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Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages low in prototypicality) can be optimal for an important customer segment, namely, for those that affectively identify with the social group. This is because of the distinct self-motives underlying the cognitive and affective social identity dimensions.

A pilot and two experimental studies were conducted, using gender and nationality as the target identities.

Consumers feel more hopeful and have higher purchase intention for products advertised using identity depictions that fit with their predominant (uncertainty-reduction or self-enhancement) self-motive. Consumers predominantly high in affective/cognitive social identity prefer identity-linking messages that are low/high in prototypicality. An abstract mindset reverses these effects by encouraging a similarity focus.

Future work should identify potential boundary conditions of the findings. Further, all studies use ascribed social groups. Future work should explore whether consumers relate differently to different social group, such as achieved groups, non-human groups or aspirational groups.

Adverts using established descriptors of a brand’s target social group may no longer fit the brand’s positioning. Understanding when and when not to use less established group descriptors to market brands is important for practitioners.

To the best of the authors’ knowledge, this is the first research to explore the conditions under which priming consumers’ identity using less/more established (i.e. low/high in prototypicality) descriptors has a beneficial, or detrimental, effect on consumers’ purchase intention. In understanding these effects, the authors draw on consumers’ self-motives underlying cognitive and affective identification, a distinction not yet made in the identity-linking communications literature. The authors also explore the mediating role of hope – a central motivating emotion – in identity marketing.

The purpose of this paper is to explore why students decide to enrol in a business postgraduate programme at Damascus University in the current Syrian crisis.

Exploration of students’ motives was generated in this study using semi-structured interviews. On the basis of saturation sampling, 11 interviews took place in the leading Syrian university providing postgraduate programmes, Damascus University.

The results from the interviews indicate the existence of six different motives for students to enrol in a postgraduate study: self-motives, professional motives, social motives, academic motives, lack of vision, and delaying military service, which is directly caused by the current war conditions in Syria.

Understanding postgraduates’ motives is essential at the national level, the institutional level, and also at the individual level to make better future plans related to opening new programmes or altering admission criteria. Recommendations to higher education policy makers are highlighted in the study.

The majority of previous studies concentrate on students’ motives to pursue postgraduate studies during financial crisis. However, very little is known on why students decide to enrol in a business postgraduate programme in a war context.

The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour.

Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept.

The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses.

To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.

This research aims to examine the link between personality, motives, and the choice of conflict resolution strategy in a service conflict context.

Participants' responses to a service conflict scenario were coded into strategy categories and both personality (the Big Five) and motives were measured with established scales. Differences in personality and motives across the strategies were assessed with ANOVA and the relationship between personality and motives was assessed with multiple‐regression.

While the results did not show a direct relationship between personality and choice of strategy, they did indicate an indirect link through motives. The results also show that consumers used a variety of strategies based on a mix of economic and social motives.

The results show that social motives play an important role in business conflicts. The study also supports a multi‐level perspective of personality, where basic tendencies (the Big Five) impact characteristic adaptations (motives), which are more closely related to behavior.

The results suggest that consumer behavior in dealing with conflict can be complex and that service provider cannot rely on “one best way” strategies for dealing with customers. Managers should also be sensitive to the importance that social motives play in conflict resolution, particularly the importance consumers place on fairness.

The paper illustrates how social motives play an important role in business conflicts.

The purpose of this study is to narratively explore the influence of leader narcissism on leader/follower social exchange. Moreover, while researchers acknowledge that narcissistic personality is a dimensional construct, the preponderance of extant literature approaches the concept of narcissistic leadership categorically by focusing on the reactive or constructive narcissistic extremes. This bimodal emphasis ignores self-deceptive forms of narcissistic leadership, where vision orientation and communication could differ from leaders with more reactive or constructive narcissistic personalities.

The authors argue that they encountered a compelling example of a communal, self-deceiving narcissist during archival research of Robert Owen’s collective experiment at New Harmony, Indiana. To explore Owen’s narcissistic leadership, they utilize an analytically structured history approach to interpret his leadership, as he conveyed his vision of social reform in America.

Approaching data from a ‘history to theory’ perspective and via a communicative lens, the authors use insights from their abductive analysis to advance a cross-paradigm, communication-centered process model of narcissistic leadership that accounts for the full dimensional nature of leader narcissism and the relational aspects of narcissistic leadership.

Scholars maintaining a positivist stance might consider this method a limitation, as historical case-based research places greater emphasis on reflexivity than replication. However, from a constructionist perspective, a focus on generalization might be considered inappropriate or premature, potentially hampering the revelation of insights.

Through a multi-paradigmatic analysis of the historical case of Robert Owen and his visionary communal experiment at New Harmony, the authors contribute to the extant literature by elaborating a comprehensive, dimensional and relational process framework of narcissistic leadership. In doing so, the authors have heeded calls to better delineate leader narcissism, embrace process and relational aspects of leadership and consider leader communication as constitutive of leadership.

The purpose of this article is to outline ways in which the large body of empirical work on creativity can meaningfully inform negotiation. In doing so, two general streams of creativity research and their implications for negotiation theory and empirical analysis are considered. Negotiation pundits advise that negotiators should engage in creative problem-solving to craft integrative agreements, and it is widely believed by both negotiation theorists and practitioners that “out-of-the-box” thinking and creative idea generation are necessary for win–win negotiation. Although practitioners have strongly encouraged parties to engage in creative problem-solving, there are remarkably few empirical investigations of creative thinking, brainstorming and other idea-generation methods in negotiation.

