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The purpose of this chapter is to provide a comprehensive analysis of how sentiments may be a part of, or adjacent to, status generalization. We demonstrate why this problem is so difficult to solve definitively, as many resolutions may exist. Sentiments may present the properties of graded status characteristics but may also be disrupted by processes of the self. Sentiments may have status properties enacted within dyadic interactions. However, sentiments may also be status elements during triadic constellations of actors. Finally, we discuss current research that is underway to provide more empirical evidence to offer confirmation or disconfirmation for some of our proposed models.

We provide a synthesis of literatures, including pieces from group processes, neuroscience, psychology, and network scholarship, to address the relation between sentiment and status processes. Accordingly, this is a conceptual chapter.

We attempt to motivate future research by exploring the many complications of examining these issues.

Understanding how social inequalities may emerge during group interaction allows researchers to address their deleterious effects. Positive sentiments (in other words, “liking”) should bring actors closer together to complete tasks successfully. Ironically, when paired with negative sentiments within task groups, inequalities in group opportunities may result. To address these social inequalities, a thorough understanding of how they develop is necessary, so that efficacious interventions can be adopted.

This deep dive into the relation between sentiment and status processes joins the 25-year quest to understand the issues surrounding this relationship.

Multinational corporations (MNCs) are converging world cultures by creating common consumer lifestyles across countries through standardized products. However, little is known about how consumers’ exposure to foreign cultures affects their purchase experience from the country. This study explores this gap in the literature by investigating how consumers’ exposure to foreign cultural source (e.g., entertainment) shapes their attitude toward its country. This attitude is conceptualized to influence the perceived product quality and corporate ability of the country’s MNCs, which are further hypothesized to influence consumers’ purchase experience with products offered by the MNCs. Furthermore, the impact of product quality and corporate ability on consumer purchase experience is expected to be moderated by consumer ethnocentrism. The study framework is tested in the context of the Korean Wave (or “Hallyu”) using data consisting of 533 Indonesian consumers. The results support most of the study hypotheses. Theoretical and managerial implications of these findings are discussed.

The aim of this paper is to explore whether national diversity in the form of national variety (differences in kind, e.g. number of nationalities) has a positive effect on group processes and performance whereas national separation (differences in attitudes and beliefs; i.e. social distance and national stereotypes) has a negative effect.

This cross-cultural comparative study examines the moderating role of national diversity in the relationship between social attitudes on conflict and performance across two samples. Participants are presented with one of the two national variety conditions (low or high national variety) who then report on social distance, national stereotype, conflict, and performance.

National separation negatively relates to performance and positively relates to conflict. However, there is less conflict and higher performance, despite national separation, when there is high national variety.

This study is limited to individual perceptions. Research could be extended to experienced conflict and effects of individual national separation on conflict and performance at the group level.

Although social distances and negative stereotypes may not be completely eliminated, the results imply that managers can modify the effects by promoting and celebrating national variety. The results show that even conflict is modified (task conflict increases while relationship and process conflict decreases) when there is national variety despite social distances and negative stereotypes.

This study contributes to workgroup research on diversity and conflict management by exploring social attitudes and opinions. Individual attitudes are the bases of group processes and this study attends to two of the social attitudes that need to be added to our understanding of group processes.

The overall purpose of the study is to identify the gender differences in color preferences for different types of interior space in the residential built environment in Prishtina, Kosovo. Additionally, the purpose of the study is also to identify the gender differences in the emotions that various colors trigger in occupants of the mainly residential built environment.

The present study uses a quantitative study and χ² test to analyze whether the variables formulated by study hypotheses are dependent on gender. The data are gathered by a questionnaire to measure the color preferences of the respondents. The study uses a questionnaire with eight questions that were distributed to 303 respondents using the stratified probability sampling, using gender as the main stratum for probability sampling.

The study finds that there are no gender differences in color preferences for home lighting, living room, bedroom, study room and children’s rooms in the residential built environment. The study also finds that there is a gender difference in color preferences that trigger emotions of tranquility, stability and security and warmth and pleasure in both male and female respondents.

The implications of this study are that real estate and facility management firms must conduct marketing research to identify the color preferences for both housing interior and exterior depending on the different local cultural backgrounds of clients. Firms must provide training for real estate agents on the color preferences of clients for various types of spaces and the differences that may exist based on gender but also other variables.

The present study is the first quantification of gender differences in color preferences of the residential built environment in the capital city of an understudied region such as Kosovo.

The purpose of this paper is to investigate the variety of affective emotions that are evoked in extant project management (PM) practitioners by various PM artefacts.

A phenomenological methodology is used for eliciting, through self‐reporting and observation of gesture, the affective responses and consequential emotions experienced by PM practitioners as they interact or recount previous interactions with various artefacts of PM.

