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This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.

By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.

Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.

There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.

Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.

The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.

This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.

Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.

This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.

This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.

This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.

The research aims to examine the varying influence of printed inkjet ink on the warm/cool feeling and air permeability of printed textile materials and thus on the thermal properties of printed garments.

The influence of different number of printing pass and different tone value (TV) coverage was examined. The tested samples were printed with water-based pigment inkjet inks with 10, 50 and 100% TVs with one, three and five printing passes. The tested samples were subjected to thermal characteristics testing by measuring the warm/cool feeling and air permeability before and after printing.

The research results showed that there is an increase in the value of the warm/cool feeling by increasing the amount of applied ink on the textile material, which occurs by increasing the TVs and the number of printing pass. At the same time values of air permeability decrease by increasing the number of printing pass, as well as by increasing TVs.

Based on the results, mathematical models of the dependence of the warm/cool feeling value of printed textile materials on the air permeability and parameters of digital inkjet printing were created. These models are important in clothing design because they show in advance the values of the warm/cool feeling of the clothes being designed and thus enable the design of clothes for different purposes with optimal esthetic and thermal properties.

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

Three experiments were conducted involving charitable donation scenarios.

Studies demonstrate that cold (vs warm) temperature cues result in greater intentions to donate to charities. Specifically, cold (vs warmth) cues activate the need for social connection which, in turn, motivate consumers to donate more money to charities. Furthermore, this effect holds even when the actual temperature instead of temperature cues is changed, and participants’ actual donation behavior instead of donation intentions is measured, thereby, strengthening the findings of this paper.

Boundary conditions associated with the effect of temperature cues need empirical investigation. Future research needs to investigate if the effect holds with variability of coldness. Future research also needs to determine whether the documented effect occur across various pro-social contexts.

The results suggest that non-profit organizations incorporate “cold” cues into advertisements (people feeling cold or cold landscapes) to increase monetary donations and that these organizations should focus on targeting donors during wintertime (vs summer time) to get more donations.

This is the first research to demonstrate the effects of temperature cues on charitable donations. The added value of this paper is the use of physical temperature change to highlight the phenomenon, and the link between cold (vs warm) temperature cue and the need of social connection.

The purpose of this study is to provide insights into mechanism by which environmentally friendly initiatives positively affect a service firm's revenue stream. First, it explores attributes consumers associate with green services. Second, it affirms the mediating role of warm emotions in connecting green services to satisfaction and customer loyalty. Third, it investigates a set of amplifiers of warm emotions. These are the green tendencies of the consumer and perceived motives for adopting environmentally friendly practices.

This research involved two studies. A critical incident study was used to tap into the consumer's perspective on green services. A total of 262 attributes of green services were categorized into overarching themes. A quantitative study addressed the mediating relationships and amplifiers of warm emotions. Pooled across three services, a total of 846 observations were analyzed.

The findings reveal that a consumer views a service as environmentally friendly if it exhibits green attributes in either the core service, service delivery process, service environment or peripheral service activities. The results of Study II affirm that warm emotions mediate the relationship between perceptions of the environmental friendliness of a service and customer satisfaction as well as customer loyalty. The study findings suggest that positive emotions are further strengthened by the level of greenness of the consumer and by a firm's money saving motives as well as environmental preservation motives the consumer attributes to the adoption of green practices.

This study advances the authors' understanding of what attributes consumers associate with service greenness. This research expands on the service greenness and positive emotions connection by including an initial set of amplifiers of positive emotions to include the greenness of the consumer and motives for adopting green practices.

In general, the insurance industry accepts large risks due to the frequency and severity of extreme events. Because of the short record on hazard data for such events, a large amount of uncertainty has to be dealt with. Given this large uncertainty it is important to better quantify the hazard parameters that are defined as inputs to the catastrophe models. The purpose of this paper is to evaluate the hurricane risk from loss point of view in the USA for both long‐term and warm phase conditions using a simulation‐based stochastic model.

A Poisson process is used to simulate the occurrence of events for both conditions. The generated event‐sets were used along with vulnerability and cost models to estimate the loss to an insurance industry portfolio. The paper discusses the statistics of events categorized by the Saffir‐Simpson Hurricane Wind Scale, annualized and return period losses and compares the results for both assumed long‐term and warm phase climate states.

