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Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Four scenario-based experiments were conducted to probe the research questions.

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

This paper aims to examine experiences of low customer power in service interactions and the impact of those experiences on customers’ engagement and disengagement towards a firm. It subsequently identifies how such experiences may affect customers’ wellbeing.

The authors conducted visual elicitation interviews with 30 customers of a range of services. Data were analysed thematically using abductive reasoning.

Low customer power is influenced by several factors perceived by customers as associated with the firm and/or the context of the customer–firm relationship. Results show that low power drives negative customer engagement and may result in behavioural disengagement. Low customer power, negative engagement and disengagement can have negative implications for customers’ eudaimonic (physical and financial) and hedonic wellbeing.

Future studies might explore specific service contexts and power dynamics across service ecosystems and should further analyse the implications of these relationships on firms’ strategic organisational responses.

Firms should monitor customer power and explore means of enhancing the wellbeing of their customers through strategies designed to increase customer power, thus, reducing negative customer engagement and avoiding detrimental impact on customer wellbeing.

This study reframes discussions on low customer power in relation to firms and its impact on firms and customers. It identifies low customer power as a key variable in the study of customer engagement, disengagement and wellbeing.

Circumstances such as pandemics can cause individuals to fall into a state of need, so they turn to donation services for assistance. However, donation services can be designed based on supply-side considerations, e.g. efficiency or inventory control, which restrict consumer choice without necessarily considering how consumer vulnerabilities like low financial or interpersonal power might cause them to react to such restrictions. Thus, the purpose of this paper is to examine service designs that limit the choices consumers are given in terms of either the allowable quantity or assortment variety and examine effects on consumer perceptions of justice and satisfaction.

Three experiments are reported, including one manipulating the service design of an actual food pantry.

When consumers have low financial or interpersonal power, meaning their initial state of control is low, and they encounter a donation service that provides limited (vs. expanded) choice that drops control even lower, they perceive the situation as unjust and report lower satisfaction.

Donation service providers should strive to design services that allow for expanded consumer choice and use interpersonal processes that empower beneficiaries so they perceive the service experience as just and satisfying. Collecting feedback from beneficiaries is also recommended.

While researchers have started to look at the service experiences of vulnerable populations, they have focused primarily on financial service designs. The authors look at donation service designs and identify problems with supply-side limits to choice quantity and assortment.

Leveraging Emerson’s theory of power and motivated reasoning, this study aims to explore how the net power of an individual and actual, instead of perceived, vulnerability results in asymmetric trust and distrust development in a dyadic relationship.

Based on extant literature and gaps in the literature, this conceptual paper hypothesises and proposes trust formation based on power dynamics and vulnerability.

This research extends the knowledge base by exploring the role of actual vulnerability over perceived vulnerability in trust formation and distrust formation.

The research propositions imply that the dyadic trust formation process is not rational, and trust itself is not symmetrical but asymmetrical. The net power possessed by one individual over the other drives trust. Net power balance determines the actual vulnerability of the focal individual, and then the individual, through motivated reasoning, trusts or distrusts another individual. Scholars, going forward, could explore how trust formation varies at group and firm levels.

Extant literature has not explored the role of power imbalance in determining actual (versus perceived) vulnerability that influences trust formation between parties. The conceptual paper fills this gap.

Existing control circuits for piezoelectric energy harvesting (PEH) suffers from long startup time or high power consumption. This paper aims to design an ultra-low power control circuit that can harvest weak ambient vibrational energy on the order of several microwatts to power heavy loads such as wireless sensors.

A self-powered control circuit is proposed, functioning for very brief periods at the maximum power point, resulting in a low duty cycle. The circuit can start to function at low input power thresholds and can promptly achieve optimal operating conditions when cold-starting. The circuit is designed to be able to operate without stable DC power supply and powered by the piezoelectric transducers.

When using the series-synchronized switch harvesting on inductor circuit with a large 1 mF energy storage capacitor, the proposed circuit can perform 322% better than the standard energy harvesting circuit in terms of energy harvested. This control circuit can also achieve an ultra-low consumption of 0.3 µW, as well as capable of cold-starting with input power as low as 5.78 µW.

The intermittent control strategy proposed in this paper can drastically reduce power consumption of the control circuit. Without dedicated cold-start modules and DC auxiliary supply, the circuit can achieve optimal efficiency within one input cycle, if the input signal is larger than voltage threshold. The proposed control strategy is especially favorable for harvesting energy from natural vibrations and can be a promising solution for other PEH circuits as well.

Full adder cells are building blocks of arithmetic circuits and affect the performance of the entire digital system. The purpose of this study is to provide a low-power and high-performance full adder cell.

Approximate computing is a novel paradigm that is used to design low-power and high-performance circuits. In this paper, a novel 1-bit approximate full adder cell is presented using the combination of complementary metal-oxide-semiconductor, transmission gate and pass transistor logic styles.

Simulation results confirm the superiority of the proposed design in terms of power consumption and power–delay product (PDP) criteria compared to state-of-the-art circuits. Also, the proposed full adder cell is applied in an 8-bit ripple carry adder to accomplish image processing applications including image blending, motion detection and edge detection. The results confirm that the proposed cell has premier compromise and outperforms its counterparts.

