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This paper develops a student relationship model which highlights the role of gratitude in impacting students' positive perceptions, attitudes, and behavioral intentions towards their higher education providers. Using theories from services marketing and positive psychology, we develop and test a gratitude relationship model. A field survey, employing existing measures, was used to elicit data from 1104 respondents of public, private, and semi-public Pakistani universities. The results of this current research empirically demonstrate the role of gratitude as a mediating mechanism that explains the impact of a university's relationship investments on students' positive perceptions, attitudes, and behavioral intentions. This study contributes to higher education and services marketing literature by examining the emergent role of gratitude in students' perceptions of investments made by their universities and students' positive emotions, attitudes, and behavioral intentions, such as involvement and long-term relationship intentions, respectively. This research encourages university decision-makers to implement relationship-building strategies beyond that of the purely economic, such as scholarships, that seek to enhance the emotion of gratitude, which will lead to higher levels of perceived value of the relationship, involvement, and intentions to build long-term relationships with the university. This is the first study that highlights the role of gratitude as having an impact on students' perceptions, attitude, and behavioral intentions. Our student relationship model offers a better psychological explanation of how student gratitude may generate direct benefits for universities.

Food waste significantly contributes to complex socioeconomic and environmental problems. The tourism sector is not immune to these sustainability challenges. This research examines how both negative and positive emotions build tourists' intentions to reduce food waste. The study employs two experiments and a survey to establish causality among the key constructs and test the nomological network of those constructs. Results demonstrate a causal relationship between guilt, regret and hope and how these constructs interplay to explain the impact of a tourist's perceptions of potential cost and harm from not implementing food waste-reduction practices. Additionally, four tourist categories are developed using fuzzy-set Qualitative Comparative Analysis (fsQCA). The results of fsQCA identify different configurations of tourists who seek to reduce food waste. This study encourages tourism operators to leverage positive emotions, such as hope, in marketing communications to encourage food waste reduction. A key contribution of this work is the examination of the variable of 'hope', and its effect in the context of food waste behaviour among tourists. This is the first study to examine how the interaction between tourists' negative (guilt and regret) and positive (hope) emotions motivates their intentions to reduce food waste. [ABSTRACT FROM AUTHOR]

Employers increasingly commit to embracing diversity, equity and inclusion (DEI) in their workplaces. A key strategy for communicating this commitment is the use of DEI statements in recruitment materials, including job advertisements. However, this practice is ad hoc and is mostly viewed as a matter of compliance or impression management. This paper presents a systematic literature review of 39 studies published between 1994 and 2023 to understand the wider outcomes of using DEI statements as a recruitment marketing strategy. In doing so, it considers both employer and job applicant perspectives to outline goals communicated through DEI statements and environmental influences that drive the adoption of DEI communication. The paper also presents an agenda for future research highlighting critical observations and gaps that contribute to the progress of DEI discussions within recruitment marketing. [ABSTRACT FROM AUTHOR]

Research has previously established that tourists assess "attributes' to appraise the value a hotel may offer before booking online. However, this rational approach overlooks the role emotions may play in the decision-making process. This research examines the positive emotion of hope. Study 1 involved an experiment of 259 North American tourists, confirming the causal relationship between "hope" and "perceived value". Study 2 involved an online survey of 418 North American hotel guests, demonstrating "brand knowledge" moderates the relationship between hope and guests' perceived value, leading to booking intentions. These findings contribute new knowledge for tourism practitioners and researchers. [ABSTRACT FROM AUTHOR]

Increasing online advocacy by donors has important implications for nonprofit organizations (NPOs). Through a lens of self-disclosure theory, this current research combines data across three quantitative cross-sectional surveys of millennial Australian donors who donate blood, time, and/or money to better understand how NPOs can encourage existing donors to engage in greater online advocacy. Findings demonstrate (a) the importance of social norms and psychological involvement in online advocacy decisions, (b) that "firm-generated" marketing effectiveness can vary by the content provided by NPOs, and (c) that not all donation types are equal when encouraging donors to be advocates. The work contributes by broadening the scope of existing models of online brand advocacy to a donation context by examining "firm-generated user-shared" content and millennials' social media use for prosocial behaviors. [ABSTRACT FROM AUTHOR]

Farmers' markets can enhance local food tourism experiences, as well as benefit regions and businesses that operate within these markets. With the impact of COVID-19 reducing international travel, domestic and local tourism is predicted to increase due to a desire to support local economies. While it has been established that visitors who shop at farmers' markets do so for pro-social reasons, the current study examines the unintended consequences of these pro-social behaviors. We apply 'moral licensing' and regulatory focus theory to explain how a person's pro-social behavior gives a temporary boost to their positive self-image which subsequently gives them a 'licence' to act in a deviant manner. We examine the effect of licensing and consider individual differences in promotion focus to test whether some visitors are more prone to deviant behavior than others. This research assists in identifying the unintended outcomes for the local food tourism sector through licensing and provides suggestions on how to diminish this behavior. [ABSTRACT FROM AUTHOR]