderates the impact of family supportive supervisory behavior (FSSB) on employee’s job performance and turnover intentions. The authors consider direct and indirect (through work–family positive spillover) effects of FSSB. Our model is based on conservation of resources (COR) theory and boundary theory. The authors conceptualize national context as contributing resources to or threatening with loss of resources for individuals. To test the model, the authors use data from three Latin American countries – Brazil, Chile and Ecuador.

This is a cross-sectional study based on a survey of almost 988 individuals. The authors first test the direct and indirect effects (via bi-directional positive spillover) of FSBB on performance and turnover intentions without considering the moderating effects of national context (mediation analysis). Then, the authors test the effect of national context in our baseline model by conducting a moderation analysis of direct and indirect effects. The authors use seemingly unrelated regressions and account for control variables and country-level effects.

The results confirm that national context affects the relationships between FSSB and outcomes. As unemployment rises, the effect of FSSB on turnover intentions is stronger and the effect of FSSB on performance, via bi-directional work–family positive spillover, is stronger. When social expenditures increase, the relationship between FSSB and performance via work–family positive spillover becomes weaker. In addition, the authors find some unexpected results.

The authors advance the understanding of how national context affects the impact of FSSB on outcomes, specifically in Latin America. The authors conceptualize national context as providing or threatening individuals’ resources, using publicly available data on unemployment and social expenditures.

Anthropomorphism in Artificial Intelligence (AI)-powered devices is being used increasingly frequently in consumer-facing situations (e.g., AI Assistants such as Alexa, virtual agents in websites, call/chat bots, etc.), and therefore, it is essential to understand anthropomorphism in AI both to understand consequences for consumers and to optimize firms' product development and marketing. Extant literature is fragmented across several domains and is limited in the marketing domain. In this review, we aim to bring together the insights from different fields and develop a parsimonious conceptual framework to guide future research in fields of marketing and consumer behavior.

We conduct a review of empirical articles published until November 2021 in Financial Times Top 50 (FT50) journals as well as in 41 additional journals selected across several disciplinary domains: computer science, robotics, psychology, marketing, and consumer behavior.

Based on literature review and synthesis, we propose a three-step guiding framework for future research and practice on AI anthropomorphism.

Our proposed conceptual framework informs marketing and consumer behavior domains with findings accumulated in other research domains, offers important directions for future research, and provides a parsimonious guide for marketing managers to optimally utilize anthropomorphism in AI to the benefit of both firms and consumers.

We contribute to the emerging literature on anthropomorphism in AI in three ways. First, we expedite the information flow between disciplines by integrating insights from different fields of inquiry. Second, based on our synthesis of literature, we offer a conceptual framework to organize the outcomes of AI anthropomorphism in a tidy and concise manner. Third, based on our review and conceptual framework, we offer key directions to guide future research endeavors.

The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences.

The study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand.

This research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers.

The results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research.

The findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy.

Despite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures.

This paper investigates organizational performance effects by using performance management (PM) practices (both quality and internal managerial practices) and the moderating effects of the organizational context (cultural aspects and government pressures) on this relationship.

Interrelationships are studied based on data collected by a unique survey administered to Portuguese government agencies. A combination of the economic theory (and the New Public Management [NPM] assumptions) with the institutional theory (inspired by the old institutional economy [OIE] and the new institutional sociology [NIS]) provides a plausibly adequate theoretical framework.

These support the hypothesis about the positive effects of PM practices use (both internal and quality-oriented practices) on organizational performance which validates economic and NPM assumptions. The regression results also show that performance would improve if PM practices were aligned with the organizational culture (at least partially). Looking at the moderating effects, the study finds that agencies more oriented to the use of internal management practices aligned with a citizen-centred approach would have improvements in internal performance, reinforcing OIE assumptions. In addition, findings confirm expectations about the insignificant impact on performance when agencies use PM practices under great government pressures (NIS in the isomorphism perspective).

The limitations appointed in the literature regarding the use of the survey method also apply to this study.

This paper innovates by the research on the interrelationships between the organizational context, the use of PM practices and the organizational performance. The use of different theories in a complementary way (economic and institutional theories) in the explanation of performance consequences provides new insights into the body of performance management in the public sector.

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media.

Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability).

Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention.

The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

This study investigates whether exposure to a previous client’s earnings management behavior will impact experienced auditors’ judgments of the risk that a current client’s financial statements are materially misstated. Contrast theory predicts the context of previous information can have a priming effect on a current judgment scenario, where the information for the current judgment is contrasted with the previous information. Guided by contrast theory, we exposed auditors to either positive or negative client ethical earnings management behavior. We found the existence of contrast effects, with the positive (negative) context of the previous client resulting in auditors judging a higher (lower) likelihood of material misstatement in the current client’s financial statements. The results have implications for the effectiveness and efficiency of auditors’ judgments as well as provide insight into auditor training efforts.