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This paper aims to apply complexity theory tenets to deepen understanding, explanation and prediction of how configurations of national cultures and need motivations influence national entrepreneurial and innovation behavior and nations’ quality-of-life (QOL). Also, the study examines whether or not high national ethical behavior is sufficient for indicating nations high in quality-of-life.

Applying core tenets of complexity theory, the study constructs asymmetric, case-based (nations), explanations and predictive models of cultures’ consequences (via Schwartz’s seven value dimensions) and implicit need motivations (via McClelland’s three need motivations) indicating national entrepreneur and innovation activities and subsequent national quality-of-life and ethical behavior. The study includes testing configurational models empirically for predictive accuracy. The empirical examination is for a set of data for 24 nations in Asia, Europe, North and South America and the South Pacific.

The findings confirm the usefulness of applying complexity theory to learn how culture and motivation configurations support versus have negative consequences on nations’ entrepreneurship, innovation and human well-being. Nurturing of entrepreneur activities supports the nurturing of enterprise innovation activity and their joint occurrence indicates nations achieving high quality-of-life. The findings advance the perspective that different sets of cultural value configurations indicate nations high versus low in entrepreneur and innovation activities.

High entrepreneur activities without high innovation activity are insufficient for achieving high national quality-of-life. Achieving high ethical behavior supports high quality-of-life.

This study is one of the first to apply complexity theory tenets in the field of entrepreneurship research. The study here advances the perspective that case-based asymmetric modeling of recipes is necessary to explain and predict entrepreneur activities and outcomes rather than examining whether variable relationships are statistically significant from zero.

Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential mediating role of brand image is tested. Consumers differ in their self-monitoring disposition as well, which may explain differences in response to perceived personality fit. Therefore, the potential moderating role of self-monitoring is tested.

Using an experimental design, respondents viewed an advertisement for a brand extension that showed either congruent, moderately incongruent or incongruent personality fit with the parent brand. This was completed for four symbolic brands: two watch brands and two motor vehicle brands.

The results indicate that brand personality fit between the brand extension and the parent brand is causally related to affect felt towards the brand extension, but that this relationship is fully mediated by image fit for the BMW brand and partially mediated for Volkswagen Beetle, Omega and Swatch. For BMW and Swatch, the relationship between the independent variable personality fit and the mediator variable image fit is positively moderated by the self-monitoring disposition of the consumer.

The implication is that, while marketers can communicate a wide range of attributes when advertising brand extensions, marketers of symbolic brands should clearly demonstrate brand personality fit as an important component of brand image fit. This is even more important for consumers with a high self-monitoring disposition.

The study conclusively tests the importance of personality fit for symbolic brands, the mediating role of brand image and the interaction effect of self-monitoring on personality fit. These findings contribute to the research literature and help marketers to manage the level of personality fit that should be emphasized in their marketing communications.

Climate change adaptation (CCA) has emerged as a significant new theme in development and many large development agencies, including bilateral, multilateral or non‐government, are embarking on new programs focusing on CCA. However, the development sector has witnessed the rise and fall of many new development themes over the past 60 years around which funding has coalesced, only to see them fade away. The purpose of this paper is to investigate how the new concept of CCA is being conceptualised and utilised by aid workers in order to shed light on challenges and opportunities for effective CCA and development practices.

This paper has emerged from a broader study that involved 35 semi‐structured interviews, focus groups and participant observation with various stakeholders engaged in development and CCA. The research sought to understand how development actors defined CCA, what activities they associated with it, and how they were using the concept in their work.

This paper finds that there is a range of different, and at points contradictory, conceptualisations of CCA within the field of development. CCA discourses are being used in at least two different ways: to enable the re‐legitimisation and repetition of old development practices as well as to open a space for new practices and imagining of alternatives.

This paper offers a unique perspective of how a set of development actors are conceptualising and utilising the concept of climate change adaptation in their work. This timely contribution builds on a long history of critical development theory, which has interrogated development discourses, by investigating original data that explores this increasingly prominent theme in aid and development.

This paper aims to investigate the level of fear experienced by students aged 13 to 30 years, in response to different types of anti‐smoking fear appeals. It seeks to extend and validate Quinn et al.'s study by specifically comparing adolescent and young adult responses to fear appeals.

A total of 548 useable questionnaires were collected via a self‐administered questionnaire based on established scales. Factor analysis, T tests and ANOVA were used to replicate Quinn et al.'s analysis of the data.

The main results are consistent with previous findings that adolescents and non‐smokers experience more fear. Further, general health and factual appeals cause the most fear across all ages but adolescents were more fearful of factual appeals and social ostracism appeals than young adults possibly indicating that factual and social appeals are better targeted at adolescents than young adults. The results were broadly similar to Quinn et al.'s results.

Advertisers often use realistic fear appeals to attract the attention of the intended recipient, to scare the recipient into processing the information, and to get them to act in response to the anti‐smoking message. However, because adolescents and nonsmokers experience more fear, social marketers, governments, schools and parents need to customise fear appeals to suit these recipients.

