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Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on optimal distinctiveness theory, this paper aims to validate the interactive effect of self-expressive customization types (i.e. customization to express individual identity and customization to express a shared identity) and self-construal on consumers’ willingness to pay a premium (WPP).

Two studies were conducted to provide empirical support for all proposed hypotheses. The first study (n = 151) uses a hypothetical scenario of a basketball game to test the interaction effect of self-expressive customization and self-construal. The second study (n = 184) assumes a scenario of designing a t-shirt or a uniform to examined the moderated mediating role of consumer-product identification.

The results reveal that independent (vs interdependent) self-construal will have stronger consumer-product identification for customization to express an individual identity (vs customization to express a shared identity), thus generating a higher WPP. Also, perceived task difficulty is the boundary condition of the research model.

This paper makes insightful contributions to the customization literature by strengthening the identity signals of customization and exploring the psychological mechanism and the boundary conditions.

This research is one of the first few empirical studies to examine the impact of self-expressive customization on consumers’ WPP via the identification with the focal object. This paper not only expands the literature of self-expressive customization but also provides a new research direction for the research of person-object interaction in marketing.

As an essential personality charm of leaders, humor can bring a series of positive outcomes to both users and receivers. However, there is also evidence that the impact of leaders’ humor (LH) is constrained by individuals, teams and organizational factors. The aim of this research is to investigate the relationship between LH and subordinates’ service creativity. Based on social learning theory and previous literature on LH, this paper identifies role modeling as the mediator and suggests that subordinates’ sensitivity to favorable interpersonal treatment (SFIT) moderates these relationships.

In order to test the proposed moderated mediation model, this study employed hierarchical multiple regression and path analyses with valid data of 348 samples.

Results revealed that LH positively affects role modeling and service creativity of subordinates, while subordinates' SFIT positively moderates the relationship between LH and subordinates' service creativity via role modeling.

In compliance with these findings, this research suggests that enterprises should pay attention to the role of humor from middle managers and strengthen managers' role modeling through multiple measures to establish a relaxed and harmonious atmosphere in the workplace.

Built on the conceptual framework, this study contributes to the literature on LH and employees’ service creativity by treating role modeling as the mechanism and SFIT as the moderator. This research is one of the first few empirical studies to investigate the relationship between LH and service creativity of service personnel in the service industry.

Product presentation plays a critical role in influencing consumers’ purchasing decisions in online shopping. The purpose of this study is to examine the effects of text-image information on online product presentation pages on sales. This study also specifically explores the moderating role of celebrity endorsements in the relationship between text-image presentation information and sales.

This study is based on regression analysis using data sets from the largest online book retailer in China, Dangdang.com.

The results of this study show that there is an inverse U-shaped relationship between word count and book sales. Conversely, image quantity has a positive linear effect on book sales. Furthermore, celebrity endorsements moderate the relationship between word count and sales in two distinct ways. First, the positive effect of increasing word count from low to medium is enlarged by increasing the number of celebrity endorsers. Second, the turning point of the inverse-U relationship between word count and sales rank moves to the right as the number of endorsers increases.

To the best of the authors’ knowledge, this study is among the first to examine the effects of text-image quantity on sales across the full continuum. This study adds understanding on how information load might have distinct consequences on the processing performance of text and images. Furthermore, this study investigates how sales are impacted by the quantity of celebrity endorsers in relation to textual and pictorial information in online shopping contexts, extending our knowledge of the effectiveness of celebrity endorsements.

Lots of successful space missions require that the maneuvering spacecraft can reach the target spacecraft. Therefore, research on relative reachable domain (RRD) in target orbit for maneuvering spacecraft is particularly important and is currently a hot-debated topic in the field of aerospace. This paper aims at analyzing and simulating the RRD in target orbit for maneuvering spacecrafts with a single fixed-magnitude impulse and continuous thrust, respectively, to provide a basis for analyzing the feasibility of spacecraft maneuvering missions and improving the design efficiency of spacecraft maneuvering missions.

Based on the kinematics model of relative motion, RRD in target orbit for maneuvering spacecraft with a single fixed-magnitude impulse can be calculated via analyzing the relationship between orbital elements, position vector and velocity vector of spacecrafts, and relevant studies are introduced to compare simulation results for the same case and validate the method proposed in the paper. With analysis of the dynamic model of relative motion, the calculation of RRD in target orbit for maneuvering spacecraft with continuous thrust can be transformed as the solution of the optimal control problem, and example emulations are carried out to validate the method.

For the case with a single fixed-magnitude impulse, simulation results show preliminarily that the method is in agreement with the method in Ref. (Wen et al., 2016), which treats the same case and thus is plausibly correct and feasible. For the case with continuous thrust, analysis and simulation results confirm the validity of the proposed method. The methods based on relative motion in this paper can efficiently determining the RRD in target orbit for maneuvering spacecraft.

Both theoretical analyses and simulation results indicate that the method proposed in this paper is comparatively simple but efficient for determine the RRD in target orbit for maneuvering spacecraft swiftly and precisely.