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The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause.

The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136).

It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause.

Marketing communication has great potential to create “new/other” values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy.

The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors.

Purpose – The purpose of this study is to get information on how the communication process transaction of commercial sex workers with customer occurs in province that practices Syariah law system.

Design/Methodology/Approach – A qualitative design using phenomenological approach with purposive sampling technique was utilized to obtain data. Subjects were female commercial sex workers with age around 16–45 years. The subjects were from district Banda Sakti and Muara Dua Lhokseumawe.

Findings – The result of study showed that subjects used interpersonal communication of self-disclosure through social media communication which was supported by verbal and non-verbal communication that gives an equal reaction. The type of communication used by commercial sex workers during the process of transactions were through face to face and media communication. However, it was found some barriers that interfere while doing interpersonal communication during the transaction, such as adjustment problem of subject, an error communication, and misperception between the subject and the customer that used their services.

Research Limitations/Implications – The study only focuses on how communication process of transaction occurs; therefore, it is important to do further research that focuses on how the Syariah law system impacts psychological attitudes toward commercial sex workers and how it will reduce the activity of commercial sex workers in Aceh, as well as how the communication occurs between parent and child that contribute them to become a commercial sex worker.

Practical Implications – Government should prevent commercial sex workers increase in Aceh as well as parents should more aware about their children’s activities outside home and be more communicative with their children.

Originality/Value – This paper gives information to the Aceh government to make further decision making and implement Syariah law system consistently and with commitment.

Despite its significance, research on how attribute framing affects ordering decisions in dual sourcing remains insufficient. Hence, this study investigated the effects of attribute framing in a sourcing task involving certain and uncertain qualities of two suppliers and analysed the role of attention with respect to suppliers' information in framing effects.

The impacts of attribute framing on sourcing decisions were demonstrated in two online between-subject (2 × 2 factorial) experimental studies involving professional samples. Study 2 was an eye-tracking experiment.

In Study 1 (N = 251), participants presented with a “high-quality” rather than a “low-quality” frame made different sourcing decisions, opting for larger percentage of order(s) from a supplier under the “high-quality” frame. This pattern holds true for suppliers who differ in risk. This finding was replicated in Study 2 (N = 129). Attention asymmetry related to the information on supplier quality contributes to this effect. Attention directed towards information regarding the supplier's quality under a positive frame mediated the relationship between attribute framing and sourcing decisions.

Highlighting the positive attributes of a risky supplier is essential when ordering from the risky supplier is an optimal decision. It is advantageous for suppliers to highlight positive rather than negative attributes when describing the quality of their components against others.

This is the first study to examine the effect of attention on the relationship between attribute framing and dual sourcing. This presents a new behavioural perspective wherein managers' attention to information plays a vital role.