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Purpose: Plagiarism is an epidemic for scholars that needs to be managed. Penalties do not seem to be able to stop people from indulging in it. Manipulation of emotions and values may help in discouraging people from plagiarism. Therefore, the purpose of this paper is to understand the association between felt emotion and plagiarism outcome behaviours. Another objective of the study is to see the role of virtues in discouraging people from plagiarism. Design/methodology/approach: A scenario-based quasi-experimental method is used to collect the data. Graduate students from various Indian universities were invited for the experiment. The partial least square based structural equation modelling is used to test the measurement as well as path model. Findings: The authors found that manipulated shame resulted in feelings of both international and external shame. When individuals feel internal shame, they avoid and discontinue plagiarism. They also try to repair the damage that they cause by plagiarism. However, feeling of external shame only encourages individuals to discontinue plagiarism behaviour. Virtues such as influence, competitiveness and equality weaken the relationship between internal shame and plagiarism-related outcome behaviour. At the same time, these virtues do not affect the relationship between external shame and outcome behaviours. Practical implications: This study has important implications for the institutions of higher education. The study suggests that universities should provoke the emotion of shame through various communications to students to control the act of plagiarism by their students. Originality/value: No study seems to have examined if the manipulation of emotions and values can help reduce the problem of plagiarism. This is an attempt towards bridging this important gap in literature. Therefore, findings of this study are of great value to scholars and content developers.

Preventive health is a key, yet nascent, area in health marketing that deserves greater attention in order to fullfil its promise for improving public health. This paper aims to contribute toward this cause by developing and testing a framework for preventive health marketing. To do so, this paper employs the Health Belief Model (HBM) as a theoretical lens, health screening as a case of preventive health, and structural equation modelling on cross-sectional survey data from 326 consumers. In doing so, this paper finds that preventive health behavior (i.e., desire and intention to attend and recommend health screening) is predominantly influenced by consumers' efficacy (i.e., perceived benefits and barriers of health screening), social (i.e., subjective norm), and personal (i.e., perceived health importance), but not threat (e.g., perceived susceptibility and severity of health screening), beliefs of preventive health. This paper also finds that preventive health behavior may be significantly influenced by a number of preventive health externalities, such as affordability and cultural orientation. These findings, as a whole, contribute to a nuanced understanding of preventive health behavior for preventive health marketing. [ABSTRACT FROM AUTHOR]

Service convenience has undoubtedly gain substantial recognition for both goods and service industries within recent years towards forging an enduring competitive advantage. Considering heightened market expectations in the mobile service industry, importance of capitalizing on relevant elements is highlighted to retain, further strengthen users' loyalty. Technological advancement has then created opportunity for differentiation in the area of reachability, particularly on the transaction convenience and access convenience of specified mobile service. Alongside product involvement, brand image and perceived value as hypothesized predictors of users' allegiance towards a mobile service, this study explored factors which influence customers' loyalty and propensity to leave within the mobile service industry. Convenience sampling approach was hereby implemented, following distribution of close-ended questionnaires among 400 respondents. Data analysis was then conducted through employment of the SEM AMOS software. As such, results obtained discovered product involvement, perceived value, transaction convenience and access convenience being direct predictors of both dependent variables; with the exception of brand image which doesn't affect propensity to leave, despite being a significant antecedent to customers' loyalty. Additionally, transaction convenience was revealed as an active moderator to the impact of perceived value on (i) customer loyalty, and (ii) propensity to leave. Centred on the transactional aspect in the mobile service industry, more effective service marketing strategies can be developed through gained insights from this research, with excelling sustainable customer retentions. [ABSTRACT FROM AUTHOR]