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As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

The findings provide actionable insights for managers, tech developers and health advocates.

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.

We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.

NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.

This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.

This study aims to contribute to social identity theory in tourism by exploring the reflections of Chinese tourists visiting North Korea and how they negotiate their intergroup identity in this similar-others destination.

Data were collected via online platforms and in-depth interviews. A qualitative approach, i.e. thematic analysis, was used to analyse the two sets of data.

Results showed that when encountering North Koreans perceived as similar others amid the social, economic and political environments in which they were embedded, Chinese tourists often categorised themselves as ordinary tourists, preferentially treated tourists and vicarious tourists based on intergroup similarities to North Koreans. They also performed intergroup comparison to boost their self-esteem at group and collective levels and developed corresponding strategies to generate distinct emotional group commitments.

It is recommended that destinations reinforce the friendly and unique relationship with their similar-others source markets to improve their attractiveness. Destinations should also strive to enhance the experience of tourists from their similar-others markets by arousing their positive collective-level affection, emotional resonance and nostalgic memories and avoiding negative emotions.

This study offers a theoretical framework analysing the features of tourists’ social identities while visiting a similar-others destination, contributing to our understanding of the interactive and contingency nature of social identity in tourism, and responding to the call for addressing the broader social contexts in which tourists’ group identity is embedded.

本文致力于探索赴朝中国游客的反思以及他们在这个“类似他者”目的地如何协商群际身份, 以对旅游领域的身份认同理论做出贡献。

本文运用主题分析方法; 资料来源于网络文本和深度访谈。

当中国游客面对被视为“类似他者”的朝鲜人时（具有相似的社会、经济和政治环境）, 他们会根据与朝鲜人的群际相似性, 将自我分类为“普通游客”、“受优待者”和“过来人”三类。此外, 他们还会通过群际比较来提高群体层面和集体层面的自尊, 并且采取对应策略以产生不同的群体承诺。

本文提出了一个分析游客访问“类似他者”目的地时的社会认同的理论框架, 对理解旅游中的社会认同的互动性和偶然性做出了贡献, 并响应了在考察游客群体认同时关注其所处的更广泛的社会背景的呼吁。

目的地应该强化它们与“类似他者”客源市场之间友好且独特的关系, 以提升自身吸引力。目的地还应该唤醒游客积极的集体情感和怀旧, 产生主客情感共鸣, 并避免负面情绪, 以尽力提升来自“类似他者”客源地的游客的体验。

Este estudio pretende contribuir a la teoría de la identidad social en turismo mediante la exploración de las reflexiones de los turistas chinos que visitan Corea del Norte y cómo negocian su identidad intergrupal en este destino similar a otros.

Los datos se recogieron mediante plataformas en línea y entrevistas en profundidad. Se utilizó un enfoque cualitativo a través de análisis temático para analizar los dos conjuntos de datos.

Los resultados mostraron que, al encontrarse con norcoreanos percibidos como otros similares en el entorno social, económico y político en el que estaban integrados, los turistas chinos a menudo se categorizaban a sí mismos como turistas ordinarios, turistas con trato preferente y turistas vicarios basándose en las similitudes intergrupales con los norcoreanos. También, realizaban comparaciones intergrupales para aumentar su autoestima a nivel grupal y colectivo, y desarrollaban las estrategias correspondientes para generar distintos compromisos emocionales grupales.

Se presenta un marco teórico en el que se analizan las características de las identidades sociales de los turistas que visitan un destino similar a otro, lo que contribuye a nuestra comprensión de la naturaleza interactiva y contingente de la identidad social en turismo y responde a la necesidad de abordar los contextos sociales más amplios en los que se inserta la identidad de grupo de los turistas.

Se recomienda que los destinos refuercen las relaciones amistosas y únicas con sus mercados emisores similares para mejorar su atractividad. Los destinos deberían esforzarse por mejorar la experiencia de los turistas de sus mercados emisores similares, estimulando su afecto positivo a nivel colectivo, su resonancia emocional y sus recuerdos nostálgicos, y evitando las emociones negativas.

Drawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users' choice of endorsed or rival brands.

A sample of 453 social media users was obtained to examine the research model.

Homophily and symbolism positively affect both benign and malicious envy. Credibility affects benign envy positively but malicious envy negatively. Deservingness affects malicious envy negatively but exerts no effect on benign envy. Benign envy has a greater influence on choosing brands endorsed by influencers than it does on choosing rival brands; these effects are more substantial under conditions of high perceived control. By contrast, malicious envy significantly affects the choice of purchasing rival brands; however, this effect is not influenced by perceived control.

This study unveils a key aspect of the endorser–follower relationship by analyzing the effect of envy toward social media influencers on followers' intention to purchase endorsed or rival brands. This study identifies the differential effects of two types of envy on brand choice.

This study aims to analyse how consumers' perceptions of justice in a service recovery scenario vary, not only due to the company's actions but also due to the comparisons they make with the experiences of other consumers.

