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The purpose of this paper is to present the first of two articles about substance abuse as a human disorder that defies resolution, with the primary care physician the intended audience.

The paper is about the phenomenon of relapse as an extension of the formation of the underlying addictive‐oriented thinking. Both relapse and acceptance are about the “why” of substance abuse and not the “what.”

According to the Substance Abuse and Mental Health Services Administration, the number of US adults who were classified as having substance dependence or abuse in 2008 based on criteria specified in the DSM‐IV was 22.2 million. Subtract on a mutually exclusive basis the 1.2 million who participate in Alcoholics Anonymous (AA) and the 1.7 million persons who are in some configuration of institutional therapy and this leaves 19.3 million persons as a potential pool of need.

Focusing on the primary care physician is no more trivial than the two topics to be discussed.

The potential pool of need in the USA is much larger than the 19.3 million persons on the strength of what is implied by the to‐be‐developed views of relapse and acceptance as the “why” of substance abuse, as a subset of addictive‐oriented thinking.

While the paper is in line with the World Health Organization's position that substance abuse is the most serious health problem globally, the advocated approach to the resolution of addiction is the efficiency of the relationship between the primary care physician and the patient.

This research aims to exhibit the impacts of vocal music vs instrumental music on ad-recall from the perspectives of attention and elaboration.

A 2 music-product congruence (congruence vs incongruence) × 2 music lyrics (lyrics vs no lyrics) between-subject measures design is used. 180 management students participated in the study. A 2 × 2 between-subjects ANOVA is used to test the hypotheses.

Results showed that the instrumental rendition of an ad-song prompted higher ad-recall over the vocal variant. The instrumental rendition provoked the subjects to create the verses or lyrics in their minds, prompting superior recall. Further, it was found that a music-product congruent ad resulted into higher ad-recall than an incongruent ad. Moreover, for a congruent ad condition, the instrumental version of ad-song resulted into higher ad-recall than the vocal version of ad-song. On the other hand, for an incongruent ad condition, the instrumental version as well as the vocal version of ad-song resulted into same level of ad-recall.

The study offers important implications for marketers and advertisers in terms of effective ad-designing and execution considering lyrics and music-product congruence as important factors in the context of radio advertising.

Since very little research has been done focusing on the combined effect of music lyrics and music-product congruence relationship on ad-recall from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.

This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness, advertising creativity and social responsibility practices influencing purchase intention and positive word of mouth. Perceived value is hypothesised as the moderating variable for the relationship between POHAE and purchase intention.

Quantitative data were collected from New Zealand through a quasi-experimental survey. A total of 95 people participated in the experiment. The study uses one-way repeated measures design ANOVA to test Hypothesis 1 and MEMORE model to test the effects of mediation and moderation for repeated measures.

Results are significant to the study model. ANOVA results show that the assumption of sphericity is not violated: Mauchly’s W, Greenhouse–Geisser, Huynh–Feldt estimates are equal to one, suggesting that the data are perfectly spherical. The mediation and moderation effects for repeated measure designs are also significant. The tests are based on 95 per cent Monte Carlo confidence interval and 20,000 bootstrapping samples.

This study enhances the hierarchy of effects theory (HOE) (Lavidge and Steiner, 1961), which posits that consumers respond to a specific marketing communication through three components: the cognitive component, which is measured by an individual’s intellectual, mental or rational states; the affective component that refers to an individual’s emotional and feeling states; and finally the conative or motivational state, that is, the striving state relating to the tendency to treat objects as positive or negative. This study observes significant paths from POHAE to purchase intention and word of mouth. Limitations include a small sample size (95) and not regressing the POHAE variables individually on purchase intention and word of mouth.

Given the absence of a brand, as in the Airbnb host advertisement, attention should be given to writing the adverts effectively. Advertising creativity does not only hold for graphics and personal pictures but also for the hosts who need to be creative in crafting their advertisement text. Elements such as social responsibility practice and creativity should also not be overlooked.

This study provides insights on how to effectively communicate with potential customers in a peer-to-peer marketplace.

This study provides an insight into peer-to-peer marketplaces on the importance of marketing communication strategies by providing more attention to writing advertisement texts. It is important to understand the variables that influence consumers’ motivation in responding to Airbnb online advertisements.

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.

Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.

The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.

The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.

The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.

The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

Jamie hires a carpet cleaner from the supermarket, but the vacuum doesn’t work, so he returns it. However, he and his flatmates are now unable to clean their carpet, which means they fail their final flat inspection and subsequently lose a part of their bond. He receives a refund for the product rental, but is still out of pocket with regard to the flat bond, and is also a bit disillusioned by the poor service he received in-store.

The paper seeks to conduct a qualitative analysis to determine if organizational attempts to communicate positive images affect consumer perceptions of organizational effectiveness.

Through a rhetorical analysis, the authors categorized responses into four basic types of issues: issues of fact, issues of definition or category, issues of value, and issues of policy. The authors then employed qualitative analysis, using a rhetorical approach to categorize respondents' opinions related to their shopping experiences.

Data results support the notion that consumers' buying habits are forged or altered based on stimuli outside the quality of goods or services. Some of the factors that most influence a consumer's decision to continue to patronize a retail outlet include courtesy of sales associates, responsiveness of management in dealing with complaints and concerns, and added values such as knowledgeable staff.