The proposed cell consists of only 11 transistors and decreases the switching activity remarkably. Therefore, it is a low-power and low-PDP cell.

In business-to-business interactions, conflicts are inevitable, and conflict-handling strategies that consider different variables improve the decision-making process of actors. This study aims to reveal the role of power and criticality in conflict-handling research in logistics service networks.

A 2 × 2 between-subject experimental design with four different scenarios was used. One hundred sixty logistics service actors completed an online questionnaire. Data were analyzed with ANOVA and paired sample t-tests using the SPSS 28.0 program.

In comparative scenarios involving high and low power dynamics, individuals with high power and high criticality situations are more inclined to favor the dominating strategy compared to low-power and low-criticality contexts. However, when faced with specific circumstances characterized by both high power and high criticality, actors tend to prioritize the integrating strategy initially, followed by the dominating and obliging strategies in that order. Notably, the statistical analysis revealed no significant interaction effect between criticality and power concerning the integrating, obliging and dominating conflict-handling strategies.

This study used an experimental approach to investigate criticality and power as contextual elements in determining conflict-handling strategies in an inter-firm environment within logistics service networks. This study is particularly groundbreaking in its knowledge of the relationship among power dynamics, conflict criticality and conflict-handling strategies.

With the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often distinguishes it into high and low level, ignoring the impact of different construal of power on consumption behaviors. This article divides power into dual construal (responsibility vs opportunity) and aims to examine the differential impacts of the construal of power on healthy food preference.

Two pretests and three formal experiments were conducted to examine the effect of the construal of power on the consumer's healthy food preference, the mediation of self-discipline perception and the moderation of the relative strength of prevention over promotion focus (i.e. RSPPF).

Results indicate that individuals who construe power as responsibility (vs opportunity) exhibit higher self-discipline perception, which in turn leads to greater healthy food preference. However, the main effect above can be weakened among the low-power group. Moreover, the above mediating effect of self-discipline perception is stronger for individuals with higher RSPPF.

First, based on the binary-construal perspective, this study refines the classification of high power and introduces it into the antecedent research of healthy food preference. Second, this paper reveals the self-discipline perception as the inner mechanism underlying the effect of the construal of power on healthy food preference, while RSPPF as the boundary condition for this mediating mechanism. Moreover, this research also provides practical implications for healthy food enterprises that the construal of power, self-discipline perception and regulatory focus should be taken into consideration in advertising design and healthy product promotion.

Privacy and security of personal data is the prime concern in any communication. Security algorithms play a crucial role in privacy preserving and are used extensively. Therefore, these algorithms need to be effective as well as energy-efficient. Advanced Encryption Standards (AES) is one of the efficient security algorithms. The principal purpose of this research is to design Energy efficient implementation of AES, as it is one of the important aspects for a step toward green computing.

This paper presents a low voltage complementary metal oxide semiconductor (LVCMOS) based energy efficient architecture for AES encryption algorithm on Field Programmable Gate Array (FPGA) platform. The experiments are performed for five different FPGAs at different input/output standards of LVCMOS. Experiments are performed separately at two frequencies (default and 1.6 GHz).

The comparative study of total on-chip power consumption for different frequency suggested that LVCMOS12 performed best for all the FPGAs. Also, Kintex-7 Low Voltage was found to be the best performing FPGA. At 1.6 GHz frequency, the authors observed 55% less on-chip power consumption when switched from Artix-7 with LVCMOS33 (maximum power consuming combination) to Kintex-7 Low Voltage with LVCMOS12. Mathematical models are developed for the proposed design.

The green implementation of AES algorithm based on LVCMOS standards has not been explored yet by researchers. The energy efficient implementation of AES will certainly be beneficial for society as it will consume less power and dissipate lesser heat to environment.

Recent advancements in the domain of smart communication systems and technologies have led to the augmented developments for very large scale integrated circuit designs in electro-magnetic applications. Increasing demands for low power, compact area and superior figure of merit–oriented circuit designs are the trends of the recent research studies. Hence, to accomplish such applications intended for optical communications, the transimpedance amplifier (TIA) was designed.

In this research work, the authors present a multi-layer active feedback structure which mainly composes a transimpedance stage and a gain stage followed by a low pass filter. This structure enables to achieve improved input impedance and superior gain. A simplified cascaded amplifier has also been designed in a hierarchical topology to improvise the noise effect further. The proposed TIA has been designed using Taiwan Semiconductor Manufacturing Company 45 nm complementary metal oxide semiconductor technology. Moreover, the thermal noise has been analyzed at −3 dB bandwidth to prove the reduction in thermal noise with increase in frequency for most of the devices used in the designed circuit.

The proposed differential TIA circuit was found to obtain the transimpedance gain of 50.1 dBO without applying any external bias current which is almost 8% improvised as compared to the conventional circuit. In addition to this, bandwidth achieved was 2.15 GHz along with only 38 W of power consumption, which is reasonably 100 times improvised in comparison of conventional circuit. Hence, the proposed differential TIA is suitable for the low power optical communications applications intended to work on low supply voltage.

The designed work is done by authors in university lab premises and is not copied from anywhere. To the best of the authors’ knowledge, it is 100% original.