Based on justice theory, social comparison theory and referent cognitions theory, this study describes an eight-scenario experiment with better or worse interactional, procedural and distributive justice (better/worse interactional justice given to other consumers) × 2 (better/worse procedural justice given to other consumers) × 2 (better/worse distributive justice given to other consumers).

First, consumers' perceptions of interactional, procedural and distributive justice vary based on the comparisons they draw with other consumers' experiences. Second, the results confirmed that interactional justice has a moderating effect on procedural justice, whereas procedural justice does not significantly moderate distributive justice.

First, based on justice theory, social comparison theory and referent cognitions theory, we focus on the influence of the treatment received by other consumers on the consumer's perceived justice in the same service recovery situation. Second, it is proposed that the three justice dimensions follow a defined sequence through the service recovery phases. Third, to the best of the authors' knowledge, this study is the first to propose a multistage model in which some justice dimensions influence other justice dimensions.

: 本研究擬探討在服務補救的處境裡, 消費者對公平的看法不但會受公司的行動所影響, 同時也會因他們與其他消費者的經驗作比較而有所改變。

: 本研究根據正義理論、社會比較理論和參照認知理論, 描述一個涵蓋八個處境的實驗, 實驗包含更好的或更差的互動的、程序上的和分配性的公平 (給予其他消費者更好的/更差的互動公平) × 2(給予其他消費者更好的/更差的程序上的公平) × 2 (給予其他消費者更好的/更差的分配性的公平)。

: 研究結果顯示, 消費者對互動的、程序上的和分配性公平的看法, 是會根據他們與其他消費者的體驗所作的比較而有所改變; 研究結果亦確認了互動的公平對程序上的公平會有調節作用, 而程序上的公平對分配性的公平則沒有顯著的調節作用。

: 首先, 我們根據正義理論、社會比較理論和參照認知理論, 把研究焦點放在於相同的服務補救情景中, 其他消費者受到的待遇, 如何影響消費者自身的認知公平; 另外, 我們建議, 這三個公平維度, 在各個服務補救階段裡, 均會跟隨一個清晰的次序。最後, 就研究人員所知, 本研究為首個提出一個公平維度互為影響的多階段模型的研究。

The study aims to delve into the influence of tourism on the happiness of city residents, grounded in the overarching concept of livability. It posits that prioritizing residents’ happiness is crucial for effectively addressing cities’ challenges in balancing development and distinctiveness. The study pursues three primary objectives: first, establishing a potential correlation between city tourism and residents’ happiness; second, examining the contributing factors to this correlation and third, identifying potential mediators that influence the connection between tourism development and residents’ happiness.

Using a quantitative single-case design and partial least square analysis, the study underscores the intricate nature of various tourism development components. It specifically explores the roles of cognitive flexibility and social comparison in shaping the relationship between city tourism and happiness.

The findings make a distinctive contribution by revealing that not all tourism domains contribute positively to happiness. Furthermore, it sheds light on how tourism development impacts the emotional and cognitive dimensions of happiness, emphasizing the adverse effects of inequality and feelings of insecurity.

The study acknowledges certain constraints, including its employment of a cross-sectional design, the issue of generalizability, potential sampling bias and the reliance on subjective measurements when evaluating constructs like happiness and satisfaction with life. Using self-reported data introduces susceptibility to social desirability bias and individual perceptual differences, potentially resulting in measurement inaccuracies. Nevertheless, despite these limitations, the study’s findings offer valuable insights that contribute to both theoretical advancement and the realm of urban management.

The findings elucidated through the mediation analyses conducted for hypotheses three to seven shed light on the significant roles played by mental adaptation and social comparison mechanisms in shaping individuals’ happiness. These insights substantially enhance our understanding of this field. Particularly, the dimensions of social and environmental impact within tourism appear to counterbalance the positive effects stemming from the economic and cultural aspects. This suggests a scenario where an excessive focus on tourism development could potentially undermine the overall livability of the city. These outcomes further indicate the necessity for proactive interventions by destination managers. Their efforts should be directed toward enhancing the environmental and social domains, aiming to reinvigorate the sense of community among residents, which appears to be gradually waning.

The outcomes of this study emphasize the utmost significance of prioritizing residents’ happiness above mere considerations of economic growth when formulating efficacious strategies for tourism. By concentrating on the happiness of the local population, a harmonious resonance is established with Sustainable Development Goal 11, which advocates for the creation of habitable cities founded upon the principle that “a city that is not good for its citizens is not good for tourists.” This alignment underscores the interconnected nature of residents’ happiness and the sustainable development of tourism. Moreover, residents’ happiness plays a pivotal role in addressing the challenge that cities face in harmonizing growth and their uniqueness, ensuring competitiveness and sustainability.