The authors acknowledge that further research could be employed, using a larger sample size. Their nonrandom, convenience sample provided the data.

The overall effectiveness of an organization in developing brand‐loyal consumers seems to hinge on a combination of factors. These include developing awareness through structured and poignant commercial messages, delivering products and services with an eye toward customer satisfaction, and hiring and training qualified and courteous sales associates.

The authors' methodology looked at the issue from a rhetorical analysis perspective, not a quantitative analysis. The study should prove to be of value to retailers and organizations interested in a marketing communications approach.

A basic assumption of many management trainers and course promoters is that the training/learning event — the lesson — is the major variable on which the success of their work depends, subject only to the need to have some degree of homogeneity of trainees if it is a group event. Thus many courses are designed in detail before places on them are offered for sale, before the individual trainees have clarified what each of them is prepared to learn. The burden of this article is that there are in the management training process five interdependent variables: the new behaviour required, the trainee's work environment, the trainee himself, the lesson that he experiences, and the trainer. So that the lesson — the trainer's input — needs to vary in each case according to the other four variables. And so that the actual behaviour which results — which may or may not be the new behaviour that is required — will in turn reflect the mix of the remaining variables too.

This study aims to examine psychological mechanisms underlying tacit knowledge-sharing behaviours. The personality trait of conscientiousness is tested in relation to knowledge sharing, and the effect of eagerness and subjective norm on the intention to share is measured in the context of local and multinational knowledge-intensive enterprises in Croatia.

The quantitative study was conducted on a sample of 288 employees of small and medium-sized companies working on knowledge-intensive tasks. The purposive sampling technique and a survey strategy were used in the study. Organizational affiliation, as it was presumed that these individuals possess a higher degree of tacit knowledge. The data collection was conducted in October 2019. Respondents worked in science and technology companies in Croatia on assignments involving information technology, electronics, petrochemicals, medicine and biochemistry. Statistical product and service solutions analysis of a moment structures software was used to perform confirmatory factor analysis and structural equation modelling.

The findings suggest that the personality trait of conscientiousness has a positive impact on tacit knowledge sharing behaviour. An attitude of eagerness and subjective norm were also confirmed as predictors of tacit knowledge sharing behaviour. Furthermore, conscientiousness influences the eagerness to share knowledge. A significant association between subjective norm and conscientiousness was also established. Finally, the mediating effects were identified, indicating that subjective norm and eagerness mediate the relationship between conscientiousness and tacit knowledge sharing.

Explaining the relationship between personality and attitude in the context of knowledge sharing will result in a better understanding of factors that should be nurtured within individuals. Accordingly, distinct management initiatives are to be developed to suit these factors. Furthermore, to intensify the knowledge exchange when working on knowledge-intensive tasks of significant economic value, organizations tailor a more particularistic application to suit the individual in the domain of leadership, staffing decisions, work organization and incentive systems.

This study provides an in-depth analysis and theoretical understanding of factors salient for knowledge-sharing behaviour. The authors provide an overview of how knowledge sharing evolves during social interaction through intensive problem-solving sessions and teamwork. The authors render the explanation on how the personality trait of conscientiousness, conjoint with the attitude of eagerness to share know-how in the expert surrounding, is conducive to the generation of tacit knowledge sharing. Underpinning this study are employees’ psychological motives and internal drives to communicate individual cognitive capital outweighing the potential negative consequences, such as losing the competitive advantage over the colleagues.

When modern‐day students of marketing turned from the economic explanation of consumer behavior, learning theory was one of the first resources in which they sought more useful alternative concepts. This was a logical move for two reasons: because of the abundance of research conducted in psychology and social psychology; and because learning is close to the central interest of many of those concerned with consumer behavior. However, marketing scholars have given little consideration to one of the most influential perspectives developed in psychology‐the instrumental‐learning approach stimulated by the work of B. F. Skinner. The purpose of this paper is to provide an overview of instrumental learning and demonstrate its application in a marketing situation.

The purpose of this paper is to use investor sentiment (IS) as a conditioning information variable for the cross-sectional return predictability tests of alternative asset pricing models (APMs).

Cross-sectional tests of alternative APMs in the linear beta representation and stochastic discount factor specifications, Fama and Macbeth and generalized method of moments techniques have been used.

Results reveal that IS as a conditioning information variable contains significant information for making the discount factors time varying. Model comparison test statistics suggests that among the alternative APMs, the conditional five-factor model (FFM) performs better.

Empirical analysis does not extend to the inclusion of the business-cycle conditioning information variables for the test of APMs.

The potential benefit of the conditional FFM can be leveraged upon for cost of capital determination, and mutual fund manager’s portfolio performance evaluation when the portfolio is heavily weighted with sentiment-sensitive hard to value and difficult to arbitrage stocks. During volatile and boom periods in stock markets the IS scaled conditional APMs may be useful for the fundamental value determination of sentiment-sensitive stocks.

This study extends available literature in the context of both developed and emerging equity markets by exploring the cross-sectional tests of conditional APMs using IS as the conditioning information variable. To the author’s knowledge, this is perhaps the first study that examines IS as conditioning information for the cross-sectional tests of alternative APMs.