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A social enterprise is a hybrid business organization which pursues both profit maximization and social change. This study aims to explore effective ways to communicate authentic motives through social enterprise advertisements.

Four sets of advertisements were created to explore the effects of different message cues on perceived authenticity. These ads were presented through internet surveys in varying combinations.

Per cue congruency theory, when both giving and selling cues are presented together, they contradict one another, thereby neutralizing any positive feelings which would otherwise be gained through the use of a giving cue. Thus, the highest perceptions of authentic motives underlying an advertisement are gained when only giving cues are used.

Social entrepreneurs should recognize the limitations of presenting both giving and selling cues in tandem with one another. Doing so may help increase profitability and sales, but it will decrease the authenticity of a perceived message. To communicate authenticity through advertising, the social entrepreneur should highlight the social enterprise’s mission and giving characteristics rather than the products or services being sold.

To the best of the author’s knowledge, this research is among the first to explore authenticity in marketing messages for the social enterprise. Further, while extant research identifies methods of overcoming contradictory message appeals, the novel findings of this research demonstrate the effectiveness of avoiding the potential for negative reactions altogether.

The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.

In this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.

The experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.

We expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.

Face-to-face meetings between auditors and clients are becoming increasingly more difficult and expensive to arrange, due in large part to the ceaseless expansion of commerce across the globe. Relying on electronic communication media such as e-mail messaging or video-conferencing for auditor–client inquiry purposes is one way to enhance the timeliness of such communications; however, questions arise with respect to potentially biasing influences of certain technical aspects of electronic media on auditors’ judgment and decision-making processes. Drawing on information processing theories, the current study posits that media and message attributes can interact, thereby differentially affecting auditors’ belief revisions – holding information content constant. The media attributes examined in the current study are cue multiplicity (i.e., the range of central and peripheral cues a medium is capable of transmitting) and message reprocessability (i.e., the extent of archival and retrieval features a medium is capable of handling); and the message attribute studied is evidence strength (e.g., the credibility of client-provided evidence). Research findings from a laboratory experiment with 189 graduate accounting students indicate the following: (1) when client-provided evidence is strong, neither message reprocessability nor cue multiplicity significantly affect the auditors’ belief revisions; (2) when evidence is weak and reprocessability is present, higher cue multiplicity leads to significantly greater belief revision in favor of the client; (3) when evidence is weak and reprocessability is absent, lower cue multiplicity results in significantly greater belief revision in favor of the client. Study results suggest theoretical and practical implications for globally distributed auditor–client communications.

Purpose: Because past research has investigated nonverbal behaviors in clusters, it is unclear what status value is ascribed to individual nonverbal behaviors. I test status cues theory to investigate whether response latency functions as a status cue. I explore whether it affects behavioral influence or if it only signals assertiveness and does not have status value. I also explore how one's interpretation of response latency impacts behavioral influence.

Methodology: In a two-condition laboratory experiment, I isolate response latency and test its strength independently, and then I measure behavioral influence, participants' response latency, and perceptions of assertiveness. I also conduct interviews to investigate how participants interpret their partner's response latency to understand how people ascribe different meanings to the same nonverbal behavior.

Findings: I find that response latency alone does not affect behavioral influence, in part because how people interpret it varies. However, response latency does significantly impact participants' own response latency and their perceptions of their partner's assertiveness.

Practical Implications: This research demonstrates the intricacies of nonverbal behavior and status. More specifically, this work underscores important conceptual differences between assertiveness and status, and demonstrates how the interpretation of nonverbal behavior can impact behavioral influence.

This study investigates how artificial intelligence (AI) chatbots persuade customers to accept their recommendations in the online shopping context.

Drawing on the elaboration likelihood model, this study establishes a research model to reveal the antecedents and internal mechanisms of customers' adoption of AI chatbot recommendations. The authors tested the model with survey data from 530 AI chatbot users.

The results show that in the AI chatbot recommendation adoption process, central and peripheral cues significantly affected a customer's intention to adopt an AI chatbot's recommendation, and a customer's cognitive and emotional trust in the AI chatbot mediated the relationships. Moreover, a customer's mind perception of the AI chatbot, including perceived agency and perceived experience, moderated the central and peripheral paths, respectively.

This study has theoretical and practical implications for AI chatbot designers and provides management insights for practitioners to enhance a customer's intention to adopt an AI chatbot's recommendation.

1. The study investigates customers' adoption of AI chatbots' recommendation.

2. The authors develop research model based on ELM theory to reveal central and peripheral cues and paths.

3. The central and peripheral cues are generalized according to cooperative principle theory.

4. Central cues include recommendation reliability and accuracy, and peripheral cues include human-like empathy and recommendation choice.

