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The purpose of this paper is to study whether the consumer’s perceptual processing style impacts consumer preference. Specifically, whether consumers with local perceptual processing style in emerging Asian countries are more likely to perceive that Asian skincare brands are suitable for them, compared with emerging Asian consumers with global perceptual processing.

An experiment was conducted with 249 Asian female respondents in an emerging Asian market. The Navon letter – a hierarchical letter – is used to classify the respondents’ perceptual processing style. The Navon stimulus used is a big letter H made up of small letter Ls. Those who saw letter H (L) at first glance were classified as consumers with global (local) perceptual processing style. ANCOVA was used to analyze the main effect of global/local perceptual processing style on product preference, as well as to test the moderating effect of age.

The results suggest that consumers with local perceptual processing style are significantly more likely to perceive that Asian brands are suitable for them, compared with respondents with global perceptual processing style. Additionally, the covariate “age” is not the covariate between global/local perceptual processing and skincare preference.

Managers can apply the findings to their targeting and communication strategies. First, it will be advantageous for managers marketing Asian skincare products to target Asian consumers with local perceptual processing style. For managers marketing Western skincare products in Asia, it will be better to target Asian consumers with global perceptual processing style. In terms of communication strategy development, managers marketing Asian skincare products to Asian consumers are recommended to encourage local perceptual processing, while managers marketing Western skincare brands to emerging Asian consumers should encourage global perceptual processing.

The value of this paper is that it applies the perceptual processing style to explain consumer decision-making in the context of consumers in emerging Asian countries. It also highlights a new perspective that helps managers craft targeting and communication strategies that help make their products to be perceived as a better fit or to facilitate consumer processing style so the product becomes a preferred choice.

Global and local processing is part of human perceptual organisation, where global processing helps extract the “gist” of the visual information and local processing helps perceive the details. Individual differences in these two types of visual processing have been found in autism and ADHD (Attention-Deficit Hyperactivity Disorder). Virtual reality (VR) has become a more available method of research in the last few decades. No previous research has investigated perceptual differences using this technology.

The objective of the research is to threefold: (1) identify if there is association between ADHD and autistic traits and the performance on the Rey-Osterrieth complex figure (ROCF) task, (2) investigate practical effects of using VR drawing tools for research on perceptual experiences and (3) explore any perceptual differences brought out by the three-dimensional nature of the VR. The standard ROCF test was used as a baseline task to investigate the practical utility of using VR as an experimental platform. A total of 94 participants were tested.

Attention-to-detail, attention switching and imagination subscales of autism quotient (AQ) questionnaire were found to be predictors of organisational ROCF scores, whereas only the attention-to-detail subscale was predictive of perceptual ROCF scores.

The current study is an example of how classic psychological paradigms can be transferred into the virtual world. Further investigation of the distinct individual preferences in drawing tasks in VR could lead to a better understanding of individual differences in the processing of visuospatial information.

Existing studies of shopping momentum effect show that an initial purchase causes the consumer to switch from a deliberative mindset to an implemental mindset, thereby leading to buy subsequent items based on Gollwitzer’s Rubicon model. Since purchase activity goes through the actional phase which has not been studied yet, the purpose of this paper is to explore the characteristics of the actional mindset compared with those of the planning and deliberative mindsets.

This study conducts three experiments to examine whether the implemental mindset can be differentiated from the actional mindset via recalls and perceptual processing measures.

The findings provide evidences that the actional mindset is different from the implemental mindset, and the planning phase is associated more with broad-mindedness, whereas the actional phase is with narrow-mindedness.

Manipulation of the actional mindset can be extended to real purchases in physical shopping spaces, and various choice objects could be tested with a larger number of participants.

To boost the shopping momentum effect, marketers should put customers into an actional mindset by leading them to show their decisions such as carrying a shopping bag and uploading their purchased items. To avoid overbuying, customers should stay in planning mindsets without verbalizing their decisions. Putting goods into virtual shopping baskets in online shopping could be a good way to avoid overbuying.

The paper empirically explores the characteristics of actional mindset in terms of cognitive and perceptual processing and suggest meaningful implication in online shopping situation.

The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating role of perceived novelty and risk perception.

The authors examined the hypotheses in three experiment studies. In Study 1, the authors primed innovative product category and presentation order on consumer consumer’s purchasing intention. In Study 2, the authors measured the mediating role of perceived novelty and risk perception. In Study 3, they validated the moderating effect of picture and text consistency on the improvement of purchase preference.

The results reveal that RNP/INP and presentation order (from whole to part/from part to whole) could enhance consumers’ purchase intention and verify the mediating role of perceived novelty and risk perception, based on which a complete internal mechanism model is constructed. The third experiment shows the moderating effect of picture and text consistency on the improvement of purchase preference by matching the category and presentation order of innovative products.

