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The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure.

Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures.

The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty.

From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.

The purpose of the study is to determine website quality, materialism, psychological factors, hedonic value and social media as factors that influence the young adults’ impulsive housing and real estate buying behavior in India. In addition, this study also measures the mediating effects of social media influence between psychological factors and hedonic value and young adults’ impulsive housing and real estate buying behavior.

Related literature, quantifiable variables with a five-point Likert Scale, hypothesis testing and mediators are used to study the model. A systematic questionnaire that was divided into six sections was used. A total of 385 valid responses were collected and analyzed through a structural equation model.

The results suggest that materialism, psychological factors and social media have a considerable impact on young adults’ impulsive housing and real estate buying behavior. The findings also ascertained that website quality and hedonic value do not have a considerable impact on young adults’ impulsive housing and real estate buying behavior.

This study is limited to the responses of young consumers from a limited number of brokers and regions in India. Future studies could be more widespread across the globe.

As per the review of existing literature, this research is the first, to the best of the authors’ knowledge, to determine the factors affecting the impulse buying decision mainly in the housing and real estate sector with the target consumers being young.

The study aims to understand how corporate social responsibility (CSR) and happiness are used together in various research studies to serve the ultimate goal of corporate sustainability (CS), which in turn contributes to sustainable development.

A systematic literature review (SLR) was made using Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) method in the two most-reputable databases of Web of Science (WoS) and Scopus, revealing a final list of 54 studies to analyse.

The review concludes that the literature on CSR and happiness provides three main findings: first, concerning the pillars of sustainability, most of the studies concentrate on people, neglecting the planet and profit, second, employees are subject to the highest number of studies as the target of CSR initiative and third, almost all studies employed the hedonic aspect of happiness in CSR literature.

This particular research finding points to the need for developing a comprehensive framework to assess stakeholder happiness from both hedonic and eudaimonic aspects from a CSR perspective which is then represented under the three pillars of sustainability.

To contribute to the ultimate goal of CS, management would design CSR initiatives for all stakeholders to increase both hedonic and eudaimonic happiness of them.

The literature provides reviews of research in CSR and happiness separately; however, there is not any research revealing how these two concepts are used together in studies and how this association could be read to serve the goal of CS.

The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.

For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.

The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.

The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.

One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

This research delves into the dynamic realm of app design by examining the impact of app icon familiarity and authority on image fit, influencing users' app usage intention. Focusing on the distinctive circumstances of Chinese and Korean customers, the study aims to provide insightful information about how application user behavior changes.

Utilizing structural equation modeling, the study employs data from 293 Korean and Chinese consumers. The research design incorporates a thoughtful approach, including parallel translation methods, focus group interviews, and pre-experimental testing to ensure survey accuracy and validity. The study strategically selects stimuli from the Apple App Store rankings, emphasizing icon features and type considerations.

The results provide important new information about the connections between usage intention, image fit, authority, and familiarity with app icons. Notably, app icon familiarity and authority positively influence image fit. Furthermore, app icon image fit emerges as a positive predictor of usage intention, mediating the complex interplay between familiarity, authority, and intention. The study also identifies moderating effects, shedding light on the nuanced role of app icon features and types.

Originating from a comprehensive exploration of icons, this study significantly contributes to the field by exploring icon differences and uncovering the intricate mechanisms guiding users' decisions. The findings offer valuable insights for app designers, marketers, and researchers seeking a deeper understanding of user behavior in diverse cultural contexts, thereby enhancing the theoretical and practical foundations in app usability and consumer behavior.

Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing popularity amongst Generation Y amateur gamers. The primary objective of this study is to determine the factors influencing Generation Y amateur gamers' ongoing eSports gameplay intentions.

This study used the extended unified theory of acceptance as the theoretical framework. Data analysis included exploratory principal component analysis, confirmatory factor analysis and path analysis.

The results of the confirmatory factor analysis suggest that Generation Y amateur gamers' ongoing eSports gameplay intentions is an eight-factor model that is reliable, valid and has acceptable model fit. The results of the path analysis indicate that habit, price-value, flow, effort expectancy and facilitating conditions have a statistically significant positive influence on amateur gamers' ongoing eSports gameplay intentions, whilst social influence and hedonic motivation have a negative but non-significant influence on those intentions.

