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This chapter presents an exploratory study of specific experiences among Central Asian grandparents who adopt and raise their firstborn grandchild as their own youngest child. The practice, referred to as ‘nebere aluu’, is deemed an ethnonational tradition of the Kyrgyz and Kazakh people and appears to be widely accepted among men and women, young and old. Drawing on in-depth interviews with grandparents themselves, I describe this phenomenon as situated within and dynamically responding to the shifting social, economic and political context of contemporary Central Asia. Drastic transformations in the everyday lives, while destabilizing and disorienting, may have supplanted nebere aluu with unique significance. Contemporary expressions of nebere aluu point to it being a complex social system of intergenerational reciprocal care, continuity and responsibility that provides a meaningful space for reconciling conflicting ideas about family, marriage, love and child-rearing. This discursive space is open for debate and negotiations and raises important questions about power and gender politics inherent to it.

Intimate partner violence (IPV) is a social issue that continues to haunt humans globally. Despite the magnitude of research that has been conducted, the Sustainable Developmental Goals target 5.2, and the South African proposed National Strategic Plan on Gender-Based Violence and Femicide, South Africa experiences high incidences of IPV. In heterosexual couples, violence incidences are a concern that requires further research by scholars because cohabiting relationships are an increasing phenomenon within the African context. This study attempts to theorize from an African philosophical stance, focusing particularly on the African psychological perspective. In this chapter, The authors illuminate the nature and forms of violence that manifest in cohabiting relationships. This research explores participants’ experiences of IPV in cohabiting relationships.

This enquiry has been conceptualized using a qualitative constructivism paradigm with in-depth, unstructured one-on-one interviews. Interviews were conducted with 10 participants between the ages of 18 and 24 years recruited from the Thohoyandou Victim Empowerment Programme in Vhembe District in Limpopo Province, South Africa. Thematic analysis was used to generate themes while narrative analysis was used for the participants’ stories. Participants shared their self-reflections on their IPV experiences, deciding to leave their relationships, and threats from their partners when they tried to leave the relationships.

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.

Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.

The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.

This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.

This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.

An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.

Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.

The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.

The purpose of this study was to advance research on work-related well-being and age by using a life-span approach to investigate the relationship between mastery goal orientation and work engagement during various age periods. The authors further tested whether a perceived motivational climate moderated the proposed relationships, and whether the nature of the moderation differed between age groups.

The authors utilized a two-wave, web-based questionnaire survey and collected data from 838 employees in the financial sector in Norway. Multiple regressions and PROCESS macro were used to test these hypotheses.

The authors found that both work engagement and mastery goal orientation differed across age groups and that the relationship between mastery goal orientation and work engagement was stronger for older than for younger ages. The results further support the moderating role of a motivational climate. Whereas a perceived mastery climate moderated the relationship between mastery goal orientation and work engagement for older workers, a perceived performance climate moderated the suggested relationship for younger workers.

The study extends research on work engagement in an age-diverse workforce by applying a life-span approach to the interplay between person and contextual elements in fostering work engagement. Furthermore, the study involved investigating factors that may inhibit or enhance the link between mastery orientation and work engagement for various age groups, which is important given work engagement’s link to central work outcomes.

The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.

The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.

As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.

As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.

Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.

This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB.

The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months.

The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB.

The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.

Gender and disability are intimately connected as embodied experiences that young people navigate interactionally. Disabilities scholars have theorized that men and women with chronic health conditions face uniquely gendered challenges. Theories of gender and disability centered on youth continue to gain prominence as the population of children and young adults with chronic health conditions grows. This study draws on data from 22 in-depth interviews with young adults diagnosed with chronic health conditions in childhood in the United States. Women, men, and gender nonbinary individuals report that doing disability in interactions in childhood meant doing gender in expected feminine ways. Specifically, interviewees described increased empathy, a deep understanding of their own emotions, and the ability to use adversity to connect with and benefit others as expectations. Interviewees employed or resisted doing gender in ways that reflected individuals' gender locations. Women and nonbinary individuals saw feminine performance as a sign of weakness, often resisting demonstrating it in interactions. On the other hand, feminine performance reportedly impacted men in the sample in positive ways. This study takes a life course approach to illuminate how the ableist expectations expressed to disabled children are gendered and impact how disabled young adults negotiate an ableist world.

This study aimed to explore the association of childhood experience of being forced to eat – where a particular person forced a child to eat a specific food item against one's will – on food consumption, especially vegetables later in young adulthood.

An online questionnaire survey was conducted from 19 to 24 February 2020 with 1,277 young Korean adults in their 20s. A total of 1,226 eligible responses were obtained, wherein 410 (33.4%) responses with forced-eating experiences in childhood were collected. To answer the survey questionnaire, the respondents were asked to recall one of the most memorable forced-eating episodes.

The results showed that forced-eating occurred mostly among lower grades or pre-schoolers, at home or in schools/childcare facilities, and by parents or homeroom teachers. Vegetables were the most common target food for forced-eating. The Forced-Eating-Experienced group with vegetables as the target food tended to have significantly lower preference for and acceptance of vegetables. Furthermore, among this group, those who had displayed unpleasant post-ingestion physical symptoms after forced-eating or refused to eat the target vegetables at all despite forced-eating, showed significantly lower acceptance of vegetables. Additionally, they were also less likely to eat the target vegetable at present, but more likely to agree that their current dietary habits were affected by their childhood experiences of forced-eating.

The study attempted to fill the knowledge gap on the association of negative childhood experiences of forced-eating with food consumption, especially vegetables, later in young adulthood.

This research aims to explore childhood construction in the Afghan refugee community living in Pakistan. Young Afghan people aged 12–18 who were working on the streets participated in the generation of data for this study in 2019. Ethnographic research approaches with semi-structured in-depth interviews and field observations were used to obtain real insights. Young Afghan refugees have been a constant phenomenon on the streets for decades in the twin cities of Pakistan – Rawalpindi and Islamabad – where this research was conducted and are involved in different street-based casual activities. The findings show that young people face discrimination and exclusion from the mainstream of society due to their undefined citizenship status and poverty. Parents see their children as dependents and as assets for their old age, and children and young people need to work to support their families who live in poverty. In fulfilling their filial responsibilities, young people sacrifice their schooling and have limited opportunities to learn new skills. It is concluded that the government and other international institutions with responsibility for setting policies and creating programs for young Afghan refugees need to understand the dynamics of the families in which the young people live and how these families inculcate them with their generational values.