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This paper aims to examine the role of three forms of customer commitment (normative, affective, and continuance) on a variety of loyalty‐related customer responses.

Data were collected from two distinct sampling frames, which yielded a combined metrically invariant sample of 348 consumers. A three‐dimensional conceptualization of commitment is used to analyze impacts on one focal (i.e. repurchase intentions) and two discretionary customer responses.

Results of structural equation modeling analyses indicate that affective commitment is the primary driver of the customer responses and mediates the effects of normative and continuance commitments. These effects are contingent upon the type of service.

This research emphasizes the primacy of affective commitment in predicting loyalty‐like customer responses.

Managers need to focus primarily on generating affective commitment, but be mindful that normative and continuance commitment also play a role in generating desirable consumer responses.

The paper builds on and overcomes several deficiencies in prior commitment research. A more accurate and useful representation of affective, normative, and continuance commitment roles in generating focal and discretionary behaviors is provided.

The purpose of this research is to evaluate the impact of theory‐based poster messages on stair‐climbing behaviour in a work environment. The highest‐rated poster developed by the Public Health Agency of Canada's stairway to health program was used as a comparison condition.

Naturalistic observation of stair traffic was conducted in order to measure the effectiveness of poster prompts on stair‐climbing behaviour. Over a period of three years, three separate studies were conducted aimed at increasing stair‐use via experimentally manipulated and theory‐based poster messages.

Results suggest that messages derived from a norm‐based framework are more persuasive than generic information‐based posters when attempting to increase stair‐climbing behaviour.

Small increases in health‐related behaviours at work have important consequences for both individuals and organizations. Using poster messages derived from social psychological theory could prove advantageous for practitioners attempting to increase healthy behaviours at work.

This research provides the first evidence for the use of norm‐based health‐related messages targeted at increasing healthy behaviours. The study makes a theoretical contribution to the creation and application of norm‐based appeals using both simple and complex message framing. Prior to this study, there was no available research on the effectiveness of such appeals on health‐related behaviour.

Consumers are assumed to engage in external information search only after exhausting their internal information sources. Guided by the accessibility/diagnosticity and ease-of-retrieval frameworks, and the elaboration likelihood model, the current study investigates this phenomenon.

To test the relationships between internal information accessibility/diagnosticity and the importance of external search, and the moderating role of involvement in these relationships, 308 responses were collected on Amazon MTurk. Then, structural equation modeling was employed to analyze the data.

The analyses showed that while accessibility and diagnosticity of internal information have an impact on external information search, involvement with the product class has a consequential moderating effect on these relationships. In particular, in the low-involvement group, only the diagnosticity of internal information had a negative effect on external information search. On the contrary, in the high-involvement group, only accessibility of internal information had a negative effect.

These findings highlight the possibility of drawing erroneous conclusions resulting from not incorporating involvement, in conjunction with information accessibility and diagnosticity, in the study of the consumer external information search behavior.

The findings also imply that if practitioners aim to prime consumers to engage in external information search, they need to take into account that the effects of internal information's accessibility and diagnosticity on consumers' external search behavior may be different depending on their levels of involvement.

This study's results showed that without considering the moderating effect of involvement, spurious conclusions may be made about the relationships between accessibility and diagnosticity of internal and external information importance. This finding may explain the discrepancy between the accessibility/diagnosticity and ease-of-retrieval frameworks, thus enriching the literature.