Prior literature on the thinking mode of holistic and partial processing has been mostly applied to the cognitive field of reading and text labeling. In this study, using the holistic (local) processing thinking model and anchoring theory, eye movement experiments and situational experiments, the audience’s analysis framework of information processing mechanism is constructed. The unique phenomenon of product category and overall (local) presentation order coexisting in innovative product advertisement is considered comprehensively.

The international purchasing function is a critical element in the multinational enterprise's (MNE's) formulation of functionally integrated international policy and strategy and the implementation of strategy. A firm should have some understanding of the markets in which it operates as a consumer or buyer, since possible changes in resource or supplier markets can affect decisions related to the firm's marketing, production, and integration strategies. The supply consideration of MNEs represents risk and opportunity and may, as a result, have a significant influence on net income flows, both in the short and long run. Davis et al provides empirical evidence for assuming that the MNE's international procurement process influences and is influenced by its technological process, R & D, and product categories.

Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.

This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.

This study aims to propose a model of publics' ethical activism, testing the role of emotional outrage in an extended framework of the previously established STOPS model. Thus, this study aims to investigate (1) how ethical perception of a social issue affects situational motivation that leads to participation in public activism, and (2) how emotional outrage plays a role in mediating between situational motivation and activism behaviors.

The study aims at investigating the mediating role of emotional outrage between situational motivation and activism behaviors, which have not been investigated thoroughly in public relations research. By conducting a national survey with 386 people (N = 386) living in Australia, the study's suggestive model was tested in the context of two ethical issues (e.g. climate change and anti-racism). This study found that people who perceive an ethical issue are likely to be motivated to participate in activism behaviors. Specifically, three situational perceptions (i.e. problem recognition, constraint recognition and involvement recognition) were found to be significant factors affecting situational motivation (SM) in problem solving. A high level of emotional outrage was found to play a mediating role between SM and consequential ethical activism behaviors. The more people feel outraged about an ethical issue, the more likely they will engage in punitive behavior. This study contributes to the theoretical development of public relations by illuminating how situational perceptions lead to emotional outrage that promotes behavioral intentions in an ethical context. This study also suggests that a practitioner should be sought to manage the levels of perceptual factors when setting up a communication plan in response to an ethical public crisis.

This study found that people who perceive an ethical issue are likely to be motivated to participate in activism behaviors. Specifically, three situational perceptions (i.e. problem recognition, constraint recognition and involvement recognition) were found to be significant factors affecting situational motivation (SM) in problem solving. A high level of emotional outrage was found to play a mediating role between SM and consequential ethical activism behaviors. The more people feel outraged about an ethical issue, the more likely they will engage in punitive behavior.

This study substantiates how three perceptual antecedents may conjointly affect situational motivation. Also, the findings in this study also contribute to theoretical development in predicting ethical activism intentions. Another contribution of this study is to demonstrate the mediating role of emotional outrage between situational motivation and ethical activism. The authors strived to explore individuals' perceptions and its impact on intention to boycott against ethical problematic social issues. It should be considered that this study used a hypothetical and manipulated situation where respondents are exposed to the visual stimuli that focus on the moral problems that those specific issues have raised.

First, as problem recognition plays a prime mover role in the overall problem-solving process in an ethical context, organizations should reduce individual's ethical problem recognition. When setting up a communication plan, an organization should showcase their positive role in addressing the ethical problems (e.g. to show Adani's commitment to indigenous people and efforts to protect the environment). The response strategy should be effective enough to create an “ethical dilemma,” which refers to a situation in which one has a difficult choice to make between two ethical options.

This study contributes to theoretical development of public relations by illuminating how situational perceptions lead to emotional outrage that promotes behavioral intentions in an ethical context. This study also suggests that a practitioner should be sought to manage the levels of perceptual factors when setting up a communication plan in response to an ethical public crisis.

As the developing nations grow and experience rapid institutional transformation, research has begun to investigate the roles of culture, cognition and institutional context on entrepreneurship and innovation. This chapter aims to advance the entrepreneurial cognition literature by juxtaposing entrepreneurial effectuation, domain-specific expertise and ambiguity. By conducting a qualitative study of Chinese high-tech domestic and returnee entrepreneurs, the authors propose a spectrum between causation and effectuation and argue that the entrepreneur’s perceived level of ambiguity may better explain differing logic orientations among entrepreneurs, contributing to our understanding of entrepreneurial cognition. The authors theorize that (1) individual actors and the level of institutional development jointly comprise the entrepreneur’s logic orientation; (2) the level of perceived ambiguity mediates the strategy adopted by high-tech entrepreneurs; (3) the entrepreneur’s logic orientation can be regarded as a continual spectrum from effectuation to causation. Finally, the logic orientation concept is applied to the context of cross-border mergers and acquisitions (M&A) from a process perspective and the implications and fit of logic orientation with the stages of cross-border M&A are discussed.

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.