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The authors examine how two negative emotions-guilt and shame-influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis using nonstudent adults. In Study 3, participants react to a recycling ad as they did in Studies 1 and 2 when they expend high effort by transcribing the recycle pledge before they view the ad, but not when they expend low effort by reading the pledge first. The findings overall provide converging evidence for the interplay between negative emotions and message framing. Theoretical and practical implications are discussed for developing environmental advertising message strategies.

Attitudes that are blindly adopted, termed premature cognitive commitments, can place unnecessary limitations on how we perceive and engage in the world around us, including how we perceive fatigue. Fatigue is still widely treated as a somatic reaction, caused by physical limitations. In contrast to this, our hypothesis, based on Langer’s mind/body unity theory, states that people perceive fatigue at proportional milestones during a task, regardless of how long it is, how strenuous it is, or whether it is physical or cognitive, and that fatigue can be manipulated psychologically. Five studies were designed to investigate (a) whether or not proportional perceptions of fatigue, or fatigue milestones, exists, rendering fatigue an illusion and (b) whether perceptions of fatigue are malleable by way of Langerian mindfulness, offering individuals control in the management of fatigue. Study 1 introduced a fatigue scale and used retrospective perceptions about travel-fatigue. Study 2 added an objective measure of physical fatigue in a cognitive task. Study 3 tested the illusion of fatigue on an athlete population in a physical task. Study 4 included the Langer Mindfulness Scale to further study subjective perceptions of fatigue in physical tasks. Study 5 tested mindful interventions on fatigue. The findings indicate that (a) an illusion of fatigue exists, with proportional set-in and peak milestones, what we label the fatigue illusion and (b) constructs of Langerian mindfulness offer individuals control over the timing, amount, and even the experience of fatigue.

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS) environments. Specifically, it is stronger if the senders and intended receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising disclosure that elicits persuasion knowledge. Finally, the negative effect of persuasion knowledge is reduced if the ad appears with a higher number of \"likes,\" which increases social proof for viral ads. Implications regarding viral advertising and social media behaviors are discussed.

Purpose The purpose of this paper is to explore the understudied antecedents of moral reasoning and cognitive processes that ultimately shape the ethical consumption. The theory of planned behavior (TPB) and the socio-intuitionist model are integrated. Holistic, inferential, and affective dimensions of intuition are identified as critical antecedents of environmental concerns that then influence the ethical consumption. Design/methodology/approach Structural equation modeling is used to analyze intuitive judgments and ethical concerns in 256 US undergraduates. The New Ecological Paradigm (NEP) is used to measure ethical concerns and the ecologically conscious consumer behavior (ECCB) instrument is used to measure ethical consumption. Findings The results indicate that inferential intuition, but not affective intuition, significantly predicts the ethical concerns (NEP), which in turn significantly influence all five dimensions of ethical consumption behavior (ECCB). Practical implications Managers and marketing strategists should focus on non-rational influences such as moral intuition to effectively promote ethical and responsible consumption. Originality/value The TPB and the intuitionist theory are integrated to reveal empirically how intuitive judgments may affect consumer attitudes and to provide new insights regarding the ethical consumption.

This study establishes that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in the United States and Korea. While friend recommendations reduce perceived credibility, brand attitude, and purchase intention for disclosed advertisements in the United States, they increase advertising effectiveness in Korea. The findings shed light on important distinctions between how Western and Asian consumers evaluate friend recommendations and advertising disclosures on social media that were heretofore absent. Theoretical contributions and practical implications for social media advertising and digital consumer behavior are discussed.

PurposeThe authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.Design/methodology/approachTwo experiments were used to test three hypotheses.FindingsStudy 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.Originality/valueThe current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

Purpose Food waste has strong ecological, economical and social implications. Focusing on waste perceptions and behavior according to food types, this paper aims to propose that vice or virtue food categories determine cognitive and behavioral reactions to food waste. The authors examine the psychological mechanism underlying the differential waste perceptions and behavior. Design/methodology/approach The authors conduct five studies, including a field study, to provide converging evidence that supports this theorization. Findings This study demonstrates that consumers feel that trashing vice food is more wasteful than trashing virtue food. They are less willing to waste vice food and more comfortable with wasting virtue food. Consequently, they waste more virtue than vice foods. The authors demonstrate that counterfactual thinking explains the food type effect on waste. Research limitations/implications This paper provides a conceptual framework for understanding and explaining food waste perceptions and behavior across vice and virtue food categories. This paper identifies counterfactual thinking as underpinning the psychology of waste perceptions and behaviors. The findings extend the growing research on subconscious and unintentional food waste, the food consumption literature and the psychology of waste literature. Practical implications The differential waste perceptions and behavior provide several implications for waste interventions and consumer education. By expanding theories of consumer food waste, this paper provides material for educational campaigns aimed at reducing waste and improving healthful eating. Social implications Consumers can benefit from understanding their tendency to avoid wasting vice foods but will waste virtue foods with little compunction. Waste aversion may be a reason people consume vice foods beyond satiation. Consumers may overconsume vice foods because they are so acutely averse to wasting them, with detrimental consequences for health and welfare. Originality/value To reduce consumer food waste, one must gain deeper insights into factors shaping consumer food waste perceptions and behavior. Food waste studies have been increasing but have overlooked the power of consumer perceptions in driving food waste consequences. To the best of the authors’ knowledge, no prior study has examined how food type affects waste perceptions and behavior. This research fills this gap.

In three experiments, the authors study charitable behaviors and demonstrate that consumers who feel socially excluded react more positively to altruistic, other appeals rather than egoistic, self-benefit appeals. In Study 1, a child poverty relief campaign with a message persuasiveness variable, consumers who feel socially excluded are more persuaded by other-benefit appeals, but other appeals and self-benefit appeals have equal effects on consumers who feel socially included. Study 2 replicates the findings in a cancer research campaign with an amount-to-donate variable: consumers who feel socially excluded allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but the effects are not observed among consumers who feel socially included. Study 3, a campaign for providing drinking water, further validates the findings with a donation intentions variable: other-benefit ads rather than self-benefit ads drive consumers who feel socially excluded to be more willing and likely to donate, but the effects are not observed among consumers who feel socially included and those in the baseline control condition.

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a nonassertive message using could, might, and worth. South Koreans do not show the reactance response. Study 2, an energy-saving campaign, conceptually replicates the findings and further shows that perceived threat to freedom mediates the effects. Study 3 uses a realistic setting (i.e., online magazine) to further support the hypothesis that cultural differences affect attitudes toward assertive messages, but adds perceived politeness as an underlying second mediator.