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This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias perceptions about the healthfulness of foods that contain the same flavors (e.g. cherry-flavored cheesecake).

Six experiments, using both between- and within-subjects designs, explore the effects of flavor halos in hypothetical and actual consumption settings. They test the underlying mechanism, rule out competing explanations and identify an opportunity to correct the cognitive biases created by flavor halos.

Flavor halos can be created via repeated exposure to flavored medicinal products in the marketplace. These flavor halos bias dieters’ judgments about the healthfulness of vice foods containing such flavors. Dieters are motivated toward a directional conclusion about food healthfulness to mediate the guilt associated with consuming indulgent products. Providing dieters with corrective information mitigates these effects.

The authors examine one way flavor halos are created –via repeated exposure to flavored medicinal products. Future research should explore other ways flavor halos are created and other ways to mitigate their effects.

Considering the prevalence of obesity, organizations striving to help consumers pursue health goals (e.g. weight watchers) can use flavors to improve dietary compliance. Health-care organizations can help consumers understand and correct the cognitive biases associated with flavor halos.

By identifying flavor halos, this work adds to the literature investigating how flavors influence consumers’ judgments about healthfulness. The results suggest dieters apply flavor halos as they engage in motivated reasoning to license their indulgent desires.

This paper aims to examine how emotions affect consumers' food choices and food preparation activities during stressful periods, using the context of the coronavirus disease 2019 (COVID-19) outbreak in China.

This study used an online survey, with a sample of 1,050 individuals from 32 regions in China. Multi-regression and mediation models were used to test the relationships among perceived knowledge, emotions and food behaviors.

The results show that positive emotions positively affect healthy food consumption and engagement in food preparations. In contrast, negative emotions contribute to an increase in indulgent food consumption and quick-and-easy meal preparations. Increased knowledge of the current situation can enhance positive emotions and thus promote healthy food behaviors. Lacking knowledge may result in unhealthy food behaviors through negative emotions.

This study contributes to the understanding of emotions and food behaviors by examining the effects of both negative and positive emotions in the general population, exploring a wider constellation of food behaviors and identifying perceived knowledge as an important antecedent to emotions' effects on food behaviors. Implications for consumers and public policy are offered.

This research aims to examine whether there is the chain effect from corporate social responsibility (CSR) and emotional intelligence (EI) to organizational learning and competitive intelligence in chemical companies in a Vietnam business setting.

Structural equation modeling (SEM) approach was used to analyze a set of 403 responses returned from self‐administered structured questionnaires sent to 620 middle level managers.

Research findings reveal the impacts of ethical CSR and EI on organizationally beneficial upward influence behaviors, which promote organizational learning. Learning in organizations then acts as an antecedent to competitive intelligence.

To activate the transformation of individual knowledge into organizational knowledge, managers should role model and inspire members to share, from emotions to ethical values, so that they can transcend their self‐interests to develop organizationally beneficial behaviors. Organizational knowledge, from this learning process, will help members discern competitive opportunities.

This research excursion through shipping companies in Vietnam seeks to examine if corporate social responsibility (CSR) influences trust, which in turn engenders the chain of effects from upward influence behavior through organizational health to knowledge sharing.

The paper adopts a structural equation modeling (SEM) approach which contributed to the analysis of 412 responses returned from self‐administered structured questionnaires dispatched to 635 middle level managers.

From the findings emerged a model of organizational health and its levers such as CSR, trust, and upward influence behavior. Ethical CSR was found to nurture high level of trust in the organization.

Through the findings of the research, the insight into the CSR‐based model of organizational health highlights the role of ethical CSR, trust, and organizationally beneficial upward influence tactics in building organizational health in shipping companies in the Vietnam business setting.

Indulgent parsimony (IP) was originally proposed as a marketing strategy for selling to recession‐shocked consumers shopping for less costly goods and services that would still give them comfort, relief from stress, and a feeling of money well spent. Given that recession spread to many nations there is ample reason to consider applying this marketing approach for the longer term. This paper aims to investigate this issue.

By learning to incorporate the IP concept into their value proposition, executives can address how to implement marketing strategies that will have traction with the very large segment of consumers.

IP, a frugal but emotionally supportive standard of value, remains a timely and appropriate approach to encouraging buying.

By using emotional appeals that add to the value proposition, IP gives marketers a useful tool to help them design strategies and forecast what types of offerings can succeed.

What makes IP an effective marketing strategy is that it seeks to simultaneously trigger practical/rational and emotionally‐driven motivators.

The purpose of this paper is to discern whether upward influence behavior, with its antecedents such as organizational culture and leadership, can cultivate organizational trust, with particular reference to manufacturing companies in the plastics industry in Vietnam.

Structural equation modeling (SEM) was used for the analysis of 418 responses returned from self‐administered structured questionnaires sent to 655 middle level managers.

