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Humans engage in two types of processing. One system is the rapid, affect-based, and intuitive, “experiential” system, while the other is the relatively slower, cognition-based, and reflective, “rational” system. Extant work focuses on the consequences of having one system relatively dominant over the other. In the current research, we show that consumers who use neither system to a great degree (i.e., low-system consumers) are vulnerable to undesirable outcomes. Specifically, four studies demonstrate that these consumers face confusion in the process of making judgments due to their lack of processing inputs and resolve this confusion by making judgments that are implied by salient stimuli, regardless of the stimuli's diagnostic value. The result is an unbalanced, easily biased, and “blown away by the gust of wind” judgment process that both policymakers and low-system consumers should be vigilant to.

Witness-led techniques, informed by theory, have been recognized as best practice for eliciting information from cooperative eyewitnesses. This study aims to test a self-generated cue (SGC) mnemonic grounded in memory theory and explore the impact of three SGC mnemonics on subsequent recall performance.

Participants (N = 170) witnessed a live staged event and reported their recall using an SGC mnemonic (keywords only, event line or concept map) or control technique (other-generated cues or free recall only). These mock witness accounts were compared in terms of correct and incorrect details reported.

Fewer correct details were reported in the other-generated cue condition compared to the SGC event line (p = 0.018) and SGC concept map (p = 0.010). There were no significant differences between free recall alone and any other condition. The number of inaccurate details reported did not differ between conditions (p = 0.153). The findings suggest that high-quality free recall instructions can benefit recall performance above generic cues (e.g. other-generated cues) but using SGCs to support a structured recall (e.g. concept map or event line) may offer an additional recall benefit.

The findings support previous research that SGCs benefit recall beyond other-generated cues. However, by comparing different cue generation techniques grounded in the literature, we extend such findings to show that SGC generation techniques are not equally effective and that combining SGCs with structured recall is likely to carry the greatest benefit to recall.

Compared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory attributes. Specifically, this paper investigates the interplay between brand equity and primary sensory attributes in shaping consumers' evaluations of brand extensions.

This study investigates the impact of primary or central sensory attributes on brand extension evaluations for brands with differing brand equities. The authors conducted two experiments preceded by seven pretests to develop and validate the stimulus materials. The authors aim to contribute to understanding how sensory and brand-related factors influence consumers' evaluations of brand extensions.

In these experiments, the authors find that a parent brand's central/dominant sensory attribute allows the parent brand to successfully extend into functionally unrelated categories. For example, Dove’s central attribute of touch allows it to extend successfully into categories such as towels and shaving razor. However, it does not perform as well as Irish Spring (known for smell) in categories such as cologne and scented fabric softener, where Irish Spring's central attribute of smell is more relevant. Interestingly, Irish Spring, a lower equity brand, outperforms Dove in smell-related extensions, indicating that sensory attributes can counter the impact of lower brand equity if the sensory attribute is relevant to the extension category.

This study investigates brand extensions based on sensory attributes such as smell and touch instead of typical brand extensions based on functional and symbolic attributes. In particular, the authors examine whether the perceived fit between the parent brand’s dominant sensory attribute and the extended category (i.e. sensory fit) is more important than the parent brand's equity in the evaluation of brand extensions.

Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.

Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.

We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors.

Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners.

Wine producers and marketing professionals increasingly recognize the significance of online wine reviews. Emotions have long been acknowledged as influential in online review behaviors. However, considering the multisensory nature of the wine experience, consumers’ wine expertise also plays a substantial role. Hence, this study aims to examine the online review behaviors exhibited by wine consumers through the dual lens of wine expertise and emotionality.

Two studies were conducted to address the research question. Study 1 explored the relationship among expertise, emotionality and review behaviors using a panel data model, with a data set consisting of 4,600,922 reviews from Vivino.com. Study 2 used a multigroup structural equation modeling (SEM) analysis using data obtained from an online survey. Study 2 aimed to investigate the interactive impact of emotionality and expertise on online review intention mediated by customer engagement.

The findings from Study 1 demonstrated a positive correlation between emotionality and online wine reviews. In addition, expertise displayed a bell-shaped relationship with both emotionality and online wine reviews. Study 2, in turn, uncovered that novices and experts experienced a direct influence of emotionality on their review intentions. In contrast, for those classified as ordinary, the influence of emotionality on review intention occurred indirectly through the mediation of customer engagement.

This paper extends the current literature on online wine review by integrating the effect of emotion and expertise on online wine review behaviors, expanding the examination of Dunning–Kruger effect in the wine literature. It also adds value by introducing emotionality and the Evaluative Lexicon into the hospitality literature, extending the measurement of emotion from valence and extremity to a third dimension, emotionality, in hospitality and wine domains.

The purpose of the project was to identify a mechanism of causal relationship between Brand Public Relations (BPR) and societal change in the perception of women gender roles.

Experimental evidence was obtained in three countries (N = 378) to examine the mechanism of societal impact of BPR. Effects of spillover of evaluations between two sub-brands of a house of brands company, caused by positive publicity about communication co-created by Public Relations (PR), were analysed.

Findings supported the existence of a positive spillover of evaluations. A mechanism of the societal impact of PR was also captured: an indirect effect of news stories about a non-objectifying portrayal of women in the male reference brand on the typicality of a non-stereotypical women role in society was demonstrated.

Experiments were conducted over a period of three years, during which publics perception of brands' communication about gender portrayal might have changed.

The paper argues for greater recognition of brand public relations professionals as co-creators of promotional brand communication. It gives evidence that one of the unique competencies of BPR is insight into publics and predicting long-term consequences of brand communication.

The findings of the research project suggest a mediated nature of influence of BPR on the perception of typicality of gender (women) roles in society. PR communicators should learn what areas of practice of PR require specific skills for the function of PR to develop the new competence.

This paper is the first one that aimed at establishing a common terminological framework of the societal impact of public relations.

Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.

The study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.

Interaction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.

This study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.

This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth).

Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the Naha Marathon and its sponsors (N = 322). Structural equation modelling was employed to test the hypotheses, developed based on theories of social exchange, image transfer and planned behaviour.

The findings revealed that residents’ perceptions of social event impacts, rather than economic and environmental impacts, were associated with attitudes towards the event. Such an effect was indirectly associated with purchase intentions and word-of-mouth intentions via attitude towards the sponsors.

The current research contributes to the literature on sport sponsorship, especially in participation-based sports, by exploring how event sponsors can enjoy fruitful returns on investment. The findings can extend our understanding by highlighting the importance of positive community engagement for sponsors. Sponsors who aim to enhance consumer behaviour should prioritize strategies aligning with the positive social impacts of events.

This systematic review aimed to identify and categorize applications using Fast Healthcare Interoperability Resources (FHIR) to support activities outside of direct healthcare provision.

A systematic electronic search was performed, and 53 studies were included after the selection process.

The results show that FHIR is being used to support (1) clinical research (i.e. clinical research based on interventional trials, data interoperability to support clinical research and advanced communication services to support clinical research), (2) public health and (3) medical education. Despite the FHIR potential to support activities outside of direct healthcare provision, some barriers were identified, namely difficulties translating the proposed applications to clinical environments or FHIR technical issues that require further developments.

This study provided a broad review of how FHIR is being applied in clinical activities outside of direct clinical care and identified three major domains, that is, clinical research, public health and medical education, being the first and most representative in terms of number of publications.