The sample was formed using only amateur eSports gamers. In this regard, the opportunity exists to research professional eSports gamers. This study only focussed on Generation Y members between 18 and 36 years old. As a result, there is an opportunity for researchers to research the different generations of South African eSports gamers to determine whether there are any differences or similarities between generational segments.

The results of this study clearly indicate that flow, together with habit are salient contributors to ongoing gameplay intentions amongst amateur eSports gamers in South Africa. A reasonable assumption that can be made here is that flow is also instrumental in encouraging habitual gaming, which increases the importance of flow in overall ongoing gameplay intentions. This suggests that R&D expenditure should be directed at enhancing user engagement by building increased levels of flow into eSports games.

eSports game developers can also achieve a desired state of flow by creating daily challenges that reward players when the players achieve specific objectives, which will encourage gamers to enter a state of flow when provided with challenges to complete. However, these in-game challenges should have a variety of levels regarding difficulty, ranging from beginner, intermediate and advanced levels so as not to exceed the effort expectancy of different groups of players. Game developers should provide regularly updated challenges to gamers to ensure that eSports games remain enjoyable and does not become predictable.

Given the nascence of research on eSports behaviour, the results of this study provide a novel addition to the knowledge pool, particularly in terms of amateur eSports behavioural intentions. Interestingly, hedonic motivation and social influence were non-significant negative predictors of Generation Y amateur gamers' ongoing eSports gameplay intentions. The recommendations provide various marketing strategies and opportunities for eSports business expansion.

This study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.

A total of 227 valid questionnaires were collected from women respondents. The data analysis used partial least squares structural equation modeling (PLS-SEM) to clarify the relationships in the proposed model.

Content marketing turns out to be a crucial factor affecting both eudaimonia and hedonism. Moreover, while eudaimonia plays a particular role in women's behavior, hedonism works likewise on desires.

A crucial decision before developing content marketing is to consider if the final result is to produce desirability or feasibility in consumers. Content marketing addressing eudaimonia will impact feasibility; while the content aims to create desirability, the hedonic aspect of happiness should be emphasized.

Though content marketing and the effect of content marketing on brands' performance and consumer decision processes has been deeply analyzed in the literature, there is a lack of research into the effect of such content on consumers' well-being. Another contribution of this study is the focus on local brands and on women's eudaimonia and hedonism.

To minimize customer churn, many service providers offer consumers the option of automatic contract renewal at the end of a contract period. Such agreements are known as rollover service contracts (RSCs). This research quantifies the effect of RSCs and other related factors, such as incentives, on consumers' service choice decisions.

The study adopts choice-based conjoint analysis to assess the effect of RSCs on consumers' choices and to determine whether effect size varies when selecting a cell phone network or gym/leisure club provider, which represent lower-priced utilitarian and higher-priced hedonic services.

It was found that RSCs produce negative perceptions and intended behaviors for the majority of consumers across different product types. Nevertheless, as explained by social exchange theory, many individuals may be persuaded to enter into a RSC on the basis of reciprocity if they are offered an incentive such as a price discount or free product add-on.

In the marketing domain, this is the first comprehensive study to quantify the role of contract type among a range of other factors in consumers' decision-making when selecting a service. The authors' results offer context-specific implications for service marketers. First, RSCs are perceived more negatively in high-priced hedonistic categories, especially among those with lower incomes. Second, price discounts are more effective than product add-ons for motivating hedonic purchases, while product add-ons work better with utilitarian services.

The significance of well-being in social development policy and practice is increasingly acknowledged by scholars and practitioners worldwide. Nevertheless, when examining well-being within the context of Global South trends, existing conceptualisations seem to yield incongruent indicators. Given the background, this paper aims to synthesise theoretical and empirical literature on well-being to foster an understanding of well-being in contemporary Global South.

