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This paper aims to quantify the relative importance of reasons used to explain consumers’ selection and rejection of ethical products, accounting for differences in ethical orientations across consumers.

Reviewing previous literature and drawing on in-depth interviews, a taxonomy of reasons for and against ethical purchasing is developed. An online survey incorporating best–worst scaling (BWS) determines which reasons feature more in shaping ethical consumerism. Cluster analysis and multinomial regression are used to identify and profile segments.

Positively orientated consumers (42 per cent of respondents) purchase ethical products more so because of reasons relating to impact, health, personal relevance, and quality. Negatively orientated consumers (34 per cent of respondents) reject ethical alternatives based on reasons relating to indifference, expense, confusion and scepticism. A third segment is ambivalent in their behaviour and reasoning; they perceive ethical purchasing to be effective and relevant, but are confused and sceptical under what conditions this can occur.

Preferences were elicited using an online survey rather than using real market data. Though the task instructions and methods used attempted to minimise social-desirability bias, the experiment might still be subject to its effects.

Competitive positioning strategies can be better designed knowing which barriers to ethical purchasing are more relevant. The paper challenges the benefits in altruistic-based positioning and outlines shortcomings in communication about ethical products, including those relating to product labelling.

Through their purchase behaviours across a number of categories, ethical consumers aim to minimise the harm and exploitation of humans, animals and the natural environment. This research provides insights into the potential reasons why the uptake of ethical products is not being achieved and how it can be addressed to make improvements in making this movement more mainstream.

This research examines an extensive list of reasons for and against ethical purchasing used by a general population of consumers. By forcing respondents to make trade-offs, this is the first study quantifying the relative importance of reasons utilised by consumers. It also highlights the value in using cluster analysis on best–worst scores to identify underlying segments.

This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel live streams.

This research used a multimethod approach with four studies. Three designed experiments were first employed to prove casual relations of the hypothesized relations. Then, a structural model provided a new sample of the framework.

The results suggest that visit intention is higher when vertical (vs horizontal) attributes are associated with proximal (vs distal) sensory imagery. Physical presence mediates the interaction effects between attribute type and sensory imagery on visit intention.

The finding offers suggestions for multilateral information providers' capability of real-time advertising, seller-focused technology development and proactive relationship management with potential consumers.

Previous study is less sufficient to describe consumers' traveling interactivities in live-streaming media, where streamers are capable of modifying attribute-based messages and sensory modalities. Rather than focusing on imagery as a comprehensive modality or visual-dominated imagery, this study examines the interaction effects between attribute type and sensory imagery on visit intention. Drawing on reason-based choice and distance-on-distance theories, the finding enriches the evaluation of the effectiveness of live-streaming marketing across varying sensory interactions.

This purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions.

In this study, a 2×2×2 between‐subjects experiment was conducted.

It was found that the product with trivial attributes has a higher evaluation than those without trivial attributes in the upward extension situation. The highly involved product with trivial attributes is more positively evaluated than those without trivial attributes.

During the experimental process, the subjects read only the product information described in words and photographs.

Firms can differentiate their products by trivial attributes to create implied benefits. However, a trivial attribute does not always function well for all products, and positive evaluation is associated with trivial attributes coupled with price.

The paper examines the interaction effect among trivial attributes, product involvement and product‐line extension strategy.

The purpose of this paper is to explore differences in the decision-making styles between family and nonfamily firms, while assessing how family participation relates to the use of decision-making styles within family firms.

The empirical evidence is provided by a sample of 155 firms, located in the Azores, Portugal, 82 family controlled and 73 nonfamily controlled firms. All firms included in the sample are small-sized privately owned enterprises. Business owners and managers responded to a decision-making styles questionnaire, followed, in the case of family firms, by the report of the number of family members actively involved in the business.

Results show that there are no differences in the use of rational decision making between family and nonfamily firms. However, nonfamily firms show higher levels of experiential decision making than family firms. Results also show that family participation plays a key role in guiding the decisional process, by promoting the use experiential decisions and inhibiting the adoption of a rational decision-making styles in family firms.

From a theoretical perspective, this study opens the door to new research on an under investigated topic in the family business literature. It contributes with initial notions that may help profile the decisional style within small family firms, while revealing how family participation affects it. Thus, creating a fertile ground of discussion that can be an impulse for more research in this area.

From an applied perspective, assessing the influence of family participation in the adoption of a decisional style is potentially valuable for practitioners as well as for owners and managers. Providing them with clues that may help them better understand the basis of their decisions which can benefit their relations with other family members, as with customers, partners and suppliers that play a key role in the firm’s growth, profitability and adaptability.

From a social point of view, showing that family firms tend to be rational in their decisions may help create a more reputable and credible image surrounding these firms that are sometimes perceived as less professional than nonfamily firms. Thus, a more solid reputability can help improve their relationship with important partner institutions (e.g. financial, governmental), becoming more attractive to private and public investment, which can translate into win-win situations.

This study responds to a gap in the literature, by exploring the use of experiential vs rational decision-making styles in small family and nonfamily firms. This study also contributes to the understanding of the decision making within family firms, by assessing the role of family participation in the adoption of a decisional style.

The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention or promotion) on the basis of an individual’s so-called “chronic” orientation, i.e. high or low prevention focus; high or low promotion focus. However, psychological theorists purport that SRF is orthogonal and, thus, various combinations of both foci are evident in any given population.

A two (rational appeal vs emotional appeal)×two (utilitarian product vs hedonic product) experimental design was used. Data was collected via an online survey instrument which included the stimulus advertisements (experimental manipulations) and the relevant independent (SRF) and dependent measures (advertising effectiveness).