The current study re‐tests and revalidates the effect of these different appeal types amongst adolescents and young adults. The results will help clarify which type of fear appeal causes more fear amongst adolescents and young adults in Australia, 20 years on from Quinn et al.'s study.

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The study identifies adopter categories based on personal innovativeness and further investigates the characteristics that distinguish identified adopter categories.

Based on innovation diffusion theory and technology acceptance model, consumers are clustered to adopter categories. The distinctiveness of adopter categories in terms of perceived usefulness, perceived ease of use, attitude, behavioral intention, and actual use of mobile coupons were investigated. Determinants of adoption decision were compared among adopter categories. A cluster analysis, Kruskal‐Wallis tests, and regression analyses were performed.

An online survey of 611 US consumers confirmed the viability of consumer adopter categories. Perceived usefulness, attitudes and behavioral intentions were significantly different across adopter categories while perceived ease of use was not. Adopter categories have different antecedents that determine mobile coupon adoption.

The current study contributes to the literature of diffusion of innovation and consumer segmentation by identifying four consumer adopter groups with PIIT (Personal Innovativeness in the domain of Information Technology).

The study presented a snapshot of mobile coupon usage in the USA. By distinguishing the adopter categories and their characteristics, the study provides important practical implications for mobile marketers to tailor mobile marketing strategies to different adopter categories.

The current study fill the gap in the literature by investigating the current status of mobile coupon adoption in the USA, identifying adopter categories, and comparing the behaviors, beliefs, and attitudes related to mobile coupon adoption across the adopter categories.

The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.

The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format. Independent variables included: Type of locations (private/public); Situations (work/leisure); and Gender (male/female). Dependent variables included Perceptions and Behavioural intentions.

Recent findings often indicate that men are more receptive to location‐based ads (LBA) than women. However, in this paper the authors show that in some circumstances women are more favourable to the same mobile LBAs than men because both women's and men's reactions depend on specific location and task situations.

Based on these findings, managers will be able to better target ads to specific genders in different locations and situations, thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.

There has been little research on how men versus women react to LBAs based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.

“Collaborative customer co‐design websites” (CCCWs), reflect a combination of co‐design and social networking. While this technology is presently emerging, little research has explored consumer perception of the underlying benefits and impediments of CCCW features. Therefore, the purpose of this paper is to investigate the perceived benefits and impediments offered by a CCCW and its influence on consumer acceptance of this technology.

The Technology Acceptance Model (TAM) with additional variables (perceived playfulness, perceived social risk, and mass confusion) was employed to examine the effects of CCCW features on consumers' beliefs about the CCCW and their consequent intention to use a CCCW. An online, scenario‐based survey was used to collect responses from college students (n=223). Data were analyzed using structural equation modeling.

Results of structural model testing indicated that perceived playfulness had the largest influence on intentions to use the CCCW. Additionally, perceived social risk associated with the CCCW negatively influenced consumers' intention to use the website. Contrary to expectations, mass confusion positively influenced consumers' intentions to use the CCCW.

Successful online co‐design retailers have begun to utilize social networking features for customer collaboration. Yet, there is scant research that explores the features leading to consumer acceptance of this technology during the collaborative customer co‐design process. Focusing on this problem, the present paper empirically tested perceived benefits and impediments regarding acceptance of a CCCW. The findings suggest that online retailers who adopt a CCCW as a business strategy may relay the value added benefits to consumers by: promoting how this technology relieves customers' perceived social risk; and underscoring the fun and enjoyment aspects of CCCWs to encourage website use and patronage.

The purpose of this paper is to investigate how students from Australia, Indonesia and Malaysia differ in their propensity to complain and attitudes to complaining.

A self‐administered questionnaire was designed using established scales to assess respondent reactions to a service failure by a university. The survey was completed by a sample of university students on an Australian university campus. ANOVA was used to compare differences between groups and regression was used to explore the relationship between attitudes and their complaining behaviours.

Australian students have a less positive attitude to complaining than Malaysian and Indonesian consumers. Contrary to expectations, “switching” behaviours were not revealed as a separate dimension of complaining behaviours, however switching was identified with online complaining as part of a new complaining dimension related to taking action outside of the organisation. Malaysian and Indonesian students are more likely to complain in this way. Surprisingly, Indonesian students are less likely to remain loyal to the service provider and Australian students were less likely to “voice” internally to the service provider. Having a positive attitude to complaining was positively related to taking action outside the organisation and to voicing within the organisation, while negative attitudes to complaining were positively related to remaining loyal to the service provider for Australian and Malaysian students.

The findings are limited to consumers of complex services such as University degrees. They are also limited to Indonesian, Malaysian and Australian consumers. Other service contexts, cultures and product failure situations should be investigated in the future.

This research bridges an inherent gap in the literature by exploring the complaining behavior of students in an Asia‐Pacific context. Service organisations can use the findings to better interpret and respond to complaining behavior by students from different nationalities. In particular, it helps faculty and university administrators to manage dissatisfied students from diverse national backgrounds and assists marketers to develop marketing initiatives and communication policies for the student recruitment process.