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The growing prevalence of single-person households in South Korea has started to affect the country’s restaurant business. The phenomenon has led to changes in how the interiors of food service establishments are designed. The purpose of this paper is to measure consumers’ emotions when they ate alone and when they saw someone else eating alone to investigate how these emotions can be used in marketing strategies.

The data were collected via self-administered surveys to individuals in Daejeon in South Korea. A total of 163 respondents were surveyed and divided into two groups on the basis of their frequency of eating alone: low frequency of eating alone and high frequency of eating alone (HEA). The HEA group was further sub-divided to identify significant differences in greater detail. An independent t-test and descriptive analyses were conducted on the data.

Significant differences were observed in the emotions of “be proud of oneself,” “sadness,” “extroversion,” and “loneliness.” A majority of the respondents ate alone because it saved them time. They also preferred to eat home meal replacements when they ate alone.

The results of this study help understand consumers’ emotions when eating alone in relation to their behaviors at food service establishments. They can inform decisions on market strategies developed by food businesses targeting single consumers.

This chapter proposes a conceptualization of joyful leadership as a unique leadership style and identifies a future research agenda to further explore the concept. While the concept of joyful leadership appears repeatedly in the nonacademic literature, including in blogs, vlogs, and podcasts, there is limited reference to joyful leadership in the academic literature highlighting a lack of academic rigor around the concept. Joyful leadership is proposed as a unique leadership style with specific patterns of behavior demonstrated by the leader. This research draws on understandings of emotion, positive affect, and leadership in the academic literature to develop a conceptualization of joyful leadership.

The proposed conceptualization is based on an extensive literature review drawing from both the leadership field and the study of emotions including various theoretical perspectives from these diverse fields.

Based on discrete emotion theory a conceptualization of joyful leadership as a unique leadership style is presented, identifying key patterns of behavior associated with joyful leadership including discrete autonomic patterns, actions, nonverbal signals, and identified feelings.

This research outlines a conceptual model to provide an understanding of the concept of joyful leadership as a unique leadership style. It draws on the current study of emotion, positive affect, and leadership and more specifically examines the concept of joyful leadership aligned to discrete emotion theory. This particular theory of emotion, when examined in relation to leadership, provides a basis for the concept of joyful leadership as a leadership style and the basis for its proposed characteristics and outcomes.

Food servers are often in a unique position to influence what customers choose, which in turn may affect their enjoyment of that food. The purpose of this study, therefore, was to evaluate the influence of positive and negative comments made by servers on food choice and acceptance.

Customers using a public university restaurant were “assisted” in their food choice by a server making either a positive, negative or no statement as to the popularity of a selected dish. At the end of the meal, diners were then asked to rate the acceptability of the dish chosen using a nine‐point hedonic scale.

Results show that only negative statements made by servers actually influence food choice but in all conditions, once a customer had chosen, acceptability of that dish was not affected.

This research was undertaken in a public restaurant where the servers are students. It could be argued that customers being aware of this responded accordingly, although there was no evidence to support this.

The service encounter is perhaps one of the most important elements that distinguish products from services, and it is here that businesses can succeed or fail. This paper contributes towards our understanding of that encounter.

Briefly reviews issues of palatability, food composition, energy metabolism, and eating behaviour in relation to overeating and obesity, with a particular emphasis on the possible role of popular, sweet and high‐fat “snack” foods. Consumption of such foods may be one contributor to a high overall dietary fat intake. However, while it is increasingly clear that relative intakes of fat (but not carbohydrate) may be causally associated with the development of obesity, it is difficult to relate this condition to the consumption of any single food or food group. Many popular “snack” foods present problems of control for individuals attempting to restrict or reduce their energy intakes and, by virtue of the high fat content and energy density of such foods, they may be viewed as possible contributors to overeating amongst susceptible individuals.

The chapter investigates factors shaping convenience orientation in the 21st century as well as present-day barriers to the consumption of food and non-food convenience products.

A qualitative research approach with two kinds of data triangulation is used. Multiple key informants (marketing managers and consumers) allow a consideration from different angles and multiple methodologies (in-depth and focus group interviews) help to gain deeper insights into the topic.

Convenience orientation comprises dimensions that were previously not considered in marketing research. In addition to the known factors time and effort saving, consumers buy convenience products because of the flexibility they provide. Moreover, concerns for health, environment, and quality are important barriers that prevent consumers from buying and consuming convenience products.

Our results suggest that factors increasing and decreasing convenience consumption depend at least partly on the product category. Future research should integrate various other product groups to further explore domain-specific convenience orientation.

The conceptualization of convenience orientation offers important implications for new product development as well as for the design of the marketing mix. For instance, existing barriers could be overcome by improving transparency or meeting environmental concerns.

The chapter reveals the factors shaping the consumption of convenience products. The presented findings are important to academics researching convenience consumption and practitioners producing and distributing convenience products.

In most restaurants or dining facilities, even though a set of condiments such as salt, black pepper, ketchup, and mustard, is placed on the tables, and such condiments are a staple of many cuisines, they have been largely ignored with respect to understanding their effects on food choice. The purpose of this study is to determine whether condiments placed on tables at dining facilities can affect consumers’ cuisine selection.