The findings of this study support application of regulatory focus theory (RFT) as an appropriate framework to study consumer behaviour and as a mechanism by which to segment consumers. However, past advertising research has predominantly examined consumer’s “chronic” foci (i.e. prevention and promotion). This study found that consumers can adopt various combinations of information processing styles and goal orientations and cannot be boxed into dichotomous categories based on either a prevention of promotion focus. As such, the findings reveal very different conclusions in contrast to previous advertising and marketing research in the SRF area.

This study is the first to approach SRF from a quadratic perspective (i.e. involving all SRF combinations). In calling to question the validity of previous findings, this study paves the way for numerous future research opportunities.

This study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more (WTPM), as well as the moderating roles of consumers' narcissism trait (high vs low) and processing mode (rational vs experiential) on the relationship between service category and CDOU.

This study conducts one online experiment-questionnaire study and one between-subject lab experiment to test the hypotheses.

This study finds that consumers are more likely to choose unique choices in hedonic service customization. Consumers' CDOU has a positive effect on their attitudes toward WTPM. In addition, consumers' processing mode moderates the relationship between service category and CDOU.

The findings provide new insights into better understanding the factors affecting the choice of service customization and have significant practical implications. First, consumers' different desire for uniqueness of different service should not be neglected when examining the values of service customization. Second, high-level CDOU is quite prevalent for hedonic (vs utilitarian) service customization, especially for consumers with experiential processing mode.

While previous studies state “need for uniqueness” as a key characteristic of product customization in general, we extend it to intangible service customization and connect it with consumers' WTPM. In addition, the moderating role of individual trait and decision-making processing mode is also checked. Thus, the findings refine the existing understanding of the relationship between uniqueness and service customization.

This study aims to investigate how environmentalism in photovoltaic (PV) substitution and nationalism in PV rivalry with the USA are associated with the trade-offs made by young consumers in Lanzhou when selecting Chinese brand portable solar power banks.

In this study, the choice-based conjoint survey was conducted to investigate mobile power bank consumers aged 18–28 in Lanzhou urban districts. A total of 2,004 valid questionnaires were collected and 1,813 sample was used in analyses. Logit and ordinary least squares regression models were run for empirical analyses.

The research results show that consumers tend to sacrifice certain levels of affordability for moderate technological capability, a reputable brand, better portability and advanced charging functions or sacrifice certain levels of technological capabilities for a moderate price. Consumers with stronger environmentalism in PV substitution tend to prioritize median price levels, larger battery capacity and better portability, while being less sensitive to brand and showing less preference for advanced charging functions. Consumers with stronger nationalism in PV rivalry tend to prioritize reasonably higher prices, bigger brands, enhanced portability, more solar panels and advanced charging functions.

This research sheds light on consumer trade-offs between price, brand, portability, technological capability and charging function. It also explores how environmentalism and nationalism sentiments are associated with consumer decision-making. These insights carry valuable policy implications for fostering product innovation, supporting brand-building initiatives for small and medium-size enterprises, promoting market competition and preventing the weaponization of consumer nationalism.

As an emerging solar power product, the portable solar power bank holds significant potential for widespread adoption as a means to drive energy transition. Within the current context, two notable sentiments have surfaced: environmentalism, which pertains to the adoption of PV technology as a substitute for conventional energy sources and nationalism, which manifests in the PV rivalry between China and the USA. This research aims to investigate consumer preference related to this emerging product, specifically focusing on its relationship with these two sentiments.

This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic premiums are involved.

Three experiments were conducted. A single factor within-subjects design was employed, with the nature of the premium (hedonic/utilitarian) as the treatment factor. Respondents were asked to make their choice between two promotional offers. Affective and cognitive reactions were measured. Regression analyses were conducted to test the hypothesized effects.

The results show that hedonic premiums are preferable to utilitarian ones in a promotional context, other characteristics of the premium (e.g. premium attractiveness) being equal. The findings also identify that a preference for the hedonic/utilitarian premium is more likely to emerge when affective/cognitive reactions are incited, and indicate that the nature of the preferred premium determines the mediating effect of cognitive reactions.

The paper only focuses on the hedonic/utilitarian nature of the premium. However, premiums come in very different forms and several characteristics – such as a premium with a relatively low price, the reception delay of the premium, and the perceived fit between the product and the premium – may reverse the relative preference for hedonic premiums.

The hedonic vs utilitarian nature of the premium should be considered when planning premium promotion. It appears that the use of more hedonic premiums increases the effectiveness of promotional actions alongside other variables such as premium attractiveness, the promotional benefit level or the product-premium fit. Furthermore, the type of premium offered influences the role of affective and cognitive reactions aroused during shopping. Thus, the nature of the premium may influence the reactions of consumers when participating in promotional actions.

The research extends the factors that may explain the effectiveness of premium promotions, since few studies to date have focused on the hedonic or utilitarian nature of premiums.

This paper synthesizes existing experimental research in the area of investor perceptions and offers directions for future research. Investor-related experimental research has grown substantially, especially in the last decade, as it has made valuable contributions in establishing causal links, examining underlying process measures, and examining areas with little available data. Within this review, I examine 121 papers and identify three broad categories that affect investor perceptions: information format, investor features, and disclosure credibility. Information format describes how investors are influenced by information salience, information labeling, reporting and accounting complexity, financial statement recognition, explanatory disclosures, and proposed disclosure changes. Investor features describes investors’ use of heuristics, investor preferences, and the effect of investor experience. Disclosure credibility is influenced by external and internal assurance, management credibility, disclosure characteristics, and management incentives. Using this framework, I summarize the existing research and identify areas that would benefit from additional research.

Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.

The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product.

Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.

The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.