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This research examined fans' purchase intentions towards the sponsor of a NASCAR (National Association for Stock Car Auto Racing) event and towards the previous sponsor. The study shows that fans are more likely to purchase from the current sponsor and less likely to purchase from the previous sponsor. Fan identification and perceived group norms were significant predictors of purchase intentions towards the current sponsor, but only perceived group norms predicted purchase intentions towards the ex-sponsor. Additionally, perceived group norms partially mediated the relationship between fan identification and purchase intention.

This paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit luxury consumption is a norm within members of their own generation.

The research is based on two survey-based studies: Study 1 investigates the phenomenon on young millennials (n = 438) and Gen X (n = 374) using moderation analyses in PROCESS Macro; and Study 2 is based on young millennials (n = 643) and runs a partial least squares structural equation modeling model.

The findings reveal that perceived counterfeit consumption within own (vs other) generation leads to greater counterfeit purchase intention and this effect is stronger for young millennials (vs Gen X). Counterfeiting values (materialism, counterconformity and morality) strengthen the impact of perceived peer counterfeit consumption on the counterfeit purchase intention of young millennials, thereby establishing counterfeit luxury consumption as a salient norm.

To modify perceptions about peer counterfeiting norms, normative messages must communicate counterfeit avoidance among millennials through social media influencers. Luxury brand managers must focus on the experiential value of luxury and pursue unconventional luxury inspired by a sense of rebelliousness and independence.

This work demonstrates that millennials engage in counterfeit luxury consumption when they perceive it as a salient consumption norm among members of their own generation. It adds a novel construct of perceived counterfeit consumption and demonstrates the role of generation as a normative referent. The article provides a values-based motivational account of conformity to peer counterfeiting norms.

Drawing on social learning and self-efficacy theories, the purpose of this paper is to examine links among perceived workgroup norms, self-regulatory efficacy, and deviant workplace behaviours.

Faculty members from universities located in the northwest geopolitical zone of Nigeria participated. Partial least squares path modelling tested moderation of self-regulatory efficacy on the relationship between perceived workgroup norms and deviant workplace behaviours.

Findings suggest a positive relationship between perceived descriptive norms and deviant workplace behaviours. A hypothesised effect of perceived injunctive norms on deviant workplace behaviours was not supported. Results also suggest interaction terms representing perceived descriptive norms and self-regulatory efficacy are significant. Similar results regarding moderation of self-regulatory efficacy on the relationship between perceived injunctive norms and deviant workplace behaviours were found. Findings support the view that self-regulatory efficacy overrides predispositions individuals hold to engage in deviant workplace behaviours.

A cross-sectional design did not allow causal inferences, and self-report data associate with common method variance and social-desirability bias.

Individual factors should be considered during selection in Nigerian universities. Moderation of self-regulatory efficacy suggests self-regulation minimises individual engagement in deviant acts. Thus, human resources managers in Nigerian universities should consider self-regulatory efficacy as a selection criterion when hiring academicians. This can be achieved by conducting personality inventory tests to screen those whose values are incompatible.

Although extant research on organisational socialisation demonstrates mix findings regarding the link between perceived workgroup norms and deviant work behaviours, this study tests whether self-regulatory efficacy addresses these inconsistencies.

The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model explaining response to OSN advertisements embracing perceived enjoyment, social influence and advertising-related variables.

Data were gathered through the application of a structured questionnaire to a sample of 126 students of the same scientific area (marketing and communication studies).

The results validate the proposed model and support nine out of ten hypotheses. The study supports the role of perceived enjoyment as a predictor of both social identity and group norms. Furthermore, social identity and group intention have a positive impact on perceived advertisement relevance. Finally, group intention towards advertisements and perceived advertisement relevance have a positive impact on perceived advertisement value, which in turn impacts positively on response to OSN advertisements.

The main limitation relates to the fact that the study mainly covered a population aged between 18-35 years old. Despite its relevance as a segment of OSN users, some caution needs to be taken in generalizing findings to a broader population.

These results provide important indications for firms aiming at fully exploiting the computer-mediated communication of OSNs. Specifically, we confirm the role of perceived enjoyment in reinforcing group dynamics and shaping group intentions towards advertising.

The main contribution of this study lies in the focus on perceived enjoyment as a predicting variable of social influence and advertising variables, thus impacting response to OSN advertisements.

Two studies in the context of English‐French relations in Québec suggest that individuals who strongly identify with a group derive the individual‐level costs and benefits that drive expectancy‐value processes (rational decision‐making) from group‐level costs and benefits. In Study 1, high identifiers linked group‐ and individual‐level outcomes of conflict choices whereas low identifiers did not. Group‐level expectancy‐value processes, in Study 2, mediated the relationship between social identity and perceptions that collective action benefits the individual actor and between social identity and intentions to act. These findings suggest the rational underpinnings of identity‐driven political behavior, a relationship sometimes obscured in intergroup theory that focuses on cognitive processes of self‐stereotyping. But the results also challenge the view that individuals' cost‐benefit analyses are independent of identity processes. The findings suggest the importance of modeling the relationship of group and individual levels of expectancy‐value processes as both hierarchical and contingent on social identity processes.