This article reviews the now large literature on the well-being in the Global South. The article begins with a discussion of the contributions of state-of-the-art developments in well-being studies, a realm experiencing remarkable growth in social policy studies. It then turns to the prominent well-being constructs that have garnered considerable attention within the literature, with an examination of the Global North and Global South context followed by reinterpretation of these concepts to facilitate a comprehensive study of well-being beyond the realms of welfare states. Concluding the narrative, a succinct outline of potential pathways for future research is presented in the final section.

The review reveals that the concept of well-being in the Global South does not necessarily deviate entirely from the prevailing belief that the region is fundamentally distinct from the Global North on a conceptual level. The authors have discovered that three core dimensions of well-being, namely objective, subjective and relational, are observable across societal boundaries due to the diffusion of knowledge and social and cultural practices that have progressively aligned them with Global North-style modernisation. An exception arises in the relational aspect, where the attainment of positive collective relationships precedes individual happiness to some extent. The paper advances a renewed perspective on well-being, portraying it as a situational, interconnected, collective undertaking and continuous process. These approaches empower the researchers to address the overarching question of which analytical foundations can most effectively uncover the intricacies of well-being in diverse and contemporary circumstances.

This paper helps the researchers to address the overarching question of which analytical foundations can most effectively uncover the intricacies of well-being in diverse and contemporary circumstances, thereby facilitating future enhancements in social policy design.

The “Germanwings” air crash in 2015 in which 150 people were killed highlighted the challenges pilots working in the aviation industry face. Pilots regularly work for extensive periods in inhospitable and high-pressure operational conditions, exposing them to considerable work-related stress. This has raised calls for a more systemic cultural change across the aviation industry, championing a more holistic perspective of pilot health and well-being. The study aims to explore how peer coaching (PC) can promote an inclusive psychosocial safety climate enhancing pilot well-being and can mitigate hazardous attitudes and dysfunctional behaviours.

Adopting an interpretative phenomenological analysis (IPA), semi-structured interviews and questionnaires were conducted with military and civilian peer coach/coachee pilots and key industry stakeholders, totalling 39 participants. The research provided significant insights into the perceived value of PC in promoting both pilot health and mental well-being (MW) and flight safety across the aviation industry.

The study highlights four key PC superordinate themes, namely, coaching skills, significance of well-being, building of peer relationships and importance of confidentiality and autonomy. Such combined themes build reciprocal trust within peer conversations that can inspire engagement and effectively promote personal well-being. The contagious effect of such local interventions can help stimulate systemic cultural change and promote a positive psychosocial safety climate throughout an organisation and, in this case, across the aviation industry. This study provides a PC conceptual framework “Mutuality Equality Goals Autonomy Non-evaluative feedback, Skill Confidentiality Voluntary Supervisory (MEGANS CVS),” highlighting the salient features of PC in promoting MW.

The study highlights the salient features of PC and its role in promoting peer conversations that enable personal transition, openness and acceptance. This study also highlights how PC and well-being can be used to encourage inclusivity and engagement, thereby strengthening institutional resilience.

This study highlights how PC that can assist HRM/HRD professionals to embed a more inclusive and salutogenic approach to MW that can reshape organisational cultures. This study highlights the significance and link of workplace stress to hazardous attitudes and dysfunctional behaviours. It further notes that whilst the MEGANS CVS peer coaching framework has been applied to pilots, it can also be applied across all sectors and levels.

This study highlights the value of PC as an inexpensive means to engage at the grassroots level, which not only improves personal performance, safety and well-being but by building peer relationships can also act as a catalyst for positive and deep organisational cultural change.

This study offers the MEGANS CVS framework that exposes insights into PC practice that can assist HRM/HRD professionals embed a more inclusive and salutogenic approach to health and well-being that can reshape organisational cultures. This study highlights the significance and link of workplace stress to hazardous attitudes and dysfunctional behaviours, and whilst this framework has been applied to pilots, it can also have relevance across all sectors and levels. This study calls for a “salutogenic turn,” employing MW and PC to transform organisational capabilities to be more forward-thinking and solution-focused, promoting an inclusive “just culture” where leaders positively lead their people.