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The purpose of this paper is to examine how return policies from online fashion retailers from different countries (USA, China and Western European) support consumer need for uncertainty avoidance and lower negative prefactual thinking in two different markets: China and USA.

A content analysis of eight international online fashion retailers’ return policies in both the China and USA markets was conducted.

US, Chinese and Western European online fashion retailers have more detailed return policies in the USA market compared to the China market. The results also indicate that US, Chinese and Western European online fashion retailers are more inclined to offer lenient return policies in the USA market which helps to lower consumer perceptions of uncertainty and negative prefactual thinking.

Exploring online retailers’ return policies and how retailers respond to consumers’ level of comfort with uncertainty and tendencies to engage in negative prefactual within the context of different cultural markets offer valuable insight into standard retail practices necessary to retain profitability. Despite the perception of a “global” marketplace, nonstandardization of customer service is found.

Although the ability of online retailers to reach global markets has increased, few scholars have studied return policies within different cultural contexts. This study focuses on return policy as a major influencer of prefactual thinking by reducing anticipated regret and increasing online purchase intention in a global cultural context. The research is not only beneficial to managers who seek to increase the profitability through globally strategic implementation of return policies but also contributes to the consumer regret and risk literature.

Companies work hard to reduce queue lengths due to the common belief that queues in general are undesirable. Extant literature mainly has focused on the negative consequences of queues and overlooked the potential positive effects. The purpose of this paper is to address the benefits of queues by examining how consumers of different segments may read into the lines (queues) as well as why and when positive effects occur.

Applying and integrating psychology and marketing theories, the study develops a model with several propositions to identify and explain the mechanism and conditions under which queues have positive effects.

Contrary to conventional belief, queues may serve as positive signs. In certain segments, consumers can perceive a queue as a reflection of superior service/product quality, an opportunity to fulfill the need(s) for self-uniqueness or social inclusion or an avenue to avoid social exclusion. In addition, the benefits of long queues may come from consumers’ joining a line to seek desirable outcomes/gains based on their attribution of the queue, and consumers’ prefactual thinking that regards “not joining” the queue as potential losses. Furthermore, the magnitude of such effects depends on queue distinctiveness, choice heterogeneity, consumption hedonism and performance uncertainty.

This paper explains how, why and when a long queue can be read as positive cues and benefits both the firms and target/potential consumers. The authors demonstrate the psychological mechanisms of joining a queue based on attribution and prefactual thinking, and identify conditions under which positive queue effects are most likely to occur.

This research seeks to add to the body of research pertaining to animosity by examining the additional roles of anticipated emotions and subjective norms on consumers' purchase intentions regarding foreign products when companies' or governments' actions cause negative repercussions. The paper also examines the role of group responsibility as an antecedent to animosity.

Data were collected using a snowball sampling technique among undergraduate students from a prominent university in Kuwait. Of the 460 questionnaires received, 13 were eliminated for incompleteness. Sample members were aged 18 and above, and 53.9 percent of the respondents were females.

Subjective norms related to buying Danish products – as well as the negative emotions expected from buying the product and the positive emotions expected from not buying the product – led to less willingness to buy Danish products. In addition, social pressure was found to be the more important factor in consumers' willingness to buy compared to anticipated emotions.

This paper suggests that, in addition to animosity, other factors influence a consumer's decision to withhold consumption. Therefore, managers need to assess the emotions and norms characterized by citizens of the target country to capitalize on such information when marketing their products.

This paper builds on a long-lasting research program on the micro-foundations of innovative decision making, founded on a development of a neglected epistemic aspect of Simon's work, and on contributions in epistemology, in which heuristics are not procedures that are uncertaintyavoiding, economizing on cognitive and search effort, and problem-space reducing, but procedures that are uncertainty-modeling, investing in research effort, and problem-expanding. The paper offers a summary of the main effective heuristics of that kind so far identified, as applied to real processes of innovative decision making under epistemic uncertainty, such as judging and investing in novel entrepreneurial projects. It argues and shows that, in contrast to the common view, a wide range of those procedures, usually thought to belong to different and rival models, can be fruitfully combined.

This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals.

This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses.

The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience.

To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand.

This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.

The purpose of this paper is to build upon reward-learning theory and examine the role of indulgent food consumption and habitual eating behaviors as a means of emotional coping.

