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The purpose of this paper, building on the media richness theory (MRT), is to propose that while communicating product information via streaming video should enhance outcome measures, such an enhancement will be evident mainly for users with equivocal, latent goals (i.e. recreational browsing) rather than for those with less equivocal, concrete goals (i.e. the search of a specific product).

The experiment involved 337 potential online consumers in Canada, and had full factorial design with four conditions (two methods to communicate product information: textual vs streaming video, and two goals: product searching vs recreational browsing). Analysis of covariance was used to test the hypotheses.

The results lent support to the hypotheses. The perceived information quality, trusting competence, and arousal for participants with recreational browsing goals were significantly affected when product information where communicated using streaming video. For participants with concrete goals (product searchers), the traditional textual method was as effective as the streaming video method.

The findings entice practitioners to use rich media such as the streaming video method to communicate online information predominantly for users with experiential browsing goals, and to use lean media for users with less equivocal, concrete goals.

The results contribute to the sparse literature that underscores the key role of user goal in shaping the effectiveness of online information. The results provide empirical support to the prediction of MRT that the use of rich media to communicate information is advantageous for users with latent, equivocal goals.

The purpose of this paper is to understand the behaviours described by expatriates (“what expatriates say they do”) when they are pressed for adjustment and, at the same time, they feel ethically challenged.

The authors interviewed 52 expatriates from the European Union working in Sub-Saharan Africa who were immersed in what was considered by them to be an ethically challenging context or situation while they were in the process of adjusting to their international assignment. The authors conducted a reflexive qualitative analysis between the data and existing literature.

The authors found that the feeling of moral discomfort that causes the perception of an ethical challenge is triggered by an event that contrasts with the expatriates’ notion of morals. After feeling ethically challenged, expatriates engage in a sensemaking process that is hinged in an “intended future identity”.

The authors contribute to the literature by stressing the ethical dimension of adjustment. The authors complement the normative approaches to ethical decision making in international contexts. The research identifies a set of events that are considered as ethical challenges by business expatriates.

The research opens the possibility to anticipate and manage potential conflicts, thus minimizing the probability of expatriation failure. Early knowledge about an expatriate's intended future identity can provide relevant information concerning the probable type of adjustment problems s/he will face.

The research combines two hitherto separate streams of literature – expatriate adjustment and ethical decision making in international contexts – to open the possibility of ethical adjustment. This is supported by a sensemaking process that is also grounded in future intentions, and not only in past experiences and present signals.