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Generativity, defined as care for the next generation, is a hallmark of developmental theory (Erikson, 1950). Mentoring is an antecedent to generativity (Doerwald et al., 2021), with college students who mentor demonstrating higher generativity than their peers (Hastings et al., 2015). Yet no research has studied generativity development longitudinally among college students who mentor. This paper aims to discuss the aforementioned issue.

Using MANCOVA analyses, Study 1 (N = 91) cross-sectionally examined the influence of years spent mentoring on generativity levels among college students who mentor in the USA. Study 2 (N = 44) employed growth curve analyses (GCA) in multilevel modeling (MLM) to analyze longitudinal changes in generativity over three timepoints, each one year apart, while accounting for the influence of gender.

Although the results of the MANCOVA analyses in Study 1 were nonsignificant, Study 2 revealed a significant and positive increase in generative behavior. Specifically, generative behavior (e.g. teaching a skill or serving as a role model; McAdams and de St. Aubin, 1992) increased by 3.26 points, indicating that participants may have moved, for example, from performing a generative behavior never during the past two months to performing it more than once.

The current study advances the fields of college student development and mentoring by arguing for the utilization of mentoring interventions among college students to increase generativity and calling for changes to generativity measurement among collegiate populations.

Nutrition Bio Shield (NBS) supplement is a natural product that is processed from whole wheat grains. This study aims to determine its effects on depression, anxiety, stress and food craving in women with depression and obesity in a double-blind randomized clinical trial.

Fifty-six eligible clients with body mass index ≥ 25 and mild or moderate depression signed the informed consent form. They were randomly assigned to receive daily 5 g of NBS or placebo. The assessments included the depression, anxiety and stress-21 questionnaire, food craving questionnaire, visual analogue scale for appetite, precise anthropometric measurements and body composition analyses. The assessments were conducted at the baseline and repeated after four and eight weeks. One month after the study completion, the participants’ weight was assessed. The authors analyzed the data by independent sample t-test, repeated measures analysis of variance and multivariate analyses of covariance (MANCOVA).

At the baseline, no significant differences were observed between the groups regarding the main and demographic variables. After four weeks, stress reduced significantly in the NBS group (p = 0.04), and after eight weeks, anxiety (p = 0.02), stress (p = 0.008) and food craving (p = 0.05) reduced significantly in the NBS group compared with the placebo. After controlling for the demographic variables and baseline measurements, MANCOVA model revealed a significant effect of NBS in reducing anxiety (Eta-squared = 0.28; p = 0.001) and stress (Eta-squared = 0.19; p = 0.009). Fisher’s exact test showed no significant difference regarding side effects between NBS and placebo (p = 0.47).

NBS supplement is a patent and natural product that is processed from whole wheat grains. This product was efficient in reducing stress and anxiety after controlling for demographic variables and baseline measurements compared with the placebo and was safe.

This exploratory research aims to identify the effect of perceived stress level and self-efficacy on management quality and what practices and theories need to be enhanced to improve management quality under volatility business environments.

The study surveyed 291 working women, using the Perceived Stress Scale and the General Self-Efficacy Scale. Latent class analysis (LCA) for classifications of respondents, using categorical observed variables and MANCOVA, are applied to determine the relationship between stress and self-efficacy on the assigned classes.

The study suggests that in a highly volatile business environment, where stress is high, affecting management quality, managers as individuals fall into one of four classes that describe their techniques of coping with the stress, namely Uncommitted Experimenters, Try Anything, Intrinsically Motivated and Externally Motivated. Techniques of stress management classification are significantly related to the combined perceived stress and self-efficacy measures, with Externally Motivated respondents as the classification with a significant mean difference.

The main limitation of the study at hand refers to the sample size versus the number of potential factors of stress. This limitation highlights the need for further data gathering and research in this area, as stress is a critical factor of performance and often ignored in traditional management theories. Another limitation of this study is the lack of in-depth analysis of the use of meditation; its benefits and how to best use this practice in traditional work settings.

The outcome of the study could have significant implications for quality of management in business, private and social sectors by providing meditation as a tool for employees and stakeholders to handle stress in conflict zones.

Using stress management techniques might prove to be a low-cost tool for better quality management of human assets.

The authors study focuses on women in volatile economic turmoil, natural devastations, conflict areas and politically insecure environments. This socioeconomic segment was rarely scrutinized despite its direct effect on a large number of economies hosting a sizeable portion of the world’s population. Interesting potential results highlight the relationship between the respondents in the Intrinsically Motivated class and stress reduction for the benefit of management quality.

Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.

Using an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.

The results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.

