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This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM.

To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results.

The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website).

Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework.

Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies.

This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.

Microfinance programs across the countries are designed on the self-help and peer pressure model, aim at microentrepreneurship development. Despite of significant studies on microfinance-supported microentrepreneurship (MSM), not a single literature examines it from the systems thinking. In addition to that, the extant literature did not look MSM from the behavioral perspectives. To address the above gaps, the present study aims to examine self-help group (SHG)-based microfinance programs from the systems approach using the Stimulus-Organism-Behavior-Consequence (SOBC) model.

Information gathered from 786 women SHG members from four states of India through a structured interview schedule. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were conducted to process data. Additional statistical tests were performed to test the reliability and validity.

It was found that the “positive stimulus” (social intermediation, financial intermediation and business development services) positively impacted; and “negative stimulus” (intermediation accountability, and intermediation assumption) negatively impact, to “motive” (attitude, subjective norms, and perceived control) for micro-entrepreneurship in the SHG-based microfinance. Further, “motive” positively predicted “behavioral intention”; the “behavioral intention” positively determined “consequences” of micro-entrepreneurship. Intermediation as stimuli acted as “input”; the motive and behavioral intention acted as the “process”, and the consequence acted as the “output” in the SHG-based microentrepreneurship system.

To the best of the author's knowledge, this paper is the first one to examine the behavioral systems of microentrepreneurship programs through the Stimulus-Organism-Behavior-Consequence (SOBC) model.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-12-2022-0801

This study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process.

Drawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry.

The results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP.

This study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.

For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.

This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”

(1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.

This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

Despite repeated calls for research to explore the effects of the physical work environment on employees within the servicescape literature, gaps in knowledge remain. There is a need to understand the nature, influence and impact of environmental stimuli (e.g. music, colour) on employees. Extant research remains ambiguous on whether employees perceive individual stimuli within their work environment or perceive and interact with their physical work environment as a holistic experience. This study aims to explore the influence of environmental stimuli on employees within their physical work environment and the effect on their satisfaction and loyalty.

A two-stage approach was applied, with expert interviews followed by an employee survey which was analysed using structural equation modelling.

This research validates a holistic physical work environment construct, consisting of five dimensions: Colour & Design, Cleanliness & Odour, Music, Lighting and Layout. This study provides empirical evidence of the impact of environmental work stimuli on employee satisfaction, a relationship which is mediated by pleasure.

Firstly, this study examines the neglected side of servicescape research: employees. Secondly, the findings support the view that employees do not perceive individual elements of their physical work environment as distinct and separate elements but rather perceive, and interact with, their physical work environment as an integrated whole. Evidence of how environmental stimuli at work increase employee job satisfaction is a key takeaway for retail practitioners focussed on improving service experiences for all actors.

Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).

The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.

The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.

This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.

Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.

The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

This article aims to explore the impact of interpersonal relationship stimuli and click-like on purchase intention across different generations of bank customers, with a focus on the moderating effect of online trust.

The sample consists of 435 online bank customers from the Facebook community and the data collection was conducted using an online survey method. The model estimation utilized the partial least squares technique, along with multigroup analysis and importance-performance map analysis.

The empirical evidence supports the hypothesized relationships between interpersonal relationship stimuli, click-like and purchase intention, but varies across different generations and is contingent upon online trust. The analysis reveals commonalities in how Generation Z, Millennials and Generation X respond to interpersonal relationship stimuli while exhibiting distinct responses to click-like.

The empirical evidence confirms the hypothesized relationships between interpersonal relationship stimuli, click-like and purchase intention. However, these relationships exhibit variations across different generations and are contingent upon the level of online trust. The analysis highlights shared responses to interpersonal relationship stimuli among Generation Z, Millennials and Generation X, while also revealing distinct reactions to click-like within these generational groups.

This research investigates the collective impact of interpersonal relationship stimuli and click-like on purchase intention, taking into account the moderating role of online trust within various generational cohorts in the banking sector.

Cluttered website layout and a poor presentation of information on limited web space are present on tourism websites as ineffective marketplace stimuli that give rise to the problem of consumers' confusion. Based on stimulus organism response theory (SOR), this research investigates the three-dimensional confusion framework, its direct and indirect effect on negative eWOM, and consumers' decision postponement, considering negative emotion as a mediator.

On the data gathered from 501 respondents, structural equation modelling was used to test the proposed research hypotheses.

The results reveal the existence of the ineffective marketplace stimulus as an antecedent of consumer confusion. Further outcomes validate the cognitive, affective and response behaviour state by demonstrating the direct influence of different types of confusion on negative emotions, electronic word-of-mouth (eWOM) and decision postponement. The association between cognitive and response behaviour is also mediated by negative emotion.

The study offers substantial practical insights for managers and company operators to better grasp the significance of the affective dimension in consumer confusion in view of the extended SOR model to encapsulate the role of human consciousness.

This study is among the first extensive studies to examine consumer confusion in the context of the modified SOR model that captures the essence of human consciousness by understanding the role of affective emotions between various confusions, negative eWOM and decision postponement. In addition, the ineffective marketplace stimulus as a confusion antecedent and negative eWOM as a response behaviour were studied for the first time.

To replicate and extend research on psychopathy and intrinsic interpersonal preferences under the broader umbrella of affiliation, intimacy and antagonism, this paper aims to examine motivational correlates of psychopathy in a nonclinical sample (N = 125).

We used a multimethod design, including self-reports, a behavioral task and a physiological assessment of motive dispositions (automatic affective reactions to stimuli of interpersonal transactions measured with facial electromyography).

Results showed that self-reported psychopathy was negatively associated with self-reported intimacy motive. In the same vein, via the social discounting task, this paper found a negative association between psychopathy and a tendency to share hypothetical monetary amounts with very close others. Finally, regarding fEMG findings, multilevel analyses revealed that although individuals with low levels of psychopathy reacted more positively to affiliative stimuli, individuals with high levels of psychopathy reacted equally positively to both affiliative and antagonistic stimuli, and these results were robust across psychopathy measures. Results remained mostly unchanged on the subscale level.

These findings highlight the contribution of multimethod assessments in capturing nuances of motivation. Implicit physiological measures might be particularly sensitive in capturing motive dispositions in relation to psychopathy. Identifying mechanisms that foster positive connections between psychopathic traits and nonprosocial tendencies may be theoretically and clinically informative, with implications for forensic and penal practices.

This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.

The study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.

The paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.

This paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.

This study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.