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The purpose of this paper is to investigate cultural variations in the qualities that White Americans and Hispanic Americans believe power-holders should embody, and the situations in which these norms influence consumer satisfaction.

Two experimental studies (n1=130 and n2=121) and one field study (n=241) were conducted with White American and Hispanic participants. Results were analysed using ANOVA and regression.

White Americans are predisposed to apply to power-holders injunctive norms of treating others justly and equitably, whereas Hispanics are predisposed to apply injunctive norms of treating others compassionately. These cultural variations in the use of injunctive norms were more evident in business or service contexts in which power was made salient, and emerged in the norms more likely to be endorsed by White American and Hispanic participants (Study 1), their approval of hypothetical negotiators who treated suppliers equitably or compassionately (Study 2), and their evaluations of powerful service providers in a real-life, on-going and consequential interaction (Study 3).

This research suggests key implications for our theoretical understanding of the role of social norms in carrying cultural patterns, as well as for cross-cultural theories of consumer satisfaction with service providers.

Marketers should pay attention to signals of fairness (compassion) in their services, as perceptions of fairness (compassion) by White American (Hispanic) consumers can boost satisfaction ratings. This is particularly important in service encounters that might be characterized by power differentials, such as those in health care and financial services.

As consumer markets grow more culturally diverse, it is important for marketers to understand how distinct notions of power impact the attitudes and behaviors of consumers from different cultures. This research investigates the implications of distinct power concepts for multi-cultural consumers’ evaluations of service providers, an important and under-researched area with implications for global service management.

The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective, five hypotheses have been developed and tested by such statistical techniques as discriminant analysis, t‐tests, MannWhitney tests, and Chi Square tests. A questionnaire has been designed to collect data from a systematic random sample of adults in social clubs and shopping centers in greater Cairo. The number of usable questionnaires in data analysis was 364. The study findings show that all respondents except 3 were doing one or more of TV ads avoiding behavior. Cognitive avoiding represents the most frequently used avoiding behavior by light and heavy TV ads avoiders. The results also demonstrate that perceptions, attitudes toward advertising, and some motives were determinants of TV ads avoiding behavior. On the other hand, it was found that all demographic and socioeconomic characteristics, except types of channels, were not determinants of TV ads avoiding behavior between light and heavy TV ads avoiders. The study concludes with a number of academic and practical recommendations.

We are grateful for the privilege of editing this book and organizing the conference that it celebrates. We thank our universities, departments, and organizations for their generous support, the many people who helped organize the conference, and the reviewers acknowledged below. Most of all, we thank our presenters, participants, and authors for their interest and energy.

The COVID-19 pandemic and its related economic meltdown and social unrest severely challenged most countries, their societies, economies, organizations, and individual citizens. Focusing on both more and less successful country-specific initiatives to fight the pandemic and its multitude of related consequences, this chapter explores implications for leadership and effective action at the individual, organizational, and societal levels. As international management scholars and consultants, the authors document actions taken and their wide-ranging consequences in a diverse set of countries, including countries that have been more or less successful in fighting the pandemic, are geographically larger and smaller, are located in each region of the world, are economically advanced and economically developing, and that chose unique strategies versus strategies more similar to those of their neighbors. Cultural influences on leadership, strategy, and outcomes are described for 19 countries. Informed by a cross-cultural lens, the authors explore such urgent questions as: What is most important for leaders, scholars, and organizations to learn from critical, life-threatening, society-encompassing crises and grand challenges? How do leaders build and maintain trust? What types of communication are most effective at various stages of a crisis? How can we accelerate learning processes globally? How does cultural resilience emerge within rapidly changing environments of fear, shifting cultural norms, and profound challenges to core identity and meaning? This chapter invites readers and authors alike to learn from each other and to begin to discover novel and more successful approaches to tackling grand challenges. It is not definitive; we are all still learning.

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes – as the pursuit and maintenance of self‐esteem and self‐identity – to the public and private contexts of self‐concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self‐Monitoring Scale is used to explore the link between the social and psychological determinants of self‐presentation in the pursuit of self‐esteem and maintenance of self‐identity, and to inform the examination of the relationship between self‐concept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self‐monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.