Four individual booths were set up with four different condiment configurations: 1) branded ketchup and mustard, 2) unbranded ketchup and mustard, 3) unbranded soy sauce and chili-garlic sauce, and 4) no condiment. In all, 68 participants were assigned in random sequence to all booths, with each given a menu listing nine different cuisines (three North American, three Asian, and three Hispanic cuisines) in a random order, and asked to identify their top three preferred cuisines at each booth.

Participants chose Asian cuisines with higher priority than Mexican and North American selections when Asian condiments were placed on the table. Interestingly, this effect occurred only when the participants had noticed the condiment setting, but not when they had unnoticed it. Such Asian condiment availability-induced cuisine selection was also more pronounced for external eaters.

Food service professionals and business owners, especially in food courts comprised of a variety of ethnic food vendors, should perhaps consider placing a set of condiments associated with their target cuisines at visible table spaces at dining facilities, thereby leading customers to select their cuisine items.

This study provides new empirical evidence that consumers are more likely to select cuisines congruent to the choice of condiment setting placed on their dining table.

The purpose of this paper was to evaluate the differences between common Brazilian beer and pure malt beer in the responses of hedonic scaling, willingness to pay and emotional response.

Two types of beer were selected to be tested – a common beer: Pilsen Skol and pure malt beer: Pilsen Eisenbahn. All the analysis was conducted under three labeling conditions: blind; labeled; inverted label with 70 participants in each test. A nine-point hedonic scale evaluated the acceptance. The consumer was questioned how much he/she would be willing to pay for a bottle of beer that he/she tasted. A questionnaire was elaborated based on the EsSense profile to evaluate emotions; 25 emotions were evaluated using a five-point scale. The socioeconomic status was defined based on consumer's household characteristics.

The acceptance score, positive emotions and willingness to pay were higher for pure malt beer in the labeled test and for common beer (labeled as pure malt) in the inverted test. The findings highlight that information, such as beer type and socioeconomic status, could influence consumer responses by altering hedonic perceptions, emotions and commercial value attributed to different beers. In general, the beer type did not affect the evaluated variables.

Brewing industry should explore in their marketing strategies and state clearly the pure malt label. In restaurants, owners can explore pure malt beers as a strategy for garnering different customer profiles. Technological and production investments should be encouraged to reduce the product price, favoring the final consumer.

This study contributes to understanding the growth in the consumption of pure malt beers in Brazil. Moreover, it brings an overview of the influence of the label/information on regular Brazilian consumers.

The purpose of this paper is to confirm the inter-relationship between healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour in the hospital setting.

A conceptual model proposed comprises of five latent variables representing healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour. A total of 570 completed questionnaires were collected, and the hypotheses were tested using structural equation modelling.

This study found that eating behaviour and satisfaction significantly mediates the relationship between healthy cafeteria attributes and customers’ post-purchase behaviour. Meanwhile, customers’ perceived value weakly moderates the relationship between healthy cafeteria and eating behaviour.

This paper is among the first few which attempt to holistically measure the attributes that influence people to visit healthy cafeterias and the subsequent effect they have towards their post-purchase behaviour. The novelty of this study is portrayed through the inclusion of eating behaviour and the perceived value dimension in healthy foodservice study, which is still minimal compared to commercial foodservice.

This study aims to contribute novel insights into understanding and mitigating the harmful consequences of abusive supervision (AS) by examining the association between AS experiences, revenge, forgiveness, and the moderating role of emotional intelligence (EI). The key argument is that employees' EI can influence the AS experience through affective processes, countering supervisors' abusive behaviors.

A between-person scenario-based experiment was conducted with 366 participants divided into AS and control groups. The study explored the association between AS experience and revenge/forgiveness, mediated by core affect (valence and activation). EI abilities were measured as a moderator. Data analysis examined the relationships and interactions among AS, revenge/forgiveness, EI, and affective experiences.

The study reveals significant findings indicating that AS experiences were positively associated with revenge and negatively associated with forgiveness. The mediation analysis confirmed the role of core affect in these relationships. EI emerged as a moderator, shaping the association between AS experiences and revenge/forgiveness. Importantly, participants with higher EI exhibited lower revenge intentions, demonstrating the potential of EI to mitigate the adverse effects of AS. Unexpectedly, individuals with high EI also expressed fewer forgiveness intentions.

This study provides a comprehensive understanding of how employees can effectively counterbalance the impact of AS through higher levels of strategic EI. Examining core affect as a mediator offers novel insights into coping mechanisms in response to AS experiences and their consequences.

The study acknowledges several limitations, as the scenarios may only partially capture the complexities of real-life AS situations. The focus on a specific context and the sample characteristics limit the generalizability of the findings. Future research should explore diverse organizational contexts and employ longitudinal designs.

The findings have practical implications for organizations as enhancing employees' EI skills through training programs interventions and integrating EI into organizational culture and leadership conduct.