Both qualitative and quantitative methods were enlisted to explore emotional eating and indulgent tendencies. In Phase 1 of this research, participants responded to open-ended questions regarding the drivers of emotional eating. In Phase 2, a theoretically driven model was developed from Phase 1 findings and quantitative data was collected to test it.

Phase 1 findings indicate that negative terms such as “stressed” and “distract” were more prevalent in the high emotional coping group as opposed to the low emotional coping group. Building from Phase 1, findings from Phase 2 demonstrate a link between emotional eating and indulgent food consumption, underscoring the impact of habitual behaviors. Specifically, emotional coping frequency fully explains the relationship between emotional eating habits and indulgent eating frequency, while intentions to eat indulgent foods partially mediates the relationship between attitude toward indulgent foods and indulgent food consumption frequency. In addition, intentions to eat indulgent foods partially mediates the relationship between emotional coping frequency and indulgent food consumption frequency.

Social marketing efforts can be enlisted to de-market fatty foods to individuals prone to engaging in emotional eating. Individuals might also be encouraged to use emotion regulation techniques to help manage negative emotions.

This research contributes to the existing marketing and consumer well-being literature by exploring the role of habit formation in the development of emotional eating and indulgent food consumption.

Organizational studies of time tend to be done by academic researchers rather than practitioners. This chapter builds on academic research to provide a practitioner perspective by reviewing time situated in theory and constructing two phenotypes: timescapes of business and social time. These timescapes are defined by six dimensions, each with a social and business time parameter. Organizational business and social timescapes have different functions and applications. Timescapes, with their concomitant dimensions and sets of parameters, are used differently by senior managers, middle managers, and entry-level managers. Three multi-level approaches (self, dyadic, and social relationships), composition theory, and compilation theory confirm these three managerial timescape usages. After a review of the theoretical bases of the timescape constructs and a brief discussion of the grounded, anthropological, research methodology used in the study, this chapter applies timescape theory and models to an extended time case study of the Procter & Gamble Company that frames the company's timescape understanding and use from a practitioner's view.

Research on cross cultural differences in preference for variety is scarce. Such research is important because it addresses a marketing instrument for which substantial cultural variations are to be expected. This paper attempts to highlight relevant literature of the domains of cultural psychology as well as marketing psychology with a review to stimulate research. Furthermore, the objective of this paper is to point out specific research directions.

First, theories on variety perception and variety seeking are discussed in order to highlight consumers' benefits of variety. Second, theories of behavioral decision making are reflected and consumers' costs of variety are illuminated. Third, theories and results of cultural psychology are reviewed with regard to underlying psychological processes about consumers' reactions to variety.

This paper stresses several aspects. Initially, consumers' perceptions of variety differ from the actual variety provided by a manufacturer or retailer. Literature indicates that consumers' benefits and costs of perceived variety differ systematically across cultures. Independent consumers in individualistic cultures place a premium on choice, on variety seeking and on personal freedom. While they are attracted by large variety, current cultural theory suggests that they also encounter greater cognitive and emotional costs than individuals in collectivistic cultures when ultimately choosing.

This paper introduces a new and promising area of research and highlights relevant psychological as well as cultural psychological theories. Several research directions regarding customer reactions to variety are detailed.

Framed within the theoretical domain of attribution theory, this study aims to investigate the antecedents of experienced regret following an entrepreneur’s business failure (defined as firm discontinuance, closure or bankruptcy) and the impact of regret on personal well-being.

The population of interest was business owners whose businesses had failed within the past five years. The data was collected from 319 failed entrepreneurs using an online survey. Structural equation modelling was used to test the hypotheses presented in this study.

External attribution, including economic uncertainty and contract restrictions, was positively related to feelings of regret. Considering internal attribution, due diligence had a positive effect on regret whereas customer relationship development ability can reduce feelings of regret. Moreover, prevention-focused entrepreneurs were likely to experience higher levels of regret when engaging in extensive consideration in using information. Finally, regret had a detrimental effect on the entrepreneurs’ well-being.

The research provides fresh perspectives on experienced regret, a relatively unexplored emotion in the entrepreneurship literature. In the context of small business operations, the locus of attribution (associated with business failure) is the key influence on learning following failed business attempts.

This study extends current knowledge of regret in the context of entrepreneurial failure, which has a significant catalytic effect on employment and entrepreneurial mobility.

This research sheds light on how emotional responses are derived from an entrepreneur’s self-assessment of their performance and attribution of blame for failure.