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Purpose This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas abstract mindsets boost self-relevance goals. Design/methodology/approach In four studies, this research examines the moderating role of construal level on health messages and the underlying mechanism of goal pursuit. Findings Results demonstrate that concrete (vs abstract) mindsets increase consumers’ intent to engage in cessation behaviors when exposed to rational (vs emotional) messages. Consistent with this study’s theorizing, the authors found that self-improvement goals underlie the effects for concrete mindsets, whereas self-relevance goals mediate the effects for abstract mindsets. Research limitations/implications The reported effects are limited to health messages focusing on cessation behaviors. Practical implications This research can help public policymakers to design more effective health messages to foster specific cessation behaviors – quitting smoking and reducing drinking – focusing on concrete (vs abstract) mindsets and rational (vs emotional) messages. Originality/value This investigation highlights construal level as an important moderator for message appeals (rational vs emotional) on cessation behaviors, along with the underlying mechanism of goal pursuit, thus contributing to health marketing literature.

PurposeThe digital revolution has changed consumer–service provider interaction, spawning a new generation of FinTech. This paper analyzes consumers' reactions to artificial intelligence (AI) (vs human) decisions.Design/methodology/approachThe authors tested their predictions by conducting two experimental studies with FinTech consumers (n = 503).FindingsThe results reveal that consumers' responses to AI (vs human) credit decisions depend on the type of credit product. For personal loans, the rejection by an AI provider triggers higher levels of satisfaction compared to a credit analyst. This effect is explained via the perceived role congruity. In addition, the findings reveal that consumers’ rejection sensitivity determines how they perceive financial services role congruity.Originality/valueTo the best of the authors' knowledge, this research is the first to jointly examine AI (vs human) credit decisions in FinTech and role congruity, extending prior research in the field.

Purpose This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings. Design/methodology/approach A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological factors of brand familiarity. Findings Brand familiarity has stronger positive impacts on attitude formation under particular advertising tools (online and real advertising), product types (hedonic and mature products) and brand characteristics (memory-based recall). The findings also depend on methodological factors such as student samples, laboratory settings and non-estimated effect sizes. Originality/value This meta-analytic study reconciles prior inconsistencies and advances the understanding of brand familiarity across key advertising, product and brand moderators.

Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.

PurposeThis research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.Design/methodology/approachA multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).FindingsThe findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.Originality/valueThis research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

PurposeThis study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).Design/methodology/approachThree experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).FindingsStudy 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.Research limitations/implicationsThe present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.Practical implicationsPublic policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.Originality/valueThis research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

Purpose – Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to reduce the effects of gender on shopping behaviour? The purpose of this paper is to explore how the interaction between gender and emotions affects consumers’ shopping behaviour outcomes. Design/methodology/approach – Two studies show the effects of gender and emotions on shopping behaviour outcomes. Study 1 is a field experiment that tests the effects of gender and emotions (positive vs neutral) on consumer satisfaction, recommendation, and return intentions. Study 2 is a laboratory experiment that explores the effects of gender and emotions (positive, neutral, and negative) on hedonic shopping. Findings – Results demonstrate that positive (vs neutral) emotions increase shopping behaviour outcomes for men, to reach the same level as for women. The findings also indicate that retail environment perception mediates the effects. Moreover, the results show that positive emotions increase levels of hedonic shopping for men and that negative emotions reduce levels of hedonic shopping for women. Practical implications – This paper helps retailers enhance shopping behaviour outcomes in retail environments. From a managerial perspective, the findings also provide insights on how to improve shopping behaviour outcomes for male consumers. Originality/value – This paper shows how to reduce gender effects on consumer shopping behaviour outcomes by activating specific emotions in retail environments. This research also demonstrates the mediating role of retail environment perception.