5. Central and peripheral cues affect customers' adoption to recommendation through trust in AI.

6. Customers' mind perception positively moderates the central and peripheral paths.

The study investigates customers' adoption of AI chatbots' recommendation.

The authors develop research model based on ELM theory to reveal central and peripheral cues and paths.

The central and peripheral cues are generalized according to cooperative principle theory.

Central cues include recommendation reliability and accuracy, and peripheral cues include human-like empathy and recommendation choice.

Central and peripheral cues affect customers' adoption to recommendation through trust in AI.

Customers' mind perception positively moderates the central and peripheral paths.

Purpose – To better understand the general marketing sensitivities of Generation Y and the manner in which Congruency Theory and the Elaboration Likelihood Model (ELM) may apply.

Design/methodology/approach – A quantitative two-factor (peripheral cue congruency and relative product involvement) between-subjects design was used to determine the attitudinal impact associated with the use of congruous peripheral cues in high- and low-involvement product situations.

Findings – Generation Y's attitudinal responses to peripheral cues both align with and vary from the general predictions of the ELM. Relative product involvement is more important than peripheral cue congruency in the formation of attitudes toward an advertisement.

Originality/value – Generation Y is a powerful social and economic consumer group whose attitudinal responses to marketing appeals have not been extensively studied. The current study furthers understanding within this important arena.

Research implications/limitations – The use of congruent peripheral cues is not sufficient to generate positive attitudes in both high- and low-involvement product scenarios. Effective marketing must move beyond cue congruency to include an involved “lifestyle fit” that will effectively generate positive attitudes. Limitations include the sole review of print advertisements and a sole reliance on college-attending members of Generation Y. Future research should examine the impact of congruency on advertisements whose strategic intent focuses on awareness or action rather than on mere attitude change.

Investors frequently make judgments and decisions in the presence of affect (i.e., mood or emotion). Investors' moods may influence the extent to which they incorporate available financial information in their investment judgments. I propose that investors interpret their moods as signals of the extent to which financial information should be processed to make investment judgments, but only when other, more direct signals regarding the need for in-depth processing are unavailable. Consistent with research in psychology, my experimental results suggest that investors experiencing positive mood exert less effort to process available financial information than investors experiencing negative mood. Consequently, positive mood results in lower-quality financial judgments in my setting. However, when investors receive cues suggesting that initially received information is subjective, the effect of mood on effort to process financial information is mitigated. Overall, my results suggest that factors associated with positive investor mood (e.g., positive market sentiment) reduce the depth of investor analysis and lower judgment quality absent signals regarding the subjectivity of financial information.

To determine the role of status information conveyance in a negative reward allocation setting.

Using previously published experimental data, we test the relative effects of status information conveyed by expressive and indicative status cues on the allocation of a negative reward. Further, we construct an alternative graph theoretic model of expectation advantage which is also tested to determine its model fit relative to the classic model of Reward Expectations Theory.

Results provide strong support for the conclusion that status information conveyed by expressive status cues influences reward allocations more than information conveyed by indicative cues. We also find evidence that our alternative graph theoretic model of expectation advantage improves model fit.

This research is the first to test the relative impact of expressive versus indicative status cues on the allocation of negative rewards and shows that status characteristics can have differential impacts on these allocations contingent on how characteristics are conveyed. Furthermore, the research suggests a graph theoretic model that allows for this differentiation based on information conveyance and provides empirical support for its structure in a negative reward allocation environment.

Future research is required to validate the results in positive reward situations.

The results show that an individual’s expectations are altered by varying the manner in which status information is presented, thereby influencing the construction and maintenance of status hierarchies and the inequalities those structures generate. Thus, this research has implications for any group or evaluative task where status processes are relevant.

Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints along customer journeys. Nowadays, customers often interact with online touchpoints – such as social media, websites, or e-commerce – in their customer journeys. Given that customer experience is multidimensional, this chapter addresses the following question: How can sensorial experiences be triggered in online touchpoints? Based on a review of the literature on customer experience and sensory marketing, four challenges in triggering sensorial experiences in online touchpoints are identified: (1) limited sensorial cues, (2) lack of thematic congruence between online and offline touchpoints, (3) sensory overload, and (4) lesser control over sensorial cues. Then, two routes through which organizations can trigger sensorial experiences in online touchpoints are proposed: (1) directly influencing sensations through sensory-enabling technologies, and (2) indirectly influencing sensorial perceptions through the use of sensory and nonsensory cues. The chapter closes with a presentation of a model that describes the process of triggering sensorial experiences in online touchpoints as well as a checklist of relevant questions for practitioners who wish to do so.