This paper suggests that PM is prevalent in the Western corporate environment because project managers obtain an emotional affect from aspects of the PM experience, and project managers utilise various PM artefacts to emotionally manipulate their environment to their own advantage.

The paper argues for a PM environment which is founded on evidence‐based practices. It suggests that future research should explore the links between PM, social architecture and flow theory.

This paper advances the evolutionary framework for PM research.

The purpose of this paper is to explore the use of ambivalence in benefit‐based segmentation of convenience food in Norway.

Building on the attitude‐ambivalence literature and research about food convenience, a hierarchic cluster analysis is performed based on a nation‐wide representative survey of 1,154 Norwegian consumers.

The study's effort to use attitudinal ambivalence as a basis for benefit or attitude segmentation proved to be useful in finding segments with different profiles in the area of convenience food. The results reveal three consumer segments based on evaluation of quality, value, ambivalence and perceived morals towards convenience food: the “Convenient”, the “Ambivalent”, and the “Dissatisfied” consumer. While the Convenient have positive feelings and the Dissatisfied negative feelings toward convenience food, the Ambivalent have mixed feelings and feel guilt when eating ready meals. The ambivalent consumers share beliefs, attitudes, values and behaviour at a position somewhere between the “Convenient” and the “Dissatisfied” on most variables. However, in some areas they are close to the “Dissatisfied”, e.g. on variables such as perceived nutritional value, serving/buying ready meals, time used for making dinner or planning their meals. In a few areas they are closer to the “Convenient”, e.g. appeal to children, consuming, soups and pasta, and age above 60.

Future research on benefit or attitudinal segmentation should consider including a measure of perceived ambivalence associated with the investigated products or services.

The practical implications are addressing a potential for the convenience food industry and subsequently suggesting a positioning strategy to adopt ambivalent consumers.

The paper presents new insights into consumer benefit segmentation and in empirical research on convenience food with a particular focus on ambivalence and moral attitudes.

With the demise of the empiricist theory of knowledge and the increased prominence of postempiricist and hermeneutical perspectives, it is clear that various aspects of our social lives – including educational leadership – should no longer be thought of in terms of technological or instrumental rationality and technical expertise. Although the current philosophical ferment allows for different ways to rethink leadership, this article examines the implications of one school of thought – philosophical hermeneutics – for the research on, and especially the practice of, educational leadership. The central point is that this perspective, when interpreted in terms of how we think of ourselves as persons, results in a conceptualisation of leadership as a predominantly practical and moral activity.

The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.

To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.

It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.

By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.

Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.

This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.

Everyone is different and without making generalizations, millennials have been shown to behave differently to other generations. As coaches and organizational psychologists, it’s important to appreciate how these differences translate in a professional context, in order to get the most from them when investing in coaching programs.

The article offers insights based on our own experience of coaching millennials, sharing ten important characteristics to bear in mind.

As extensive research shows, there are some subtle intergenerational differences evident in the millennial demographic but they do not confirm to popular stereotypes. Coaches can draw on these insights to create powerful interventions that enable clients to engage and maximize the value of organizational talent across the generations.

A group of Aziz Corporate's most experienced coaches share their own personal insights gained whilst working with millennial coaches.

The purpose of this paper is to investigate the influence that marketing has on teenagers and their development of identity and question the ethical implications of this influence. It aims to explore the extrinsic identity and the intrinsic identity using Erikson's model of identity versus role confusion; to identify passive and active personality types within adolescents; and to establish the importance of local community compared with web‐based communities.

The views of developmental theorists are discussed and correlations between teenagers characterised as active; those who would be identified as being “cool”, and passive characters; those lacking “cool” are drawn. This is then applied to the theories of the self and the empty self, a concept arguably used by marketers who wish to encourage notions of the empty self through negative references to being uncool, with the aim of stimulating a demand for the cool sustenance that they supply. Data were gathered from a questionnaire survey comprising 79 secondary school teenage pupils.

The findings, though limited to only one locality, show that the majority of the sample was identified as being passive, implying that the majority of these teenagers were aspirational in their quest for cool. In addition, more of the participants felt a part of web‐based communities such as Bebo than of their local community. The study suggests that marketers, ethically or otherwise, are able to target the passive majority by encouraging feelings of being un‐cool encouraging the empty self to then profit from the sales of a cool fulfilling product.

The localisation and survey sample size impose limitations on the generalisation of the findings for a national or even a regional location. Also, the primary research provides only a snap shot of the tastes and personality traits of individuals taking part in the survey at that point in time that are susceptible to change as is the definition of cool. However, the evaluation of the findings offer some interesting and valuable indications of support and contradictions to the theories discussed.

Through an understanding of the strength of the influence marketing has on a teenage demographic and the importance that the teenagers surveyed attached to social network sites, some indication is given of the quest for identity of the youths of today in a UK locality. This study therefore provides a small but valuable stepping stone for a much larger investigation of this concept on a regional or national scale.