First, creativity as a trait is considered and the relationship between individual differences in creativity and negotiation performance is examined. Then, creative thinking as a causal factor is examined and how it may influence the negotiation process and outcomes is suggested. Finally, three considerations for further integrating creativity and negotiation research are suggested: communication media, idea-generation strategies and morality and social motivation.

A literature review revealed four studies that have empirically tested the influence of trait creativity on negotiation performance. Even less research has manipulated creative thinking or training to analyze creativity as a causal factor of negotiation outcomes.

This research will benefit both creativity and negotiation scholars by suggesting the limited amount of work at their intersection yet the opportunities that exist for further research.

This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS), specifically liking, sharing and commenting. It further advances self-extension tendency (SET) as a moderator affecting the self-congruity -> brand attachment link.

Two studies were conducted to test four hypotheses. Study 1 (n = 282) engaged a self-administered survey with students at a large Australian university. Study 2 (n = 342) was conducted amongst the members of an Australian online panel and thus, enhances generalizability.

Activated self-congruity orientations are brand-specific. Both studies reveal that two of the three self-congruity orientations affect brand attachment, which, in turn, influences consumers’ proclivity to like, share and comment on Facebook. Moreover, the self-congruity -> brand attachment relationship is moderated by SET. When SET is high, it strengthens the relationship between a self-congruity orientation and brand attachment.

Accepted methodological approaches were used to improve the veracity of the findings. Nevertheless, further research should consider a wider area of focal brands (e.g. store brands, mundane brands, luxury brands) and other SNS.

SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchasing behaviours. Discussed here are means to trigger pro-brand advocacy behaviours.

These findings extend existing theory in three ways as follows: they show social self-congruity affects brand attachment in online contexts, brand attachment is a mediating variable affecting pro-brand social networking behaviours and SET moderates the self-congruity -> brand attachment relationship. SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchase behaviours; hence, these insights have theoretical and practical relevance.

The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students’ performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling.

A quantitative research, conducted through a self-administered survey composed by a closed-ended structured questionnaire, was incorporated for the students who were enrolled in the technical educational institutions situated in the Khandesh region of India.

The findings of this study revealed that traditional SMM is statistically linked with the performance of students in terms of skill and knowledge enhancement, satisfaction and referral act of students, which are perceptible new emerging SMM; performance, pleasure and pointing out in terms of service output.

Integrating SMM as service input and service output are productive for HTE in enhancing growth (quantitatively) by the inclusivity of diversified students and development (qualitatively) by enhancing their performance for global standing, making them satisfied and motivating them for recommending their institution to others. This integration can be utilized as a yardstick by the institutions for staying ahead in students’ market with a distinctive competitive advantage.

Growth and development of HTE will raise a society’s quality of life and thereby increase a country’s socio-economic status.

The study has exhibited SMM as input and output of a service system that is useful for the growth and development of HTE. The measurement tool presented is effective in (re)framing policies on SMM as service input based on desired service output.

This paper aims to locate managerial feedback‐seeking in a self‐regulation model in which self‐motivational considerations are uppermost. It seeks to use a qualitative psychological approach to address the question of when, what, how, from whom and why is feedback sought in a performance contingent managerial setting.

Using Kelly's Repertory Grid technique, ten managers reflected systematically on their feedback seeking in an organizational context. A grounded theory framework was used to identify higher‐order cross‐case constructs.

Managers sought performance feedback when they perceived uncertainty and difficulty in the pursuit of their managerial functions and were minded of their need to develop their management skills. Consistent with the instrumental model, feedback seeking was highly goal‐oriented and self‐affirmative in pursuit of increased managerial competence. However, the finding that adds most to the understanding on both an empirical and theoretical level is in showing how managers sought their feedback remotely, and from largely external sources, to reconcile development needs with self‐protective considerations (i.e. image and ego‐costs) in relation to subordinates and peers. These findings have implications for understanding feedback seeking as a multi‐dimensional highly self‐motivated process.

Qualitative research uses small samples and this limits their empirical generalizability; however, the paper's findings link with previous work indicating potential for hypothesis generation and theoretical development.

Questions are raised about whether managers feel able to seek performance feedback for learning and development purposes, without feeling threatened in their capability and worth as managers. The paper argues that the environment most conducive to feedback seeking is one in which managers feel “psychologically safe” rather than defensive about their capability.

Aligning social identity and career identity has become increasingly complex due to growth in the pursuit of meaningful careers that offer very long‐term personal satisfaction and stability. This paper aims to explore the complex cognitive and affective thought process involved in the conscious planning of voluntary career change.

A review of recent findings relevant to voluntary career change decisions was performed in order to develop a better understanding of psychological and sociological processes contributing to the pursuit of an MBA degree and subsequent employee mobility.

Complex rational and emotional thoughts contribute to the definition and pursuit of proximal and distal career goals which stimulate self‐efficacy drives as they are achieved.

Because realistic forecasting of very long‐term distal goals is extremely challenging, career seekers must carefully consider how proximal and distal goal pursuit, such as an MBA degree, contribute to personal identity. Goal pursuit merely for the sake of advancing self‐efficacy will likely prove insufficient to anchor individuals within a career and cement their identity.

As part of their career change strategy, individuals frequently chose to enrol in an MBA program to rapidly develop competencies and experiment with new career options. Consequently, there is a growing disconnection between the career options offered by employers and the choices that employees are seeking.

The paper explores the psychological processes that contribute to the pursuit of “boundaryless” careers. Boundaryless career growth is attainable through improvements in communication that aid the definition of “reality”.