This is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

A front-of-package label is a simple and effective way to communicate nutrition information to consumers. However, the use of the label has been limited to product packages. The purpose of this study is to explore the applicability of a front-of-package label to food print advertisements and to examine how the degree of nutrient content on the label influences consumer perceptions and behavioral intention.

Many food product manufacturers voluntarily use a front-of-package nutrition label showing specific information per serving size for calories, saturated fat, sodium and sugar. This exploratory, experimental research evaluates the thoughts, feelings and behavioral intention changes of consumers in response to a front-of-package label on a print advertisement and a product package. Two experiments were conducted online.

The presence of a front-of-package label in the ad increases ad responses involving perceived healthfulness of the product, ad attitude, brand attitude, healthy brand image and purchase intention. In addition, the healthier nutrient content listed on the label positively affects the audience’s responses. However, the front-of-package label on the product package increases only perceived healthfulness. Information about the degree of nutrient content indirectly influences intention to purchase the advertised healthy/unhealthy product sequentially via perceived healthfulness of the product, ad attitude, brand attitude and healthy brand image.

To generalize the results, various product categories should be tested with the same research design in future studies.

This study recommends that communication practitioners place a front-of-package label on their print advertisements even though the food is not healthy. However, practitioners should keep in mind that a front-of-package label does not increase sales in the long term if the product is unhealthy.

The major contribution of this study is its exploration of the applicability of a front-of-package label to the advertising context. The label plays a role as a message cue a consumer can use to evaluate the ad, brand and product.

This research study examines how changing the logo to one that depicts social distancing impacts consumers’ attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and word of mouth (WOM).

A 2 (logo type: conventional vs. novel) X 2 (product involvement: high vs. low) between-subjects experimental design was employed. A multivariate analysis of covariance (MANCOVA) was run on the dependent variables (i.e. attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM).

The results indicate a significant moderating effect of product involvement. Individuals who were exposed to a novel logo for a low-involvement product demonstrated improved purchase intentions, attitudes towards the brand, WOM and intentions to follow social distancing guidelines.

From a practical perspective, the results suggest that managers at global brands should consider their brand’s response to the COVID-19 crisis. For example, Nike chose to frame its consumers’ athletic habits as a lifesaving call to action with a new advertising copy that proposed, “If you ever dreamed of playing for millions around the world, now is your chance: play inside, play for the world,” to stress the necessity for people to stay at home.

From a theoretical perspective, the results of this study add to the emerging literature on CSR and logo changing, and particularly on following social distancing guidelines introduced in response to COVID-19, by exploring the link between COVID-19 advertising in promotional materials (logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.

This research study adds to the literature on CSR and logo changing, primarily the contribution is based on the understanding of the impact of social distancing guidelines introduced in response to COVID-19. More specifically, this research study contributes toward the understanding of the link between COVID-19 advertising in promotional materials (e.g. logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.

Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements.

In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine … See More”.

Results indicate that a reference to sunshine significantly improves consumers' affective responses to the advertisement and significantly increases their interest (propensity to click “see more”). This study also examines the potential influence of a textual reference to fresh air as well as fresh air in combination with sunshine. No statistically significant results are found with the fresh air reference.

While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.

The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM).

Drawing from cognitive dissonance theory and associative memory network model, the online experiments (Amazon Mechanical Turk; Nexperiment 1 = 146 and Nexperiment 2 = 189) were conducted to examine the effects of positive pre-scandal associations (performance vs pro-social) and scandal types (performance-related vs -unrelated) on consumer blame and eWOM toward scandalized athletes. Data were analyzed by employing t-test (experiment 1), Multivariate Analysis of Covariance (MANCOVA) and PROCESS Model 8 (experiment 2) to test the hypotheses.

The findings highlight that positive pre-scandal association demonstrated both protecting and backfiring effects depending on the types of scandals. Specifically, when performance-related scandals emerged, consumers made more negative blame judgment of athletes with salient performance association, relative to pro-social association. Inversely, when performance-unrelated scandals occurred, athletes with salient pro-social association were more likely to be blamed. Regarding eWOM, consumers generate more negative eWOM when athletes with pre-performance associations are involved with performance-related scandals. This pattern of the result was not observed when athletes' pro-social association and performance-unrelated scandals were prominent.

The current work adds consumers' negative eWOM toward scandalized athletes to the literature as a predictor of how athletes' pre-scandal association with consumers and scandal types are related. The findings indicate that consumers feel greater dissonance and generate more negative eWOM when athletes' pre-scandal associations and scandal types are closely related.

Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.

Eight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.

The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).

This study provides theoretical implications in localization, NP, and gender effect in ad strategy.

This study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.