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Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour.

This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses.

Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time.

Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands.

This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand.

To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.

Intensive support teams (ISTs) are often poorly understood, despite reports of their effectiveness in managing behaviour that challenges for individuals with an intellectual disability. This paper aims to contribute to the understanding of ISTs through evaluating one IST’s process and their use of positive behaviour support (PBS) as an intervention.

Participants were obtained from the ISTs discharge database, and pre- and post-intervention data from these participants was used for analysis.

Three-paired sample t-tests found that there were significant differences between pre- and post-scores on the behaviour problem inventory, Health of the Nation Outcomes Scale for people with Learning Disabilities and periodic service reviews, which measure quality of targeted, individualised support. This indicates that challenging behaviour frequency and severity were lower post-intervention, quality of life improved post-intervention and staff teams implemented recommended strategies more consistently by the end of the intervention.

This service evaluation captured data over seven-year period, which helps to contribute to the understanding of the effectiveness of ISTs and the PBS framework.

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).

This study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).

The SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.

The psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Based upon the broaden-and-build theory of positive emotions, this study aims to assess the role of perceived social responsibility (PSR) in mediating the relationship between gratitude and environmentally responsible behaviour (ERB) among teachers.

Data were collected, following a correlational design, from a total of 292 school teachers in Kerala state, India. In total, 256 data were taken for final analysis. Out of the total participants, 63.3% were female and the remaining 36.7% were male. Confirmatory factor analysis was carried out to verify the factor structure and discriminant as well as convergent validity of the study variables. The relationship between gratitude and ERB with mediating role of PSR was tested.

The mediation analysis output revealed that PSR fully mediates the effect of gratitude on ERB, and it is concluded from the findings of the study that ERB can be enhanced by humanizing the citizens to integrate social responsibility in their acts and promoting the significance of having positive emotions like gratitude to widen their thought–action repertoires.

In line with the broaden-and-build theory, a positive state of mental faculty can be a prime facilitator to increase concern for green environments as an outcome of an expanded thought–action repertoire. The findings imply the importance of inculcating enduring personal resources like the sense of gratefulness as it weighs the effect of producing altruistic acts like ERB along with many other benefits associated with having a positive emotion which is obviously considered to be a fair contribution to serve social resources in the community.

The study findings can be an inspiration for the formation of policies to encourage pro-environmental behaviour and to further expansion of policies like national education policy of India. As teachers being the facilitators of knowledge and wisdom, they are potential sources to inspire students to practice healthy behaviours, they can be better models by practicing ERB.

The authors have verified the application of broaden-and-build theory of positive emotion in the context of ERB along with identifying its relationship with gratitude and PSR.