From the findings emerged the linkage pattern of knowledge‐based trust or identity‐based trust and organizationally beneficial upward influence behavior. Ad hocracy, market, and clan cultures and transformational leadership were found to cultivate organizationally‐beneficial upward influence strategies, which in turn cultivate knowledge‐based or identity‐based trust.

The paper discerns the interplay between culture and leadership on the upward influence behaviors, which in turn influence organizational trust. The paper's findings provide insight into the interplay pattern of trust and its antecedents and underscore the magnitude of ad hocracy, market, and clan culture types, as well as transformational leadership style in the building of organizationally‐beneficial upward influence strategies in plastic manufacturing companies in the Vietnam business setting.

This inquest into consumer goods companies in Vietnam aims to examine if leadership influences corporate social responsibility (CSR) and emotional intelligence (EI), which in turn influences upward influence behavior. The paper aims to discuss these issues.

Structural equation modeling approach contributed to the analysis of 406 responses returned from self-administered structured questionnaires sent to 690 middle level managers.

From the findings emerged a model of upward influence behavior and its antecedents such as leadership, CSR, and EI. Transformational leadership, ethical CSR, and high level of EI were found to nurture organizationally beneficial upward influence tactics.

Through the findings of the study, the insight into the leadership-based model of upward influence behavior underscores the role of transformational leadership style, ethical CSR, as well as team EI in the cultivation of organizationally beneficial upward influence tactics in consumer goods companies in Vietnam business context.

Idiosyncratic deals (i-deals) are employees’ proactive individualized negotiations with their employer for higher job autonomy corresponding to their competencies and values. The path to i-deals in the organization can commence with value-based human resource (HR) practices. The purpose of this paper is to investigate this path from value-based HR practices to i-deals through the mediating roles of corporate social responsibility (CSR), emotional intelligence (EI) and upward influence behaviors.

The hypothesized model was verified through the structural equation modeling-based analysis of cross-sectional data from 362 respondents from Vietnam-based software companies.

Research findings found value-based HR practices as the starting point of the path to i-deals, in which consecutive crucial milestones are ethical CSR, EI and organizationally beneficial upward influence behaviors.

I-deals literature, through this empirical inquiry, is further extended by discovering the socialized driving forces, such as CSR and EI, behind individualized i-deals.

As fashion innovators are the chief buyers of fashion at the introductory stage, they have significant influence on the product at the later stages. Building on this, this study attempts to achieve four main objectives. First, it provides a demographic profile of fashion innovators. Second, it identifies the differences in self‐concepts between innovators and non‐innovators. Third, it attempts to discover if innovators are impulse purchasers. Finally, it investigates if fashion innovators will purchase impulsively online from Internet stores. The results show that innovators were found to have a unique self‐image. They are more excitable, indulgent, contemporary, liberal and colourful. Compared to the results in Goldsmith et al.'s study, only two of the characteristics were found to be identical (contemporary and colourful). The differences in other self‐ascribed characteristics are excitable and indulgent (this study) and comfortable, pleasant and vain. The results also seem to suggest that innovativeness is related to marital status. Fashion innovators generally exhibit impulsive behaviour. They might be able to expand their scope of fashion knowledge through the Internet, not just merely through fashion magazines. However, the findings of this study showed that there is no difference between fashion innovators and non‐innovators in Internet purchase. Despite this finding, the Internet can still be used as an advertising tool to appeal to the innovators.

The world economy is likely to worsen because of the consumer's fears created by a cascade of financial and business catastrophes. To adapt their marketing approach, executives need guidance on how to respond to the sea change in the attitudes of individual customers during this current Great Recession. this paper aims to investigate this issue.

Given that experts believe that we have entered a period of austerity marketing, which is defined as marketing to consumers who do not want to spend, the paper shows how companies can reconcile consumers' fear, their aspirations for comfort, and their new reluctance to flaunt extravagance. His research indicates that marketers will have to include reassurance as part of their appeal.

Some businesses think that the fail‐safe approach is to emphasize great value, but this will require them to understand their evolving customers' value system better than ever in order to sell to them successfully; in particular their need for self‐respect, status and self‐fulfillment.

The author, a professor of marketing at Waseda University in Tokyo has also been a senior marketing executive for major global businesses. Much of his research is based on first‐hand observation.

In the consumer markets of the USA, Japan and Europe, one new marketing approach that addresses consumers' higher needs is that of indulgent parsimony, or frugal indulgence. The theory is that recession‐shocked consumers are shopping for less costly goods and services but nonetheless want their purchases to provide comfort and relief from stress.

For the next few years, marketers should encourage guilt‐free (and altruistic) gratification by customers. A potentially successful marketing approach could articulate this customer mindset: “I'm worth it … because I've examined all the alternatives and this one gives me the best value for something I really do need”. Indulgent parsimony – offering reassurance, value and self‐esteem at bargain – may prove most effective.