The analysis shows that the population of landfall data for the two climate conditions is not statistically different. However, if we accept that a difference in the frequency of landfall occurrence between the two assumptions exists, the increase in average annual loss is about 17 per cent.

This paper provides insights to the difference between the two states of atmosphere from the point of view of insured losses for hurricanes and is one of the first papers that offers conclusion on the uncertainty associated with the warm phase data.

Cause-related marketing – linking product sales with donations to a cause – are popular with consumers because they produce warm-glow feelings (the positive route). But when they involve large donations, they may trigger consumer scepticism, reducing the warm glow (the negative route). Drawing on the elaboration likelihood model, the purpose of this paper is to examine whether large donations in cause-related marketing can produce consumer scepticism and reduce the warm-glow effect and positive attitude towards the retailer.

An experiment varying the donation size (large, medium, small) in a cause-related marketing offer run by an office equipment retailer is set up. Hypotheses are tested using bootstrapping regression analyses.

The negative route has the greater effect: scepticism towards the offer mediates the relationship between donation size and the warm glow. Furthermore, scepticism towards a large donation is higher (lower) for respondents scoring low (high) on altruism and high (low) on familiarity with cause-related marketing.

When using cause-related marketing, retailers should choose their features and target audience carefully in order to reduce scepticism, e.g., small donations should be offered in promotions targeting consumers who are familiar with cause-related marketing and show low altruism.

This study contributes to the recent research examining the negative effects of cause-related marketing by explicitly conceptualising and measuring scepticism towards cause-related marketing. The findings are also valuable because they indicate the importance of a shift in focus, away from the conventional question of cause-related marketing effectiveness to the more specific and under-investigated problem of the appropriate core target consumers.

This study aims to examine the effects of the perceived warmth and competence of humanoid robots on customer tolerance of service failure through the affective response and the boundary condition of relationship norms.

Two experimental studies were conducted to investigate the effects of perceived warmth and competence of humanoid robots’ physical appearances on tolerance of service failure and the mediating role of anger. The boundary influence of relationship norms is also explored.

The results reveal that the perception of warmth (vs. competence) robot leads to less (more) anger, which significantly results in tolerance of service failure. However, customer tolerance is insignificant under exchange norms, as the undelivered service violates the expectations of both warm and competent robots.

This study provides practical guidance for hospitality managers to implement humanoid robots in a way that minimizes the negative outcomes of service failure. Managers should also think about the appropriate match of different types of humanoid robots and relationship norms in which robots will be deployed.

This study contributes to the tolerance literature by taking a social cognition perspective to investigate the effect of humanoid robots’ physical appearances on customers’ reactions to service failure. The findings also reveal that its affective mechanism lies in the effect of expectancy violations of service failure on tolerance. Furthermore, this study extends the literature on relationship norms to the influence of company factors on effective humanoid robot implementation.

This study in Iran examined the role of internal and external psychological factors that affected green purchase intention. Moreover, it examined these variables' direct and indirect effects and green purchase intention on green purchase behavior.

An extended version of the theory of planned behavior (TPB) was employed, based on which a theoretical model was designed to reach the authors’ aim. An online questionnaire was used to collect data. For data analysis, confirmatory factor analysis, structural equation modeling, the bootstrapping method and the Preschool Language Scale (PLS) product-indicator approach were conducted to test the proposed conceptual model.

Results show that self-identity, self-interest, self-efficacy and a growth mindset have a positive impact on green purchase intention. However, the study found no predictive effect from peer influence and warm glow. In addition, self-efficacy and green purchase intention significantly affect green purchase behavior. The study reveals that green purchase intention substantially mediates the relationship between self-interest, growth mindset, warm glow and green purchase behavior. Further, warm glow moderates the impact of peer influence, self-identity and self-efficacy on green purchase intention. This study emphasizes the critical role of dispositional factors on green purchase intention and behavior.

Few studies consider the effect of the individual self, a growth mindset, a warm glow and peer influence on green purchase intention simultaneously. In addition, the authors introduced a different version of the TPB model. Further, this research also conducted how these variables, directly and indirectly, affect green purchase behavior.