The purpose of this paper is to present a preliminary study of the effect of the presence at work of employees' dogs on stress and organizational perceptions.

A pre‐post between‐group design with repeated measures was used to compare differences between employees who bring their dogs to work (DOG group), employees who do not bring their dogs to work (NODOG group), and employees without pets (NOPET group) on physiological and perceived stress, perceptions of job satisfaction, organizational affective commitment, and perceived organizational support.

Combined groups scored significantly higher on multiple job satisfaction subscales than the reference norm group for these scales. No significant differences were found between the groups on physiological stress or perceived organizational support. Although perceived stress was similar at baseline; over the course of the day, stress declined for the DOG group with their dogs present and increased for the NODOG and NOPET groups. The NODOG group had significantly higher stress than the DOG group by the end of the day. A significant difference was found in the stress patterns for the DOG group on days their dogs were present and absent. On dog absent days, owners' stress increased throughout the day, mirroring the pattern of the NODOG group.

This paper provides the first quantitative exploratory study of the effects of pet dogs in the workplace setting on employee stress and perceptions of satisfaction, support and commitment.

This paper aims to investigate the determinants of current visitors’ festival revisit intentions. The concepts of festival quality and satisfaction were adapted and integrated with the theory of planned behavior (TPB) from social psychology to theorize a model of festival revisit intentions. In addition, given the importance of social characteristics in festival visiting behavior, the relative impacts of three modes of social influences (i.e. subjective norms, group norms and social identity) were investigated.

Statistical analyses were conducted using structural equation modeling to examine the hypothesized relationships with the data collected onsite during the Nonsan Strawberry Festival, held in Nonsan, South Korea. The eleven constructs were incorporated into the structural model to examine the hypothesized relationships among the latent factors.

Results of the analyses indicated that the proposed model had an acceptable fit to the empirical data. The overall explanatory power of the model had an R² of 84 per cent for revisit intention and an R² of 60 per cent for satisfaction. Satisfaction was found to be the strongest predictor of visitors’ revisit intensions, followed by social identity, subjective norms and group norms.

This study developed an integrated model to explain festival visitors’ revisit intentions by adopting not only visitors’ personal evaluation of the festival experience and but also a series of social influences.

Based on the results, festival managers should allocate their marketing resources for the festival program, environment and souvenirs to increase the visitors’ perception of quality. Particular attention should also be given to visitor groups and their travel companions’ influences on their intentions to revisit the festival.

The incorporation of festival quality and satisfaction and TPB extended with additional social influence variables provided a model with a theoretical basis to explain festival revisit intentions. This approach may provide an initial blueprint for further investigation of other theoretical revisit models.

This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour.

A cross-sectional survey of 541 young motorcyclists was carried out as the second phase of a larger project, which examined the role of social norms related to road safety attitudes and behaviours.

The results showed misperceptions of perceived speeding norms among both male and female young motorcyclists. There was an association between normative misperceptions and speeding behaviour, and between speeding behaviour and approval to speeding behaviour by young motorcyclists. In addition, peer presence was found to moderate the relationship between misperceptions of speeding norms and speeding behaviour.

The study contributes to addressing the call for study of social norms marketing and health risks in non-Western contexts. Further, the results provide support for social marketers to consider the use of social norms approach in designing social marketing campaigns to promote safe motorcycle driving behaviours.

Pluralistic ignorance is defined as a situation in which an individual holds an opinion, but mistakenly believes that the majority of his or her peers hold the opposite opinion. The purpose of this paper is to refocus attention on pluralistic ignorance as an important, applied, and multilevel concept to organizational researchers by developing a theory of pluralistic ignorance in organizational contexts.

The paper reviews the literature with regard to the causes and consequences (for individuals, groups and organizations) of pluralistic ignorance and develops an integrated understanding of how pluralistic ignorance influences employees and organizations.

The paper finds that pluralistic ignorance is a complex phenomenon that has important consequences for organizations with relation to behavior of individuals.

The development of a model of pluralistic ignorance, with research propositions, will assist researchers seeking to conduct research on this topic.

This paper is original in that it is the first to delineate the processes underlying pluralistic ignorance in a managerial/organizational context.

The purpose of this paper is to examine the effects of group conflict norms and task interdependence on individuals' willingness to help others under conditions of task conflict to better understand how group characteristics influence individual helping behavior.

A total of 81 university students participate in a scenario study. The scenario has a 2 (task interdependence: high vs low) ×2 (group conflict norm: open vs avoiding) design.

The results suggest that in groups characterized with open conflict norms and high‐task interdependence members are less willing to help than members in groups with avoiding conflict norms and high‐task interdependence.

This research implies that helping behavior in high‐task interdependent workgroups is highest when groups have an avoiding conflict norm. Limitations include amongst others discussing the explicit request for help coming from the group used in this study and the external validity of scenario studies.

The findings suggest that managers or supervisors can help to provide circumstances in which task conflict does not prohibit helping behavior.

The paper offers a first step to experimentally investigate how individuals react to intragroup task conflict and the consequence for constructive behavior.