The research underscores the need for a people-oriented perspective in urban planning and tourism development initiatives. The study identifies diverse factors impacting residents’ happiness in city tourism, highlighting the complex interplay of environmental, cultural and socioeconomic elements. It emphasizes income’s role but underscores nonmaterial factors and individual preferences. Overall, the study offers timely and valuable insights into the intricate connection between tourism development, residents’ happiness, living conditions and human perception, guiding urban planners and stakeholders.

The purpose of this study is to investigate the phenomenon of knowledge transfer between employees and coworkers. That is, when and why employees engage in knowledge seeking or knowledge sabotage when confronted with coworkers with higher relative overqualification.

This study collected survey data from 315 employee-coworker pairs in East China at three-time points.

The results showed that when the cooperative goal interdependence between employee and coworker is high, the perception of coworker’s relative overqualification will cause benign envy of employees, which in turn promote employees to engage in knowledge seeking from coworker. However, when the competitive goal interdependence between employee and coworker is high, the perception of coworker’s relative overqualification will cause malicious envy of employees, which in turn promote employees to engage in knowledge sabotage toward coworker.

This research not only expands the theoretical perspective and outcomes of relative overqualification but also enriches the mechanism of knowledge seeking and knowledge sabotage. Meanwhile, this study also provides practical guidance for enterprises to reduce knowledge sabotage.

Much prior work involving director incentives and corporate behaviour has been focussing on their absolute dollar value or the intrinsic value and generated mixed findings. Comparison theories, however, suggest that the relative value of an incentive may be the main drive for individual performance. This study attempts to investigate the role of director relative pay in promoting the board’s intervention with unrelated diversification decisions.

The analysis uses data from firms operating in more than one segment during the period from 1999 to 2019. Data were obtained from WRDS databases. Ordinary least squares (OLS) regression analysis and the two-stage system generalized method of moments (GMM) were run to test the hypotheses. To test the robustness of the findings, alternative proxies for the key independent variables were used in separate analyses.

The results support the hypothesis that unrelated diversification negatively impact firm performance, while higher director relative pay will help reduce unrelated business diversification. The absolute director pay, however, has no significant impact on corporate strategic choices. The results also highlight the moderating effect of director overcompensation. Director overcompensation will cancel out the impact of relative director pay on unrelated diversification.

This study takes a fresh theoretical perspective by framing the investigation using the dimensional comparison theory to address the single untended comparison framework in the director pay structure – the intra-individual framework. It is the first to investigate the role of director relative pay in corporate strategic choices. The findings support the contention that the relative value of the incentive is an important indicator of the effectiveness of the pay.

The purpose of this research is to explore the effect of goal type of user-generated content (UGC) on consumers' intention of within-domain and across-domain compensatory consumption in closed social media platforms, the mediating effect of self-threat, self-enhancement and self-protection motivation and the moderating effect of self-efficacy.

Four between-subject experiments were conducted to verify the hypotheses presented in this research. Study 1a had a sample size of 60 respondents and examined the effect of goal type of UGC on compensatory consumption. Study1b replicated the effect by using a sample size of 60 respondents. Study 2 had a sample size of 70 respondents and verified the mediating role of self-threat, self-enhancement motivation and self-protection motivation. Study 3 examined self-efficacy as a critical moderator by using a sample of 255 participants.

Study 1a and Study 1b demonstrate that UGC with an attainment goal (vs maintenance goal) is more easily produced within-domain and across-domain compensatory consumption. Study 2 verifies that the effect of goal type of UGC on within-domain compensatory consumption is serially mediated by self-threat and self-enhancement motivation, and the effect of goal type of UGC on across-domain compensatory consumption is serially mediated by self-threat and self-protection motivation. Study 3 demonstrates that self-efficacy not only moderates the effects of self-threat on within-domain or across-domain compensatory consumption respectively, but also moderates the whole mediating path structure.

This research extends the understanding of UGC and addresses the inconclusive evidence of the impact of goal type of UGC on consumer compensatory behavior in the context of closed social media platforms. The authors identify the moderating role of self-efficacy, which explains why consumers adopt different compensatory strategies.

Drawing upon social comparison theory, this paper explores the (in)congruence effect of leader and follower overqualification on leader's downward envy, which in turn leads to leader undermining behavior.

Using two-wave, multi-sourced data gathered in China, a polynomial regression was conducted on 301 leader-follower dyads.

Results show asymmetrical incongruence effects, indicating greater leader's downward envy when leader overqualification was lower than follower overqualification. In addition, by increasing downward envy, leader-follower (in)congruence in overqualification has an indirect positive effect on leader undermining behavior.

This study highlights the importance of being conscious of both parties’ overqualification levels to avoid unfavorable outcomes. Meanwhile, training for both parties is crucial, offering a holistic understanding of leader-follower overqualification differences and downward envy, as well as skills to manage “triggers” of leader undermining.

Our study is among the first to examine the effects of overqualification from a leader-follower dyadic congruence perspective. It suggests that leader's downward envy and undermining behaviors toward followers are influenced by both follower and leader overqualification.